Motivation
The driving force within individuals that impels them to action; produced by tension that creates cravings.
These cravings & the actions he or she will make to get them vary between personalities characteristics , perceptions, what they've learned & exper
Needs
1. Innate needs
2. Acquired needs
3. extrinsic
4. intrinsic
innate needs
Physiological functions like food, water, air, clothing, shelter, and sex.
Primary needs
Basic functions that are needed to sustain biological life.
acquired needs
Psychological Needs that are learned though our culture and our environment; including the need for self-esteem, prestige, affection, power, and learning.
Secondary Needs
Acquired needs that are generally psychological, or resulting from a psychological state or relationships with others.
ex everyone needs a home, but whether rent, buy, or how big it is, may stem from wanting to entertain guests, impress family and friends
Extrinsic
These type of needs motivate an individual to achieve the end result that effects others.
ex buying a product for status to impress others.
Intrinsic
This type of need motivate an individual to achieve the end result that usually only effects oneself.
ex buying a product to satisfy one's own desire to be fashionable.
Negative motives or needs
a driving force towards some object or condition
ex start exercising to avoid health problems; fear or aversions
Positive motives or needs
a driving force away from some object or condition
ex Exercise to look more attractive and dynamic; needs, wants and desires
Generic goals
The general class or categories of goals that consumers see as a means to fulfill their needs.
Individuals set goals based on personal values and select the best way to achieve these goals
Product-specfic
The specific branded products ans service that consumers select for goal fulfillment
Influences on goal making
Individuals set goals based on personal experiences, physical capacity, prevailing cultural norms & values, and the goal's accessibility in the physical and social environment.
Approach object
A positive goal in which behavior is directed
ex student gets a college education because he/she wants to better her/himself.
Avoidance object
A negative goal in which behavior is directed away
ex student gets a college education to avoid family nagging
Promotion focus vs prevention focus
Promotion focus: those that are interested in their growth and development, have more hopes and aspirations, favor the presence of positive outcomes
Prevention focus: those that are interested in safety and security, are more concerned about duties and ob
Rational motives
Consumers carefully consider all alternative and choose the one that gives them the greatest utility.
In marketing, consumers select goals based on totally objective criteria, such as size, weight, price, or miles per gallon
emotional motives
Implies the selection of goals according to personal or subjective criteria
ex fear, pride, affection or status
those who gave in to impulse buys preferred happiness appeals
refrained from buying preferred pride appeals
the word free triggers irrational b
What motivates consumers
1. Many needs are never fully satisfied
2. As needs are satisfied, they need to be maintain satisfaction
3. People who achieve their goals set new and higher ones ( levels of aspiration)
What happens when a person achieves their goals?
Simple, they set higher ones.
When a person fails their goals
i. lower standards
ii. substitute goals
iii. frustration
v defense mechanisms
substitute goals
Goals that may not be as satisfactory as the primary goal, but may be sufficient to dispel tension; continue failure of achieving primary goal may lead to replace of this type of goal
Frustration
People react to failure in different ways, some find ways around it, other select a substitute goal, find an excuse, or perceive it as a personal failure
Defense Machanisms
When a person redefines their frustrating situations in order to protect their self-images or self-esteem.
ex aggression or rationalization, regression, withdrawal, projection, daydreaming, identification, and repression
Arousal
1. Physiological Arousal
2. Emotional Arousal
3. Cognitive Arousal
Multiplicity of needs
when consumers set a goal because it fulfills more than one need.
ex clothing satisfies protection & ego needs
One cannot accurately infer motives from behavior.
Physiological Arousal
Bodily needs that can appear at any moment
ex blood sugar levels, turned-on, shivering, most are involuntary.
Emotional Arousal
Daydreaming often awakens these needs, especially as a way to ease frustration
Cognitive Arousal
Random thoughts that lead to an awareness of needs; advertisements often provide reminders that trigger responses & arouse dormant needs.
Behaviorist school
Considers motivation to be a mechanical process; seen a response to stimuli & elements of conscious thought are ignored.
ex stimulus response & the impulse buyer
Cognitive school
Believes that all behavior is directed at goal achievement. Needs and past experiences are reasoned, categorizes, and transformed into attitudes and beliefs that act as predispositions focused on helping the individual satisfy needs.
ex combination of sti
Henry Murray
A psychologist that made a detailed list of 28 psychogenic needs; first systematic approach to define non-biological needs
Maslow's hierarchy of needs
Theorizes that needs build upon each other and when the lower levels are met, the individual can seek higher ones; some overall because no need is ever completely satisfied; emphasizes that dissatisfaction drives us to our goals.
1.Physiological needs
2.
Segmentation and promotional applications
Used because these needs are present is a large population segment;
also used to determine how consumers will perceive a product; allows for positioning strategies to create different appeals.
1. Power
2.Affiliation
3. Achievement
Power
The need to control one's environment including objects and people; closely linked to the ego (self-esteem)
Affliation
The desire for friendship, for acceptance, and for belonging; tend to be socially dependent on one another; select goods that their friends would approve of.
Achievement
Regard personal accomplishment as an end to itself; close to self-actualization need; these people tend to be self-confident, enjoy calculated risks, actively research their environment, and value feedback.
Like Monetary compensation and like to find thei
Measurement of Motives
These can not be measured, so experts use a combination of various techniques to get an overall average.
Protective techniques are common
Motivational Research
Sigmund frued's theory of personality paved foundation for this; Earnest Dichtor referred to qualitative research to discover underlying characteristics