Motivational Influences on Consumer Behaviour PDF

Motivational Influences on Consumer Behavior GROUP THREE Table of Contents 01 Consumer Motivation and its effects Motivation Effects of consumer behaviour Needs and wants Conflicts 02 Theories of Motivation Maslow's hierar...

Motivational Influences on Consumer Behavior GROUP THREE Table of Contents 01 Consumer Motivation and its effects Motivation Effects of consumer behaviour Needs and wants Conflicts 02 Theories of Motivation Maslow's hierarchy of needs Murray's psychogenic Trio of need Drive theory Mcllelands theory Cognitive dissonance theory etc….  MOTIVATION Refers to the inner state of activation that provides energy to achieve a goal Derived from Latin word ‘movere’ which means ‘to move’ Motivation is the driving force that moves consumers  The action may be to buy, use or dispose of a good or service  DIMENSIONS OF MOTIVATION 1. INTENSITY 2. DIRECTION 3. PERSISTENCE -the amount of -implies that the -describes the mental and person choose person’s choice to physical effort where their efforts expend effort over put forth by the will be spent time, especially salesperson. among various job when faced with activities adverse conditions.  TYPES OF MOTIVATION -  INTRINSIC: Internally driven. If customers find the product or service to be inherently rewarding, they are intrinsically motivated.  EXTRINSIC: If they are motivated by the rewards provided by others, such as formal recognition due to possession of the product, they are extrinsically motivated. Although a customer’s overall motivation could be a function of both intrinsic and extrinsic motivation, some will have strong preferences for extrinsic rewards, such as formal recognition awards, whereas others will seek intrinsic rewards, such as self- satisfaction. EFFECTS OF CONSUMER MOTIVATION High-effort behaviour -Consumers put more effort and take considerable effort when they are motivated to achieve their goals -Motivation creates a willingness to spend more time and energy on preparatory behaviours High- effort information processing and decision making -Motivated consumers are more likely to pay careful attention to information and try to understand it  EFFECTS OF CONSUMER MOTIVATION cont………. -Motivation leads to high effort information processing and decision making Felt involvement -This refers to the consumers’ experienceof being motivated with respect to a product or service -Can be enduring involvement (long-term interest) or situational involvement (short-term interest due to a specific need) Consumer knowledge, goals, values and perceived risk influence felt involvement DETERMINANTS OF MOTIVATION 1 Personal Relevance 2 Consistency with Self Concept 3 Personal Values 4 Needs (& Wants) Needs -These are desires that arise when consumer’s current state does not match the consumer’s preferred state -Categorized into primary and secondary needs -Primary needs also known as physiological needs include food, shelter, air and water -Secondary needs which are described as psychological needs might include power, self-esteem, affection as well as intellectual stimulation  Wants -Need satisfiers shaped by a consumer’s personality, experiences and culture -Occur when consumers perceive an increase in desired states while their actual states remain constant -Wants are learned manifestations of consumers’ needs CHARACTERISTICS OF NEEDS 1.CAN BE ACTIVATED - either internally (psychologically) or externally (through the five senses) 2. ARE DYNAMIC - needs are never simply satisfied once. Can be repeated. - satisfying one sets another in motion. We are never truly done with needs 3. EXIST IN HIERARCHY - one or two needs may be activated at once however you choose dependent on the one with more relevance. - explained by the hierarchy of needs. CHARACTERISTICS OF NEEDS Cont… 4. CAN CONFLICT  Approach-Approach conflict : This occurs when a person has to choose between two attractive options. For example, deciding between two great vacation destinations.  Approach-Avoidance conflict: This is when a single option has both positive and negative aspects. For example, wanting to buy an expensive item that you like but being worried about spending a lot of money.  Avoidance-Avoidance conflict. This happens when a person must choose between two unattractive options THEORIES OF MOTIVATION  DRIVE THEORY Drive theory says the behavior is driven by the need to satisfy basic biological needs Drives create a state of tension Actions are taken to reduce this tension Marketers target basic needs such as hunger, thirst,sleep A good example is an ad for a cold beverage on a hot day appeals to the consumers thirst. MASLOW’S HIERARCHY OF NEEDS A hierarchical structure of needs from physiological to self actualization As marketers ,consumers are targeted based on the level of their needs For example, Physiological : Food, water, shelter Safety: Insurance, security systems. Social: Social media platforms, dating apps. Egoistic: Luxury goods, high end fashion Self-Actualisation: Educational courses, personal development books. MURRAYS PSYCHOGENIC NEEDS  Pioneered by Henry Murray in 1936  List of needs consumers have  May conflict/support each other  Form the basis of promotional messages today TWO-FACTOR THEORY Also known as Herzbergs Motivation- Hygiene Theory Differentiates between motivators and hygiene factors. Motivators : are factors that causes job satisfaction e.g. recognition Hygiene Factors : Factors preventing dissatisfaction e.g. salary Example : Smartphone ads emphasizing superior camera quality (motivator) and long battery life (hygiene factor). THE TRIO OF NEEDS THEORY Also known as Mclelland's achievement theory 1. The need for power This refers to consumer’s desire to control the environment. This include the desire to control people or objects such as money. 2. The need for affiliation This refers to the need for belongingness, acceptance and friendship. The consumer has a desire to be part of personally important group 3. The need for achievement This refers to the need to attain a difficult task and be successful. For example, completing a college degree ATTITUDE FUNCTION THEORY 1. Attitude that serve the knowledge function  This simplifies the large amount of information to help the consumer make decision.  Information and facts are used to change this attitude. 2.Attitude that serve the value-expression function  This communicate an important beliefs of others and facilitate efficient interaction among consumers.  Image appeal technique is used to change this attitude ATTITUDE FUNCTION THEORY Cont…….. 3. Attitude that serve the ego-defensive function  This helps consumers feel good about themselves rather than acknowledging unpleasant aspects about themselves  Authority and fear appeals are used to change this attitude 4. Attitude that serve the adjustment function  This help consumers approach pleasure and avoid pain more quickly and efficiently.  Pleasure or pain is useful to change the attitude that serve the adjustment function.  BALANCE THEORY FOCUSES ON THREE ELEMENTS 1. P- consumer or any other person 2.O- a person who recommends the product or service(salesperson, friends etc.) 3.X- the actual product or service balance exists when relationship of all these element is positive e.g. p should like o; o should like x; therefore, p should like x. When the relationship is not balanced, the following ways are used: change attitude; deny relationship; differentiate relationship. COGNITIVE DISSONANCE THEORY  When a consonance is broken conumers try to reduce thr resulting dissonance via attitude change.  The more effort is but it the more it results into a behavioural change.  Classical experiment : TURNING PEGS. $1 students vs $20 students  Marketers reduce dissonance by introducing ‘bells or whistles’ 1 Example : DISCREPANCY- INTERUPTION THEORY Some Data  Disruptions when achieving a goal may cause arousal or emotion  Consumers prefer small surprises over big ones  Marketers add smalls surprises because big ones may be perceived negatively EXCITATION TRANSFER THEORY  At times excitation (arousal) from another stimuli may spill over into another stimuli.  Some adverts are timed within other activities because consumers may be vulnerable to perceive the stimuli SELF-DETERMINATION THEORY (SDT) This only focuses on intrinsic motivation and the role of autonomy, competence, and relatedness Intrinsic Motivation is driven by internal rewards. Emphasises personal growth and satisfaction. Consumers seek products offering personal growth and aligning with their values. Marketing campaigns emphasize personal and fulfillment SELF-DETERMINATION THEORY (SDT) Thank you for listening Credit | Image: Unsplash Questions & Comments