CHAPTER

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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 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

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide 5
 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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 How Does this Ad Appeal to
One’s Goals?

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 It Appeals to Several Physical
Appearance-related goals.

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 The Selection 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

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide 9
 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?

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide 10
 Motivations and Goals

Positive Negative

• Motivation • Motivation
• A driving force • A driving force away
toward some object from some object or
or condition condition
• Approach Goal • Avoidance Goal
• A positive goal • A negative goal from
toward which which behavior is
behavior is directed directed away

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide 11
 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

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide 12
 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

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide 13
 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

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide 14
 Frustration

• Failure to achieve a goal may result in

frustration.
• Some adapt; others adopt defense
mechanisms to protect their ego.

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide 15
 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.
Rationalization 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,
may fight over merchandise and even rip a garment that another
shopper will not relinquish rather than allow the other
person to have it.
Withdrawal Frustration may be resolved by simply withdrawing from the situation.
For instance, a person who has difficulty achieving officer
status in an organization may decide he can use his time more
constructively in other activities and simply quit that organization.
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide 16
 Arousal of Motives

• Physiological arousal
• Emotional arousal
• Cognitive arousal
• Environmental arousal

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 How Does This Ad
Arouse One’s Needs?

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The Ad Is Designed to Arouse One’s Yearning
for an Adventurous Vacation by Appealing to
the Sense of Touch

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 Maslow’s Hierarchy of Needs
Figure 4.10

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 To Which of Maslow’s
Needs Does This Ad Appeal?

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Both Physiological and Social Needs

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 To Which of Maslow’s
Needs Does This Ad Appeal?

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 Egoistic Needs

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 To Which of Maslow’s
Needs Does This Ad Appeal?

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 Self-Actualization

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 Discussion Questions

• What are three types of products related to

more then one level of Maslow’s Hierarchy of
Needs?
• For each type of product, consider two
brands. How do marketers attempt to
differentiate their product from the
competition?

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide 27
 A Trio of Needs

• Power
– individual’s desire to control environment
• Affiliation
– need for friendship, acceptance, and belonging
• Achievement
– need for personal accomplishment
– closely related to egoistic and self-actualization
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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 To Which of the Trio
of Needs Does This Ad Appeal?

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 Affiliation Need

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 Power And Achievement Needs

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