The Consumer as an Individual:

Consumer Motivation
Motivation Definition

Motivation is the driving force within

individuals that impels them to action.
Motivation refers to the process that cause
people to behave as they do.
Model of Motivational Process
Needs

Innate Needs (Biogenic or Primary)

Physiological needs
Acquired Needs (Psychological or Secondary)
Learned from culture or environment.
GOALS
Generic Goals
Product Specific Goals

The selection of Goals

Personal experiences
Physical capacity
Prevailing cultural norms & values
Goals accessibility in the physical and social
environment
Individuals characteristics
 Positive and Negative Goal
Positive Goal( Approach Object) towards which
behavior is directed.
Negative Goal ( Avoidance Object) behavior
which is directed away.
Promotion and Prevention Focus
Promotion growth and development.
Prevention safety and security.
Utilitarian and Hedonic
Utilitarian Utility
Hedonic feelings, to enhance satisfaction
Interdependence of Needs and Goals

Needs and goals are interdependent; neither

exists without the other.

Individuals are more aware of their

physiological needs than are of their
psychological needs.
Rational Vs Emotional Motives
Rational people choose product which gives
most utility (size, weight, price and miles)

Emotional people select goals according to

personal or subjective ( eg: pride, fear,
affection or status)
Dynamics of Motivation
Needs are never fully satisfied
Needs emerge as old needs are satisfied
Success and failure influence goals:
Substitute Goals
Frustration
Defense Mechanism
Aggression express anger.
Rationalization they say the goal is worthless.
Regression childish behavior.
Withdrawal
Projection blaming others
Daydreaming / fantasizing.
Identification solving the issue by comparing with others.
Repression or suppression, Sublimation avoid thinking about the
goal itself.
Arousal of Motives
Physiological Arousal
Emotional Arousal
Cognitive Arousal
Environmental Arousal
Maslows Hierarchy of Needs
McClellands Three Needs Theory

Power e.g. ego needs

Affiliation e.g. groups

Achievement e.g. self confident

Purchase Motives
Manifest Motives
Latent Motives
Marketing Strategy Based on Motivation
Conflict

Approach-Approach Conflict
Approach-Avoidance Conflict
Avoidance-Avoidance Conflict