Consumer Behavior

Needs and Motives

Hierarchy of Needs
Self-Actualization
(Self-fulfillment)

Ego Needs
(Prestige, status, self-respect)

Social Needs
(Affection, friendship, belonging)

Safety and Security Needs

(Protection, order, stability)

Physiological Needs
(Food, water, air, shelter, sex)

Nature of the Need Hierarchy

The hierarchy is not a rigid one There are many exceptions to primacy
It doesnt apply all the time It doesnt apply to every individual It doesnt apply in every situation

The hierarchy does generally apply

Physiological Needs
Nature of these primary needs
Easy to satisfy in this society Wide array of goods satisfy these needs Often satisfied along with higher needs Marketers often ignore these needs Sleeper needs may have promise

Sometimes too little, often too much

Consumers may have a glut of satisfaction Problems with obesity, alcohol, etc. may result Excessive comfort leads to lethargy Sedentary life lacks stimulation and excitement

Safety and Security Needs

Maintenance of biological needs come next
People strive for personal and family safety Security of property and finances are sought

Consumers must control exposure to risk

Risk is inherent in pursuit of other need satisfaction Total safety and security would be stultifying Some products minimize risks from other goods Some brands minimize risks inherent in the product

Social Needs
Humans are a gregarious species
The need to belong is exceedingly strong Social needs are universal Social needs are insatiable Alienation from others is torturous Americans are susceptible to isolation anxiety

Affiliation appeals are extremely popular

They are often very effective
Ample resources to buy goods promising belonging An insatiable need for friendship and affection Few traditional sources of affiliation and love

Link between product & promise must be credible

Prestige Needs
The need for status is genetic (instinctive)
Status needs are universal Status needs are not insatiable Prestige and affiliation needs may conflict

Prestige appeals are very common

Many products promise more status or prestige Goods may be rare, exceptional or expensive Some degree of exclusivity is helpful Products or brands must be socially visible Prestige goods demand curve may be positive

Self-Actualization Needs
These are at the apex of the need pyramid
Lower order needs must be mainly satisfied These needs may emerge and subside Self-fulfillment is typical of senior consumers Changes in society make these needs more common Increased longevity Better health Better technical resources Greater financial security Social acceptance of elders Fewer demands on senior consumers Improved living facilities

A Horizontal View of Needs

Achievement Independence Exhibition Recognition Dominance Affiliation Nurturance Succorance To accomplish difficult tasks To be autonomous To display ones self To receive positive notice To exert ones will To belong and be accepted To give comfort and care To receive help and comfort

A Horizontal View of Needs

Sexuality Stimulation Diversion Novelty Understanding Consistency Security To establish sexual identity To excite the senses To play and be entertained To experience the unusual To learn and comprehend To be orderly and have control To be free from threat or harm

Model of Motivation
Learning

Unfulfilled needs wants, desires

Tension

Drive

Behavior

Goal/need fulfillment

Cognitive Processing Tension Reduction

Motivation
Positive Motives
Involve effort to acquire something. Related to positive goals. Associated with approach objects.

Negative Motives
Involve effort to avoid something. Related to negative goals. Associated with avoidance objects.

Motivation
Rational Motives
Based on intellectual activity. Evaluation focused on pragmatic utility. Judgment based on objective criteria.

Emotional Motives
Based on mood states. Evaluation focused on emotional effects. Judgment based on subjective criteria.

Needs and Goals Constantly Change

Needs are virtually never completely satisfied. New needs emerge as old needs are satisfied. Success and failure usually influence goals. Failure to attain may lead to goal substitution.

Psychological Reactions to Frustration

Aggression Rationalization Regression Withdrawal Projection Autism Identification Repression

Arousal of Motives
Physiological Arousal
Changes in bodily needs, physical condition.

Emotional Arousal
Active imagination or engagement in fantasy.

Cognitive Arousal
Thought, recollection, planning or projection.

Environmental Arousal
Cues from current situation or circumstance.

Motivational Research
Development of Motivational Research
Sigmund Freud Early Motivation Research Limitations of Motivational Research

Motivational Research Today

Uses of Motivational Research Finding the Triggers to Action