Consumer Behavior - Chapter Four - Consumer Motivation PDF

CHAPTER FOUR Consumer Motivation  Learning Objectives 1. To Understand the Types of Human Needs and Motives and the Meaning of Goals. 2. To Understand the Dynamics of Motivation, Arousal of Needs, Setting of Goals, and Interrelationship Between Needs and Goals. 3. T...

CHAPTER FOUR Consumer Motivation  Learning Objectives 1. To Understand the Types of Human Needs and Motives and the Meaning of Goals. 2. To Understand the Dynamics of Motivation, Arousal of Needs, Setting of Goals, and Interrelationship Between Needs and Goals. 3. To Learn About Several Systems of Needs Developed by Researchers. 4. To Understand How Human Motives Are Studied and Measured. Copyright 2010 Pearson Education, Inc. Chapter Four Slide 2  Motivation as a Psychological Force Motivation is the driving force within individuals that impels them to action. Needs are the essence of the marketing concept. Marketers do not create needs but can make consumers aware of needs. Copyright 2010 Pearson Education, Inc. Chapter Four Slide 3 Model of the Motivation Process Figure 4.2 Copyright 2010 Pearson Education, Inc. Chapter Four Slide 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 2010 Pearson Education, Inc. Chapter Four Slide 5  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 2010 Pearson Education, Inc. Chapter Four Slide 6  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 2010 Pearson Education, Inc. Chapter Four Slide 7  Discussion Questions What are three generic goals you have set for yourself in the past year? What are three product-specific goals you have set in the past year? In what situations are these two related? How were these goals selected? Was it personal experiences, physical capacity, or prevailing cultural norms and values? Copyright 2010 Pearson Education, Inc. Chapter Four Slide 8  Motivations and Goals Positive Negative Motivation Motivation A driving force A driving force away toward some object from some object or or condition condition Approach Goal Avoidance Goal A positive goal A negative goal from toward which which behavior is behavior is directed directed away Copyright 2010 Pearson Education, Inc. Chapter Four Slide 9  Blogger’s Motivation - Table 4.1 (excerpt) Construct Items Blogging for I use my blog to free my mind when I am moody. self- I express myself by writing in my blog. expressing My blog is the place where I express what I feel. Blogging for I use my blog as my diary to document my life. life By writing text and posting video/audio files, I keep a record of my life. documenting Blogging for I’m willing to comment on what other bloggers say. commenting I’d like to respond to other blogs that I read (no matter if I know of the blogger or not). I’d like to receive people’s comments on what I post on my blog. Blogging for Blogging helps me to make more like-minded friends. forum In my blogroll I have friends with whom I can share things. participating By blogging I interact with a set of blogs that have contents similar to what I put in my blog. Blogging for Blogging helps me extract information behind events that interest me. information Blogging helps me explore more information about products and/or seeking services. To me it is convenient to search for information by blogging. Copyright 2010 Pearson Education, Inc. Chapter Four Slide 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 2010 Pearson Education, Inc. Chapter Four Slide 11  Discussion Questions What products might be purchased using rational and emotional motives? What marketing strategies are effective when there are combined motives? Copyright 2010 Pearson Education, Inc. Chapter Four Slide 12  The Dynamics 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 2010 Pearson Education, Inc. Chapter Four Slide 13  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 2010 Pearson Education, Inc. Chapter Four Slide 14  Frustration Failure to achieve a goal may result in frustration. Some adapt; others adopt defense mechanisms to protect their ego. Copyright 2010 Pearson Education, Inc. Chapter Four Slide 15  Defense Mechanisms- Table 4.2 (excerpt) Construct Items Aggression In response to frustration, individuals may resort to aggressive behavior in attempting to protect their self-esteem. The tennis pro who slams his tennis racket to the ground when disappointed with his game or the baseball player who physically intimidates an umpire for his call are examples of such conduct. So are consumer boycotts of companies or stores. Rationalization People sometimes resolve frustration by inventing plausible reasons for being unable to attain their goals (e.g., not having enough time to practice) or deciding that the goal is not really worth pursuing (e.g., how important is it to achieve a high bowling score?). Regression An individual may react to a frustrating situation with childish or immature behavior. A shopper attending a bargain sale, for example, may fight over merchandise and even rip a garment that another shopper will not relinquish rather than allow the other person to have it. Withdrawal Frustration may be resolved by simply withdrawing from the situation. For instance, a person who has difficulty achieving officer status in an organization may decide he can use his time more constructively in other activities and simply quit that organization. Copyright 2010 Pearson Education, Inc. Chapter Four Slide 16  Arousal of Motives Physiological arousal Emotional arousal Cognitive arousal Environmental arousal Copyright 2010 Pearson Education, Inc. Chapter Four Slide 17  How Does This Ad Arouse One’s Needs? Copyright 2010 Pearson Education, Inc. Chapter Four Slide 18 The Ad Is Designed to Arouse One’s Yearning for an Adventurous Vacation by Appealing to the Sense of Touch Copyright 2010 Pearson Education, Inc. Chapter Four Slide 19  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 2010 Pearson Education, Inc. Chapter Four Slide 20  Types and Systems of Needs Henry Murray’s 28 psychogenic needs Abraham Maslow’s hierarchy of needs A trio of needs Copyright 2010 Pearson Education, Inc. Chapter Four Slide 21  Murray’s List of Psychogenic Needs Needs Reflecting Needs Associated Needs Connected Ambition, Power, with Inanimate with Human Accomplishment, Objects Power and Prestige Acquisition Superiority Dominance Conservancy Achievement Deferrence Order Recognition Similance Retention Exhibition Autonomy Construction Infavoidance Contrariance Copyright 2010 Pearson Education, Inc. Chapter Four Slide 22  Murray’s List of Psychogenic Needs (continued) Needs Concerned Needs Concerned Sado-Masochistic with Affection with Social Needs between People Intercourse Affiliation Aggression Cognizance Rejection Nurturance Succorance Abasement Exposition Play Copyright 2010 Pearson Education, Inc. Chapter Four Slide 23 Maslow’s Hierarchy of Needs Figure 4.10 C:\Documents and Settings\utter\Local Settings\Temporary Internet Files\Content.IE5\AJVCC7L6\M Copyright 2010 Pearson Education, Inc. Chapter Four Slide 24  To Which of Maslow’s Needs Does This Ad Appeal? Copyright 2010 Pearson Education, Inc. Chapter Four Slide 25 Both Physiological and Social Needs Copyright 2010 Pearson Education, Inc. Chapter Four Slide 26  To Which of Maslow’s Needs Does This Ad Appeal? Copyright 2010 Pearson Education, Inc. Chapter Four Slide 27  Egoistic Needs Copyright 2010 Pearson Education, Inc. Chapter Four Slide 28  To Which of Maslow’s Needs Does This Ad Appeal? Copyright 2010 Pearson Education, Inc. Chapter Four Slide 29  Self-Actualization Copyright 2010 Pearson Education, Inc. Chapter Four Slide 30  Discussion Questions 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? Copyright 2010 Pearson Education, Inc. Chapter Four Slide 31  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 2010 Pearson Education, Inc. Chapter Four Slide 32 Power And Achievement Needs Copyright 2010 Pearson Education, Inc. Chapter Four Slide 33  Measurement of Motives Researchers rely on a combination of techniques Qualitative research is widely used Projective techniques are often very successful in identifying motives. Copyright 2010 Pearson Education, Inc. Chapter Four Slide 34 Qualitative Measures of Motives Table 4.7 (excerpt) METAPHOR This method, including the tool termed ANALYSIS ZMET, was discussed in detail in Chapter 2. This method consists of having customers tell real-life stories regarding their use of STORYTELLING the product under study. Kimberly-Clark used this method to develop pull-ups. WORD ASSOCIATION In this method, respondents are presented AND SENTENCE with words, one at a time, and asked to say COMPLETION the first word that comes to mind. Copyright 2010 Pearson Education, Inc. Chapter Four Slide 35  Motivational Research Term coined in the 1950s by Dr. Ernest Dichter Based on premise that consumers are not always aware of their motivations Identifies underlying feelings, attitudes, and emotions C:\Documents and Settings\utter\Local Settings\Temporary Internet Files\Content.IE5\AJVCC7L6\MMj0283268 Copyright 2010 Pearson Education, Inc. Chapter Four Slide 36 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2010 Pearson Education, Inc. Copyright 2010 Pearson Education, Inc. Chapter Four Slide 43