MOTIVATION AND CONSUMER BEHAVIOUR

Motivation is a Psychological Force Needs Innate needs and acquired needs Goals Generic Goals and Specific goals

(The Selection of Goals depends on the personal experience, physical capacity,

cultural norms and values. Interdependence of Needs and Goals)

Positive and Negative Motivation

Positive motivation drives you to do a particular course of action Negative motivation drives you away from doing an action

Rational versus Emotional Motives

Rationality assumes that consumers behave rationally by carefully considering all alternatives in choosing the utility. This is based on objective criteria, such as price, size, weight etc. Emotional motives imply the selection of a goal according to personal or subjective criteria such as pride, fear, affection or status etc.

DYNAMICS OF MOTIVATION Needs are never fully satisfied New needs emerge as old needs are satisfied Success and failure influence goals Substitute goals Frustration failure to achieve a goal -Defense Mechanisms
(Aggression, Rationalization, Regression (Childish or immature) Withdrawal etc.)

Multiplicity of Needs Arousal of Motives (Physiological Arousal, Emotional Arousal,

Cognitive Arousal and Environmental Arousal)

PERSONALITY

Personality is defined as those inner psychological characteristics that

both determine and reflect how a person responds to his or her environment. (personality influences individuals product choices; it shows how they respond to the promotional efforts etc.) NATURE OF PERSONALITY Personality reflects individual differences (willing to accept risk and afraid to take risk) Personality is consistent and enduring Personality can change

PERSONALITY THEORIES
Freudian Theory this theory was built on the premise that unconscious
needs or drives especially sexual and other biological drives, are at the heart of human motivation. This theory constructed his theory on the basis of early childhood experiences, analysis of their dreams and their mental and physical adjustment problems.

Id, Superego and Ego Neo-Freudian Theory several Freuds colleagues disagreed with his thought that the personality is primarily instinctual and sexual in nature. These believed in social relationships as the fundamental for the personality. Alfred Adler human beings seek to attain various rational goals which is called as style of life. People want to over come their feeling of inferiority. (by using superior products)

Horney classified individuals into three personalities: Complaint: who move towards others (desire to be loved, wanted and appreciated) Aggressive: who move against others (desire to be excel and win administration) Detached: who move away from others (desires to be independent, self-reliance, self-sufficient, individualism etc)