Motivation

1
Chapter 5

• Motivation

2

• The Structure of Motivation
• What motivates people to make purchases?
• Needs and wants motivate us.
• What are the differences in needs and wants?
• Needs are more basic than wants. (Need water,
  want Perrier)

3

• Maslows Hierarchy of Needs
• (bottom to top)
• 1. Physiological water, food shelter. What
  products?
• 2. Safety also stability, comfortable
  environment. What products?
• 3. Social needs friendship, group acceptance,
  affiliation, love. What products?
• 4. Esteem self-esteem, esteem of others,
  superiority, prestige, status. What products?
• 5. Self-actualization self-fulfillment,
  achieving ones potential. Maslow felt very few
  people reach this level. What products?

4

• Categories of Appeals
• Emotional Examples? Positive or negative? Why
  do advertisers want the viewer/listener to like
  the commercial itself?
• Consumers relate better to message, more likely
  to be receptive. Good feelings attach to the
  product.
• Rational Examples? What buying factors are most
  important in rational appeals? (Price and
  quality)
• Rarely is price alone a motivator usually price
  and quality, or quality by itself
• Moral Examples? (Social causes)

5

• (Categories of appeals, cont.)
• Other appeals
• Humor when is humor effective? (Establish
  identification of the product Geico, Aflac)
  Other examples?
• Celebrity works because of trust. (Also,
  affiliation, social needs, esteem needs)
• Five senses How do we convey smell, taste,
  touch? (Lays Potato Chips) Other examples?

6

• (Categories of appeals, cont.)
• Features and Benefits products features must
  be translated into benefits. Difference?
  Benefits satisfy needs and wants. See p. 85.
• Most TV spots show the benefit of the product
  near the conclusion (laundry detergent,
  mouthwash)