CHAPTER 4

CONSUMER MOTIVATION
Motivation – Definition

 Motivation is the driving force within individuals that

impels them to action.
Model of Motivational Process
Needs
 Innate Needs (Biogenic or Primary) – Physiological needs

 Acquired Needs (Psychological or Secondary) – Learned from

culture or environment.

 Extrinsic Needs – Motivates an individual to achieve end

results.

 Intrinsic Needs – His/ her own comfort.

 MOTIVES – Positive and Negative directions

 Positive – Shaping up the body
 Negative – To avoid health problems
GOALS
 Generic Goals
 Product Specific Goals
The selection of Goals
 Personal experiences
 Physical capacity
 Prevailing cultural norms & values

 Positive and Negative Goal

 Positive Goal( Approach Object) – towards which behavior is
directed.
 Negative Goal ( Avoidance Object) – behavior which is
directed away.
GOALS
 One study found that consumers respond differently to
different promotional appeals.
Promotion and Prevention Focus
 Promotion – growth and development.
 Prevention – safety and security.

 Another study found that utilitarian product futures

fulfills consumer's prevention goals while hedonic
features fulfills promotion goals.
Utilitarian and Hedonic
 Utilitarian – Utility (air bags)
 Hedonic – delight (six-speaker audio system)
Interdependence of Needs and Goals
 Needs and goals are interdependent; neither exists without
the other.

 Individuals are more aware of their physiological needs

than are of their psychological needs.
Rational Vs Emotional Motives
 Rational – people choose product which gives most utility
(size, weight, price and miles)

 Emotional – people select goals according to personal or

subjective ( eg: pride, fear, affection or status)
Dynamics of Motivation
 Needs are never fully satisfied
 Needs emerge as old needs are satisfied

 Success and failure influence goals:

 Substitute Goals
 Frustration
 Defense Mechanism
 Aggression – express anger.
 Rationalization – they say the goal is worthless.
 Regression – childish behavior.
 Withdrawal
 Projection – blaming others
 Daydreaming / fantasizing.
 Identification – solving the issue by comparing with others.
 Repression or suppression, Sublimation – avoid thinking about the goal itself.