Motivation and Emotion

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Chapter 7
Motivation and Emotion

• Motivation and Emotion

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What Is Motivation?

• The driving force within individuals that impels
  them to action
• It is produced by a state of arousal or tension,
  which exists as the result of an unfulfilled need
• Individuals strive consciously and subconsciously
  to reduce the tension through behavior they
  anticipate will fulfill their needs and thus
  relieve of the stress they feel

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Implications for marketers

• Ads and promotions are aimed at stimulating the
  state of tension
• To be successful, ads have to also provide
  direction to the advertised brand

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Classifying Consumer Motivations

• Researchers put motivation into five categories
• Conscious vs. Unconscious
• High vs. Low Urgency
• Positive vs. Negative Polarity
• Intrinsic vs. Extrinsic
• Rational vs. Emotional

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1. Conscious vs. unconscious

• Conscious motives are motives we are aware of,
  the reasons for our behavior are clear, and these
  motives do not need to be aroused
• Sometimes we are unaware of the reason why a
  particular behavior was undertaken our
  motivation is unconscious

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2. High vs. low urgency

• High urgency needs must be satisfied immediately
  and may make comparison shopping impossible
• Low urgency needs can be postponed and enable
  consumers to shop for the best product at the
  best price

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3. Positive and negative motivation

• Positive motivation drives consumers toward some
  object or condition
• Negative motivation (e.g., fear/guilt) drives
  consumers away from a consequence

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4. Intrinsic vs. extrinsic

• Intrinsic motivation is engaging in behavior for
  the pleasure of the behavior itself the behavior
  is the reward
• Extrinsic motivation is engaging in behavior for
  a reward that is independent of the activity

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5. Rational v. emotional motives

• Rationality implies consumers select goals based
  on totally objective and utilitarian criteria,
  such as size, weight, price, miles per gallon,
  etc.
• Ads that provide factual information are aimed at
  this motivation
• Emotion implies the selection of goals according
  to personal or subjective criteria, such as
  pride, fear, affection or status
• Ads that identify products with a particular
  lifestyle target emotional motivation

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Needs and goals as elements of motivation

• Every individual has needs
• Innate/primary needs are physiological they
  include needs for sustenance (air, food, water,
  sex)
• Acquired/secondary needs are learned in response
  to our culture or environment they result from
  our individual psychological state and
  relationships with others

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Goals

• All human behavior is goal-oriented
• Generic goals are the general classes of goals
  that will satisfy human needs
• Product-specific goals are the specifically
  branded products and services consumers select as
  their goals

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• The selection of goals depends on a number of
  factors related to the person or situation
• Physical, financial and emotional condition
• Cultural values and norms
• Social acceptance of the goal

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Types and systems of needs

• For many years, psychologists and others
  interested in human behavior have attempted to
  develop exhaustive lists of human needs
• Lists of human motives often are too long to be
  of practical use to marketers
• The most useful kind of list is a limited one, in
  which needs are sufficiently generic to subsume
  more detailed human needs

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• Some psychologists have suggested that people
  have different need priorities based on their
  personalities, experiences, environments, etc.
• Others believe that most humans experience the
  same basic needs, to which they a assign a
  similar priority ranking

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Maslows hierarchy of needs

• Maslow formulated a widely accepted theory of
  human motivation based on a universal hierarchy
  of needs
• Holds that individuals seek to satisfy
  lower-level needs before higher-level needs
  emerge
• The lowest level of chronically unsatisfied need
  serves to motivate behavior
• When that need is satisfied, a new and higher
  need emerges, and so on

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Five basic needs (in order)

• Physiological needs
• Safety needs
• Social needs
• Egoistic needs
• Self-actualization needs

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• Some overlap exists between the levels
• No need is ever totally satisfied, thus multiple
  levels of needs may affect consumers
  simultaneously

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1. Physiological needs

• The most basic needs, required to sustain
  biological life
• the same as the primary needs listed earlier
  (food, water, air, shelter, clothing, sex)
• Physiological needs are dominant when they are
  chronically unsatisfied

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2. Safety needs

• After the first needs are met, safety and
  security become the driving force behind behavior
• Involve much more than physical safety
• Order
• Stability
• Routine
• Familiarity
• Control over ones life and environment

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3. Social needs

• Include love, affection, belonging and acceptance
• People seek warm and satisfying human
  relationships with others and are motivated by
  love for their families

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4. Egoistic needs

• Inwardly-directed ego needs reflect an
  individuals need for self-acceptance,
  self-esteem, success, independence, personal
  satisfaction with a job well done
• Outwardly-directed ego needs include needs for
  prestige, reputation, status and recognition from
  others

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5. Self-actualization

• Maslow most people never fully satisfy ego
  needs thus dont reach this level
• Refers to persons desire to fulfill potential

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Maslows Hierarchy of Needs
Safety and Security Needs (Protection,
order, stability)
Social Needs (affection, friendship,
belonging)
Ego Needs (Prestige, status, self esteem)
Self-Actualization (Self-fulfillment)
Physiological Needs (Food, water, air,
shelter, sex)
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Implications for Marketers

• Consumer goods often serve to satisfy each of the
  need levels
• Enables marketers to focus appeals on a need
  level shared by a large segment of the population

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Segmentation applications

• Specific advertising appeals are directed to one
  or more need-segment levels

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Positioning applications

• Key to positioning is to find a nichean
  unsatisfied need that is not occupied by a
  competing product or brand
• Maslow postulated that no need is ever fully
  satisfied
• Thus needs will always be a motivating force
• Marketers can identify an unsatisfied need which
  their competition appears not to be meeting

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Social motivation theories

• Some psychologists have identified a trio of
  needs that, while subsumed within Maslows
  hierarchy, considered individually have unique
  relevance to consumer behavior
• Power
• Affiliation
• achievement

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1. Power

• Relates to an individuals desire to control his
  or her environment
• Closely related to the ego need in that many
  individuals experience increased self-esteem when
  they exercise power over objects or people

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2. Affiliation

• Suggests that behavior is strongly influenced by
  desire for friendship, acceptance and belonging
• People with high affiliation needs tend to be
  socially dependent on others
• They often select goods they believe will meet
  with the approval of peers

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3. Achievement

• Persons with strong need for achievement often
  regard personal accomplishment as an end in
  itself
• Tend to be more self-confident, enjoy taking
  calculated risks, actively research their
  environments, and value feedback
• Monetary rewards provide an important type of
  feedback

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• Seek activities that provide the opportunity for
  self-evaluation
• Products that appeal to them include innovative
  products and do-it-yourself projects
• Individuals who have achieved success in highly
  challenging activities (e.g., ocean yacht racing,
  mountaineering) are appealing as endorsers of
  products

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Motivational conflict

• Occurs when multiple needs arise and fulfilling
  one goal conflicts with another
• The end result is frustration
• Conflict can involve both positive and negative
  motivation

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• Lewin identified three types of motivational
  conflict
• Approach-approach conflicts
• Avoidance-avoidance conflicts
• Approach-avoidance conflicts

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1. Approach-approach conflicts

• Arise when consumers face a choice among
  desirable optioni.e., two positive goals or
  motivations
• the more equal the positives, the greater the
  conflict
• Marketers can use tactics designed to ease the
  conflict by making one option more attractive or
  creating conditions where consumers can have both

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2. Avoidance-avoidance conflicts

• Arise when consumers must choose between two
  options with unfavorable consequences
• Marketers seek ways to minimize the negative
  aspects of purchasing their product
• Marketers may also emphasize the negatives
  related to avoiding the purchase of the product

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3. Approach-avoidance conflicts

• Most typical conflict because every purchase
  requires parting with something (time, money,
  energy, risk)
• Consumers only purchase products when they
  believe the benefits outweigh the costs
• It is the job of marketers to convince consumers
  that their products value exceeds its costs

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Emotions

• Recall that motives can be rational or emotional
• Love, fear, anger, envy, loneliness, sorrow
• These emotions influence our behavior
• In recognition, marketers use emotions to sell
  products

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How emotional ads work

• Emotional ads trigger physiological and
  psychological reactions
• Marketers use the emotions aroused by the ad to
  create a bond between the consumer and the
  product
• Marketers can then activate the need for the
  product by stirring the relevant emotion