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Consumer Motivation: Consumer Behavior, Ninth Edition

The document outlines the motivation process and discusses how needs, both innate and acquired, drive consumer behavior and goal setting, and how marketers can address needs but do not create them. It also presents models of motivation including Maslow's hierarchy of needs and discusses how goals are selected and can change based on experiences, culture and environment.

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Israt Jahan
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85 views20 pages

Consumer Motivation: Consumer Behavior, Ninth Edition

The document outlines the motivation process and discusses how needs, both innate and acquired, drive consumer behavior and goal setting, and how marketers can address needs but do not create them. It also presents models of motivation including Maslow's hierarchy of needs and discusses how goals are selected and can change based on experiences, culture and environment.

Uploaded by

Israt Jahan
Copyright
© © All Rights Reserved
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
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Chapter 3

Consumer Motivation

Consumer Behavior,
Ninth Edition

Schiffman & Kanuk


Chapter Outline

• Model of the Motivation Process


• Goals
• Motives
• Needs
• Motivational Research
Needs and Motivation

• Needs are the essence of the marketing concept.


Marketers do not create needs but can make
consumers aware of needs.
• Motivation is the driving force within individuals
that impels them to action.
Model of the Motivation Process
Types of Needs

• Innate Needs
• Physiological (or biogenic) needs that are
considered primary needs or motives (food, water,
air)
• Acquired Needs
• Learned in response to our culture or environment.
Are generally psychological and considered
secondary needs (need for self-esteem, prestige,
affection, power, achievement)
Is a body spray
an innate or
acquired
need?
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
The Selection of Goals

• 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
Discussion Question

• What are three generic goals you have set for


yourself in the past year?
• What are three product-specific goals you
have set in the past year?
• How were these goals selected? Was it
personal experiences, physical capacity, or
prevailing cultural norms and values?
Motivations and Goals
Positive Negative
• Motivation • Motivation
• A driving force toward some A driving force away from some
object or condition object or condition
• Approach Goal • Avoidance Goal
• A positive goal toward which • A negative goal from which
behavior is directed behavior is directed away
Rational versus Emotional Motives

• Rationality implies that consumers select goals based


on totally objective criteria such as size, weight, price,
or miles per gallon
• Emotional motives imply the selection of goals
according to personal or subjective criteria
The Dynamic Nature of Motivation

• 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
Substitute Goals

• Are used when a consumer cannot attain a specific


goal he/she anticipates will satisfy a need
• The substitute goal will dispel tension
• Substitute goals may actually replace the primary goal
over time
Frustration

• Failure to achieve a goal may result in frustration.


• Some adapt; others adopt defense mechanisms to
protect their ego.
Defense Mechanism

• Methods by which people mentally redefine


frustrating situations to protect their self-images and
their self-esteem
Defense Mechanisms

• Aggression • Projection
• Rationalization • Identification
• Regression • Repression
• Withdrawal
Maslow’s Hierarchy of Needs
Figure 4.10
Discussion Question

• What are three types of products related to more


then one level of Maslow’s Hierarchy of Needs.
• For each type of product – consider two brands.
How do marketers attempt to differentiate their
product from the competition?
This ad reflects
a need for
accomplishment
with a
toothpaste.
A Trio of Needs

• Power
• individual’s desire to control environment
• Affiliation
• need for friendship, acceptance, and belonging
• Achievement
• need for personal accomplishment
• closely related to egoistic and self-actualization needs

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