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Lecture 4

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8 views19 pages

Lecture 4

Uploaded by

atikastudent
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Understanding Consumer

Motivations and Self-


Concept in Consumer
Behavior
By Aruba Shoaib
Motivation and Values

Motivation drives consumer behavior by pushing individuals towards achieving needs


and desires. Values shape these motivations and influence purchasing decisions.

- Key Topics:

- Motivational Strength: Intensity of consumer drive.

- Needs vs. Wants:Essential needs versus desires.

- Classification of Needs: Functional, emotional, and social.

- Maslow’s Hierarchy: Levels of needs from basic to self-fulfillment.

-Visual Flowchart connecting motivation, values, and consumer behavior.


Relationship between Values and
Motivation
Values Enhance Motivation:
When goals and activities align with personal values, motivation is often
stronger and more persistent. Values provide a sense of purpose and
meaning, making the pursuit of goals more engaging.
Needs VS Wants
-Needs: Essential requirements for survival and
basic functioning.

- Examples: Food, water, shelter.

- Wants: Desires that enhance comfort and


pleasure beyond basic needs.

- Examples: Luxury cars, designer clothes.


Classifying Consumer Needs
- Functional Needs: Practical and utilitarian (e.g.,
a durable pair of shoes).

- Emotional Needs: Related to feelings and


emotional state (e.g., a comforting brand of
chocolate).

- Social Needs: Needs driven by the desire to fit in


or stand out (e.g., a trendy smartphone).

- Examples: Different products fulfilling various


types of needs.
Maslow’s Hierarchy of Needs
1. Physiological needs are biological requirements for human survival, e.g.,

air, food, drink, shelter, clothing, warmth, and sleep.

Our most basic need is for physical survival, and this will be the first thing that
motivates our behavior. Once that level is fulfilled, the next level up is what
motivates us, and so on.

The human body cannot function optimally if physiological needs are not
satisfied. Maslow considered physiological needs the most important as all the
other needs become secondary until these needs are met.

Once an individual’s physiological needs are satisfied, the need for security and
safety becomes salient.
2. Safety needs – people want to experience order, predictability, and control
in their lives.

Safety needs can be fulfilled by the family and society (e.g., police, schools,
business, and medical care).

For example, emotional security, financial security (e.g., employment, social


welfare), law and order, freedom from fear, social stability, property, health,
and well-being (e.g., safety against accidents and injury).

After physiological and safety needs have been fulfilled, the third level of
human needs is social and involves feelings of belongingness.
3. Love and belonging needs refers to a human emotional need for
interpersonal relationships, affiliating, connectedness, and being part of a
group.

Examples of belongingness needs include friendship, intimacy, trust,


acceptance, receiving and giving affection, and love.

This need is especially strong in childhood and can override the need for
safety, as witnessed in children who cling to abusive parents.
4. Esteem needs are the fourth level in Maslow’s hierarchy and include
self-worth, accomplishment, and respect.

Maslow classified esteem needs into two categories: (i) esteem for
oneself (dignity, achievement, mastery, independence) and (ii) the desire
for reputation or respect from others (e.g., status, prestige).

Esteem is the typical human desire to be accepted and valued by others.


People often engage in a profession or hobby to gain recognition, which
gives them a sense of contribution or value.

Low self-esteem or an inferiority complex may result from imbalances


during this level in the hierarchy.

Maslow indicated that the need for respect or reputation is most


important for children and adolescents and precedes real self-esteem or
dignity.
5. Self-actualization needs are the highest level in Maslow’s hierarchy, and refer to the
realization of a person’s potential, self-fulfillment, seeking personal growth, and peak
experiences.

This level of need refers to what a person’s full potential is and the realization of that potential.

Maslow (1943, 1987, p. 64) describes this level as the desire to accomplish everything that one
can, and “to become everything one is capable of becoming”.

Individuals may perceive or focus on this need very specifically.

For example, one individual may have a strong desire to become an ideal parent.

In another, the desire may be expressed athletically. For others, it may be expressed in
paintings, pictures, or inventions.
Applying Maslow’s Hierarchy in
Marketing
- Examples:*
- Physiological Needs: Basic food brands.
- Safety Needs: Home security systems.
- Love and Belongingness: Social media platforms.
- Esteem Needs: High-end fashion brands.
- Self-Actualization: Personal development and career
coaching services.
The Self-Concept Overview
The collection of beliefs and perceptions a person holds
about themselves, which influences their behavior and
decisions.
- Components:
- Self-Image
- Ideal Self
- Social Self.
Self Image
Definition: The perception of oneself based on attributes, skills,
and characteristics.
Impact: Affects confidence and self-esteem.

Ideal Self
Definition: The version of oneself that one aspires to be.
Impact: Motivates personal growth and goal setting

Social Self
Definition: The perception of how one is viewed by others.
Impact: Influences social interactions and self-presentation.
Influence of Self-Concept on Consumer
Behavior

- Targeting Needs: Align products with consumer needs and motivations.

- Reflecting Self-Concept: Create campaigns that resonate with consumers' self-image


and aspirations.

- Cultural Sensitivity: Be aware of cultural norms and values.

- Tips: Implementing these insights in marketing strategies for better engagement and
sales.
Class Activity

write down your thoughts for each component:

● Self-Image: List characteristics, skills, and attributes they believe


describe them.
● Ideal Self: Describe the person they aspire to be, including goals
and aspirations.
● Social Self: Reflect on how they think others perceive them and
their social roles.
Thank You For Listening

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