CONSUMER MOTIVATION

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CONSUMER MOTIVATION

• Chapter 4

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MOTIVATION

• It is the driving force that impels consumers to
  action
• Individuals strive to reduce tension through
  behavior that they anticipate will fulfill their
  needs
• Goals are the sought- after results of motivated
  behavior

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Model of Motivation

• Innate /primary
• Acquired/secondary needs
•  
• Tension, motivation , drive
•  
•  
• Personal experience prevailing cultural norms
  values
• Physical capacity goal accessibility
• social/physical environment
• Own perception self image
•  
•  
• Generic goals
• Product specific

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• Needs and goals are interdependent
• Social needs clubs, groups
• Power needs position, office
• Physiological food, shelter, clothes
• Psychological popularity, successful
  grades,
• performance

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MOTIVATION CAN BE

• 1. POSITIVE drive towards object/condition
• Need it, want it, desire it approach
• e.g. coke to quench thirst
• OR  
• NEGATIVE drive away from object/condition
• Fear aversion avoid
• E.g. do not smoke unhealthy negative
• Vs. Non cola healthy positive
•  
• 2. RATIONAL objective assessment of alternatives
  for greatest utility
• e.g. Have maximum functions
• OR
• EMOTIONAL personal/subjective selection of
  goalsmay not maximize utility or satisfaction
• e.g. I like the design, my friend has it

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Different Schools of Thought

• Because assessment of satisfaction is a very
  personal processown need structure, past
  behavior or social (learned) experiences
• POSITIVIST
• isolate causesthus predict and influence
  behavior
• view CB as rationally motivated
• EXPERIENTIALIST
• gain insight and understanding of CB in various
  unique circumstances
• Often interested in studying hedonistic pleasures

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MOTIVATION IS DYNAMIC

• Changing in reaction to Lifes experiences
• Individual physical condition
• Environment
• Interactions with others
•  
• Needs Many are never fully satisfied
• New and higher order needs emerge
• One achievedset new and higher goals
•  
• Goals Success or failure leads to
• Substitute goals
• Frustration causes defense mechanisms to protect
  their ego and self-esteem
•  

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• CB guided by multiplicity of needs
•   Overriding or pre potent need initiates
  behavior
•   e.g. transportation buy a car
• Needs and goals vary among individuals
• One goal - different needs
• e.g. degree achievement, income, status
• One need - different goals
• e.g. achievement -- degree, job, promotion

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MOTIVES ARE AROUSED

• by internal stimuli physiological
• e.g. sugar level, body temperature
• by emotions
• day dreaming, bored, happy 
• by cognition
• reminders of home, activities 
• by environment
• smell of bakery products, TVCs, goal object
•  
• Motives are aroused through
•  Behaviorist process Vs. Cognitive process
• SR model reasoning
•  E.g. impulse behavior goal oriented behavior
• Reacts to stimuli act to satisfy need
• Buy chewing gum buy fruit

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THEORY OF HEIRARCHY OF NEEDS

• Maslows hierarchy
• 5 levels of prepotent needs
• Physiological
• Safety
• Social
• Egoistic
• Self actualization
• Needs are diverse,
• Have variety,
• Progress from low to higher order
• Dissatisfaction motivates behavior

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Use of Hierarchy of Needs

• Focus advertising appeals on a need level
• Facilitates product positioning and
  repositioning
• Goods segmented by needs/levels
• Used as basis for market segmentation
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• Examples
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• Power need Mountain Dew ad
• Affiliation Family mixture
• Achievement Credit card gold
•  
• Convenience home delivery service
• Food fast foods
• Safety car locks
• Security insurance
• Social branded products