Motivation as a

psychological force

Figure 4.1 Model of the Motivation

Process
Learning
Learning
Needs
Needs
wants,
wants,
and
and
desires
desires

Tension
Tension

Drive
Drive

Behavior
Behavior

Cognitive
Cognitive
processes
processes

Tension
Tension
reduction
reduction

Goal
Goaloror
need
need
fulfillfulfillment
ment

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

Acquired needs
Generally psychological (or psychogenic) needs
that are considered secondary needs or motives.
Also known as secondary needs.

Goals
Generic Goals
the general categories of goals that consumers
see as a way to fulfill their needs
e.g., I want to get a graduate degree.

Product-Specific Goals
the specifically branded products or services that
consumers select as their goals
e.g., I want to get an MBA in Marketing from
Kellogg School of Management.

Goals cont..
Individual set goals
On the basis of their personal values and they
believe they will help them achieve their
desired goals.

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

Types of goals
An individuals personal characteristics and
own perception of self also influence the
specific goals selected.
Personal goal distinguishes two types of
people:
1. promotion focus
2. prevention focus

 Promotion focus
These people are interested in their growth and
development, have more hopes and favor the
presence of positive outcome.

Prevention focus
These people are interested in safety and
security, are more concerned with duties and
obligation and favor the absence of negative
outcome.

 Another study distinguished two goals

Ideals which represent hopes wishes and
aspirations. People relied more on feelings in
evaluation ads.
Oughts which represent duties and obligations.
People relied more heavily on substantive and
factual contents of ads.

Figure 4.3
Achieving
Goals by
Subscribing
to a Magazine

 Goals are also related to negative forms of

consumption behavior.
Personal goals that focus on extrinsic
benefits are associated with higher degrees
of compulsive buying then goals that stress
intrinsic benefits.

Figure 4.4 Different Appeals for

Same Goal Object

Interdependence of needs and goals

Needs and goals are interdependent. Neither
exists without the other.
People are not as aware of their needs as they
are of their goals.
Individuals are somewhat more aware of their
physiological needs than they are of their
psychological needs.

Motivations and Goals

Positive Motivation
A driving force
toward some object
or condition
Approach Goal
A positive goal toward
which behavior is directed
E.g. going to a restaurant
to fulfill hunger

Negative Motivation
A driving force away
from some object or
condition
Avoidance Goal
A negative goal from which
behavior is directed away
E.g. away from a motorcycle
transportation to fulfill a
safety need

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. E.g.
fear and affection

 The assessment of satisfaction is a personal

process.
What may appear irrational to an outside
observer may be perfectly rational in the
context of the consumers own psychological
field.

The Dynamic Nature of

Motivation
Needs and goals change and grow in response to
an individuals physical condition, experiences etc.
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

Figure 4.6 New and Higher Goals

Motivate Behavior

Figure 4.7
Changing
Consumer
Needs

Success and failure influence goals

Individuals who achieve goals tend to raise
their levels of aspiration. (increases level of
confidence)
The nature and persistence of an individuals
behavior are often influenced by expectations
of success or failure in reaching certain goals.
These are based on past experience.

Substitute
goals

The goal may not be

as satisfactory as the
primary goal, it may
be sufficient to dispel
uncomfortable
tension. Continued
depriviation may
result in substitute
goal assuming
primary status.

Frustration

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

Defense
Mechanism

Methods by which
people mentally
redefine frustrating
situations to protect
their self-images and
their self-esteem.
Most advertisements
portray a person
resolving a
frustration through
the use of a product.

Table 4.2 Defense Mechanisms

Aggression
Rationalization
Regression
Withdrawal

Projection
Day dreaming
Identification
Repression

Arousal of Motives

Physiological arousal bodily needs

Emotional arousal- autistic thinking
Cognitive arousal
Environmental arousal activated by cues
in the environment

Environmental arousal
Television has a mixed effect on the lives of
people in underdeveloped countries. It
exposes them to various lifestyles and
expensive needs that they would not
otherwise see and awakes desire.

Figure 4.8
Cognitive
Need
Arousal

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
Need to consider needs, attitudes, beliefs, etc. in
understanding consumer behavior

Figure 4.9 Maslows Hierarchy of Needs

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

Table 4.3 Murrays List of

Psychogenic Needs
Needs Associated with Inanimate Objects:
Acquisition, Conservancy, Order, Retention, Construction
Needs Reflecting Ambition, Power,
Accomplishment, and Prestige:
Superiority, Achievement, Recognition, Exhibition, Infavoidance
Needs Connected with Human Power:
Dominance, Deferrence, Similance, Autonomy, Contrariance

Table 4.3 Murrays List of

Psychogenic Needs
Sado-Masochistic Needs :
Aggression, Abasement
Needs Concerned with Affection between People:
Affiliation, Rejection, Nurturance, Succorance, Play
Needs Concerned with Social Intercourse:
Cognizance, Exposition

Figure 4.10 Appeal to Egoistic

Needs

Figure 4.11
Appeal to
SelfActualization

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 self-actualization
needs

Figure 4.12
Appeal to
Power Needs

Figure 4.13
Appeal to
Affiliation
Needs

Figure 4.14
Appeal to
Achievement
Needs

The measurement of motives

How are motives identified and measured?
How do researchers know which motives
are responsible for certain kind of behavior?
These questions are difficult to answer as :
Motives are hypothetical constructs (cannot be
touched or smelled)
No single measurement method can be
considered as a reliable index.

 A combination of various research

techniques try to establish the presence and
or the strength of various motives.
Valid insights into consumer behavior are
derived through behavioral, subjective and
qualitative data

Motivational
Research

Qualitative research
designed to uncover
consumers
subconscious or hidden
motivations.
Consumers are not
always aware of, or
may not wish to
recognize, the basic
reasons underlying
their actions.

Qualitative research techniques used

in motivational research

Metaphor analysis
Story telling
Word association and sentence completion
Thematic apperception test
Drawing picture and photo sorts

Evaluation of motivational research

Important tool for marketers to get a deeper
insight into the whys of consumer behavior
Its principle use today is in the development
of new ideas for promotional campaigns
and ideas that can penetrate the consumers
awareness.