Schiffman Consumer Behavior Chapter 4 Consumer Motivation

Consumer Motivation: 

Consumer Motivation CHAPTER FOUR

Learning Objectives: 

Learning Objectives To Understand the Types of Human Needs and Motives and the Meaning of Goals. To Understand the Dynamics of Motivation, Arousal of Needs, Setting of Goals, and Interrelationship Between Needs and Goals. To Learn About Several Systems of Needs Developed by Researchers. To Understand How Human Motives Are Studied and Measured. 2 Chapter Four Slide Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Motivation as a Psychological Force: 

Motivation as a Psychological Force Motivation is the driving force within individuals that impels them to action. Needs are the essence of the marketing concept. Marketers do not create needs but can make consumers aware of needs. 3 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

Model of the Motivation Process Figure 4.2: 

Model of the Motivation Process Figure 4.2 4 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

Slide 5: 

5

Types of Needs: 

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 6 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

Goals: 

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 7 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

How Does this Ad Appeal to One’s Goals?: 

How Does this Ad Appeal to One’s Goals? 8 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

It Appeals to Several Physical Appearance-related goals.: 

It Appeals to Several Physical Appearance-related goals. 9 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

The Selection of Goals: 

The Selection of Goals The goals selected by an individual depend on their: Personal experiences Physical capacity Prevailing cultural norms and values Goal’s accessibility in the physical and social environment 10 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

Discussion Questions: 

Discussion Questions What are three generic goals you have set for yourself in the past year? What are three product-specific goals you have set in the past year? In what situations are these two related? How were these goals selected? Was it personal experiences, physical capacity, or prevailing cultural norms and values? 11 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

Motivations and Goals: 

Motivations and Goals 12 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

Blogger’s Motivation - Table 4.1 (excerpt): 

Blogger’s Motivation - Table 4.1 (excerpt) 13 Chapter Four Slide Construct Items Blogging for self-expressing I use my blog to free my mind when I am moody. I express myself by writing in my blog. My blog is the place where I express what I feel. Blogging for life documenting I use my blog as my diary to document my life. By writing text and posting video/audio files, I keep a record of my life. Blogging for commenting I’m willing to comment on what other bloggers say. I’d like to respond to other blogs that I read (no matter if I know of the blogger or not). I’d like to receive people’s comments on what I post on my blog. Blogging for forum participating Blogging helps me to make more like-minded friends. In my blogroll I have friends with whom I can share things. By blogging I interact with a set of blogs that have contents similar to what I put in my blog. Blogging for information seeking Blogging helps me extract information behind events that interest me. Blogging helps me explore more information about products and/or services. To me it is convenient to search for information by blogging. Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Rational versus Emotional Motives: 

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 14 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

Discussion Questions: 

Discussion Questions What products might be purchased using rational and emotional motives? What marketing strategies are effective when there are combined motives? 15 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

The Dynamics of Motivation: 

The Dynamics 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 16 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

Substitute Goals: 

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 17 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

Frustration: 

Frustration Failure to achieve a goal may result in frustration. Some adapt; others adopt defense mechanisms to protect their ego. 18 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

Arousal of Motives: 

Arousal of Motives Physiological arousal Emotional arousal Cognitive arousal Environmental arousal 19 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

How Does This Ad Arouse One’s Needs?: 

How Does This Ad Arouse One’s Needs? 20 20 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

The Ad Is Designed to Arouse One’s Yearning for an Adventurous Vacation by Appealing to the Sense of Touch: 

The Ad Is Designed to Arouse One’s Yearning for an Adventurous Vacation by Appealing to the Sense of Touch 21 21 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

Maslow’s Hierarchy of Needs Figure 4.10 : 

Maslow’s Hierarchy of Needs Figure 4.10 22 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

To Which of Maslow’s Needs Does This Ad Appeal?: 

To Which of Maslow’s Needs Does This Ad Appeal? 23 23 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

Both Physiological and Social Needs: 

Both Physiological and Social Needs 24 24 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

To Which of Maslow’s Needs Does This Ad Appeal?: 

To Which of Maslow’s Needs Does This Ad Appeal? 25 25 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

Egoistic Needs: 

Egoistic Needs 26 26 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

To Which of Maslow’s Needs Does This Ad Appeal?: 

To Which of Maslow’s Needs Does This Ad Appeal? 27 27 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

Self-Actualization: 

Self-Actualization 28 28 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

Discussion Questions: 

Discussion Questions What are three types of products related to more then one level of Maslow’s Hierarchy of Needs? For each type of product, consider two brands. How do marketers attempt to differentiate their product from the competition? 29 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

A Trio of Needs: 

A Trio of Needs Power individual’s desire to control environment Affiliation need for friendship, acceptance, and belonging Achievement need for personal accomplishment closely related to egoistic and self-actualization needs 30 30 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

To Which of the Trio of Needs Does This Ad Appeal?: 

To Which of the Trio of Needs Does This Ad Appeal? 31 31 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

The Affiliation Needs Of Young, Environmentally Concerned Adults: 

The Affiliation Needs Of Young, Environmentally Concerned Adults 32 32 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

To Which of the Trio of Needs Does This Ad Appeal?: 

To Which of the Trio of Needs Does This Ad Appeal? 33 33 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

Affiliation Need: 

Affiliation Need 34 34 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

Power And Achievement Needs: 

Power And Achievement Needs 35 35 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

Qualitative Measures of Motives Table 4.7 (excerpt): 

Qualitative Measures of Motives Table 4.7 (excerpt) 36 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

Slide 37: 

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide 43