motivation prabu doss. k doss@xime.org. introduction needs are the essence of the marketing concept
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Motivation
Prabu Doss. Kdoss@xime.org
Introduction
Needs are the essence
of the marketing concept
According to psychologists most people
experience the same kind of needs
& motives, but express these motives
in different ways
Needs…
• Innate Needs
– Physiological (or biogenic) needs that are
considered primary needs or motives
• Acquired needs
– Generally psychological (or psychogenic)
needs that are considered secondary
needs or motives
Goals• These are sought after results of motivated behavior
• All behavior is goal oriented• Generic Goals
– the general categories of goals that consumers see as a
way to fulfill their needs
– e.g., “I want to play cricket.”
• Product-Specific Goals
– the specifically branded products or services that
consumers select as their goals
– e.g., “I want to play cricket with the Chennai Superkings.”
Motivation…
• Positive Motivation-
– A driving force toward some object or
condition. Mainly needs, wants or desires
• Negative Motivation-
– A driving force away from some object or
condition. Mainly fears , aversions
Motive Conflicts
• Approach- approach conflict
– Two desirable alternatives
– Theory of Cognitive Dissonance
• Approach- avoidance conflict
– Both positive as well as negative aspects are involved
• Avoidance- avoidance conflict
– Both are perceived as being negative
– Spending money on television repairs or new television
Dynamic Nature of Motivation
Needs are never fully satisfied
New needs emerge as old needs are satisfied
Success and failure influence goals
New needs emerge as old needs are satisfied
Substitute Goals
• When an individual cannot attain a specific goal or
type of goal that he/she anticipates will satisfy
certain needs, behavior may be directed to a
substitute goal.
• Continued deprivation may result in substitute
goal assuming primary-goal status
Frustration
• Failure to achieve a goal results in the feelings of
frustration
• Some people manage to cope by finding the way around
the obstacle, if that fails, by selecting a substitute goal
• Others less adaptive regard it as a personal failure
• These people are likely to adopt defense mechanisms to
protect their feelings of inadequacy and egos
Defense Mechanism.....
Aggression Rationalization
Regression Withdrawal
Projection
Arousal of Motives….
Physiological Arousal
Emotional Arousal
Cognitive Arousal
Environmental Arousal
Philosophies concerned with arousal of motives
• Behaviorist School
– Behavior is response to stimulus
– Elements of conscious thoughts are to be ignored
– Consumer does not act, but reacts ( impulse buyer)
• Cognitive School
– Behavior is directed at goal achievement
– Need to consider needs, attitudes, beliefs, etc. in
understanding consumer behavior
Trio of Needs
• Power-
– individual's desire to control his or her environment
– Closely related to ego need
• Affiliation-
– Influenced for a desire for friendship, acceptance,
belonging
– Tend to be socially dependent on others
• Achievement/Uniqueness-
– Related closely to both ego and self-actualization
– Omega
Maslow’s Hierarchy of needs
Consumer Involvement
Do consumers form
strong relationships
with products and
services?
Involvement
– A person’s perceived relevance of the object
based on his/her inherent needs, values, and
interests. (object: A product or brand)
– Type of information processing depends on the
consumer’s level of involvement
• Simple processing: Only the basic features of the
message are considered
• Elaboration: Incoming information is linked to
preexisting knowledge
Cult brands
• Command fierce consumer loyalty and perhaps
worship by consumers who are highly involved in
the product
The Many Faces of Involvement
• Product Involvement:
– Related to a consumer’s level of interest in a particular
product
• Message-Response Involvement:
– (a.k.a. advertising involvement) Refers to a consumer’s
interest in processing marketing communications
• Purchase Situation Involvement:
– Refers to the differences that may occur when buying
the same product for different contexts
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