1 Consumer Motivation CHAPTER 8. 2 Consumer Motivation Represents the drive to satisfy both physiological and psychological needs through product purchase.

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Consumer Motivation

CHAPTER 8

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Consumer Motivation

Represents the drive to satisfy both physiological and psychological needs through product purchase and consumption

Gives insights into why people buy certain products

Stems from consumer needs: industries have been built around basic human needs

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Types of Consumer Needs

Physiological Needs

• Fundamental human needs, including food, water, and sleep

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Types of Consumer Needs

Safety and Health Needs

• Threats to our safety and health motivate purchases for personal security and protection

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Types of Consumer Needs

Safety and Health Needs

• Protecting our personal information and computers represents new types of

safety needs

• Businesses provide a variety of products and services to appeal to safety and health conscious consumers

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Safety and Health Needs

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Types of Consumer Needs

Need for Love and Companionship

• Humans are social creatures who need to experience and

express love and companionship

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Types of Consumer Needs

Need for Love and Companionship

• Services and products help individuals find and attract others

• Products are often used as symbols of love and caring

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Love and Companionship

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Types of Consumer Needs

Need for Financial Resources and Security

A need that includes others important to the individual

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Types of Consumer Needs

Social Image Needs

Conspicuous consumption:

• Purchases motivated to some extent by the desire to show other people how successful they are

• Companies reinforce the notion that products enable users to communicate their social image

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Social Image Needs

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Types of Consumer Needs

Need for Pleasure

• Products, services, and consumption activities provide fun and excitement

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Consumers’ Need for Pleasure

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Types of Consumer Needs

Need to Possess

Consumers often acquire products simply because of their need to own such products— e.g., collectors

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Consumers’ Need to Possess

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Types of Consumer Needs

Need to Possess

Plays a role in impulse buying:

•where consumers unexpectedly experience a sudden and powerful urge to buy something immediately

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Types of Consumer Needs

Need to Give

• Give something back to others or reward ourselves

• Self-gifts let us motivate, reward, and console ourselves

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Types of Consumer Needs

Need for Information

• One reason we read or watch TV

• Fuels Internet usage

• Plays an important role in persuasion—

if an ad appears when consumers need information, they are more likely to pay attention than when they don’t need the information

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Types of Consumer Needs

Need for Variety

Marketers may introduce different versions of original brand

Variety may become focus of product positioning

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Motivational Conflict and Need Priorities

Satisfying a need often comes at the expense of another need—these trade-offs cause motivational conflict

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Types of Motivational Conflict

Approach-approach: deciding between two or more desirable options

Avoidance-avoidance: deciding between two or more undesirable options

Approach-avoidance: behavior has both positive and negative consequences

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Motivational Conflict and Need Priorities

Resolving motivational conflicts requires prioritizing needs

Maslow’s hierarchy

• Some needs take precedence over other needs - physiological needs take top priority

Differences in the importance attached to various needs affects how consumers evaluate products

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Motivational Conflict and Need Priorities

Because of consumers’ different motivational priorities, companies use benefit segmentation: dividing consumers into different market segments based on benefits they seek from purchase and consumption

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Maslow’s Hierarchy of Needs

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Motivational Intensity

Motivational intensity: how strongly consumers are motivated to satisfy a particular need

Depends on need’s importance

Involvement: degree to which an object or behavior is personally relevant

Motivational intensity and involve-ment determine amount of effort consumers exert in satisfying needs

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The Challenge of Understanding Consumer MotivationReasons underlying consumer motivation are not always “obvious”

Research is necessary to discover real motivations behind behaviors

People don’t always want to disclose real reasons for their actions

People don’t always know why they do what they do—unconscious motivation

Motivations change over time

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Unconscious Motivation

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Motivating Consumers

Motivating with MoneyPrice cuts, specials, rebates, and coupons motivate purchase

Resulting sales may increase, but profits may not

Attracts consumers less likely to repeat

Price reductions may increase price sensitivity

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Motivating Consumers

Motivating with Money

Price cuts, specials, rebates, and coupons motivate purchase

Resulting sales may increase, but profits may not

Attracts consumers less likely to repeat

Price reductions may increase price sensitivity

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Motivating with Money

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Motivating Consumers

Provide Other Incentives

Premiums, free products, contests, and sweepstakes are designed to motivate consumers to purchase

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Motivating with Other Incentives