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    Lecture Three: Consumer Motivation

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    H. U. Konain
    The document summarizes key concepts about consumer motivation from a lecture. It discusses motivation as the driving force behind consumer actions, and how needs are the basis of the marketing concept. It then covers [1] different types of needs like innate and acquired needs, [2] how consumers select goals to fulfill their needs based on personal experiences and cultural norms, and [3] how unfulfilled goals can lead to frustration and consumers adopting defense mechanisms. The document uses models and diagrams to illustrate concepts like Maslow's Hierarchy of Needs and the motivation process.

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    Lecture Three: Consumer Motivation

    Uploaded by

    H. U. Konain
    43 views25 pages
    The document summarizes key concepts about consumer motivation from a lecture. It discusses motivation as the driving force behind consumer actions, and how needs are the basis of the marketing concept. It then covers [1] different types of needs like innate and acquired needs, [2] how consumers select goals to fulfill their needs based on personal experiences and cultural norms, and [3] how unfulfilled goals can lead to frustration and consumers adopting defense mechanisms. The document uses models and diagrams to illustrate concepts like Maslow's Hierarchy of Needs and the motivation process.

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    The document summarizes key concepts about consumer motivation from a lecture. It discusses motivation as the driving force behind consumer actions, and how needs are the basis of the marketing concept. It then covers [1] different types of needs like innate and acquired needs, [2] how consumers select goals to fulfill their needs based on personal experiences and cultural norms, and [3] how unfulfilled goals can lead to frustration and consumers adopting defense mechanisms. The document uses models and diagrams to illustrate concepts like Maslow's Hierarchy of Needs and the motivation process.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    43 views25 pages

    Lecture Three: Consumer Motivation

    Uploaded by

    H. U. Konain
    The document summarizes key concepts about consumer motivation from a lecture. It discusses motivation as the driving force behind consumer actions, and how needs are the basis of the marketing concept. It then covers [1] different types of needs like innate and acquired needs, [2] how consumers select goals to fulfill their needs based on personal experiences and cultural norms, and [3] how unfulfilled goals can lead to frustration and consumers adopting defense mechanisms. The document uses models and diagrams to illustrate concepts like Maslow's Hierarchy of Needs and the motivation process.

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    LECTURE THREE

    Consumer Motivation
    Motivation as a Psychological Force

    • Motivation is the
    driving force within
    individuals that impels
    them to action.
    • Needs are the essence
    of the marketing
    concept. Marketers do
    not create needs but
    can make consumers
    aware of needs.
    Model of the Motivation Process
    Figure 4.2
    Types of Needs

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

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

    • The sought-after results of motivated behavior


    • Generic goals are general categories of goals
    that consumers see as a way to fulfill their
    needs
    • Product-specific goals are specifically branded
    products or services that consumers select as
    their goals
    The Selection 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
    Discussion Questions

    • What are three generic goals you have set for


    yourself in the past year?
    • What are three product-specific goals you have set in
    the past year?
    • In what situations are these two related?
    • How were these goals selected? Was it personal
    experiences, physical capacity, or prevailing cultural
    norms and values?
    Motivations and Goals
    Rational versus Emotional Motives

    • Rationality implies that consumers select


    goals based on totally objective criteria, such
    as size, weight, price, or miles per gallon
    • Emotional motives imply the selection of
    goals according to personal or subjective
    criteria
    Discussion Questions

    • What products
    might be purchased
    using rational and
    emotional motives?
    • What marketing
    strategies are
    effective when there
    are combined
    motives?
    The Dynamics of Motivation

    • Needs are never fully satisfied


    • New needs emerge as old needs are satisfied
    • People who achieve their goals set new and
    higher goals for themselves
    Substitute Goals

    • Are used when a consumer cannot attain a


    specific goal he/she anticipates will satisfy a
    need
    • The substitute goal will dispel tension
    • Substitute goals may actually replace the
    primary goal over time
    Frustration

    • Failure to achieve a goal may result in


    frustration.
    • Some adapt; others adopt defense
    mechanisms to protect their ego.
    Defense Mechanisms- Table 4.2 (excerpt)
    Construct Items
    Aggression In response to frustration, individuals may resort to aggressive behavior
    in attempting to protect their self-esteem. The tennis pro
    who slams his tennis racket to the ground when disappointed with
    his game or the baseball player who physically intimidates an umpire
    for his call are examples of such conduct. So are consumer
    boycotts of companies or stores.
    Rationalization People sometimes resolve frustration by inventing plausible reasons
    for being unable to attain their goals (e.g., not having enough
    time to practice) 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 frustrating situation with childish or
    immature behavior. A shopper attending 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 Frustration may be resolved by simply withdrawing from the situation.
    For instance, a person who has difficulty achieving officer
    status in an organization may decide he can use his time more
    constructively in other activities and simply quit that organization.
    Maslow’s Hierarchy of Needs
    Figure 4.10
    To Which of Maslow’s
    Needs Does This Ad Appeal?
    Both Physiological and Social Needs
    To Which of Maslow’s
    Needs Does This Ad Appeal?
    Egoistic Needs
    To Which of Maslow’s
    Needs Does This Ad Appeal?
    Self-Actualization
    A Trio of Needs

    • Power
    – individual’s desire to control environment
    • Affiliation
    – need for friendship, acceptance, and belonging
    • Achievement
    – need for personal accomplishment
    – closely related to egoistic and self-actualization
    needs
    Power And Achievement Needs
    Qualitative Measures of Motives
    Table 4.7 (excerpt)
    Thank You

    25

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