Ch. 10: Consumer Motivation

1. Ch. 10: Consumer Motivation Learning Unfulfilled needs, wants, and desires Tension Drive Behavior Goal or need fulfillment Cognitive processes Tension reduction Model of the Motivation Process

2. 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

3. Maslow’s Hierarchy of Needs Self-Actualization (Self-fulfillment) Safety and Security Needs (Protection, order, stability) Ego Needs (Prestige, status, self esteem) Social Needs (affection, friendship, belonging) Physiological Needs (Food, water, air, shelter, sex)

4. Goals • Generic Goals • the general categories of goals that consumers see as a way to fulfill their needs • e.g., “I want to buy a vehicle” • Product-Specific Goals • the specifically branded products or services that consumers select as their goals • e.g., “I want to buy a Mercedes”

5. Means-End Analysis relax red wine hot tub low sugar low calories diet cola cure headaches pain reliever keep teeth toothbrush cleanliness dishwasher kill germs feel happy flowers good health learn about health television mental health books music instrument start day right breakfast good diet apples chicken

6. The Selection of Goals The goals selected by an individual depend on:

7. Rational vs. 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

8. A large car is more comfortable It will demonstrate that I’m successful It’s a high-quality car that performs well A number of my friends drive a Cadillac It’s a powerful, sexy car and it will help make me powerful and sexy Motives in a Purchase Situation 10-3 Purchase a Cadillac The linkage between behavior and motives that are known and freely admitted The linkage between behavior and motives that are either unknown or are such that the consumer is reluctant to admit or reveal them

9. 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 • Substitute goals • Multiplicity of needs • Needs and goals vary among individuals • Frustration

10. Defense Mechanism to Counter Frustration • Methods by which people mentally redefine frustrating situations to protect their self-images and their self-esteem. • Aggression • Rationalization • Regression • Withdrawal • Projection • Autism • Identification • Repression • etc.

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

12. Cattell’s Personality Traits Reserved Affected by feeling Humble Sober Expedient Shy Tough-minded Practical vs. vs. vs. vs. vs. vs. vs. vs.

13. Cattell’s Personality Traits (cont.) Forthright Self-assured Conservative Group dependent Undisciplined Relaxed versus versus versus versus versus versus

14. Excitement Competence Sophistication • Daring • Spirited • Imaginative • Up-to-date • Reliable • Intelligent • Successful • Upper class • Charming Dimensions of Brand Personality Brand personality Sincerity Ruggedness • Down-to-earth • Honest • Wholesome • Cheerful • Outdoorsy • Tough