1 / 23

Chapter 4 Consumer Motivation

Chapter 4 Consumer Motivation. Needs and Motivation. Needs are the essence 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.

albert
Download Presentation

Chapter 4 Consumer Motivation

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Chapter 4Consumer Motivation Copyright 2007 by Prentice Hall

  2. Needs and Motivation • Needs are the essence 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. Copyright 2007 by Prentice Hall

  3. Figure 4.1 Model of the Motivation Process Copyright 2007 by Prentice Hall

  4. 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 Copyright 2007 by Prentice Hall

  5. Is a body spray an innate or acquired need? Copyright 2007 by Prentice Hall

  6. 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 Copyright 2007 by Prentice Hall

  7. Figure 4-2cGoals Structure for Weight Control Copyright 2007 by Prentice Hall

  8. 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 Copyright 2007 by Prentice Hall

  9. 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 Motivations and Goals Copyright 2007 by Prentice Hall

  10. 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 Copyright 2007 by Prentice Hall

  11. 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 Copyright 2007 by Prentice Hall

  12. 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 Copyright 2007 by Prentice Hall

  13. Frustration • Failure to achieve a goal may result in frustration. • Some adapt; others adopt defense mechanisms to protect their ego. Copyright 2007 by Prentice Hall

  14. Defense Mechanism • Methods by which people mentally redefine frustrating situations to protect their self-images and their self-esteem Copyright 2007 by Prentice Hall

  15. What type of defense mechanism is this spokesperson using in this ad? Copyright 2007 by Prentice Hall

  16. Aggression Rationalization Regression Withdrawal Projection Autism Identification Repression Table 4.2 Defense Mechanisms Copyright 2007 by Prentice Hall

  17. Arousal of Motives • Physiological arousal • Emotional arousal • Cognitive arousal • Environmental arousal Copyright 2007 by Prentice Hall

  18. Philosophies Concerned with Arousal of Motives • Behaviorist School • Behavior is response to stimulus • 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 Copyright 2007 by Prentice Hall

  19. Maslow’s Hierarchy of Needs Figure 4.10 weblink Copyright 2007 by Prentice Hall

  20. 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 Copyright 2007 by Prentice Hall

  21. 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 Copyright 2007 by Prentice Hall

  22. Motivational Research • Qualitative research designed to uncover consumers’ subconscious or hidden motivations • Attempts to discover underlying feelings, attitudes, and emotions Copyright 2007 by Prentice Hall

  23. Qualitative Motivational Research • Metaphor analysis • Storytelling • Word association and sentence completion • Thematic apperception test • Drawing pictures and photo-sorts Copyright 2007 by Prentice Hall

More Related