CHAPTER FOUR

Consumer Motivation

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
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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 Goals accessibility in the physical and social environment

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Motivations and Goals

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
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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

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Frustration
Failure to achieve a goal may result in frustration. Some adapt; others adopt defense mechanisms to protect their ego.

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Defense Mechanisms- Table 4.2 (excerpt)

Construct
Aggression

Items
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. 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.
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Withdrawal

Arousal of Motives
Physiological arousal Emotional arousal Cognitive arousal Environmental arousal

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Types and Systems of Needs

Henry Murrays 28 psychogenic needs Abraham Maslows hierarchy of needs A trio of needs

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Maslows Hierarchy of Needs Figure 4.10

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A Trio of Needs
Power
individuals 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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Measurement of Motives
Researchers rely on a combination of techniques Qualitative research is widely used Projective techniques are often very successful in identifying motives.
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Qualitative Measures of Motives Table 4.7 (excerpt)

METAPHOR ANALYSIS
This method, including the tool termed ZMET, was discussed in detail in Chapter 2. DuPont used this method to study womens emotions regarding pantyhose.
This method consists of having customers tell real-life stories regarding their use of the product under study. Kimberly-Clark used this method to develop pull-ups.

STORYTELLING

WORD ASSOCIATION In this method, respondents are presented with words, one at a time, and asked to say AND SENTENCE the first word that comes to mind. COMPLETION
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Motivational Research
Term coined in the 1950s by Dr. Ernest Dichter Based on premise that consumers are not always aware of their motivations Identifies underlying feelings, attitudes, and emotions

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