This document provides an overview of motivation and two theories of motivation - Maslow's Hierarchy of Needs and McClelland's Theory of Need Achievement. It defines motivation as inner psychological forces that induce action and discusses Maslow's five levels of needs from physiological to self-actualization. McClelland's theory identifies three needs - achievement, power, and affiliation - that motivate behavior. The document explains both theories and how marketers can use them to better understand consumer motivation and identify market segments.
This document provides an overview of motivation and two theories of motivation - Maslow's Hierarchy of Needs and McClelland's Theory of Need Achievement. It defines motivation as inner psychological forces that induce action and discusses Maslow's five levels of needs from physiological to self-actualization. McClelland's theory identifies three needs - achievement, power, and affiliation - that motivate behavior. The document explains both theories and how marketers can use them to better understand consumer motivation and identify market segments.
This document provides an overview of motivation and two theories of motivation - Maslow's Hierarchy of Needs and McClelland's Theory of Need Achievement. It defines motivation as inner psychological forces that induce action and discusses Maslow's five levels of needs from physiological to self-actualization. McClelland's theory identifies three needs - achievement, power, and affiliation - that motivate behavior. The document explains both theories and how marketers can use them to better understand consumer motivation and identify market segments.
Meaning Definition Theories of Motivation: - Maslows Hierarchy of Needs - McClellands Theory of Need Achievement
Meaning
Derived from the Latin word Movere which means to
Move. Inner psychological forces in an individual which induce him to act or not act in a particular way. Important factor affecting human behaviour. The study of motivation is concerned with why people choose to behave in a certain way. Motivation can be Positive or Negative. If the driving force is towards an object, it is positive and if the driving force is away from the object, it is negative.
Definition
Fred Luthans Motivation is a process that starts with a
physiological or psychological deficiency or need that activates behaviour or a drive that is aimed at a goal or incentive.
W.G. Scott Motivation means a process of stimulating
people to action to accomplish the desired goals.
Theories of Motivation
Maslows Hierarchy of Needs:
- One of the most popular approaches to understanding consumer motivation. - Proposed by psychologist Abraham Maslow. - This theory talks about 5 basic levels of human needs, arranged in a hierarchy as per their importance. Self Actualisation needs Esteem needs Social needs Safety & Security needs Physiological needs
- Physiological needs Basic needs of human life like
food, shelter, clothing, etc. - Safety needs Need for physical safety and security from physical danger. - Social needs Need to have satisfying relationships with others and feel a sense of love, affection and belonging. - Esteem needs Need to feel a sense of accomplishment and get respect and recognition from others. - Self Actualisation needs Need for self-fulfilment and a desire to realise ones own potential.
- According to this theory, the lower level physiological
and safety needs must be satisfied before the higher needs are felt. - Once a set of needs are satisfied, it ceases to be a motivating factor and the next set of needs in the hierarchy takes its position. - Assumptions to this theory are: 1. Mans wants are growing continuously. 2. Needs have a definite hierarchy of occurrence. 3. A satisfied needs is not a motivator. 4. As one need is satisfied, another replaces it.
- However, in reality, people may not move through the
hierarchy of needs in that order necessarily. - While the theory has its flaws, it provides a framework for the marketers to determine what need do they want their products/services to be shown satisfying. - Marketers can also recognise different market segments emphasise different needs.
McClellands Theory of Need Achievement:
- Proposed by David McClelland. - Talk about the presence of 3 basic motivating needs: Need for Achievement Need for Power Need for Affiliation Need for Achievement: - Relates to the need to achieve something. - Similar to ego and self-actualisation needs. - People with this need consider personal accomplishment as an end.
- They tend to be more self-confident, enjoy taking
calculated risks, value feedback and actively research their environment. - They like situations in which they can take responsibility for finding solutions. - Hence advertising appeals must emphasise on speculation and innovation. Need for Power: - Relates to an individuals needs to control his environment, other people and various objects. - Closely related to Ego needs.
- Individual experiences self-esteem when they exercise
control over other people or objects. - Advertising appeals must emphasise how control can be achieved. Need for Affiliation: - Relates to the desire to belong to, to be a part of a group (to be accepted) and to have friends. - Similar to social needs. - Affiliation is a well-known and well-researched social motive. - These kind of people tend to be dependent on others and select goods that will have social acceptance.
- Thus the theory shows how individuals with different
needs are receptive to different products. - Awareness of such needs will provide marketers information about the basis for segmentation.
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