Chapter 4

Consumer Motivation

Consumer Behavior,
Ninth Edition

Schiffman & Kanuk

Copyright 2007 by Prentice Hall

 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.

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 Figure 4.1 Model of the
Motivation Process

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 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

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 Is a body spray
an innate or
acquired
need?

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 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

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 Figure 4-2c
Goals Structure for Weight Control

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 The Selection of Goals
The goals selected by an individual
depend on their:
Personal experiences
Physical capacity
Prevailing cultural norms and values
Goals accessibility in the physical and
social environment

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 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

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 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

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 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

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 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

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 Frustration
Failure to achieve a goal may result in
frustration.
Some adapt; others adopt defense
mechanisms to protect their ego.

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 Defense Mechanism
Methods by which people mentally
redefine frustrating situations to
protect their self-images and their self-
esteem

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 What type of
defense
mechanism is
this
spokesperson
using in this
ad?

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 Table 4.2
Defense Mechanisms

Aggression Projection
Rationalization Autism
Regression Identification
Withdrawal Repression

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 Arousal of Motives
Physiological arousal
Emotional arousal
Cognitive arousal
Environmental arousal

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 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

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 Maslows Hierarchy of Needs
Figure 4.10

weblink

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 A Trio of Needs
Power
individuals desire to control environment
Affiliation
need for friendship, acceptance, and
belonging
Achievement
need for personal accomplishment
closely related to egoistic and self-
actualization needs

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 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

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 Motivational Research
Qualitative research designed to
uncover consumers subconscious or
hidden motivations
Attempts to discover underlying
feelings, attitudes, and emotions

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 Qualitative Motivational
Research
Metaphor analysis
Storytelling
Word association and sentence
completion
Thematic apperception test
Drawing pictures and photo-sorts

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