The Consumer as an Individual
Jan 19, 2016
The Consumer as an Individual
Figure 4.1 Model of the Motivation Process
LearningLearning
Needs wants,
and desires
Needs wants,
and desires
TensionTension
Goal or need
fulfill-ment
Goal or need
fulfill-ment
DriveDrive BehaviorBehavior
Cognitive processes
Cognitive processes
Tension reduction
Tension reduction
Types of Needs
• Innate Needs– Physiological (or biogenic) needs that are
considered primary needs or motives
• Acquired needs– Generally psychological needs that are
considered secondary needs or motives
Goals
• Generic Goals– the general categories of goals that consumers
see as a way to fulfill their needs– e.g., “I want to get a graduate degree.”
• Product-Specific Goals– the specifically branded products or services
that consumers select as their goals– e.g., “I want to get an MBA in Marketing from
Im/Sciences or Lums etc.”
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
Figure 4.3 Achieving Goals by
Subscribing to a Magazine
Figure 4.4 Different Appeals for Same Goal Object
Motivations and Goals
• Positive Motivation– A driving force
toward some object or condition
• Approach Goal– A positive goal
toward which behavior is directed
• Negative Motivation– A driving force
away from some object or condition
• Avoidance Goal– A negative goal from
which behavior is directed away
Rational Versus Emotional Motives
• Rationality (logical) 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
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
Figure 4.6 New and Higher Goals Motivate Behavior
Figure 4.7 Changing Consumer
Needs
Frustration
Failure to achieve a goal may result in frustration. Some
adapt; others adopt defense mechanisms to protect their ego.
Defense Defense MechanismMechanism
Methods by which people mentally
redefine frustrating situations to protect
their self-images and their self-esteem.
Table 4.2 Defense Mechanisms
• Aggression• Rationalization• Regression• Withdrawal
• Projection
• Identification
Arousal of Motives
• Physiological arousal• Emotional arousal• Cognitive arousal• Environmental arousal
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– Need to consider needs, attitudes, beliefs, etc.
in understanding consumer behavior
Physiological Needs(Food, water, air, shelter, sex)
Safety and Security Needs(Protection, order, stability)
Social Needs(affection, friendship, belonging)
Figure 4.9 Maslow’s Hierarchy of Needs
Ego Needs(Prestige, status, self esteem)
Self-Actualization(Self-fulfillment)
Table 4.3 Murray’s List of Psychogenic Needs
Needs Associated with Inanimate (unresponsive) Objects:Acquisition, Conservancy, Order, Retention, Construction
Needs Reflecting Ambition, Power, Accomplishment, and Prestige:
Superiority, Achievement, Recognition, Exhibition,
Needs Connected with Human Power:Dominance, Deferrence, Similance, Autonomy,
Table 4.3 Murray’s List of Psychogenic Needs
Sado-Masochistic Needs :Aggression,
Needs Concerned with Affection between People:Affiliation, Rejection,
Needs Concerned with Social Intercourse: Exposition
Figure 4.10 Appeal to Egoistic Needs
Figure 4.11 Appeal to
Self-Actualization
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
Figure 4.12 Appeal to
Power Needs
Figure 4.13 Appeal to Affiliation
Needs
Figure 4.14 Appeal to
Achievement Needs
Motivational Motivational ResearchResearch
Qualitative research designed to uncover
consumers’ subconscious or hidden
motivations. Consumers are not always aware of, or
may not wish to recognize, the basic reasons underlying
their actions.