Needs and Motivation Model of the Motivation Process Types of Needs Goals Goals Structure for Weight Control The Selection of Goals, The Dynamic Nature of Motivation,

1. Consumer Behavior,
Ninth Edition
Schiffman & Kanuk
Consumer Motivation
Prepared By:
Prof. Nishant Agrawal

2. 4 - 2
Needs and Motivation
• Needs are the heart of the marketing concept.
Marketers do not create needs but can make
consumers aware of needs.
• Motivation is the driving force within individuals that
impels them to action.

3. 4 - 3
Model of the Motivation Process

4. 4 - 4
Types of Needs
• Innate Needs
– Physiological (or biogenic) needs that are considered
primary needs or motives. Ex. Food, water, cloth,
shelter etc
• Acquired Needs
– Learned in response to our culture or environment.
– It include need for self esteem, prestige, power and
learning.
– They are considered secondary needs

5. 4 - 5
Is a body spray
an innate or
acquired
need?

6. 4 - 6
Goals
• The sought / desire - 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.

7. 4 - 7
Figure 4-2a
Goals Structure for Weight Control

8. 4 - 8
Figure 4-2b
Goals Structure for Weight Control

9. 4 - 9
Figure 4-2c
Goals Structure for Weight Control

10. 4 - 10
Weight Control Giants
weblink weblink

11. 4 - 11
The Selection of Goals
• The goals selected by an individual depend
on their:
– Personal experiences
– Physical capacity
– Current cultural norms and values

12. 4 - 12
Discussion Question
• What are three goals you have set for yourself in
the past year?
• How were these goals selected? Was it personal
experiences, physical capacity, or prevailing
cultural norms and values?

13. 4 - 13
Motivations and Goals
Positive
• Motivation
– A driving force
toward some object
or condition
• Approach Goal
– A positive goal
toward which
behavior is directed
Negative
• Motivation
A driving force away
from some object or
condition
• Avoidance Goal
– A negative goal from
which behavior is
directed away

14. 4 - 14
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 like
pride, fear, status, affection etc.

15. 4 - 15
Discussion Question
• What products might be purchased using
rational and emotional motives?
• What marketing strategies are effective
when there are combined motives?

16. 4 - 16
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
• Success and failure Influence Goals

17. 4 - 17
Substitute Goals
• When a consumer cannot attain a specific goal he/she
anticipates will satisfy a need, behavior may be directed
to substitute goal.
• Substitute goals may actually replace the primary goal
over time
• Ex. Man who cannot afford a BMW may convince
himself that a new sporty and less expensive car

18. 4 - 18
Frustration
• Failure to achieve a goal may result in frustration.
• Some adapt; others adopt defense mechanisms to
protect their ego.

19. 4 - 19
Defense Mechanism
• Methods by which people mentally redefine
frustrating situations to protect their self-images and
their self-esteem

20. 4 - 20
Defense
Mechanism is
using in this ad

21. 4 - 21
Defense Mechanisms
• Aggression
• Rationalization
• Regression
• Withdrawal
• Projection
• Repression

22. 4 - 22
Arousal / Action of Motives
• Physiological arousal
– Decrease in body temperature will induce shivering
• Emotional arousal
– People who are bored or who are frustrated in trying to achieve their
goals
• Cognitive arousal
– People live in complex and highly varied environment, they
experience many opportunity.

23. 4 - 23
Philosophies Concerned with
Arousal of Motives
• Behaviorist School
– Motivation to be mechanical process
– Elements of conscious thoughts are to be ignored
– Consumer does not act , but reacts
• Cognitive School
– Behavior is directed at goal achievement
– Needs and past experiences are reasoned, categorized,
and transformed into attitudes and beliefs

24. 4 - 24
Maslow’s Hierarchy of Needs

25. 4 - 25
Discussion Question
• What are three types of products related to more
then one level of Maslow’s Hierarchy of Needs.
• For each type of product – consider two brands.
How do marketers attempt to differentiate their
product from the competition?

26. 4 - 26
Table 4.3
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

27. 4 - 27
Table 4.3 (con’t)
Murray’s List of Psychogenic Needs
Sado-Masochistic Needs :
Aggression, Abasement
Needs Concerned with Affection between People:
Affiliation, Rejection, Nurturance, Succorance, Play
Needs Concerned with Social Intercourse:
Cognizance, Exposition

28. 4 - 28
This ad reflects
a need for
accomplishment
with a
toothpaste.

29. 4 - 29
A Trio of Needs
• Power
• Power need related to Individual’s desire to control environment
• Need to control other persons and various objects
• Affiliation
• need for friendship, acceptance, and belonging
• Very much related to social need
• Achievement
• need for personal accomplishment
• closely related to egoistic and self-actualization needs
• People with high need for achievement to be more self confident

30. 4 - 30
Measurement of Motives
• Researchers rely on a combination of techniques
• Combination of behavioral, subjective, and qualitative data
• Construction of a measurement scale can be complex
• Technique: Page no 110

31. 4 - 31
Motivational Research
• Qualitative research designed to uncover
consumers’ subconscious or hidden motivations
• Attempts to discover underlying feelings,
attitudes, and emotions

32. 4 - 32
Qualitative Motivational
Research
• Metaphor analysis
• Storytelling
• Word association and sentence completion
• Thematic apperception test
• Drawing pictures and photo-sorts

33. 4 - 33
Many Companies Specialize in
Motivational Research

34. 4 - 34
End of Session
“Life is 10% what
happens to us &
90% how we react to it.”