CONSUMER MOTIVATION

22nd July, 2011

WHAT IS MOTIVATION?

Motivation refers to an activated state within a person that leads to goal-directed behavior. It consists of the drives, urges, wishes, or desires that initiate the sequence of events leading to a behavior. It is the driving force within individuals that impels them to action

MOTIVATION DEFINED
In

a consumer behavior context, the result is a desire for a product, service, or experience.
3

It

is the drive to satisfy needs and wants, both physiological and psychological, through the purchase and use of products and services. begins with the recognition of a need..

It

MOTIVATION PROCESS
Stages of the motivation process:
Latent/Unfulfilled need Drive Want or desire Behavior Goal/Need fulfillment

NEED VS GOAL
Agoalis somethingphysical. It's anexternalforce. A goal is something the consumer wants, something he will take steps to acquire. It's the Mercedes Benz he dreams about. Aneedon the other hand, is somethingemotional. Fulfilling the need will, of necessity, result in the consumer's psychological, spiritual, and / or emotional growth. The need is the Thing that Must Be Overcome in order for the consumer to achieve his or her ultimate Goal.

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

MASLOWS HIERARCHY OF NEEDS

MASLOW'S HIERARCHY OF NEEDS IN ADVERTISING

Biological and Physiological needs- wife/child-abuse help-lines, social security benefits, Safety needs- home security products (alarms, etc), house and contents insurance, life assurance, schools. Belongingness and Love needs- dating and matchmaking services, chat-lines, clubs and membership societies, Macdonalds, Esteem needs- cosmetics, fast cars, home improvements, furniture, fashion clothes, drinks, lifestyle products and services. Self-Actualization needs- little in mainstream media because only 2% of population are self-actualizers, so they don't constitute a very big part of the mainstream market.

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.

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

MOTIVATIONS AND GOALS

Positive Motivation
A

Negative Motivation
A

driving force toward some object or condition

driving force away from some object or condition

Approach Goal
A

Avoidance Goal
A

positive goal toward which behavior is directed

negative goal from which behavior is directed away

THE MOTIVATION TO AVOID RISK

Perceived risk is a consumers perception of the overall negativity of a course of action based upon as assessment of the possible negative outcomes and of the likelihood that these outcomes will occur. Perceived risk consists of two major concepts - the negative outcomes of a decision and the probability these outcomes will occur

7 TYPES OF CONSUMER RISKS

Financial Performance Physical Psychological Social Time Opportunity Loss

FACTORS INFLUENCING RISK PERCEPTION

Characteristics of the person Nature of the task
Voluntary

tasks are perceived as less risky than involuntary tasks.

Characteristics of the productprice Salience of negative outcomes

SIX RISK-REDUCTION STRATEGIES

Be brand loyal and consistently purchase the same brand. Buy through store image from a retailer that you trust.. Buy the most expensive brand, which is likely to have high quality.

Buy through brand image and purchase a quality national brand. Seek out information in order to make a well informed decision Buy the least expensive brand in order to reduce financial risk.

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

THE DYNAMIC NATURE 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 Success and failure influence goals strategic implications for marketers

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 selfimages and their self-esteem.

DEFENSE MECHANISMS
Aggression Rationalization Regression Withdrawal

Projection Daydreaming Identification Repression

AROUSAL OF MOTIVES
The arousal of any particular set of needs at a specific moment in time maybe be caused by Physiological arousal Emotional arousal Cognitive arousal Environmental 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

MANAGERIAL APPLICATIONS OF MOTIVATION

Positioning/differentiation: use discriminative stimuli, distinguish one brand from another. Market research: measure motivational needs measure risk perception. Marketing mix: use motivational needs to design products (e.g., safe cars) and to develop promotional strategy that meets needs. Develop messages to influence consumer attributions. Use in-store promotions to prime consumers. Segmentation: Segment market based upon motivational needs.

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 IN MOTIVATIONAL RESEARCH

Metaphor Analysis Storytelling Word Association and Sentence Completion Thematic Apperception Test Drawing Pictures and Photo Sorts

THANK YOU