CHAPTER 3:
CONSUMER MOTIVATION
Definition of motivation
Motivation refers to the process that lead people to
behave as they do.
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
Types of Needs
Physiological Needs
needs for food, water and sleep.
most fundamental type of consumer needs.
Safety and Health Needs
needs for protection and security.
Eg: safety needs motivate the purchase of home security system
Social needs
needs for companionship, friendship and love.
Products are often used as symbols of love and caring
Financial resources and security need
customer concern about their future needs after retirement.
establishing adequate financial resources.
Need for pleasure
Products, services, and consumption activities provide fun and excitement
The Need to Possess
Consumers often acquire products simply because of their need to own such products— e.g., collectors
Need for Information
the reason why consumer read or watch TV
Goals
The sought-after results of motivated behavior
Generic goals
general categories of goals that consumers see as a way to fulfill their needs
Product-specific goals
specifically branded products or services that consumers select as their goals
Dynamic nature of motivation
Both internal & external factors are responsible for change.
Needs are never fully satisfied.
When some are satisfied, some others arise.
Sometimes because of personal,financial, social & cultural limitations
New needs emerge as old needs are satisfied.
shown in the Maslow theory of needs.
Success and failure influence goals
Motivational research
Qualitative research designed to uncover consumers’ subconscious or hidden motivations
Attempts to discover underlying feelings, attitudes, and emotions
Projective Techniques
Metaphor analysis
qualitative method for psychological research for several reasons.
Word association and sentence completion
require the subject complete sentence "stems" with their own words. The subject's response is considered to be a projection of their conscious and/or unconscious attitudes, personality characteristics, motivations, and beliefs.
Thematic apperception test
an individual views ambiguous scenes of people, and is asked to describe various aspects of the scene; for example, the subject may be asked to describe what led up to this scene, the emotions of the characters, and what might happen afterwards.
Drawing pictures and photo-sorts
consists of 25 sets of 3 pictures which the subject must arrange into a sequence that they "feel makes the best sense".