Professional Documents
Culture Documents
Learning Objectives
1. To Understand the Types of Human Needs and
Motives and the Meaning of Goals.
2. To Understand the Dynamics of Motivation,
Arousal of Needs, Setting of Goals, and
Interrelationship Between Needs and Goals.
3. To Learn About Several Systems of Needs
Developed by Researchers.
2
Concept Of Motivation
Drive Theory: the desire for a product
arises from some inner drives
(physiological or psychological)
Expectancy theory: consumers actions
are mainly driven by expectations of
desirable outcomes rather than push
from inside.
He deo.mp4
Model of the Motivation Process
4
The Motivation Process
• Tension: unpleasant state
• Drive:
– The degree of arousal present due to a discrepancy between the
consumer’s present state and some ideal state
• Goal:
– The end state that is desired by the consumer.
• Motivation can be described in terms of:
– Strength: The pull it exerts on the consumer
– Direction: The particular way the consumer attempts to reduce
motivational tension (positive or negative)
Role or functions of motives:
Defining basic striving: Motives influence consumers to
develop and identify their basic striving which includes
general goals such as safety, affiliation, etc which
consumer seeks to achieve.
10
How Marketers Can Trigger Consumer Motives
• Marketers can trigger consumer motives by inducing need
recognition, motivation through need-benefit segmentation, and
subconscious motivation.
• Inducing need recognition to activate consumer motives and thus
guide marketplace behavior, the marketer must steer the consumer
from an actual state to a desired state.
• https://www.youtube.com/watch?v=bL5U5ZeFkZ0
(hello angel)
15
Motivational Conflicts
Different motives may conflict
• Approach-Approach Conflict:
– A person must choose between two desirable alternatives.
– Theory of Cognitive Dissonance: A state of tension occurs when
beliefs or behaviors conflict with one another.
• Approach-Avoidance Conflict:
– Exists when consumers desire a goal but wish to avoid it at the same
time.
• Avoidance-Avoidance Conflict:
– Consumers face a choice between two undesirable alternatives.
The marketer can analyse situations that are likely to result in a
motivational conflict, provide a solution to the conflict, and
attract the patronage of those consumers facing the
motivational conflict.
Discuss: Doesn’t every product present an approach-avoid
conflict?
The use of Social Media
Mini case study
Charles Revson, builder of the Revlon cosmetics
empire, began as a manufacturer of nail polish. In
order to expand the market for nail polish, he
positioned nail polish as a fashion accessory,
introducing new colors every year and suggesting
that a woman's nail polish should match her clothing,
moods, and social situations. Competing on the basis
of perceived quality and greater satisfaction of
women's needs for fantasy and attention, Revson
understood that he was not selling women mere nail
lacquer, but the fantasy that nail polish would attract
attention and bestow class and glamour on the user.
1. Revlon nail polish is positioned to meet which of the following types
of needs?
A) innate needs
B) acquired needs
C) physiological needs
D) biogenic needs
E) primary needs
2. Mira wants a bottle of Revlon Berry Bon Bon nail polish to match her
new sweater. This is an example of a ________.
A) generic goal
B) general goal
C) needs-driven goal
D) product-specific goal
E) subjective goal
3. Priyanka wants to paint her nails in order to be more attractive. This
is an example of a(n) ________ goal
A) negative
B) avoidance
C) utilitarian
D) approach
E) prevention-focused
4. Sophia buys Revlon nail polish, even though the brand does not
offer the lowest price for the highest volume of nail polish, because
wearing Revlon makes her feel glamorous and successful. In doing so,
Sophia is acting on ________.
A) emotional motives
B) rational motives
C) avoidance motives
D) objective motives
E) utilitarian motives
Measurement of Motives