Scribd Logo
Upload

Welcome to Scribd!

  • 114 views

    Motivation Is The Driving: Force Within Individuals

    Uploaded by

    rishu31789
    Motivation is the driving force that impels individuals to action. Motivation arises from tension between needs and goals. There are innate physiological needs and acquired psychological needs. Goals can be generic categories or specific products/services selected to fulfill needs. Motivations can be positive toward goals or negative away from conditions. Motives are aroused by internal physiological/emotional states or external environmental cues. Failure to achieve goals can result in frustration, which some adapt to and others defend against using mechanisms like aggression or withdrawal. A trio of key needs are power, affiliation, and achievement. Motives are difficult to measure but researchers use qualitative techniques to establish their presence and strength.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd

    Motivation Is The Driving: Force Within Individuals

    Uploaded by

    rishu31789
    114 views17 pages
    Motivation is the driving force that impels individuals to action. Motivation arises from tension between needs and goals. There are innate physiological needs and acquired psychological needs. Goals can be generic categories or specific products/services selected to fulfill needs. Motivations can be positive toward goals or negative away from conditions. Motives are aroused by internal physiological/emotional states or external environmental cues. Failure to achieve goals can result in frustration, which some adapt to and others defend against using mechanisms like aggression or withdrawal. A trio of key needs are power, affiliation, and achievement. Motives are difficult to measure but researchers use qualitative techniques to establish their presence and strength.

    Original Title

    Copy of Motivation

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Motivation is the driving force that impels individuals to action. Motivation arises from tension between needs and goals. There are innate physiological needs and acquired psychological needs. Goals can be generic categories or specific products/services selected to fulfill needs. Motivations can be positive toward goals or negative away from conditions. Motives are aroused by internal physiological/emotional states or external environmental cues. Failure to achieve goals can result in frustration, which some adapt to and others defend against using mechanisms like aggression or withdrawal. A trio of key needs are power, affiliation, and achievement. Motives are difficult to measure but researchers use qualitative techniques to establish their presence and strength.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    114 views17 pages

    Motivation Is The Driving: Force Within Individuals

    Uploaded by

    rishu31789
    Motivation is the driving force that impels individuals to action. Motivation arises from tension between needs and goals. There are innate physiological needs and acquired psychological needs. Goals can be generic categories or specific products/services selected to fulfill needs. Motivations can be positive toward goals or negative away from conditions. Motives are aroused by internal physiological/emotional states or external environmental cues. Failure to achieve goals can result in frustration, which some adapt to and others defend against using mechanisms like aggression or withdrawal. A trio of key needs are power, affiliation, and achievement. Motives are difficult to measure but researchers use qualitative techniques to establish their presence and strength.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    You are on page 1of 17

    Motivation is the driving

    force within individuals


    that impels them
    to action.
    How is this driving force produced?

    Model of the Motivation Process


    Learning Needs wants, and desires Goal or need fulfillment

    Tension

    Drive

    Behaviour

    Cognitive processes

    Tension reduction

    Types of 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
    Generic Goals
    the general categories of goals that consumers see as a way to fulfill their needs e.g., I want to get a postgraduate qualification.

    Product-Specific Goals
    the specifically branded products or services that consumers select as their goals e.g., I want to get an PGDBM in Marketing from IIM Ahmedabad.

    The Selection of Goals


    The goals selected by an individual depend on their:
    Personal experiences Physical capacity Prevailing cultural norms and values Goals accessibility in the physical and social environment

    Motivations and Goals


    Positive Motivation Negative Motivation A driving force A driving force toward some away from some object or condition object or condition Approach Goal Avoidance Goal
    A positive goal toward which behavior is directed A negative goal from which behavior is directed away

    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

    The Dynamic Nature 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

    Frustration

    Failure to achieve a goal may result in frustration. Some adapt; others adopt defense mechanisms to protect their ego.

    Defense Mechanism

    Methods by which people mentally redefine frustrating situations to protect their self-images and their self-esteem.

    Table 4.2 Defense Mechanisms


    Aggression Rationalization Regression Withdrawal Projection Autism Identification Repression

    Arousal of Motives
    Caused by stimuli found in either an internal environment or an external environment
    Physiological arousal Most of these cues are involuntary :cold, warmth and are triggered by bodily changes Emotional arousal Imagination, daydreaming resulting in stimulation of latent needs/ craving for desirable situations. Cognitive arousal Triggered by random thoughts/ out of the blue ! Environmental arousal Activated by specific cues in the environment

    Philosophies Concerned With Arousal of Motives


    Behaviourist School
    Behaviour is response to stimulus Elements of conscious thoughts are ignored Consumer does not act, but reacts

    Cognitive School
    Behaviour is directed at goal achievement Need to consider needs, attitudes, beliefs, etc. in understanding consumer behaviour Predispositions determine actions

    Murrays 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, Inavoidance Needs Connected with Human Power Dominance, Deference, Similance, Autonomy, Contrariance Sado-Masochistic Needs Aggression, Abasement Needs Concerned with Affection between People Affiliation, Rejection, Nurturance, Succorance, Play Needs Concerned with Social Intercourse Cognizance, Exposition

    A Trio of Needs
    Power
    individuals desire to control environment

    Affiliation
    need for friendship, acceptance, and belonging

    Achievement
    need for personal accomplishment closely related to egoistic and self-actualization needs

    The Measurement of Motives


    How are motives identified? How are they measured? How do we know which motives are responsible for certain kinds of behaviour? These are difficult questions to answer because motives are

    hypothetical constructs
    Researchers rely on a combination of various qualitative research techniques to try to establish the presence and/or strength of various motives.

    Validity??? Reliability???

    Motivational Research

    Qualitative research designed to uncover consumers subconscious or hidden motivations. Consumers are not always aware of, or may not wish to recognize, the basic reasons underlying their actions.

    You might also like