cb 02 motivation_ismail

The$Consumer$as$an$

Individual$

$

Consumer$Mo3va3on$

CHAPTER$

FOUR$!

Learning$Objec3ves$

1.  To!Understand!the!Types!of!Human!Needs!and!Mo7ves!and!the!Meaning!of!Goals.!

2.  To!Understand!the!Dynamics!of!Mo7va7on,!Arousal!of!Needs,!SeCng!of!Goals,!and!Interrela7onship!Between!Needs!and!Goals.!

3.  To!Learn!About!Several!Systems!of!Needs!Developed!by!Researchers.!

4.  !To!Understand!How!Human!Mo7ves!Are!Studied!and!Measured.!

2!Chapter!Four!Slide!Copyright!2012!Pearson!Educa7on,!Inc.!publishing!as!Pren7ce!Hall!!!!!!!!!!!

Mo3va3on$as$a$Psychological$Force$

•  Mo3va3on!is!the!driving!force!within!individuals!that!impels!them!to!ac7on.!

•  Needs$are!the!essence!of!the!marke7ng!concept.!!Marketers!do!not!create!needs!but!can!make!consumers!aware!of!needs.!

3!Copyright!2012!Pearson!Educa7on,!Inc.!publishing!as!Pren7ce!Hall!!!!!!!!!!! Chapter!Four!Slide!

Model$of$the$Mo3va3on$Process$


Types$of$Needs$

•  Innate!Needs!– Physiological!(or!biogenic)!needs!that!are!considered!primary!needs!or!mo7ves!

•  Acquired!Needs!– Learned!in!response!to!our!culture!or!environment.!!Are!generally!psychological!and!considered!secondary!needs!


Goals$

The!soughtVaWer!results!of!mo7vated!behavior!

•  Generic$goals$are!general!categories!of!goals!that!consumers!see!as!a!way!to!fulfill!their!needs–!want!a!pair!of!jeans!

•  ProductGspecific$goals$are!specifically!branded!products!or!services!that!consumers!select!as!their!goals–!want!a!pair!of!Calvin!Klein!jeans!


How$Does$this$Ad$Appeal$to$$

One�s$Goals?$


It$Appeals$to$Several$Physical$$

AppearanceGrelated$goals.$


The$Selec3on$of$Goals$

•  The!goals!selected!by!an!individual!depend!on!their:!– Personal!experiences!– Physical!capacity!– Prevailing!cultural!norms!and!values!– Goal�s!accessibility!in!the!physical!and!social!environment!

…!to!go!on!a!vaca*on!…!


Mo3va3ons$and$Goals$

Posi7ve!

• Mo7va7on!• A!driving!force!toward!some!object!or!condi7on!

• Approach!Goal!• A!posi7ve!goal!toward!which!behavior!is!directed!

Nega7ve!!

• Mo7va7on!• A!driving!force$away$from!some!object!or!condi7on!

• Avoidance!Goal!• A!nega7ve!goal!from!which!behavior!is!directed!away!


joining a gym to get strong and train for an upcoming race

joining a gym to avoid health problems that will certainly exist if they do not exercise regularly

Blogger�s$Mo3va3on$

11!Chapter!Four!Slide!

Construct$ Items$

Blogging!for!selfVexpressing!

I!use!my!blog!to!free!my!mind!when!I!am!moody.!I!express!myself!by!wri7ng!in!my!blog.!My!blog!is!the!place!where!I!express!what!I!feel.!

Blogging!for!life!documen7ng!

I!use!my!blog!as!my!diary!to!document!my!life.!By!wri7ng!text!and!pos7ng!video/audio!files,!I!keep!a!record!of!my!life.!

Blogging!for!commen7ng!

I�m!willing!to!comment!on!what!other!bloggers!say.!I�d!like!to!respond!to!other!blogs!that!I!read!(no!mader!if!I!know!of!the!blogger!or!not).!I�d!like!to!receive!people�s!comments!on!what!I!post!on!my!blog.!

Blogging!for!forum!par7cipa7ng!

Blogging!helps!me!to!make!more!likeVminded!friends.!In!my!blogroll!I!have!friends!with!whom!I!can!share!things.!By!blogging!I!interact!with!a!set!of!blogs!that!have!contents!similar!to!what!I!put!in!my!blog.!

Blogging!for!informa7on!seeking!

Blogging!helps!me!extract!informa7on!behind!events!that!interest!me.!Blogging!helps!me!explore!more!informa7on!about!products!and/or!services.!To!me!it!is!convenient!to!search!for!informa7on!by!blogging.!

Copyright!2012!Pearson!Educa7on,!Inc.!publishing!as!Pren7ce!Hall!!!!!!!!!!!

Ra3onal$versus$Emo3onal$Mo3ves$

•  Ra3onality!implies!that!consumers!select!goals!based!on!totally!objec7ve!criteria,!such!as!size,!weight,!price,!or!miles!per!gallon!

•  Emo3onal$mo7ves!imply!the!selec7on!of!goals!according!to!personal!or!subjec7ve!criteria!

!

How!consumers!view!marke*ng!variables,!including!adver*sements!and!pricing!adjustments!


The$Dynamics$of$Mo3va3on$

Mo7va7ons!change!as!we!age,!interact!with!others,!change!careers,!acquire!wealth,!become!ill,!marry!or!divorce,!or!pursue!educa7on.!!!!•  Needs!are!never!fully!sa7sfied!•  New!needs!emerge!as!old!needs!are!sa7sfied!•  People!who!achieve!their!goals!set!new!and!higher!goals!for!themselves!


Subs3tute$Goals$

•  Are!used!when!a!consumer!cannot!adain!a!specific!goal!he/she!an7cipates!will!sa7sfy!a!need!

•  The!subs7tute!goal!will!dispel!tension!•  Subs7tute!goals!may!actually!replace!the!primary!goal!over!7me!

cable!television!service!Vs!satellite!television!provider!


Frustra3on$

$

Class$Ac3vity_$

$

Grades$Achieved$in$Last$Semester$


Frustra3on$

•  Failure!to!achieve!a!goal!may!result!in!frustra7on.!!

•  Some!adapt;!others!adopt!defense!mechanisms!to!protect!their!ego.!!

Defense$MechanismsG$

•  Methods!by!which!people!mentally!redefine!frustra7ng!situa7ons!to!protect!their!selfVimages!and!their!selfVesteem.!


Defense$Mechanisms$


Construct$ Items$

Aggression! In!response!to!frustra7on,!individuals!may!resort!to!aggressive!behavior!in!ademp7ng!to!protect!their!selfVesteem.!The!tennis!pro!who!slams!his!tennis!racket!to!the!ground!when!disappointed!with!his!game!or!the!baseball!player!who!physically!in7midates!an!umpire!for!his!call!are!examples!of!such!conduct.!So!are!consumer!boycods!of!companies!or!stores.!

Ra7onaliza7on! People!some7mes!resolve!frustra7on!by!inven7ng!plausible!reasons!for!being!unable!to!adain!their!goals!(e.g.,!not!having!enough!7me!to!prac7ce)!or!deciding!that!the!goal!is!not!really!worth!pursuing!(e.g.,!how!important!is!it!to!achieve!a!high!bowling!score?).!

Regression! An!individual!may!react!to!a!frustra7ng!situa7on!with!childish!or!immature!behavior.!A!shopper!adending!a!bargain!sale,!for!example,!may!fight!over!merchandise!and!even!rip!a!garment!that!another!shopper!will!not!relinquish!rather!than!allow!the!other!person!to!have!it.!

Withdrawal! Frustra7on!may!be!resolved!by!simply!withdrawing!from!the!situa7on.!For!instance,!a!person!who!has!difficulty!achieving!officer!status!in!an!organiza7on!may!decide!he!can!use!his!7me!more!construc7vely!in!other!ac7vi7es!and!simply!quit!that!organiza7on.!


Defense$Mechanisms$


Construct$ Items$

Projec7on! An!individual!may!redefine!a!frustra7ng!situa7on!by!projec7ng!blame!for!his!or!her!own!failures!and! inabili7es!on!other!objects!or!persons.!Thus,!the!golfer!who!misses!a!stroke!may!blame!his!golf!clubs!or!his!caddy.!

Daydreaming! Daydreaming,! or! fantasizing,! enables! the! individual! to! adain! imaginary!gra7fica7on! of! unfulfilled! needs,! A! person! who! is! shy! and! lonely,! for!example,!may!daydream!about!roman7c!love!affair.!

Iden7fica7on! People! resolve! feelings! of! frustra7on! by! subconsciously! iden7fying!with!other!persons!or!situa7ons!that!they!consider!relevant.!For!example!sliceVofVlife! commercials! oWen! portray! a! stereotypical! situa7on! in! which! an!individual!experiences!a!frustra7on!and'!then!overcomes!the!problem!by!using! the! adver7sed! product.! If! the! viewer! can! iden7fy! with! the!frustra7ng! situa7on,! he! or! she! may! very! likely! adopt! the! proposed!solu7on!and!buy!the!product!adver7sed.!

Repression!!

Individuals! avoid! the! tension! arising! from! frustra7on! by! repressing! the!unsa7sfied! need.! Thus! individuals! may! �force�! the! need! out! of! their!conscious! awareness.! Some7mes! repressed! needs! manifest! themselves!indirectly.! The!wife!who! is! unable! to! bear! children!may! teach! school! or!work!in!a!library;!her!husband!may!do!volunteer!work!in!a!boys!club.!


Arousal$of$Mo3ves$

A! consumer! has! a! variety! of! needs! but! only!some!of!them!are!aroused!at!any!given!7me!and!given!topVofVmind!priority.!!• Physiological!arousal–!get!hungry!• Emo7onal!arousal–!frustrated!• Cogni7ve!arousal–!read!an!ad!that!made!them!think!about!their!needs!• Environmental!arousal–!the!weather!becomes!cold!


How$Does$This$Ad$

Arouse$One�s$Needs?$

20!20!Copyright!2010!Pearson!Educa7on,!Inc.!publishing!as!Pren7ce!Hall!!!!!!!!!!! Chapter!Four!Slide!

The$Ad$Is$Designed$to$Arouse$One�s$Yearning$for$an$Adventurous$Vaca3on$by$Appealing$to$

the$Sense$of$Touch$


Philosophies$Concerned$with$$

Arousal$of$Mo3ves$

There!are!two!opposing!philosophies!that!deal!with!the!arousal!of!human!mo7ves.!•  Behaviorist!School!–  Behavior!is!response!to!s7mulus!–  Elements!of!conscious!thoughts!are!to!be!ignored!–  Consumer!does!not!act,!but!reacts!

•  Cogni7ve!School!–  Behavior!is!directed!at!goal!achievement!–  Needs!and!past!experiences!are!reasoned,!categorized,!and!transformed!into!aCtudes!and!beliefs!


Types$and$Systems$of$Needs$

•  Henry!Murray�s!28!psychogenic!needs!•  Abraham!Maslow�s!hierarchy!of!needs!•  A!trio!of!needs!


Murray�s$List$of$Psychogenic$Needs$


Needs Associated with Inanimate

Objects!

Acquisition !

Conservancy !

Order!

Retention !

Construction!

Needs Reflecting Ambition, Power, Accomplishment,

and Prestige!

Superiority!

Achievement!

Recognition!

Exhibition!

Infavoidance!

Needs Connected with Human

Power!

Dominance!

Deferrence!

Similance!

Autonomy!

Contrariance!

Murray�s$List$of$Psychogenic$Needs$(con3nued)$


SadoGMasochis3c$

Needs$!

Aggression!

Abasement!

Needs$Concerned$

with$Affec3on$

between$People!

Affilia7on!

!Rejec7on!

Nurturance!

Succorance!

Play!

Needs$Concerned$

with$Social$

Intercourse!

Cognizance!

Exposi7on!

Maslow�s$Hierarchy$of$Needs$$Figure$4.10$$


To$Which$of$Maslow�s$Needs$Does$This$Ad$Appeal?$


Both$Physiological$and$Social$Needs$


Egois3c$Needs$


SelfGActualiza3on$


A$Trio$of$Needs$

•  Power!–  individual�s!desire!to!control!environment!

•  Affilia7on!– need!for!friendship,!acceptance,!and!belonging!

•  Achievement!– need!for!personal!accomplishment!– closely!related!to!egois7c!and!selfVactualiza7on!needs!


To$Which$of$the$Trio$

of$Needs$Does$This$Ad$Appeal?$


The$Affilia3on$Needs$Of$Young,$

Environmentally$Concerned$Adults$


To$Which$of$the$Trio$

of$Needs$Does$This$Ad$Appeal?$


Affilia3on$Need$


Power$And$Achievement$Needs$


Measurement$of$Mo3ves$

•  Researchers!rely!on!a!combina7on!of!techniques!

•  Qualita7ve!research!is!widely!used!

•  Projec7ve!techniques!are!oWen!very!successful!in!iden7fying!mo7ves.!


Qualita3ve$Measures$of$Mo3ves$


•  !This!method,!including!the!tool!termed!ZMET!(Zealtman!Metaphor!Elicita7on!Technique)!

•  !Relies!on!visual!images!to!assess!customers’!deep!and!subconscious!!thoughts!about!product!and!services.!

METAPHOR!ANALYSIS!

•  This!method!consists!of!having!customers!tell!realVlife!stories!regarding!their!use!of!the!product!under!study.!!

STORYTELLING!

•  In!this!method,!respondents!are!presented!with!words,!one!at!a!7me,!and!asked!to!say!the!first!word!that!comes!to!mind.!!!

WORD!ASSOCIATION!AND!SENTENCE!COMPLETION!

Qualita3ve$Measures$of$Mo3ves$


•  This!test!consists!of!showing!!pictures!to!!individual!respondents!and!asking!them!to!tell!a!story!about!each!picture.!

THEMATIC!APPERCEPTION!

TEST!

•  Visual!images!are!oWen!used!to!study!consumers’!percep7ons!of!various!!brand!and!to!develop!new!adver7sing!strategies.!

•  Respondents!are!ask!to!draw!pictures!

DRAWING!PICTURES!AND!PHOTOS!SORT!

cb 02 motivation_ismail

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