CHAPTE

R
FOUR

Consumer
Motivation

Learning Objectives
1. To Understand the Types of Human Needs
and Motives and the Meaning of Goals.
2. To Understand the Dynamics of Motivation,
Arousal of Needs, Setting of Goals, and
Interrelationship Between Needs and Goals.
3. To Learn About Several Systems of Needs
Developed by Researchers.
4. To Understand How Human Motives Are
Studied and Measured.
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Chapter Four

Motivation as a
Psychological Force
Motivation is the
driving force within
individuals that
impels them to
action.
Needs are the
essence of the
marketing concept.
Marketers do not
create needs but can
make consumers
aware of needs.
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Model of the Motivation

Process
Figure 4.2

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Types of Needs
Innate Needs
Physiological (or biogenic) needs that are
considered primary needs or motives

Acquired Needs
Learned in response to our culture or
environment. Are generally psychological
and considered secondary needs
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Chapter Four

Goals
The sought-after results of motivated
behavior
Generic goals are general categories
of goals that consumers see as a way to
fulfill their needs
Product-specific goals are specifically
branded products or services that
consumers select as their goals
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Chapter Four

How Does this Ad Appeal to

Ones Goals?

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It Appeals to Several Physical

Appearance-related goals.

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Chapter Four

The Selection of Goals

The goals selected by an individual
depend on their:
Personal experiences
Physical capacity
Prevailing cultural norms and values
Goals accessibility in the physical and
social environment

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Chapter Four

Discussion Questions
What are three generic goals you have set
for yourself in the past year?
What are three product-specific goals you
have set in the past year?
In what situations are these two related?
How were these goals selected? Was it
personal experiences, physical capacity, or
prevailing cultural norms and values?

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10

Motivations and Goals

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11

Bloggers Motivation - Table

Construct Items 4.1 (excerpt)
Blogging
for selfexpressing

I use my blog to free my mind when I am moody.

I express myself by writing in my blog.
My blog is the place where I express what I feel.

Blogging
for life
documenti
ng

I use my blog as my diary to document my life.

By writing text and posting video/audio files, I keep a
record of my life.

Blogging
for
commentin
g

Im willing to comment on what other bloggers say.

Id like to respond to other blogs that I read (no matter if I
know of the blogger or not).
Id like to receive peoples comments on what I post on
my blog.

Blogging
for forum
participatin
g

Blogging helps me to make more like-minded 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
Blogging helps me extract information behind events that
for
interest me.
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12
information Blogging helps me explore more information about

Rational versus Emotional

Motives
Rationality implies that consumers
select goals based on totally
objective criteria, such as size,
weight, price, or miles per gallon
Emotional motives imply the
selection of goals according to
personal or subjective criteria

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13

Discussion Questions
What products
might be
purchased using
rational and
emotional motives?
What marketing
strategies are
effective when
there are combined
motives?
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14

The Dynamics of Motivation

Needs are never fully satisfied
New needs emerge as old needs are
satisfied
People who achieve their goals set
new and higher goals for themselves

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15

Substitute Goals
Are used when a consumer cannot
attain a specific goal he/she
anticipates will satisfy a need
The substitute goal will dispel tension
Substitute goals may actually replace
the primary goal over time

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16

Frustration
Failure to achieve a goal may
result in frustration.
Some adapt; others adopt defense
mechanisms to protect their ego.

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17

Defense Mechanisms- Table 4.2

(excerpt)
Construct Items
Aggression

In response to frustration, individuals may resort to

aggressive behavior
in attempting to protect their self-esteem. The tennis pro
who slams his tennis racket to the ground when
disappointed with
his game or the baseball player who physically intimidates
an umpire
for his call are examples of such conduct. So are consumer
boycotts of companies or stores.

Rationalizat
ion

People sometimes resolve frustration by inventing plausible

reasons
for being unable to attain their goals (e.g., not having
enough
time to practice) 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 frustrating situation with

childish or
immature behavior. A shopper attending a bargain sale, for
example,
fight
merchandise
that18
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Chapter Four

Arousal of Motives

Physiological arousal
Emotional arousal
Cognitive arousal
Environmental arousal

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How Does This Ad

Arouse Ones Needs?

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The Ad Is Designed to Arouse

Ones Yearning for an Adventurous
Vacation by Appealing to the
Sense of Touch

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21

Philosophies Concerned with

Arousal of Motives
Behaviorist School
Behavior is response to stimulus
Elements of conscious thoughts are to be
ignored
Consumer does not act, but reacts

Cognitive School
Behavior is directed at goal achievement
Needs and past experiences are reasoned,
categorized, and transformed into attitudes
and beliefs
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22

Types and Systems of

Needs
Henry Murrays 28 psychogenic
needs
Abraham Maslows hierarchy of
needs
A trio of needs

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23

Murrays List of
Psychogenic Needs

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24

Murrays List of Psychogenic

Needs (continued)

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25

Maslows Hierarchy of
Needs
Figure 4.10

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26

To Which of Maslows
Needs Does This Ad
Appeal?

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27

Both Physiological and

Social Needs

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28

To Which of Maslows
Needs Does This Ad
Appeal?

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29

Egoistic Needs

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30

To Which of Maslows
Needs Does This Ad
Appeal?

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31

Self-Actualization

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32

Discussion Questions
What are three types of products
related to more then one level of
Maslows Hierarchy of Needs?
For each type of product, consider
two brands. How do marketers
attempt to differentiate their product
from the competition?

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A Trio of Needs
Power
individuals desire to control environment

Affiliation
need for friendship, acceptance, and
belonging

Achievement
need for personal accomplishment
closely related to egoistic and selfactualization needs
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To Which of the Trio

of Needs Does This Ad
Appeal?

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The Affiliation Needs Of

Young, Environmentally
Concerned Adults

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36

To Which of the Trio

of Needs Does This Ad
Appeal?

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37

Affiliation Need

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38

Power And Achievement

Needs

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39

Measurement of Motives
Researchers rely on a
combination of
techniques
Qualitative research is
widely used
Projective techniques
are often very
successful in
identifying motives.
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40

Qualitative Measures of
Motives
Table 4.7 (excerpt)

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41

Motivational Research
Term coined in the 1950s by Dr.
Ernest Dichter
Based on premise that consumers
are not always aware of their
motivations
Identifies underlying feelings,
attitudes, and emotions

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42

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reproduced, stored in a retrieval system, or transmitted, in
any form or by any means, electronic, mechanical,
photocopying, recording, or otherwise, without the prior
written permission of the publisher. Printed in the United
States of America.

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publishing as Prentice Hall
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Four Slide