MOTIVATION

According to Webster’s New Collegiate Dictionary, a motive is "something (a need or desire)

that causes a person to act." Motivate, in turn, means "to provide with a motive," and
motivation is defined as "the act or process of motivating." Thus, motivation is the act or
process of providing a motive that causes a person to take some action. In most cases
motivation comes from some need that leads to behaviour that results in some type of reward
when the need is fulfilled.[ CITATION Sha11 \l 16393 ]

The term motivation can be used in different ways, but in essence it refers to any sort of
general drive or inclination to do something [ CITATION Bau071 \l 16393 ]. According to various
theories, motivation may be rooted in a basic need to minimize physical pain and maximize
pleasure, or it may include specific needs such as eating and resting, or a desired object, goal,
state of being, ideal, or it may be attributed to less apparent reasons such as altruism,
selfishness, morality, or avoiding mortality. Conceptually, motivation should not be confused
with either volition or optimism [ CITATION Sel901 \l 16393 ].Motivation is said to be intrinsic
or extrinsic.

A person has many needs at any given time. Some needs are biogenic; they arise from
physiological states of tension such as hunger, thirst, discomfort. Other needs are
psychogenic; they arise from psychological states of tension such as the need for recognition,
esteem, or belonging. A motive is a need that is sufficiently pressing to drive the person to act
[ CITATION kot02 \l 16393 ]

a) Intrinsic Motivation
Intrinsic motivation refers to motivation that comes from inside an individual rather
than from any external or outside rewards, such as money or grades. Motivation,
meanwhile, is identified as “an inner drive that reflects goal-oriented
arousal”[ CITATION Mon111 \l 16393 ] . A motive is an internal energizing force that
orients a person’s activities toward satisfying needs or achieving goals (Ferrell, 2011).
b) Extrinsic Motivation
Extrinsic motivation comes from outside of the individual. Common extrinsic
motivations are rewards like money and grades, coercion and threat of punishment.
Competition is in general extrinsic because it encourages the performer to win and
beat others, not to enjoy the intrinsic rewards of the activity.

THE MOTIVATION PROCESS

Motivation refers to the processes that cause people to behave as they do. From a
psychological perspective motivation occurs when a need is aroused that the consumer
wishes to satisfy. Motives drive purchases and all other human behaviour (except reflexes)
[ CITATION MCN07 \l 16393 ] . The result of motivation will arise by convincing the consumer to
purchase the firm products from a specific retailer[ CITATION Abd11 \l 16393 ] . Once a need has
been activated, a state of tension exists that drives the consumer to attempt to reduce or
eliminate the need. A major part of the motivation component is the individual’s goal
structure. The individual goals then, provide the motivation to seek out and purchase a
product that will meet the consumer’s need. In other words, the goal of purchasing is to
satisfy a need, and the satisfaction of that need provides the motivation behind the shopping
activity of the consumer. These personal and cultural factors combine to create a want, which
is one manifestation of a need. The specific route to drive reduction is culturally and
individually determined. Once the goal is attained, tension is reduced and the motivation
recedes. Motivation can be described in terms of its strength, or the pull it exerts on the
consumer, and its direction, or the particular way the consumer attempts to reduce
motivational tension[ CITATION Bet791 \l 16393 ]. Once motivation is present, and reaches a
sufficient level to warrant further activity, the consumer moves into the attention phase of the
process. During the attention phase, the consumer will direct their attention to information or
stimuli that is relevant to the given goal or motivation that they are currently attending to.
The shift in activity, from simply attending to a stimulus in the environment to actively
seeking information, moves the consumer from the attention phase to the information
acquisition phase. This need may be utilitarian (a desire to achieve some functional or
practical benefit, or it may be hedonic (an experiential need, involving emotional responses
or fantasies. The distinction between the two is, however, a matter of degree. The desired
end-state is the consumer’s goal. Marketers try to create products and services that will
provide the desired benefits and permit the consumer to reduce this tension.

Weather the need is utilitarian or Hedonic, a discrepancy exists between the consumer’s
present state and some ideal state. This gulf creates a state of tension. The magnitude of this
tension determines the urgency the consumer feels to reduce the tension. This degree of
arousal is called a drive. A basic need can be satisfied in any number of ways, and the
specific path a person chooses is influenced both by his or her unique set of experiences and
by the values instilled by cultural, religious, ethnic or national background [ CITATION
Sol061 \l 16393 ].
Activated need ultimately becomes expressed in buying behaviour and consumption in the
form of two types of expected benefits illustrated in the figure.

[ CI
TATION Kir01 \l 16393 ]

A) Utilitarian Benefits

They are objective, functional product attributes [ CITATION Eng901 \l 16393 ] . Utilitarian
benefits are defined as those pertaining to instrumental and functional benefits that are closer
to necessities than luxuries.

B) Hedonic (Experiential) Benefits

They encompass emotional responses, sensory pleasures, daydreams and aesthetic

considerations[ CITATION Hır82 \l 16393 ][ CITATION sha11 \l 16393 ][ CITATION sha111 \l 16393 ]
[ CITATION Eng90 \l 16393 ]. Hedonic benefits are defined as those pertaining to aesthetic and
experiential benefits that are often labelled as luxuries.
 [ CITATION Wil10 \l 16393 ]

There is an arousal of need so urgent, that the bearer has to venture in search to satisfy it.
This leads to creation of tension, which urges the person to forget everything else and cater to
the aroused need first. This tension also creates drives and attitudes regarding the type of
satisfaction that is desired. This leads a person to venture into the search of information. This
ultimately leads to evaluation of alternatives where the best alternative is chosen. After
choosing the alternative, an action is taken. Because of the performance of the activity
satisfaction is achieved which than relieves the tension in the individual.

MASLOW’S THEORY OF MOTIVATION

Maslow has introduced his Theory of Human Motivation which basically can be divided into
two types, the Basic needs and the Growth Needs. The Basic Needs includes the
physiological needs and the safety needs.
 [ CITATI
ON Ais17 \l 16393 ]

Basic needs

There are certain conditions which are immediate prerequisites for the basic needs
satisfactions. Danger to these is reacted to almost as if it were a direct danger to the basic
needs themselves. Physiological needs are the biological needs of the human being for air,
water, food, shelter and so on. These are the needs that human being will seek for and satisfy
before the other needs in the growth needs will emerge. Physiological needs are the human
instinct to survive.

When all physiological needs are satisfied and no longer controlling thoughts and behaviours,
the needs for security can become active. Adults have little awareness of their needs for
security except in times of emergency or periods of disorganization in the social structure.
The feature of the needs for safety can be seen clearly in infants.[ CITATION Yah11 \l 16393 ]

A) Physiological Needs: Represents the most basic, instinctual needs vital for survival, such
as the need for water, air, food, sex and sleep.

B) Security Needs: Comprises of needs for safety, security, stability, protection, order, and
freedom from fear and anxiety.
Growth needs

Maslow also presents a hierarchy of needs which can be divided into growth needs. One must
satisfy lower basic needs before progressing on to meet higher level growth needs. One these
needs have been reasonably satisfied, one may be able to reach the highest level called self-
actualization. Maslow’s hierarchy in Growth needs includes the need for love and belonging
esteem, understanding and knowledge, aesthetics and self- actualization. In the levels of these
five needs, the person does not feel the second need until the demands of the first have been
satisfied, and so on.

Social Needs: Include the needs for

belongingness, love and affection,
mostly satisfied through involvement
in personal relationships as well as
through social, community or
religious groups.
4) Esteem Needs: Primarily of two
types: esteem derived from others
and
self-esteem. The former comprises of
externally derived esteem based on
reputa-
tion, admiration, status, fame,
prestige, social success and all
characteristics of
how others think and react to people.
Self-esteem, on the other hand,
results
from internal feelings of
adequateness and worthiness based
on the confidence
and feelings of being secure inside, in
a person.
5) Self-actualizing Needs: The
highest level of Maslow’s hierarchy,
it essen-
tially connotes “becoming all that
one is capable of becoming”
(Maslow, 1970).
Such people tend to be self-aware,
concerned with personal growth, less
con-
cerned with the opinions of others
and interested in fulfilling their
potential.
Social Needs: Include the needs for
belongingness, love and affection,
mostly satisfied through involvement
in personal relationships as well as
through social, community or
religious groups.
4) Esteem Needs: Primarily of two
types: esteem derived from others
and
self-esteem. The former comprises of
externally derived esteem based on
reputa-
tion, admiration, status, fame,
prestige, social success and all
characteristics of
how others think and react to people.
Self-esteem, on the other hand,
results
from internal feelings of
adequateness and worthiness based
on the confidence
and feelings of being secure inside, in
a person.
5) Self-actualizing Needs: The
highest level of Maslow’s hierarchy,
it essen-
tially connotes “becoming all that
one is capable of becoming”
(Maslow, 1970).
Such people tend to be self-aware,
concerned with personal growth, less
con-
cerned with the opinions of others
and interested in fulfilling their
potential.
Social Needs: Include the needs for
belongingness, love and affection,
mostly satisfied through involvement
in personal relationships as well as
through social, community or
religious groups.
4) Esteem Needs: Primarily of two
types: esteem derived from others
and
self-esteem. The former comprises of
externally derived esteem based on
reputa-
tion, admiration, status, fame,
prestige, social success and all
characteristics of
how others think and react to people.
Self-esteem, on the other hand,
results
from internal feelings of
adequateness and worthiness based
on the confidence
and feelings of being secure inside, in
a person.
5) Self-actualizing Needs: The
highest level of Maslow’s hierarchy,
it essen-
tially connotes “becoming all that
one is capable of becoming”
(Maslow, 1970).
Such people tend to be self-aware,
concerned with personal growth, less
con-
cerned with the opinions of others
and interested in fulfilling their
potential.
Social Needs: Include the needs for
belongingness, love and affection,
mostly satisfied through involvement
in personal relationships as well as
through social, community or
religious groups.
4) Esteem Needs: Primarily of two
types: esteem derived from others
and
self-esteem. The former comprises of
externally derived esteem based on
reputa-
tion, admiration, status, fame,
prestige, social success and all
characteristics of
how others think and react to people.
Self-esteem, on the other hand,
results
from internal feelings of
adequateness and worthiness based
on the confidence
and feelings of being secure inside, in
a person.
5) Self-actualizing Needs: The
highest level of Maslow’s hierarchy,
it essen-
tially connotes “becoming all that
one is capable of becoming”
(Maslow, 1970).
Such people tend to be self-aware,
concerned with personal growth, less
con-
cerned with the opinions of others
and interested in fulfilling their
potential.
C) Social Needs: Include the needs for belongingness, love and affection, mostly satisfied
through involvement in personal relationships as well as through social, community or
religious groups.

D) Esteem Needs: Primarily of two types: esteem derived from others and self-esteem. The
former comprises of externally derived esteem based on reputation, admiration, status, fame,
prestige, social success and all characteristics of how others think and react to people. Self-
esteem, on the other hand, results from internal feelings of adequateness and worthiness
based on the confidence and feelings of being secure inside, in a person.
E) Self-actualizing Needs: The highest level of Maslow’s hierarchy, it essentially connotes
“becoming all that one is capable of becoming”[ CITATION Mas70 \l 16393 ]. Such people tend
to be self-aware, concerned with personal growth, less concerned with the opinions of others
and interested in fulfilling their potential.

[ CITATION Dik \l 16393 ]

[ CITATION Cho15 \l 16393 ]