CB 02 Motivation - Ismail

CHAPTER$
FOUR$
!
The$Consumer$as$an$
Individual$
$
Consumer$Mo3va3on$
Learning$Objec3ves$
1. To!Understand!the!Types!of!Human!Needs!and!
Mo7ves!and!the!Meaning!of!Goals.!
2. To!Understand!the!Dynamics!of!Mo7va7on,!
Arousal!of!Needs,!SeCng!of!Goals,!and!
Interrela7onship!Between!Needs!and!Goals.!
3. To!Learn!About!Several!Systems!of!Needs!
Developed!by!Researchers.!
4. !To!Understand!How!Human!Mo7ves!Are!
Studied!and!Measured.!
Copyright!2012!Pearson!Educa7on,!Inc.!publishing!as!Pren7ce!Hall!!!!!!!!!!!
Chapter!Four!Slide! 2!
Mo3va3on$as$a$Psychological$Force$
Mo3va3on!is!the!
driving!force!within!
individuals!that!impels!
them!to!ac7on.!
Needs$are!the!essence!
of!the!marke7ng!
concept.!!Marketers!do!
not!create!needs!but!
can!make!consumers!
aware!of!needs.!
Model$of$the$Mo3va3on$Process$
Types$of$Needs$
Innate!Needs!
Physiological!(or!biogenic)!needs!that!are!
considered!primary!needs!or!mo7ves!
Acquired!Needs!
Learned!in!response!to!our!culture!or!
environment.!!Are!generally!psychological!and!
considered!secondary!needs!
Goals$
The!soughtVaWer!results!of!mo7vated!behavior!
Generic$goals$are!general!categories!of!goals!
that!consumers!see!as!a!way!to!fulll!their!
needs!want!a!pair!of!jeans!
ProductGspecic$goals$are!specically!branded!
products!or!services!that!consumers!select!as!
their!goals!want!a!pair!of!Calvin!Klein!jeans!
How$Does$this$Ad$Appeal$to$$
One s$Goals?$
It$Appeals$to$Several$Physical$$
AppearanceGrelated$goals.$
The$Selec3on$of$Goals$
The!goals!selected!by!an!individual!depend!on!
their:!
Personal!experiences!
Physical!capacity!
Prevailing!cultural!norms!and!values!
Goal s!accessibility!in!the!physical!and!social!
environment!
!to!go!on!a!vaca*on!!
Mo3va3ons$and$Goals$
Posi7ve!
Nega7ve!!
Mo7va7on!
A!driving!force!
toward!some!object!
or!condi7on!
Approach!Goal!
A!posi7ve!goal!
toward!which!
behavior!is!directed!
Mo7va7on!
A!driving!force$away$
from!some!object!or!
condi7on!
Avoidance!Goal!
A!nega7ve!goal!from!
which!behavior!is!
directed!away!
joining a gym to get strong and

train for an upcoming race
joining a gym to avoid health

problems that will certainly exist if
they do not exercise regularly
Blogger s$Mo3va3on$
Construct$
Items$
Blogging!for!
selfV
expressing!
I!use!my!blog!to!free!my!mind!when!I!am!moody.!
I!express!myself!by!wri7ng!in!my!blog.!
My!blog!is!the!place!where!I!express!what!I!feel.!
Blogging!for!
life!
documen7ng!
I!use!my!blog!as!my!diary!to!document!my!life.!
By!wri7ng!text!and!pos7ng!video/audio!les,!I!keep!a!record!of!my!life.!
Blogging!for!
commen7ng!
I m!willing!to!comment!on!what!other!bloggers!say.!
I d!like!to!respond!to!other!blogs!that!I!read!(no!mader!if!I!know!of!the!
blogger!or!not).!
I d!like!to!receive!people s!comments!on!what!I!post!on!my!blog.!
Blogging!for!
forum!
par7cipa7ng!
Blogging!helps!me!to!make!more!likeVminded!friends.!
In!my!blogroll!I!have!friends!with!whom!I!can!share!things.!
By!blogging!I!interact!with!a!set!of!blogs!that!have!contents!similar!to!
what!I!put!in!my!blog.!
Blogging!for!
informa7on!
seeking!
Blogging!helps!me!extract!informa7on!behind!events!that!interest!me.!
Blogging!helps!me!explore!more!informa7on!about!products!and/or!
services.!
To!me!it!is!convenient!to!search!for!informa7on!by!blogging.!
Ra3onal$versus$Emo3onal$Mo3ves$
Ra3onality!implies!that!consumers!select!
goals!based!on!totally!objec7ve!criteria,!such!
as!size,!weight,!price,!or!miles!per!gallon!
Emo3onal$mo7ves!imply!the!selec7on!of!
goals!according!to!personal!or!subjec7ve!
criteria!
!
How!consumers!view!marke*ng!variables,!including!
adver*sements!and!pricing!adjustments!
The$Dynamics$of$Mo3va3on$
Mo7va7ons!change!as!we!age,!interact!with!
others,!change!careers,!acquire!wealth,!become!
ill,!marry!or!divorce,!or!pursue!educa7on.!!!
!
Needs!are!never!fully!sa7sed!
New!needs!emerge!as!old!needs!are!sa7sed!
People!who!achieve!their!goals!set!new!and!
higher!goals!for!themselves!
Subs3tute$Goals$
Are!used!when!a!consumer!cannot!adain!a!
specic!goal!he/she!an7cipates!will!sa7sfy!a!
need!
The!subs7tute!goal!will!dispel!tension!
Subs7tute!goals!may!actually!replace!the!
primary!goal!over!7me!
cable!television!service!Vs!satellite!television!provider!
Frustra3on$
$
Class$Ac3vity_$
$
Grades$Achieved$in$Last$Semester$
Frustra3on$
Failure!to!achieve!a!goal!may!result!in!
frustra7on.!!
Some!adapt;!others!adopt!defense!
mechanisms!to!protect!their!ego.!!
Defense$MechanismsG$
Methods!by!which!people!mentally!
redene!frustra7ng!situa7ons!to!protect!
their!selfVimages!and!their!selfVesteem.!
Defense$Mechanisms$
Construct$
Items$
Aggression!
In!response!to!frustra7on,!individuals!may!resort!to!aggressive!behavior!
in!ademp7ng!to!protect!their!selfVesteem.!The!tennis!pro!
who!slams!his!tennis!racket!to!the!ground!when!disappointed!with!
his!game!or!the!baseball!player!who!physically!in7midates!an!umpire!
for!his!call!are!examples!of!such!conduct.!So!are!consumer!
boycods!of!companies!or!stores.!
Ra7onaliza7on! People!some7mes!resolve!frustra7on!by!inven7ng!plausible!reasons!
for!being!unable!to!adain!their!goals!(e.g.,!not!having!enough!
7me!to!prac7ce)!or!deciding!that!the!goal!is!not!really!worth!pursuing!
(e.g.,!how!important!is!it!to!achieve!a!high!bowling!score?).!
Regression!
An!individual!may!react!to!a!frustra7ng!situa7on!with!childish!or!
immature!behavior.!A!shopper!adending!a!bargain!sale,!for!example,!
may!ght!over!merchandise!and!even!rip!a!garment!that!another!
shopper!will!not!relinquish!rather!than!allow!the!other!
person!to!have!it.!
Withdrawal!
Frustra7on!may!be!resolved!by!simply!withdrawing!from!the!situa7on.!
For!instance,!a!person!who!has!diculty!achieving!ocer!
status!in!an!organiza7on!may!decide!he!can!use!his!7me!more!
construc7vely!in!other!ac7vi7es!and!simply!quit!that!organiza7on.!
Defense$Mechanisms$
Construct$
Projec7on!
Items$
Daydreaming!
Daydreaming,! or! fantasizing,! enables! the! individual! to! adain! imaginary!

gra7ca7on! of! unfullled! needs,! A! person! who! is! shy! and! lonely,! for!
example,!may!daydream!about!roman7c!love!aair.!
Iden7ca7on!
People! resolve! feelings! of! frustra7on! by! subconsciously! iden7fying! with!

other!persons!or!situa7ons!that!they!consider!relevant.!For!example!sliceV
ofVlife! commercials! oWen! portray! a! stereotypical! situa7on! in! which! an!
individual!experiences!a!frustra7on!and'!then!overcomes!the!problem!by!
using! the! adver7sed! product.! If! the! viewer! can! iden7fy! with! the!
frustra7ng! situa7on,! he! or! she! may! very! likely! adopt! the! proposed!
solu7on!and!buy!the!product!adver7sed.!
Repression!
!
Individuals! avoid! the! tension! arising! from! frustra7on! by! repressing! the!
unsa7sed! need.! Thus! individuals! may! force ! the! need! out! of! their!
conscious! awareness.! Some7mes! repressed! needs! manifest! themselves!
indirectly.! The! wife! who! is! unable! to! bear! children! may! teach! school! or!
work!in!a!library;!her!husband!may!do!volunteer!work!in!a!boys!club.!
An!individual!may!redene!a!frustra7ng!situa7on!by!projec7ng!blame!for!
his! or! her! own! failures! and! inabili7es! on! other! objects! or! persons.! Thus,!
the!golfer!who!misses!a!stroke!may!blame!his!golf!clubs!or!his!caddy.!
Arousal$of$Mo3ves$
A! consumer! has! a! variety! of! needs! but! only!
some!of!them!are!aroused!at!any!given!7me!and!
given!topVofVmind!priority.!!
Physiological!arousal!get!hungry!
Emo7onal!arousal!frustrated!
Cogni7ve!arousal!read!an!ad!that!made!them!
think!about!their!needs!
Environmental!arousal!the!weather!becomes!
cold!
How$Does$This$Ad$
Arouse$One s$Needs?$
The$Ad$Is$Designed$to$Arouse$One s$Yearning$
for$an$Adventurous$Vaca3on$by$Appealing$to$
the$Sense$of$Touch$
Philosophies$Concerned$with$$
Arousal$of$Mo3ves$
There!are!two!opposing!philosophies!that!deal!with!the!
arousal!of!human!mo7ves.!
Behaviorist!School!
Behavior!is!response!to!s7mulus!
Elements!of!conscious!thoughts!are!to!be!ignored!
Consumer!does!not!act,!but!reacts!
Cogni7ve!School!
Behavior!is!directed!at!goal!achievement!
Needs!and!past!experiences!are!reasoned,!categorized,!
and!transformed!into!aCtudes!and!beliefs!
Types$and$Systems$of$Needs$
Henry!Murray s!28!psychogenic!needs!
Abraham!Maslow s!hierarchy!of!needs!
A!trio!of!needs!
Murray s$List$of$Psychogenic$Needs$
Needs Associated
with Inanimate
Objects!
Needs Reflecting
Ambition, Power,
Accomplishment,
and Prestige!
Needs Connected
with Human
Power!
Acquisition !
Superiority!
Dominance!
Conservancy !
Achievement!
Deferrence!
Order!
Recognition!
Similance!
Retention !
Exhibition!
Autonomy!
Construction!
Infavoidance!
Contrariance!
Murray s$List$of$Psychogenic$Needs$
(con3nued)$
Needs$Concerned$ Needs$Concerned$
SadoGMasochis3c$
with$Aec3on$
with$Social$
Needs$!
between$People!
Intercourse!
Alia7on!
Aggression!
!Rejec7on!
Cognizance!
Nurturance!
Abasement!
Succorance!
Exposi7on!
Play!
Maslow s$Hierarchy$of$Needs$
$Figure$4.10$$
To$Which$of$Maslow s$
Needs$Does$This$Ad$Appeal?$
Both$Physiological$and$Social$Needs$
Egois3c$Needs$
SelfGActualiza3on$
A$Trio$of$Needs$
Power!
individual s!desire!to!control!environment!
Alia7on!
need!for!friendship,!acceptance,!and!belonging!
Achievement!
need!for!personal!accomplishment!
closely!related!to!egois7c!and!selfVactualiza7on!
needs!
To$Which$of$the$Trio$
of$Needs$Does$This$Ad$Appeal?$
The$Alia3on$Needs$Of$Young,$
Environmentally$Concerned$Adults$
To$Which$of$the$Trio$
of$Needs$Does$This$Ad$Appeal?$
Alia3on$Need$
Power$And$Achievement$Needs$
Measurement$of$Mo3ves$
Researchers!rely!on!a!
combina7on!of!
techniques!
Qualita7ve!research!is!
widely!used!
Projec7ve!techniques!are!
oWen!very!successful!in!
iden7fying!mo7ves.!
Qualita3ve$Measures$of$Mo3ves$
METAPHOR!
ANALYSIS!
!This!method,!including!the!tool!termed!
ZMET!(Zealtman!Metaphor!Elicita7on!Technique)!
!Relies!on!visual!images!to!assess!
customers!deep!and!subconscious!!
thoughts!about!product!and!services.!
STORYTELLING!
This!method!consists!of!having!customers!
tell!realVlife!stories!regarding!their!use!of!
the!product!under!study.!!
WORD!ASSOCIATION! In!this!method,!respondents!are!presented!
with!words,!one!at!a!7me,!and!asked!to!say!
AND!SENTENCE!
the!rst!word!that!comes!to!mind.!!!
COMPLETION!
Qualita3ve$Measures$of$Mo3ves$
THEMATIC!
APPERCEPTION!
TEST!
This!test!consists!of!showing!!pictures!to!!
individual!respondents!and!asking!them!
to!tell!a!story!about!each!picture.!
DRAWING!
PICTURES!AND!
PHOTOS!SORT!
Visual!images!are!oWen!used!to!study!
consumers!percep7ons!of!various!!
brand!and!to!develop!new!adver7sing!
strategies.!
Respondents!are!ask!to!draw!pictures!

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CHAPTER$

joining a gym to get strong and

joining a gym to avoid health

Daydreaming,! or! fantasizing,! enables! the! individual! to! adain! imaginary!

People! resolve! feelings! of! frustra7on! by! subconsciously! iden7fying! with!

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