Motivation is the driving force within individuals that implies them to action.

1. On
Consumer Behavior

2. Motivation is the driving force
within individuals that implies
them to action…….

3. TYPES OF MOTIVATION
 Positive Motivation
 Negative Motivation
 Extrinsic Motivation
 Intrinsic Motivation

4. Model of Motivational Process
Unfulfilled,
Needs, Wants,
and Desire
Tension Drive
Previous
Learning
Behaviour
Tension
Reduction
Goal and
Need
Fulfilment
Cognitive
Process

5. Needs
• Innate Needs (Biogenic or Primary) – Physiological needs
• Acquired Needs (Psychological or Secondary) – Learned from
culture or environment.
• Extrinsic Needs – Motivates an individual to achieve end
results.
• Intrinsic Needs – His/ her own comfort.
• MOTIVES – Positive and Negative
– Positive – Shaping up the body
– Negative – To avoid health problems

6. GOALS
• Generic Goals
• Product Specific Goals
The selection of Goals
Personal experiences
Physical capacity
Prevailing cultural norms & values
Goals accessibility in the physical and social environment
Individuals characteristics

7. • Positive and Negative Goal
– Positive Goal( Approach Object) – towards which behavior
is directed.
– Negative Goal ( Avoidance Object) – behavior which is
directed away.
• Promotion and Prevention Focus
– Promotion – growth and development.
– Prevention – safety and security.
• Utilitarian and Hedonic
– Utilitarian – Utility
– Hedonic – feelings, to enhance satisfaction

8. Interdependence of Needs and Goals
• Needs and goals are interdependent; neither
exists without the other.
• Individuals are more aware of their
physiological needs than are of their
psychological needs.

9. Rational Vs Emotional Motives
• Rational – people choose product which gives
most utility (size, weight, price and miles)
• Emotional – people select goals according to
personal or subjective ( eg: pride, fear,
affection or status)

10. Dynamics of Motivation
• Needs are never fully satisfied
• Needs emerge as old needs are satisfied
• Success and failure influence goals:
– Substitute Goals
– Frustration
– Defense Mechanism
– Aggression – express anger.
– Rationalization – they say the goal is worthless.
– Regression – childish behavior.
– Withdrawal
– Projection – blaming others
– Daydreaming / fantasizing.
– Identification – solving the issue by comparing with others.
– Repression or suppression, Sublimation – avoid thinking about the goal itself.

11. Arousal of Motives
• Physiological Arousal
• Emotional Arousal
• Cognitive Arousal

12. Types and systems of Needs

13. Power e.g. ego needs
Affiliation e.g. groups
Achievement e.g. self confident
A trio of needs

14. Measurement of Motivation
• Qualitative Research
e.g. underlying feelings, attitudes, and emotions
concerning product, service or brand etc.
Metaphor analysis
Story telling
Word association and sentence completion
Thematic apperception test
Drawing pictures and photo sorts