motivation edited version

Amity Business School

M

The Consumer as an Individual

MOTIVATION

MAMTA MOHAN


Motivation: is the driving force that moves all human behavior. It is the defined state of drive or arousal that impels behavior towards goal object.

2 components; - drive or arousal - Goal object


The process of Motivation; Drive/ arousal, identification of the goal directed behaviors, behavior, ,outcome and feed back.

1 Approach / Avoidance motives A. Approach motivation is desire to obtain goal object. B. Avoidance motivation is desire to protect oneself from

the goal object. C marketers try to make their products / services

approach objects. D Marketer’s challenge is to minimize avoidance, while

maximizing approach features.

2. facets of motivation: needs , emotions and psychographics.( whatever the direction of motives ,it manifests itself in)


Customer Needs Maslow’s Hierarchy of Needs

- Physiological needs lead customers to strive for, purchase and use food, clothing and shelter.

Safety and security needs are responsible for fear of flying, buying insurance and personal safety purchases.

Social motives bring a customer peer approval, affection and a sense of belonging.

Esteem motives helps us buy products and services we deem fitting of our esteem.

Self-actualization motive is what is behind a person engaging in self-improvement activities, or tenaciously pursuing a skill toward perfection.


Murray’s list helps identify motivation underlie Consumption Motives

Dichter felt that unconscious motives played a big role in consumption decisions.

Psychologists Henry Murray proposed a list of 12 primary and 28 secondary (or psychogenic) human needs.


Need for Arousal, Cognition and Attribution Arousal Seeking

Arousal underlies a considerable number of marketplace transactions. The motive underlying hedonic consumption is the need to seek arousal Humans have a need for stimulation Optimal level of stimulation is when a person feels neither bored or

overwhelmed The arousal-seeking motive is the drive to maintain a person’s

stimulation at an optimal level Curiosity: Need for Cognition All humans are equipped for gathering and processing information for

purposes of survival The need for information and understanding the world around us is called

the need for cognition A tolerance for ambiguity is the degree to which lack of information

makes a person anxious Need for cognition is real, and has a video presence in the marketplace. Hedonic consumption is about seeking sensory pleasure through

purchasing products.


Deep Involvement Deep involvement is a consumer

extreme interest in a product or service on an ongoing basis.

Deep involvement is usually a characteristic of an opinion leader.

Deep involvers consume more.


Market mavens have been defined as individuals who have information about many kinds of products, places to shop and other facets of marketing and initiate discussion with consumer and resp0ond to request form consumers for marketing information.

Need for Attribution Attributions are inferences that people draw bout causes

of events, other’s behaviors and their own behavior. The motivation to assigning causes is called attribution

motivation. Internal attribution ascribe the causes of someone’s

behavior to their personal qualities External attributions assigns causes to the environment Harold H. Kelley (Psychologist)_ explained internal vs.

external by consistency, consensus and distinctiveness.


Lifestyle Psychographics as AIO Profiles a. The appeal of psychographics to marketers has been the quantifiability of human activities, interests

and opinions (commonly referred to as AIO) VAL The most used psychographic profiling scheme. Uses Maslow’s hierarchy and Riesman’s Social Character Theory Today’s VALS The three self-orientations are principle, status and action. People draw upon resources in consumer behavior. The eight VALS groups are actualizers, achievers, strivers, strugglers, experiencers, makers, fulfilleds, and

believers. Applications of VALS a. Advertisers use VALS to depict particular lifestyles the brand is attempting to target. D. Compulsive Buying and Consuming Compulsive Buying A chronic tendency to purchase products far in excess of both a person’s needs ad resources. Buying becomes a thrill in itself Considered negative behavior Compulsive Consumption Too much eating, drinking, smoking or gambling Drug abuse Drug abuse E. Materialism The importance a consumer places on material possessions. a. Three dimensions of materialism are acquisition centrality, acquisition in the pursuit of happiness,

and possession-defined success. V. The Motivational Process and the Three Customer Roles Needs, emotions and psychographics are central to characteristics of customer, applicable to all three

customer roles


E. Materialism The importance a consumer places on material possessions. a. Three dimensions of materialism are acquisition centrality, acquisition in

the pursuit of happiness, and possession-defined success. V. The Motivational Process and the Three Customer Roles Needs, emotions and psychographics are central to characteristics of

customer, applicable to all three customer roles Lifestyle Psychographics as AIO Profiles a. The appeal of psychographics to marketers has been the quantifiability

of human activities, interests and opinions (commonly referred to as AIO) VAL The most used psychographic profiling scheme. Uses Maslow’s hierarchy and Riesman’s Social Character Theory Today’s VALS The three self-orientations are principle, status and action. People draw upon resources in consumer behavior. The eight VALS groups are actualizers, achievers, strivers, strugglers, experiencers,

makers, fulfilleds, and believers. Applications of VALS a. Advertisers use VALS to depict particular lifestyles the brand is

attempting to target.


D. Compulsive Buying and Consuming

Compulsive Buying A chronic tendency to purchase products

far in excess of both a person’s needs ad resources.

Buying becomes a thrill in itself Considered negative behavior Compulsive Consumption Too much eating, drinking, smoking or

gambling


Customer Moods Moods are customer emotions that are felt less

and are short-lived. Moods can be induced b internal and external

stimuli. Moods affect the strategies used to process

information by consumers.

Hedonic Consumption: Emotional Seeking Value

Emotions and moods drive consumption behaviors.


physiologicalNeeds Psychological

Rational Positive

EmotionalMotivations Negative GenericGoals Product Specific


Achieving Goals bySubscribing to a Magazine


Positioning starts with identification of unfulfilled need. i.e Not occupied by a competing product or brand

Need fulfillment identified could be physical or psychological.

Need identification process can be both research derived or gut feel based.


Measuring and identifying human motives

- observation & inference- Subjective Reports- Motivational Research


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


Physiological arousal Emotional arousal Cognitive arousal Environmental arousal


Cognitive Need

Arousal


Physiological Needs Safety Needs Social Needs Esteem Needs Self Actualization Needs


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.


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, Deferrence, Similance, Autonomy


Sado-Masochistic Needs :Aggression, Abasement

Needs Concerned with Affection between People:

Affiliation, Rejection, Nurturance, Play

Needs Concerned with Social Intercourse:Cognizance, Exposition

motivation edited version

Health & Medicine

customer roles needs

consumer behavior

attribution arousal

arousal goal object

attribution motivation

security needs

arousal humans

consumer places