Chapter 2-Consumer Motivation.ppt

Consumer Motivation

1. Chapter 2
Consumer Motivation

2. Information Search Perception
Postpurchase Evaluation Learning
Purchase Decision Integration
Alternative Evaluation Attitude Formation
Problem Recognition Motivation
Purchase Decision Integration
Consumer Decision Making
Decision Stage Psychological Process
Alternative Evaluation Attitude Formation
Information Search Perception
Problem Recognition Motivation

3. Out of Stock
Sources of Problem Recognition
Dissatisfaction
New Needs
or Wants
Related Product
Purchase
Market-Induced
Recognition
New
Products

4. Ads Help Consumers Recognize
Problems

6. .
What is MotivationMotive, Motivation & Goal
•A motive is an impulse that causes a person to act-can be
positive or negative
–Rational and emotional
•Motivation is an internal process that makes a person move
toward a goal.
–Motivation, like intelligence, can’t be directly observed. Instead,
motivation can only be inferred by noting a person’s behavior
•Goal:
–The end state that is desired by the consumer-generic and product
specific
–Positive goal-approach-promotion focus-utilitarian features
–Negative goal-avoidance-prevention focus –hedonic features

7. Why we do what we do…

8. The Motivation Process
Tension
Drive Strength
Drive Direction
Behavior
Want
Goal

9. The Motivation Process
•The processes that lead people to
behave as they do. It occurs when a
need arises that a consumer wishes to
satisfy.
–Biogenic needs/innate/primary:Needs
necessary to maintain life-more aware
–Psychogenic needs/acquired/secondary:
Culture-related needs (e.g. need for status,
power, affiliation, etc.)-less aware
–From application point-extrinsic/intrinsic

10. The Motivation Process
•Drive:
–The degree of arousal present due to a discrepancy between
the consumer’s present state and some ideal state
–Positive drive-need, want and desire
–Negative drive-fear and aversion
•Want:
–A manifestation of a need created by personal and cultural
factors.
•Motivation can be described in terms of:
–Strength:The pull it exerts on the consumer
–Direction:The particular way the consumer attempts to
reduce motivational tension

11. Ads Reinforce Desired States
•This ad for exercise
shows men a desired
state (as dictated by
contemporary Western
culture), and suggests
a solution (purchase of
equipment) to attain it.

12. Instant Gratification of Needs
•We expect today’s technical products to satisfy
our needs –instantly.

14. The Dynamics of Motivation
•Needs are never fully satisfied
•New needs emerge as old needs are satisfied
•Success and failure influence goals
–Substitute goals
–Frustration
–Defense mechanisms
•Multiplicity of needs and variation of goals
•Arousal of motives
–Physiological, emotional, cognitive
–Behaviorist school and cognitive school

15. Types & Systems of Needs

16. Types & Systems of Needs

17. Three Types of Motivational Conflicts

21. Motivation Theory and Marketing Strategy
Consumers do not buy products; instead they buy motive
satisfactionor problem solutions.
Managers must discover the motives that their product and
brands can satisfy and develop marketing mixes around
these motives.
Who purchases these products and what are the motives
for purchasing:
-Imported Beer: Beck’s, Heineken
-Spaghetti Sauce: Classico, Newman’s Own

22. Motivation Theory and Marketing Strategy
Consumed by
confident, upscale,
professional men
Desire for status
Desire for individuality
Motivated by
indulgence and
romance
Motivated by ambition
and individuality
Consumed by
upscale,
sophisticated adults

23. Motivation Theory and Marketing Strategy
Discovering Purchase Motives
Manifest motivesare motives that are
known and freely admitted.
Consumers don’t always readily admit their
motives
Latent motives are either unknown to the
consumer or are such that he/she is
reluctant to admit them.

24. Motivation Theory and Marketing Strategy
Manifest motives?
Latent motives?
Manifest motives?
Latent motives?

25. The Measurement of Motives
•Combination of
–Response to questionnaire
–Insights from focus groups
–In-depth interviews
–Projective techniques

26. Motivational Research
•Sigmund Freud’s psychoanalytic
theory of personality
–Unconscious needs and drives are at the heart of
human motivation and personality
•Attempts to discover underlying
feelings, attitudes and emotions
concerning products, service or brand
use.
•Dr. Ernest Ditchter-trained clinical
psychoanalyst 1930s

27. Product Profiles
•Baking
•Automobiles
•Dolls
•Ice cream

32. Individual Assignment
•Take a look at each of the 10 items you
bought
•Categorize each according to
–The motivational force(s) that caused you to but it
•Biological, emotional, rational, social
–The theory that best explains why you bought it
•Thorndike, Alderfer, Maslow