Chap-2 Consumer Motivation.pptx

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1. Chap-2 consumer needs and Motivation 1 Chap-2 Consumer Motivation

2. Consumer Motivation Chap-2 consumer needs and Motivation 2 Learning Objectives After successfully completing this chapter the student will be able to: Define Motivation Explain The Motivation Process Spell Out The Essentials Of Motivation Understand The Dynamic Nature Of Motivation Identify Different Types Of Arousals Explain Types And Systems Of Needs Evaluate The Need Hierarchy Identify & Explain A Trio Of Needs

3. Consumer Motivation Chap-2 consumer needs and Motivation 3 Definition of Motivation   Motivation can be described as the driving force within individuals that impels them to action. This driving force is pro duced by state of tension, which exists as a result of unfulfilled needs. Individuals strive-both consciously and subconsciously to reduce this tension through behavior that they anticipate will fulfill their needs and thus relieve them of the stress they feel.

4. Chap-2 consumer needs and Motivation 4 Model of The Motivational Process Learning Unfulfilled Needs, Wants and Desires Tension Drive Behavior Goal Or Need Fulfillment Tension Reduction . Cognitive processes

5. Consumer Motivation Chap-2 consumer needs and Motivation 5 Model of the Motivation Process   The model portrays motivation as a state of need induced tension that exerts a “push” on the individual to engage in behavior that he/she expects will gratify a need and that reduce the tension. Whether gratification is actually achieved depends on the course of action being pursued. The specific courses of action that consumers pursue and their special goals thinking processes-cognition and previous learning.

6. Consumer Motivation Chap-2 consumer needs and Motivation 6 Needs Every individual has needs. Needs can be innate ( physiological or biogenic or primary needs) and acquired needs ( psychological or psychogenic or secondary needs). Innate needs include the needs for food, for water, for air, for clothing, for shelter and for sex. They are needed to sustain biological life.

7. Consumer Motivation Chap-2 consumer needs and Motivation 7 Acquired Needs Needs that we learn in response to our culture or environment. These may include the needs for self-esteem, for prestige, for affection, for power, and for learning . They result from the individual’s subjective psychological state and from relationships with others . For example, to find a place to live fulfills an important primary need for a newly transferred executive.

8. Consumer Motivation Chap-2 consumer needs and Motivation 8 However, the kind of residence he rents or buys may be the result of secondary needs. He may seek, a place in which he and his wife can entertain large groups of people (fulfill social needs ) and may want to live in an exclusive community to impress his friends and family (fulfill ego needs). Thus, the house and individual ultimately purchases serve both primary and secondary needs.

9. Consumer Motivation Chap-2 consumer needs and Motivation 9 Goals Goals are sought-after results of motivated behavior. All behaviors are goal -oriented. Here, we are focusing on generic goals -general classes or categories of goals that consumers select to fulfill their needs. (Getting a graduate degree ) Marketers are even more concerned with consumer’s product-specific goals, specifically branded or labeled products they select to fulfill their needs. (an executive may want to buy a luxury car to signify to his friends that he is a success.)

10. Consumer Motivation Chap-2 consumer needs and Motivation 10 Means –End Analysis Products and means expressing good health value Good Health Means Product relax Red wine Hot tub Low sugar; low calories Diet cola Cure head aches Pain reliever Keep teeth Toothbrush Cleanliness ; kill germs Dishwasher

11. Consumer Motivation Chap-2 consumer needs and Motivation 11 Good Health Means Product Feel happy flowers Learn about health Television Mental health Books Musical instrument Start day right breakfast Good diet Apples Chicken

12. Consumer Motivation Chap-2 consumer needs and Motivation 12 Good Health Means Product Nutrition , association with goodness Milk Help with allergies Air conditioners Rest bed Stay trim skis exercise Skis Bicycle Running shoes Gardening Golf Tennis racquet Exercise machine

13. Consumer Motivation Chap-2 consumer needs and Motivation 13 Good Health Means Product Help digestion, low fat, fiber cereal Natural Fruit Vegetable vitamins Feel young Juice yogurt Energy,calcium,soothe stomach yogurt Low cholesterol Chicken fish

14. Consumer Motivation Chap-2 consumer needs and Motivation 14 o Good Health Means Product Good oil fish Pure, no sediment Bottled water Give healthy image cosmetics Feel clean Soap Deodorant Shampoo Source: Jeffery F. Durgee et al ; “Observations: Translating Values Into Product Wants “

15. Consumer Motivation Chap-2 consumer needs and Motivation 15 Determinants of Goal Selection The goal selected by individuals depends on: - Personal experience Physical capacity Prevailing cultural norms and values, and The goals accessibility in a physical and social environment. Self–image (an individual’s own perception of himself or herself)

16. Consumer Motivation Chap-2 consumer needs and Motivation 16 Interdependence of Needs and Goals   Needs and goals are interdependent ; neither exists without the other. However, people are often not as aware of their needs as they are of their goals. Ex. A teenager may not consciously be aware of his social needs but may join a photography club to meet new friends.

17. Consumer Motivation Chap-2 consumer needs and Motivation 17 Individuals are usually more aware of their physiological needs than their psychological needs. Ex. Most people know when they are hungry or thirsty or cold, and they take appropriate steps to satisfy these needs . The same people may not consciously be aware of their needs for acceptance, for self-esteem, for status. However, they subconsciously engage in behavior that satisfies these psychological needs.

18. Consumer Motivation Chap-2 consumer needs and Motivation 18 Positive and Negative Motivation Motivation can be positive and negative in direction . Positive Motivation: is a driving force towards some object or condition (needs, wants, desires). Negative motivation: is a driving force away from some object or condition. ( Fears, aversions) However , although positive and negative motivational forces seem to differ dramatically in terms of physical or emotional activity, they are basically similar in that both serve to initiate and sustain human behavior. Goals, too, can be positive or negative.

19. Consumer Motivation Chap-2 consumer needs and Motivation 19 A Positive Goal/Approach Object A Positive Goal is one toward which behavior is directed. Ex. Middle-aged woman may have a positive goal of fitness, so they join a health club to work out regularly. A Negative Goal/ Avoidance object. is one from which behavior is directed away. Ex.Asmamaw may view getting fat as a negative goal, and so he joins a roadrunners club.

20. Consumer Motivation Chap-2 consumer needs and Motivation 20 Rational Versus Non Rational Motives The term rationality in the traditional economic sense assumes that consumers behave relationally when they carefully consider all alternatives and choose those that give them the greatest utility. In a marketing context, the term rationality implies that consumers elect goals based on totally objective criteria such as weight, price, or miles per gallon. Non-rational or emotional: motives imply the selection of goals according to personal or subjective criteria (the desire for individuality, pride, fear, affection, status). The assumption underlying this distinction is that subjective or emotional criteria do not maximize utility or satisfaction.

21. Consumer Motivation Chap-2 consumer needs and Motivation 21 However, it is reasonable to assume that consumers always attempt to select alternatives that in their view serve to maximize satisfaction. Obliviously, the assessment of satisfaction is a very personal process, based on the individuals own need structure as well as on past behavioral and social or learned experiences.

22. Consumer Motivation Chap-2 consumer needs and Motivation 22 Consumer researchers who subscribe to the positivist perspective tend to view all consumer behavior as rationally motivated, and they try to isolate the cause of such behavior so that they can predict, and thus, influence, future behavior. Experientialists are interested in studying the hedonistic pleasure that consumption behavior provides, such as fun, or fantasy, or sensuality.  

23. Consumer Motivation Chap-2 consumer needs and Motivation 23 Motivation is the process that moves a person to behave in certain ways how behavior gets started and energized, sustained, directed and stopped. (M) Major components of consumer motivation (O) Overt , hidden , and multiple motives (T) Tension reductio n drives consumer behavior (I) Internal and external forces impact motivation ( V ) Consumer motivation has valence ( A) Consumers are motivated to achieve goals ( T ) Consumers have a thirst for variety ( I ) Consumer motivation reflects individual differences ( O ) Consumers desire order in their world ( N ) Consumers are guided by the need hierarchy

24. Consumer Motivation Chap-2 consumer needs and Motivation 24 Major Components Of Consumer Motivation There are two major components of motivation: Energy and Direction Insights From the Energy Component: Energy Refers to the fact that all behaviors thinking, moving looking and so on requires to expand an internal supply of energy. Researchers who study the energy dimension use physiological measures of the body’s arousal-consumer’s pulse rates, blood pressures, brain waves, and skin chemistries can offer all clues to the energy dimension . Within consumer research these measures are used to change consumer’s reactions to advertising, brand names, and other marketing appeals.

25. Consumer Motivation Chap-2 consumer needs and Motivation 25 The Direction Component: Direction Is needed to channel our inner energies into productive attractive behaviors and to allow us to behave efficiently. It refers to exactly which behavior is chosen from all those possible and why. In general, motivation theory asserts that the direction taken in a behavior is in large part determined by the particular purpose we are trying to achieve, with that behavior technically termed as purposive behavior. EX The primary motives involve the purpose behind consumer’s decisions to use entire classes of products. Why do some people drink alcoholic beverages, while others do not?

26. Consumer Motivation Chap-2 consumer needs and Motivation 26 Selective Motives Refer to consumer’s decisions as to exactly which stores, brands, and model features will be used/ purchased. The directional component thus underlies all consumer decision to: Purchase a product at all and Choose a particular alternative from that product class. These are the essential underpinnings of consumer demand in the market place and are of crucial importance to the marketing field.

27. Consumer Motivation Chap-2 consumer needs and Motivation 27 O) Overt, Hidden, and Multiple Motives Motive is a concept used by researchers to explain the reasons for behavior. Researchers can’t observe a person’s motives, only his or her behavior-from that behavior; they must try to infer the exact motives that caused it. A motive is a strong and persistent internal stimulus around which behavior is organized. Consumers have multiple motives and some of these motives are overt (consumers are well aware of the reasons behind our behavior). While other is hidden in the minds of consumers (consumers are themselves not aware of what these motives are.)

28. Consumer Motivation Chap-2 consumer needs and Motivation 28 Multiple Motives, Multiple Acts It is clear that each of us has many motives that guide our behaviors on a daily basis. Ex. Let’s say Azeb has been studying hard and is motivated to break from her work to relax. Notice that there are many options available for this purpose .( She could go to a movie, Play a racquetball, Read a novel and so on) It is also true that different motives might lead to the same behavior. Ex. Azeb is seen in a restaurant. She might be there because of hunger motive, because she wanted a break from her studies, wanted to meet new people and so forth. Simply observing consumer behavior therefore, won’t be sufficient to detect the motives that are at work.

29. Consumer Motivation Chap-2 consumer needs and Motivation 29 Hidden Motives and the Unconscious Mind Researchers have found that much of a person’s actions are determined by influences of which he or she is at the time completely unaware. Consciousness levels Level 1: Conscious Level A level where the consumer is well aware of those motivations.

30. Consumer Motivation Chap-2 consumer needs and Motivation 30 Level 2: Preconscious level Are not currently known, but they can be brought to consciousness, if they can be located and brought forth.

31. Consumer Motivation Chap-2 consumer needs and Motivation 31 Level 3 : Unconscious level Are buried deep beneath the water itself and can’t be expected to emerge at all under the circumstances in which consumer research is conducted, but instead it is the area reserved for some specially trained psychologists and psychiatrists.

32. Consumer Motivation Chap-2 consumer needs and Motivation 32 Levels Of Consciousness Are Likened To A “Fishing Expedition” Levels Of Conscious Similar to Motive status/ consumer is Conscious Level Air: above the surface Consciously aware of Preconscious Level Water: Beneath the surface Not consciously aware of, but can be brought to the surface if can be located Unconscious Level Underground, beneath the water Deeply embedded/ not available to consciousness.

33. Consumer Motivation Chap-2 consumer needs and Motivation 33 This issue is best-explained Freud’s psychoanalytic theory. These theories are built around three systems: the Id, ego and the superego. The id is the most basic system , and is intimately related to a person’s psychological system. The id is entirely unconscious, but very powerful . It is the source of our psychic energy behind all behavior. The psychic energy itself termed libido and operates according to the pleasurable principle (libido means “lust’ in Latin) The id is entirely geared toward achieving pleasure and avoiding pain.

34. Consumer Motivation Chap-2 consumer needs and Motivation 34 The ego is the system i.e.; in contact with the external world and that develops to take charge of the person’s actual behavior. The ego is governed by the reality principle -seeks to achieve the pleasurable demands of the id in a realistic way as possible. Many of the id’s demands are quite unrealistic The ego must develop ways to postpone them, or substitute feasible gratifications to satisfy the id’s cravings.

35. Consumer Motivation Chap-2 consumer needs and Motivation 35 The superego has two functions i.e. to reward “good” behavior and to “punish” unacceptable actions by creating guilt. Thus, the superego represents a person’s “conscience ” and works against the unacceptable impulses of the id, rather than seeking to mange them, as does the ego. The superego is primarily unconscious , it represents ideal rather than real behavior and strives for perfection rather than pleasurable.

36. Consumer Motivation Chap-2 consumer needs and Motivation 36 Hidden Motives and Marketing Research Consumers are unaware of many of their motivations, but some of these motivations can be brought out if the ‘fishing’ is skillfully done by researchers trained to undertake this type of work. This is the province of qualitative research. Qualitative research is the use of non-statistical methods that encourage consumers to reveal their thoughts, feelings and motivations . Qualitative research can be done either in small groups or with individuals.

37. Consumer Motivation Chap-2 consumer needs and Motivation 37 Example Focus Group Brings 8-12 Consumers from the target market together , seat them in a conversational setting, and ask them to talk freely about the subject. A trained moderator moves the discussion along , ensuring that the client’s questions of interest do get addressed, but also giving freedom to the group members to express their opinions during the one-to-two-hour session.

38. Consumer Motivation Chap-2 consumer needs and Motivation 38 In Depth Personal Interview: One-to-one interview. Qualitative research usually employs some mix of direct and indirect questions with the hope that the preconscious level will be tapped as the discussion goes along. Direct questions: ask for a consumer’s thoughts or feelings in a direct manner, sometimes with answer categories suggested, but usually with some degree of freedom or “open-endedness” “ Women who wear pink lipstick are………. …” “Lipsticks are. ………………”

39. Consumer Motivation Chap-2 consumer needs and Motivation 39 (T) Tension Reduction Dives Consumer Behavior It provides the fundamental reason that any behavior is undertaken at any point in time. The idea of tension reduction is drawn form studies in biology of the human body’s tendency to make adjustments to remain in as steady a condition as possible. Ex. We perspire in reaction to a rise in body temperature; it is a natural means of releasing heat and keeping our temperature near normal.

40. Consumer Motivation Chap-2 consumer needs and Motivation 40 Internal and External Forces Impact Motivation The basic point of these frameworks is that motivation is some times sparked internally (e.g.; hunger) and sometimes sparked externally (e.g.; a friend’s suggestion). Once sparked, the direction the motivated behavior will take is also determined partially by internal factors and partially by external factors. Ex.A food purchase will be directed in part by a person’s product preferences, but also perhaps by what store is nearby and any sales prices there.

41. Consumer Motivation Chap-2 consumer needs and Motivation 41 (V) Consumer Motivation Has Valence Valence is the degree of attractiveness (positive or negative) that a particular object holds for a consumer. A valence is either positive-when a product is attractive to us or negative-when it is unattractive to us . Valence also reflects the strength of the attraction-it can be high or low, depending on how much we are attracted or repelled by a product in question. The concept of valence occupied an important role within Lewin’s field theory . Lewin identified three types of motivational conflicts, each having two forces acting in opposite directions within a given psychological field:

42. Consumer Motivation Chap-2 consumer needs and Motivation 42 The three types of motivational conflicts include: Approach –Avoidance A class of motivational conflict in which a consumer wishes to move both toward and away from the object. The consumer’s behavior in this approach depends on the relative strength of the opposing forces. In a motivational sense, the consumer wishes to move toward the positive features, but away from the negative ones. EX. Ad and sales people provide product information to consumer to strengthen approach force and marketers use sales prices easy credit, product guarantee to weaken avoidance forces .

43. Consumer Motivation Chap-2 consumer needs and Motivation 43 Approach-Approach A class of motivational conflict that occurs when a consumer is attempting to decide between two attractive alternatives. Ex. To celebrate a successful semester Aster is trying to decide between a trip to the seashore and a trip to the mountains. Avoidance-Avoidance A class of motivational conflict that occurs when a consumer is choosing between two behaviors with negative valences. The person in this situation is motivated to move away from both alternatives and is not likely to purchase at all until his or her perceptions of the situation shift. This conflict arises usually in areas such health problems. Ex. A small pad to numb the mouth rather than a needle would reduce the extent of avoidance forces.

44. Consumer Motivation Chap-2 consumer needs and Motivation 44 (A) Consumers Are Motivated To Achieve Goals This framework entry offers many useful marketing implications. It represents one of the major schools of motivation theory-the expectancy value often called E X V approach. It views a consumer as a problem solver approaching purchasing situation as opportunities to achieve positive goals that he/she may have. The E x V approach places great emphasis on how goals lead to specific behaviors. Thus, we evaluate each possible behavior-such as purchase of a particular brand in terms of how desirable we expect its consequences to be for us.

45. Consumer Motivation Chap-2 consumer needs and Motivation 45 (T) Consumers Have a Thirst for Variety This entry expands upon the fundamental idea of tension reduction the earlier “T” in our framework by stressing that consumers are active as well as reactive. We consumers do not only try to relieve tensions: we also enjoy being stimulated, even though this increases our bodily tensions during the event such as a movie. In a sense, then, we go through our lives as “tension managers”. This framework entry has a broad array of interesting implications for consumer behavior, including such issues as why consumers are so curious and interested in a variety and adventure.

46. Consumer Motivation Chap-2 consumer needs and Motivation 46 Consumer Motivation Reflects Individual Differences This framework entry refers to the fact that consumers differ from each other in what, where, and how they buy. If we are to understand buying behavior, we need to understand why these differences occur. Some of the individual differences we observe are obliviously due to external factors, such as income, age, and social pressures. Personality research has received considerable attention in consumer behavior and has yielded some surprising findings.

47. Consumer Motivation Chap-2 consumer needs and Motivation 47 (O) Consumer Desire Order in the World This framework entry stresses that consumers are motivated to do more than simply acquire products and services-all consumers are also motivated to understand their world. Attribution theory is a theory that people try to estimate the causes for events they encounter. Attribution occurs frequently in consumer behavior, sometimes quite consciously and sometimes not.

48. Consumer Motivation Chap-2 consumer needs and Motivation 48 Ex. “is he trying to sell me the premium model because he believes it is better for me or because his commission will be higher? “ Consumer attributions are also important after purchasing evaluating product performance. If consumers are dissatisfied, will they attribute the problem to themselves- “ I must not have operated right”? The manufacturer “ this is a shoddy product”, the retailer or the sales person –“I will never go there again”, they obviously do not care what they sell to the customer,etc;

49. Consumer Motivation Chap-2 consumer needs and Motivation 49 ( N) The Need Hierarchy Guides Consumers The final framework entry shifts our attention to the actual content of motivated behavior . Here, we will focus on the nature of needs or motives.

50. Consumer Motivation Chap-2 consumer needs and Motivation 50 The Dynamic Nature of Motivation Motivation is a highly dynamic construct that is constantly changing in reaction to life experiences. Characteristics of Motivation   a ) Needs And Goals Are Constantly Changing Needs and goals are constantly growing and changing in response to an individual’s physical condition, environment, interaction with others and experiences. As individuals attain their goals, they develop new ones. If they do not attain their goals, they continue to strive for old goals, or they develop substitute go als.

51. Consumer Motivation Chap-2 consumer needs and Motivation 51 Reasons why need-driven human activity never ceases include the following: Existing needs are never completely satisfied; they continually impel activity designed to attain or to maintain satisfaction As needs become satisfied, new and higher order needs emerge that cause tension People who achieve their goals set new and higher goals for themselves

52. Consumer Motivation Chap-2 consumer needs and Motivation 52 b)Needs are never fully satisfied Most human needs are never fully or permanently satisfied. Ex.At fairly regular intervals people experience hunger needs that must be satisfied. Most people regularly seek companionship and approval from others to satisfy their social needs . A person may partially or temporarily satisfy a power need by working as assistant to the CEO.

53. Consumer Motivation Chap-2 consumer needs and Motivation 53 c)New Needs Emerge as Old Needs are Satisfied Motivational theorists behave that higher-order needs emerge, as lower order needs are fulfilled. Ex.A man who has largely satisfied his basic psychological needs may turn his efforts, to achieve acceptance among his neighbors by joining their political clubs and supporting their candidates.

54. Consumer Motivation Chap-2 consumer needs and Motivation 54 d)Success and failure influence goals In general researchers have concluded that individuals who successfully achieve their goals usually set new and higher goals for themselves. This is probably due to the fact that success makes them more confident of their ability to reach higher goals. Conversely , those who do not reach their goals sometimes lower their levels of aspiration . Ex. A college senior who is not accepted into medical school may try instead to enter dental school; failing that, he may study to be a pharmacist.

55. Consumer Motivation Chap-2 consumer needs and Motivation 55 Substitute Goals When an individual can’t attain a specific goal or type, of goal that he or she anticipates will satisfy certain needs, behavior may be directed to a substitute goal. Continued deprivation of a primary goal may result in the substitute goal assuming primary-goal status. Ex. A man who has stopped drinking whole milk because he is dieting may actually begin to prefer slim milk. A woman who can’t afford a BMW may convince herself that a Mazda Miata has an image she clearly prefers.

56. Consumer Motivation Chap-2 consumer needs and Motivation 56 The substitute goal may be a defensive reaction to frustration . Frustration results from failure to achieve a goal. The barrier that prevents attainment of a goal may be personal to the individual i.e., limited physical or financial resources, or It can be an obstacle in the physical or social environment.

57. Consumer Motivation Chap-2 consumer needs and Motivation 57 Regardless of the cause, individuals react differently to frustrating situations. Some are adaptive and mange to cope up by finding their way around the obstac le or, if that fails, by selection a substitute goal. Others are less adaptive and may regard their in ability to achieve a goal as a personal failure and experience feelings of anxiety.

58. Consumer Motivation Chap-2 consumer needs and Motivation 58 Defense Mechanisms   People who can’t cope with frustration often mentally redefine their frustrating situations in order to protect their self-image and defend their self-esteem.   Defense Mechanisms Include:   Aggression Individual who experience frustration may resort to aggressive behavior in attempting to protect their self-esteem . Ex. Frustrated consumers boycotted manufactures in an effort to improve product quality and have boycotted retailers in an effort to have prices lowered.

59. Consumer Motivation Chap-2 consumer needs and Motivation 59 Rationalization Individuals redefine a frustrating situation by inventing plausible reasons for being unable to attain their goals or they may decide that the goal really is not worth pursuing. Rationalizations are not deliberate lies , since the individual is not fully aware of the cognitive distortion that occurs as a result of the frustrating situation.

60. Consumer Motivation Chap-2 consumer needs and Motivation 60 Regression People react to frustrating situations with childish or immature behavior Ex.A shopper attending a bargain sale, may fight over merchandise and resort to tearing a garment that another shopper will not relinquish, rather than allow the other person to have it.

61. Consumer Motivation Chap-2 consumer needs and Motivation 61 Withdrawal Frustration is often resolved by simply withdrawing from the situation. EX.A person who has difficulty achieving officer status in an organization may simply quit that organization. Furthermore, he may rationalize his resignation by deciding the organization is not true to its stated ideals and its other members are somewhat shallow. He may decide to use his time more constructively in other activities.

62. Consumer Motivation Chap-2 consumer needs and Motivation 62 Projection An individual may redefine a frustrating situation by projecting blame for his or her own, failures and in abilities on other projects or persons. Ex. A driver who has an automobile accident may blame the other driver or the condition of the road.

63. Consumer Motivation Chap-2 consumer needs and Motivation 63 Autism/Autistic Thinking Refers to thinking i.e.; almost completely dominated by needs and emotions with little effort made to relate to reality. Such daydreaming or fantasizing enables the individual to attain imaginary gratification of unfulfilled needs. Ex.A person who is shy and lonely may daydream about a romantic love affair.

64. Consumer Motivation Chap-2 consumer needs and Motivation 64 Identification People resolve their feelings of frustration by subconsciously identifying with other persons or situations that they consider relevant. Marketers often use this defuse mechanism as basis for advertising appeals. Such advertisements usually portray a stereotypical situation in which an individual experiences a frustration and then overcomes the problem that has caused the frustration by using the advertised product. Ex . A fellow who has difficulty in attracting dates may decide to use same mouth wash shampoo, or clothing that “worked”, for the man in the commercial.

65. Consumer Motivation Chap-2 consumer needs and Motivation 65 Repression Individuals avoid the tension arising form frustration by repression the unsatisfied need. Thus, individuals may forget a need; i.e.; they force the need out of their conscious awareness. Ex. A couple that can’t have children may surround themselves with plant or pets. The manifestation of represses needs in a socially acceptable form is called sublimation.

66. Consumer Motivation Chap-2 consumer needs and Motivation 66 Multiplicity of Needs A consumer’s behavior often fulfills more than one need . We buy clothing for protection and for modesty ; in addition; our clothing fulfills an enormous range of personal and social needs. Usually, however, there is one overriding need that initiates behavior. Ex. A woman may want to lose weight because she wants to wear more stylish clothing; she also may be concerned about high blood pressure. She might have noticed her husband admiring slimmer girls on the beach. Just, one of the reasons i.e.; her husband’s straying eyes may serve as the triggering mechanism (the proponent need).

67. Consumer Motivation Chap-2 consumer needs and Motivation 67 Needs and Goals Vary among Individuals People with different needs may seek fulfillment through selection of the same goals, while people with the same needs, may seek fulfillment through different goals. Ex. Five people may be active in a consumer advocacy organization for different reasons: protection consumer interests; concern about an increase in counterfeit merchandise; organizational meetings; enjoying the power of direction - a large group enjoy the status provided by membership. Similarly, true people may be driven by the same need. Advancement and recognition through a professional career.

68. Consumer Motivation Chap-2 consumer needs and Motivation 68 Arousal of Motives The arousal of any particular set of needs at a specific point in time may be caused by internal stimuli found in the individual’s. Physiological Arousal Bodily needs at any one specific moment in time are rooted in an individual’s physiological condition at that moment. A drop in blood sugar level or starch contractions will trigger awareness of a hunger need.

69. Consumer Motivation Chap-2 consumer needs and Motivation 69 Secretion of sex hormones will awaken the sex need. A decrease in body temperature will induce shivering, which makes the individual aware of the need for warmth. Most of these physiological cues are involuntary and arouse related needs that cause uncomfortable tensions until they are satisfied. Ex. A shivering man may turn up the heat in his home to relieve his discomfort and may make a mental note to buy flannel pajamas.

70. Consumer Motivation Chap-2 consumer needs and Motivation 70 Emotional Arousal Daydreaming may result in the arousal or stimulation of latent needs. People who are bored or frustrated in attempts to achieve their goals often engage in autistic thinking. These thoughts tend to arouse dormant needs, which may produce uncomfortable tensions that “push” them into goal-oriented behavior. Ex.A young woman who dreams of becoming a successful business leader may enroll in graduate business school.

71. Consumer Motivation Chap-2 consumer needs and Motivation 71 Cognitive Arousal Random thoughts or personal achievements can lead to a cognitive awareness of needs. Ex.An advertisement that provides reminders of home might trigger instant yearning to speak with one’s parents.

72. Consumer Motivation Chap-2 consumer needs and Motivation 72 Environmental Arousal The set of needs activated at a particular time are often determined without these ones, the needs might remain dormant. Ex. The 6 O’clock news, the sight or smell of bakery goods, fast-food commercials on TV, and the end of the school day-all of these may arouse the need for food. In such cases, modification of the environment may be necessary to reduce the arousal of hunger. A man who prides himself on his gardening may see an advertisement for a tractor mower that apparently works more efficiently than his own rotary mower.

73. Consumer Motivation Chap-2 consumer needs and Motivation 73 Diversity of Needs Systems The table below presents 44-human motives compiled in 1923 by Professor Daniel Starch of the Harvard Business School for use as a copy appeal. Appetite-hunger Respect for deity Core of offspring Sympathy for others Health Protection of others Sex attraction Domesticity Parental affection Social distraction Ambition Devotion to others Pleasure Hospitality Warmth Possession Imitation Approval of others Courtesy Gregariousness Play-sport Taste Managing others Personal appearance Coolness Safety Fear-caution Cleanliness Physical activity Rest-sleep Manipulation Home comfort Construction Economy Style Curiosity Humor Efficiency Amusement Competition Shyness Cooperation Teasing

74. Consumer Motivation Chap-2 consumer needs and Motivation 74 Murray’s List of Psychogenic Needs   Needs associated with in animate objects Acquisition , Conservancy, Order, Retention and Construction. Needs that reflect ambition, power accomplishment, and prestige: Superiority , Achievement, Recognition, Exhibition, (Inviolacy) inviolate attitude, Intendance (to avoid shame failure, humiliation ridicule), Dependence (defensive attitude) and Counteraction (counteractive attitude). Needs concerned with human behavior Dominance , Deference, Simi lance (Suggestible attitude) and Contrarians (to act differently from others).

75. Consumer Motivation Chap-2 consumer needs and Motivation 75 Sado-Masochistic Needs Aggression and Abasement. Needs Concerned With Affection Between People Affection, Rejection, Nurturance (to nourish, aid, or protect the hopeless), Succorance (to seek aid, protection, or sympathy) and Play. Needs Concerned With Social Intercourse (The Needs to Ask and Tell) : Cognizance (inquiring attitude) and Exposition (expositive attitude)

76. Consumer Motivation Chap-2 consumer needs and Motivation 76 Hierarchy of Needs Dr. Abraham Maslow, a clinical psychologist , formulated a widely accepted theory of human motivation based on the notion of a universal hierarchy of needs.  

77. Chap-2 consumer needs and Motivation 77 Self-actualization (Self –fulfillment) Ego needs (Prestige, status, self, respect) Social needs (Affection friendship, belonging) Safety and security needs (Protection, order, stability) Physiological needs (Food, water, air, shelter, sex) Maslow’s Hierarchy of Human Needs.

78. Consumer Motivation Chap-2 consumer needs and Motivation 78 Physiological Needs These needs are required to sustain biological life. (Food, water, air, shelter, clothing and sex). Ex.” For the man who is extremely and dangerously hungry, no other interest exists but food, he emotes only about food, he perceives only food and wants’ only food” Safety Needs These needs include order, stability, routine, familiarity, control over one’s life and environment, and certainty-the knowledge , for example the individual will eat dinner not only that day the following day but also every day far into the future. Ex. Savings accounts, insurance policies, education, and vocational training all satisfy the need for security .

79. Consumer Motivation Chap-2 consumer needs and Motivation 79 Social Needs These needs include such needs as love, affection, belonging and acceptance. People seek warm and satisfying human relationships with other people and are motivated by love for their families. Advertisers of personal care products often emphasize this appeal in their advertisements. Ex. Why not bring the whole family to your Mercedes-Benz dealer?

80. Consumer Motivation Chap-2 consumer needs and Motivation 80 Egoistic Needs These needs can take either an inward or an outward orientation, or both. Inwardly directed ego needs: reflect an individual’s need for self-acceptance, for self-esteem, for success, for independence, for personal satisfaction with a job well done. Outwardly directed ego needs: Include the needs for prestige, for reputation, for status, for recognition from others.

81. Consumer Motivation Chap-2 consumer needs and Motivation 81 The presumed desire to “keep up with the Jones’s “ is a reflection of an outwardly - oriented ego needs. Unfortunately, the ego need is sometimes fulfilled in dysfunctional ways. The incredible increase in gun possession among teenagers in inner city schools has been attributed to the need for status and “respect” from their peers. It seems that the bigger the gun, the more respect they believe they command

82. Consumer Motivation Chap-2 consumer needs and Motivation 82 Need for Self-Actualization T his need refers to an individuals desire to fulfill his or her potential-to become everything he or she is capable of becoming. In Maslow’s words “What a man can be, he must be.”

83. Consumer Motivation Chap-2 consumer needs and Motivation 83 An Evaluation of the Need Hierarchy The need hierarchy has received wide acceptance in many social disciplines because it appears to reflect the assumed or inferred motivations of many people in our society. Some critics, however, maintain that Maslow’s concepts are too general. All the needs may become operational at the same time It can’t be tested empirically There is no way to measure precisely how satisfied one need must be before the next higher need becomes operational It is closely bound to the American culture

84. Consumer Motivation Chap-2 consumer needs and Motivation 84 Benefits of Hierarchy It helps to understand consumer motivations and is readily adaptable to marketing strategy to satisfy each of the need levels. Ex. Individuals buy houses, food and clothing to satisfy physiological needs; college training and financial services are sold as ways of achieving self-fulfillments. It offers a comprehensive framework for marketers to develop appropriate advertising appeals for their products.

85. Consumer Motivation Chap-2 consumer needs and Motivation 85 It is adaptable in two ways i)It enables marketers to focus their advertising appeals on a need level i.e.; likely to be shared by large segments of the prospective audience. Ex. Soft drink ads directed to teenagers often stress a social appeal by showing a group of young people sharing good times as well as the advertised product.

86. Consumer Motivation Chap-2 consumer needs and Motivation 86 ii)It facilitates product positioning or repositioning. Ex. Most manufacturers of luxury cars use status appeals-impress your friends. “ You deserve the very best”. Or even social appeals “ the whole family can ride in luxurious comfort”

87. Consumer Motivation Chap-2 consumer needs and Motivation 87 A Trio of Needs Some Psychologists believe in the existence of a trio of basic needs: The needs for power (A number of products such as automobiles, lend themselves to promises of power or superiority for users) For affiliation (They often select goods they feel will meet the approval of friends) For achievements (they are good prospects for cleverly presented, innovative products, for do-it-yourself projects, for older houses, and even for moderately speculative stock issues) These needs can each be subsumed within Maslow’s need hierarchy; considered individually; however, they each have a unique relevance to consumer motivation.

88. Consumer Motivation Chap-2 consumer needs and Motivation 88 Discussion Questions 1. Explain the relationship between motivation and consumer activities.What marketing implications come from understanding consumer motivation? After reading all the elements of MOTIVATION framework, s elect the three that you believe will be most useful for marketing decisions. Briefly describe your reasoning together with examples, if possible. Identify and explain basic characteristics of motivation.

89. Consumer Needs and Motivation Chap-2 consumer needs and Motivation 89 Define the following arousals: Physiological arousal Emotional arousal Cognitive arousal Environmental arousal Define the following defense mechanisms. Give illustrative examples how people are trying to redefine mentally; when they face frustrating situations. Aggression, Rationalization, Regression, Withdrawal, Projection, Autism, Identification, Repression. What are the levels of Maslow's need hierarchy level, and give an example of how consumer behavior relates to it.

90. Chap-2 consumer needs and Motivation 90 Thank you !!!