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Consumer Motivation

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.

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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

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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.

 Identifying goal objects: Consumers view product or


service as a mean to satisfy their motives. The product is
the goal to consumers.

 Influencing choice criteria: Motives guide consumers to


buy certain products and not the other.

 Influencing consumer perception and learning: Motives


influences consumer perception and learning process.
Motivation as a Psychological Force
Motivation The processes that lead people to
behave as they do. It occurs when a need arises
that a consumer wishes to satisfy.
Biogenic needs (Innate needs ): Needs
necessary to maintain life
Psychogenic needs (Acquired Needs) needs in
response to our culture or environment(e.g.
need for status, power, affiliation, etc.)
Utilitarian need: Provides a functional or
practical benefit
Hedonic need: An experiential need involving
emotional responses or fantasies
• Needs are the essence of the marketing
concept. Marketers do not create
needs but can make consumers aware
of needs.
• Needs direct the motivational forces
• 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
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Smart toothbrushes
 Procter & Gamble’s Oral-B : First ever web-enabled
toothbrush.

Setting a new standard for dental hygiene, the next SmartSeries


toothbrush includes a smartphone app, helping users to know if
they are brushing too hard or if it’s time to brush another area
of their mouth.
The new Oral-B connected toothbrush experience also suggests
nearby dentists for you, gamifies teeth cleaning, and even
provides weather updates.
Sounds exciting, but does it make sense for the customer?
Discussion Question

 This ad was created by


the American
Association of
Advertising Agencies to
counter charges that ads
create artificial needs.
 Do you agree with the
premise of the ad? Why
or why not?
Rational versus Emotional Motives
• Rationality implies that consumers select goals based on totally objective
criteria . A conscious, logical reason for a purchase
• Emotional motives imply the selection of goals according to personal or
subjective criteria. A feeling experienced by a customer through association with
a product.

Positive and negative motivation


Latent and Manifest Motives
Arousal of Motives-
• Physiological arousal; Emotional arousal;
Cognitive arousal;Environmental arousal (Certain
cues in the environment arouse a set of needs)

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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)

Maslow’s hierarchy of needs


Ernest Dichter’s Consumption Motives
Power-masculinity-virility, security, eroticism, moral purity/cleanliness, social acceptance,
individuality, status, femininity, reward, mastery over environment, social connectedness,
magic-mastery
Motivating consumers
Motivating with money:
– Resulting sales may increase, but profits may not
– Attracts consumers less likely to repeat
– Price reductions may increase price sensitivity
Provide other incentives:
Premiums, free products, contests and sweepstakes are designed to
motivate consumers to purchase
Implement a loyalty program
– Motivate repeat buying by providing rewards to customers based on how
much business they do with the company
– Tracks consumer purchases and provides estimates of Customer
Lifetime Value
Motivating consumers
Enhance perceived risk
–Greater perceived risk increases
search
– Educating consumers about risks
may motivate them to make more
informed choices that reduce
exposure to risk

Arouse consumers’ curiosity
–For new products, educating
potential customers is crucial
– Curiosity often leads to an
enhanced need for information
– May advertise a benefit that is not
normally associated with the product
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

• A goal has valance--it can be positive or negative;


consumer seeks positive or avoids a negative
• 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

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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

• Researchers rely on a combination of


techniques
• Qualitative research is widely used
• Projective techniques are often very
successful in identifying motives.
Qualitative Measures of Motives

• ZMET-This method uses pictures as a


METAPHOR stimulus for the consumer to express their
ANALYSIS thoughts, feelings, and beliefs regarding a
product or brand

• This method consists of having customers


STORYTELLING tell real-life stories regarding their use of
the product under study.

WORD ASSOCIATION • In this method, respondents are presented


AND SENTENCE with words, one at a time, and asked to say
COMPLETION the first word that comes to mind.

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