INSTITUTE –University School of Business

DEPARTMENT -Management
M.B.A
CONSUMER PSYCHOLOGY-23BAT-624
Rohit Guleria
Assistant Professor
Chandigarh University

Consumer Psychology-Motivation

DISCOVER . LEARN .
EMPOWER
 a. Course Outcomes

CO1 To understand consumer psychology in an informed and systematic way.

CO2 To apply behavioural theories to conceive strategic insight to create values for
customer.

CO3 To analyze ever changing consumer behaviour trends and patterns to develop
insight in order to improve products and services.

CO4 To evaluate the relative effectiveness of marketing strategies aimed at influencing

the behaviours of customers.

CO5 To develop marketing mix based on consumer insight and consumer preferences.
Basics of Motivation:
People are motivated by many things, some positive others not. Some motivating factors can move
people only a short time, like hunger which will last only until you are fed. Others can drive a person
onward for years.
Motivation is the driving force within individuals that impels them to action. Motivation is the
activation or energization of goal-oriented behavior. Motivation may be intrinsic or extrinsic. The term
is generally used for humans but, theoretically, it can also be used to describe the causes for animal
behavior as well. According to various theories, motivation may be rooted in the basic need to
minimize physical pain and maximize pleasure, or it may include specific needs such as eating and
resting, or a desired object, hobby, goal, state of being, ideal, or it may be attributed to less-apparent
reasons such as altruism, morality, or avoiding mortality.
Needs :
Needs are the essence of the marketing concept. Marketers do not create needs but can make consumers
aware of needs. A need is something that is necessary for humans to live a healthy life. Needs are
distinguished from wants because a deficiency would cause a clear negative outcome, such as dysfunction
or death. Needs can be objective and physical, such as food and water, or they can be subjective and
psychological, such as the need for self-esteem. On a societal level, needs are sometimes controversial,
such as the need for a nationalized health care system. Understanding needs and wants is an issue in the
fields of politics, social science, and philosophy.

Types of Needs:

* Innate Needs: Physiological (or biogenic) needs that are considered primary needs or motives

* Acquired Needs: Learned in response to our culture or environment. Are generally psychological and
considered secondary needs
Goals :
A Goal or objective is a projected state of affairs that a person or a system plans or intends to achieve—a
personal or organizational desired end-point in some sort of assumed development. It is the sought-after
results of motivated behavior.

Types of Goals:
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 ·
Positive and negative motivation:

Positive motivation is a response which includes enjoyment and optimism about the tasks that you are
involved in. Positive motivation induces people to do work in the best possible manner and to improve
their performance. Under this better facilities and rewards are provided for their better performance. Such
rewards and facilities may be financial and non-financial.

Negative motivation aims at controlling the negative efforts of the work and seeks to create a sense of fear
for the worker, which he has to suffer for lack of good performance. It is based on the concept that if a
worker fails in achieving the desired results, he should be punished. Negative motivation involves
undertaking tasks because there will be undesirable outcomes, eg. failing a subject, if tasks are not
completed.

Almost all students will experience positive and negative motivation, as well as loss of motivation, at
different times during their life at University.
Both positive and negative motivation aim at inspiring the will of the people to work but they differ in
their approaches. Whereas one approaches the people to work in the best possible manner providing better
monetary and non-monetary incentives, the other tries to induce the man by cutting their wages and other
facilities and amenities on the belief that man works out of fear.
Rational versus Emotional Motives

• Rationality implies that consumers select goals based on totally objective

criteria such as size, weight, price, or miles per gallon. A conscious, logical reason for
a purchase. A motive that can be defended by reasoning or logical argument.

• Emotional motives imply the selection of goals according to personal or

subjective criteria. A feeling experienced by a customer through association with a
product.

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
 Model of the Motivation Process:
The motivational process is the steps that you take to get motivated. It is a process, that when followed
produces incredible results. It is amazing what you can do if you are properly motivated,
and getting properly motivated is a matter of following the motivational process. Like any other process it takes
a little work and foresight and planning on your part. However, the return on your
investment of time is significant, and it is important when needing extra motivation that you apply the
motivational process.
 In the initiation a person starts feeling lacknesses. 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.

Arousal of Motives:
The arousal of any particular set of needs at a specific moment in time may be caused by internal stimuli found in the
individual’s physiological condition,by emotional or cognitive processes or by stimuli in outside environment.
• Physiological arousal
• Emotional arousal
• Cognitive arousal
• Environmental arousal

1. Physiological Arousal Bodily needs at any one specific moment in time are based on the individual
physiological condition at the moment. Ex..A drop in blood sugar level or stomach contractions will trigger
awareness of a hunger need. Ex..A decrease in body temperature will induce shivering,which makes individual
aware of the need for warmth this type of thing, they arouse related needs that cause uncomfortable tensions until
they are satisfied. Ex..Medicine,low fat and diet
2. Emotional Arousal Sometime daydreaming results in the arousal (autistic thinking) or
stimulation of latent needs. People who are board or who are frustrated in trying to achieve their
goals or often engage in daydreaming, in which they imagine themselves in all sorts of desirable
situations. Ex..A young woman who may spend her free time in internet single chat room.

3. Cognitive arousal Sometime random thoughts can lead to a cognitive awareness of needs.
An advertisement that provides reminders of home might trigger instant yearning to speak with
ones parents.

4. Environment arousal The set of needs an individual experiences at particular time are often
activated by specific cues in the environment.Without these cues the needs might remain
dormant.ex.The 8’o clock news, the sight or smell of bakery goods,fast food commercials on
television, all these may arouse the need for food Ex..New cell phone model display in the store
window.
THANK YOU

For queries
Email: [email protected]

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