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Consumer Needs & Motivation

Motivation is driven by an unfulfilled need that creates tension within an individual. There are innate and acquired needs, with innate needs being physiological and acquired needs being psychological and learned from culture. Goals are the results of motivated behavior and can be generic categories or specific branded products that fulfill needs. Motivation can be positive, driving toward an object or condition, or negative, driving away from an object or condition. Motivation is dynamic as needs are never fully satisfied, new needs emerge, and success or failure influence goals.

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877 views7 pages

Consumer Needs & Motivation

Motivation is driven by an unfulfilled need that creates tension within an individual. There are innate and acquired needs, with innate needs being physiological and acquired needs being psychological and learned from culture. Goals are the results of motivated behavior and can be generic categories or specific branded products that fulfill needs. Motivation can be positive, driving toward an object or condition, or negative, driving away from an object or condition. Motivation is dynamic as needs are never fully satisfied, new needs emerge, and success or failure influence goals.

Uploaded by

aduggal
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd

Consumer Needs & Motivation

Motivation is the driving force within individuals that impels them to action

The driving force is produced by state of tension, which exists as a result of an unfulfilled need.
Previous Learning

Unfulfilled Needs, Wants & Desires

Tension

Drive

Behavior

Goal or Need Fulfillment

Cognitive Processes

Tension Reduction
1

Needs:

Innate Needs are physiological/biogenic. These are primary needs/motives. E.g. air, water, food Acquired Needs: Learnt in response to our culture/environment. These are psychological in nature & are considered secondary needs. E.g. self-esteem, power, entertainment, learning etc.

Goals:

Goals are sort after results of motivated behavior Generic Goals: General categories of goals that consumers see as a means to fulfill their needs Product Specific Goals: Consumers choose specifically branded products and services for goal fulfillment.
Feedback reactions

Goal Setting

Formation of a goal intention

Action Planning

Action initiation & control

Goal Attainment/ Failure


4

Positive & Negative Motivation

Positive Motivation: Driving force towards some object/Condition Negative Motivation: Driving force away from some object/Condition

Rational Vs. Emotional Motives

Rational/Utilitarian Motives: Consumers select goals based on totally objective criteria Emotional/Hedonic Motives: Selection of goals according to personal or subjective criteria

Motivation is very dynamic

Needs are never fully satisfied New needs emerge as old need are satisfied Success and failure influence goals Multiplicity of needs and variation of goals

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