Consumer Motivation

Consumer Behavior

From the marketers view

Needs are the essence of marketing concept. The key to the company's survival, profitability and growth in a highly competitive marketplace is its ability to identify and satisfy unfulfilled needs better and sooner than the competition Marketers do not create the need, they make consumers more keenly aware of unfelt or dormant needs. For eg: HSBC Bank says its local banking, so they creating need that even though, we being international bank, we are going to satisfy the consumer by understanding the local and minutest cultures differences. Understanding the various kinds of needs or making them aware about the unfelt needs, involves good understanding of the reasons behind the needs of the consumer.

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 Audi does not appeal to the ones need for a car. Instead, it presents the car as a possession that satisfies the buyers psychological needs for power, achievement and self-esteem.

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Outline
Model of the Motivation Process Goals Motives Needs Motivational Research

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Motivation components
Consumer behavior is caused by motives or needs and motivation is the process of inducing persons to experience needs for a certain goal or behavior. So motivation is concerned with Needs : the most basic human requirement Drives: tells how these needs translate into behavior Goals : what these behavior aim to achieve

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Needs and Motivation

Needs are the essence of the marketing concept. Do Marketers create needs? No, but can make consumers aware of needs.

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Needs and Motivation

Marketers motivate the consumers to buy and consume a product that can fulfill their needs better. Motivation is the driving force within individuals that impels them to action. The driving force is produced by a state of tension, which exists as a result of an unfulfilled need.
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 Individuals strive both consciously and subconsciously to reduce this tension through selecting goals and subsequent behavior that they anticipate will fulfill their needs and thus relieve them of the tension they feel.

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Model of the Motivation Process

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Maslows hierarchy of needs

Self actualization Esteem needs or ego needs Social needs Safety needs Physiological needs

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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( selfesteem, prestige, affection, power & learning)
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Innate v/s Acquired Need

Shelter- innate need Kind of home they buy may be the result of secondary needs Person may seek a place in which they can entertain large groups of people ( and fulfill social need), they may want to live in an exclusive community to impress their friends and family ( and fulfill ego needs) .

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Is a body spray an innate or acquired need?

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Extrinsic V/s Intrinsic need

Extrinsic needs motivate an individual to achieve the end result. Eg. Buying a product that symbolizes status to impress others is associated with extrinsic needs If an individual buys car for his/her own comfort and enjoyment, it is associated with intrinsic needs. It is important to find out the relation between intrinsic and extrinsic needs before a communication package is formulated for a brand
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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( any cold drink) Product-specific goals are specifically branded products or services that consumers select as their goals( diet coke)
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Goals Structure for Weight Control

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Goals Structure for Weight Control

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Goals Structure for Weight Control

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The Selection of Goals

The goals selected by an individual depend on their:
Personal experiences ( P & E ) Physical capacity Prevailing cultural norms and values Goals accessibility in the physical and social environment Self image

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 Goals can be positive or negative. A positive goal is one toward which behavior is directed and a negative goal is one from which behavior is directed away. This concept is useful when USP is researched. For eg would consumers want a white teeth or would they like to prevent decay in the category of toothpaste Colgate, pepsodent use appeals considering both kind of goals
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Discussion Question
What generic goal you have set for yourself in the recent past? What product-specific goal you have set in the recent past? In what situations are these two related? How were these goals selected? Was it personal experiences, physical capacity, or prevailing cultural norms and values?

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Interdependence of goals and needs

Needs and goals are interdependent. Consumers are often not aware of their needs as they are aware of their goals. E.g. a teenager making account at facebook is unaware of his need of social needs. A person standing in the election is unaware of his need of power need. Individuals are usually somewhat more aware of their physiological needs than they are aware of their psychological needs.
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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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Negative motivation

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 One study found that approach-oriented and avoidance-oriented consumers are likely to respond differently to promotional appeals Persons with promotion focus are interested in their growth and development, have more hope and aspirations and favor the presence of positive outcomes Persons with prevention focus are interested in safety and security and favor the absence of negative outcomes.

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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 litre, etc. Emotional motives imply the selection of goals according to personal or subjective criteria

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Emotional appeal

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Discussion Question
What products might be purchased using rational and emotional motives? What marketing strategies are effective when there are combined motives?

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The Dynamic Nature of Motivation

Needs are never fully satisfied New needs emerge as old needs are satisfied Success and Failure Influence Goals

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Success & failure

Individuals who successfully achieve their goals usually set new goals for themselves, i.e. they raise their levels of aspiration, as their success in reaching goals makes them more confident of their ability to reach higher goals. Those who do not reach their goals sometimes lower their levels of aspiration Thus goal selection is often a function of success and failure.
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 These effects of success and failure on goal selection have strategic implications for marketers Advertisements should not promise more than the product will deliver A good product will not be repurchased if it fails to live up to unrealistic expectations created by ads that overpromise
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Changing Consumer Needs

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Substitute Goals
When and individual cannot attain specific goal or type of goal that he or she anticipates will satisfy certain needs, behavior may be directed to substitute goals. The substitute goal will dispel tension Substitute goals may actually replace the primary goal over time
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Micromax focussing on sustitue goal representing its model me too i-phone

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Frustration
Failure to achieve a goal may result in frustration. Some adapt; others adopt defense mechanisms to protect their ego. The barrier that prevents attainment of goal may be personal to the individual or an obstacle in the physical or social environment.
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 Some people manage to cope by finding their way around the obstacle or, if that fails, by selecting substitute goals Others are less adaptive and may regard their inability to achieve as a personal failure. Such people are likely to adapt defence meachnism to protect their egos from feeling of inadeaquacy
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Defense Mechanism
People who cannot cope with frustration often mentally redefine their frustrating situations in order to protect their selfimages and self-esteem. Marketers consider this fact in their selection of advertising appeals and construct their advertisements that portray a person resolving a particular frustration through the use of advertised products.

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Defense Mechanisms
Aggression Rationalization Regression Withdrawal Projection Day dreaming Identification Repression

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Defense mechanism
Aggression: in response to frustration, individuals may resort to aggressive behavior to protect their self-esteem. Implication for marketer: consumers boycotting the companies or stores. e.g. coke and Pepsi ( insecticide case)

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 Rationalization: consumer sometimes resolve frustration by inventing reasons for being unable to attain the goals.
e.g. not having enough time to practice, the product is not of good quality, the feedback is not good so he is not buying the product.

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 Regression: an individual may react to a frustrating or immature behavior. Withdrawal: frustration may be resolved by simply withdrawing from the situation.

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 Projection: an individual may redefine a frustrating situation by projecting blame for his or her own failures and inabilities on other objects or persons. E.g if individual fail in exam may blame the occasion of wedding in the neighborhood. Daydreaming: it enables individual to attain imaginary gratification of unfulfilled needs.

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 Identification: people resolve feelings of frustration by subconsciously identifying with other persons or situations that they consider relevant. e.g slice-of-life advertisements potray a situation in which an individual experiences a frustration and then overcomes the problem by using advertised product, if the viewer can identify with the frustrating situation, he or she is likely to adopt the proposed solution and buy the product advertised.
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 Regression: individual represses the unsatisfied need. They force the need out of their conscious awareness. The manifestation of repressed needs is called sublimation.

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Daydreaming- loreal

Day dreaming-flaw less skin

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Arousal of Motives
Physiological arousal Emotional arousal Cognitive arousal Environmental arousal

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Physiological arousal
Bodily needs at any specific moment in time are based on the individuals physiological conditions at that moment.

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Emotional arousal
Sometimes daydreaming results in the arousal or stimulation of needs. People who are bored or who are frustrated in trying to achieve their goals often engage in daydreaming, in which they imagine themselves in all sorts of desirable situations.

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Cognitive arousal
Sometimes random thoughts can lead to a cognitive awareness of needs. An advertisement that provides reminders of home might trigger instant strive to talk with parents at home

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

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Cognitive Need Arousal

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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 Needs and past experiences are reasoned, categorized, and transformed into attitudes and beliefs

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Appeal to Egoistic Needs

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This ad reflects a need for accomplishment with a toothpaste.

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Appeal to SelfActualization

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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 selfactualization needs

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Appeal to Power Needs

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Appeal to Achievement Needs

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Measurement of Motives
Researchers rely on a combination of techniques Combination of behavioral, subjective, and qualitative data Construction of a measurement scale can be complex

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Motivational Research
Qualitative research designed to uncover consumers subconscious or hidden motivations Attempts to discover underlying feelings, attitudes, and emotions

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Qualitative Motivational Research

Metaphor analysis Storytelling Word association and sentence completion Thematic apperception test Drawing pictures and photo-sorts

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