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Consumer Behavior-Motivation.

Goals

Theories

Need

Relevance

Measurement

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.

McGuire's Psychological Motives.

Motivation : Can Consumers Create Needs?

McGuire first divided the motivation into two main categories using two criteria:

1.Is the mode of motivation cognitive or affective?

2.Is the motive focused on preservation of the status quo or on growth?

Then for each division in each category he stated there is two more basic elements.

1.Is this behavior actively initiated or in response to the environment?

2.Does this behavior help the individual achieve a new internal or a new external relationship to the environment?

Marketers are criticized for creating needs for consumers who don’t really have..

But how true is that?

Motivation- It begins with a need.

The following advertisement suggests that marketers don’t create needs..

On the other hand do consumers need to have white teeth?

Did marketers teach consumers to have white teeth?

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

Types of Needs.

Rational versus Emotional Motives

The Dynamic Nature of Motivation

Substitute Goals

QB House Japan.. Case study..

Rationality implies that consumers select goals based on totally objective criteria such as size, weight, price, or miles per gallon.

Innate Needs

Measurement of Motives.

Need.

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

Emotional motives imply the selection of goals according to personal or subjective criteria

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.

Physiological (or biogenic) needs that are considered primary needs or motives

Qualitative Research.

Acquired Needs

  • Got Milk?
  • Current state- I ran out of Milk.
  • Desired state- I need Milk.
  • Video…

Motivational Conflicts.

Motivations and Goals

Learned in response to our culture or environment. Are generally psychological and considered secondary needs

Frustration

Defense Mechanisms.

Primitive

Mature

Failure to achieve a goal may result in frustration.

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

1. Approach/avoidance conflicts. The organism is attracted and repulsed by the same stimulus or situation.

2. Approach/approach conflicts. The organism is forced to choose between two different desirable stimuli.

3. Avoidance/avoidance conflicts. The organism is forced to choose between two different undesirable alternatives.

Positive.

-Motivation

A driving force toward some object or condition

-Approach Goal

A positive goal toward which behavior is directed

Negative

-Motivation

A driving force away from some object or condition

-Avoidance Goal

A negative goal from which behavior is directed away

1Qualitative

2.Quantitative – ANALYTICS to predict future behaviour

Affiliation.

Suppression.

Compensation.

Repression

Denial.

Acting out.

Regression.

Reaction formation.

Defense Mechanism.

To find out WHY an individual does something;

Psychologists came up with number of causative explanations.

Subsequent research found that predictive accuracy was low;

How are motives identified?

How are they measured?

How do researchers know which motives are responsible for certain kinds of behaviour?

Difficult questions to answer.

Motives cannot be seen, touched, smelled, or tangibly observed!

Methods by which people mentally redefine frustrating situations to protect their self-images and their self-esteem.

ways to behave or think, to protect or " defend" ourselves from anxities.

Almost everything....

Triggering of Motives.

-Arousal of Motives

Arousal of Motives

Shoes

1.Physiological arousal

Education, job, clothes, cars – almost everything satisfies these two sets of needs..

2.Emotional arousal

3.Cognitive arousal

Most of an individual’s needs are dormant much of the time;

The arousal of any particular set of needs at a specific moment in time may be caused by

(1) Internal stimuli found in the individual’s physiological condition,

(2) By emotional or cognitive processes, or

(3) By stimuli in the outside environment

4.Environmental arousal

Primary Use or Application

To gain deeper insights into the whys of consumer behaviour than conventional marketing research;

Principal use is for the development of new ideas for promotional campaigns;

Ideas that can penetrate the consumers’ conscious awareness by appealing to unrecognised needs.

Innate or Acquired need?

Physiological Arousal

Most physiological needs are involuntary.

However they arouse related needs that cause uncomfortable tension until they are satisfied.

E.g., Physical exercise causes thirst or hunger,Leads to need for something to drink and/or eat.

Techniques used in Motivation Research.

Maslows Hierarchy Of Needs

Emotional Arousal

People bored or frustrated in trying to achieve their goals often engage in daydreaming in which they imagine themselves in all sorts of desirable situations.

These thoughts tend to arouse dormant needs, which may produce uncomfortable tensions that drive them to goal oriented behaviour

1.Metaphor analysis

2.Storytelling

3.Word association and sentence completion;

4.Thematic Apperception Test.

5.Drawing Pictures and Photo Sorts.

Cognitive Arousal

Sometimes random thoughts can lead to a cognitive awareness of needs.

An advertisement that provides reminders of home might trigger instant yearning to speak to one’s parents.

TRIO OF NEEDS

Trio of basic needs most often used in consumer marketing

THE POWER NEED

THE POWER NEED – example

POWER

To control his environment, to control other persons, objects.

Closely related to ego needs.

Person experiences increased self-esteem when they exercise power over objects or other people.

BMW projects its cars meeting the power needs of people that manifests as need for a car that will not just over take other cars, but will zoom past them; {A feeling of power over others}.

Demonstration of financial power – a person who can afford to buy such an expensive car;

Sitting behind the wheel of a BMW, a person feels very powerful.

Affiliation Need. Cont..

THE AFFILIATION NEED

People with high affiliation needs tend to be socially dependent upon others;

They select goods (or behaviour) they feel will meet with the approval of their friends (or superiors, group, etc.);

Teenagers- Red Bull Marketing Strategy..

Has far reaching influence on consumer behaviour;

Behaviour is influenced by the desire for friendship, for acceptance (or fear of rejection), for belonging.

AFFILIATION

Environment (or situational) Arousal

THE ACHIEVEMENT NEED

Monetary rewards provide a feedback as to how they are doing.

They want to take personal responsibility to find solutions;

Tend to be receptive to ads appealing directly to their needs.

Person with strong achievement-need often feels personal accomplishment as an end in itself.

Closely related to both the egoistic need and the self-actualisation need;

ACHIEVEMENT

Sense of achievement is brought out successfully by such brands as Louis Vouton, Omega, Rolex, Cross, Waterman, Mont blanc (pens), Saks Fifth Avenue, Rolls Royce, Mercedes Benz, Ray Ban, Cartier (Jewellery), and so on.

Scooty For Women..

Such persons are more self-confident, enjoy taking calculated risks, actively research their environments and value feedback.

The set of needs an individual experiences at a particular time are often activated by specific cues in the environment.

Without these cues, the needs may remain dormant.

Power of Smell, Sight..

What is Motivation?

Relevance of “MOTIVATION”

Motivation is the driving force within individuals that impels them to action.

This driving force is produced by a state of tension, which exists as a result of an unfulfilled need.

Why study motivation concepts?

Relevance to consumer behaviour

and developing a marketing strategy?

How to motivate people to behave in a certain,

desirable way?

Individuals strive both consciously and subconsciously to reduce the tension through behaviour that they feel will fulfill their needs and thus relieve them of the stress they feel.

Gratification.

Another way of Explaining Motivation....

It is a state of need-induced tension that “drives” the individual to engage in behavior that he or she believes will satisfy the need and thus reduce the tension.

The degree of gratification depends

upon the course of action taken,

their thinking process (cognition)

and previous learning (e.g. experience).

From a marketing perspective,

motivation is the force that induces consumption,

and through consumption experiences,

the process of consumer learning.

Swarm behavior.

If a product is seen to be popular then a shopper is more likely to choose it too.

Shoppers are informed how many people have chosen which product.

A ‘buzz’ is created.

This influences purchase behaviour.

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