Motivation

Motivation is the reason for behavior.

A motive is a construct representing an
unobservable inner force that stimulates
and compels a behavioral response and
provides specific direction to that response

The Nature of Motivation

Two useful motivation theories:
1. Maslows Hierarchy of Needs

A macro theory designed to account for most human

behavior in general terms.

2. McGuires Psychological Motives

A fairly detailed set of motives used to account for

specific aspects of consumer behavior.

Classification of Needs
Psychological Motives
Cognitive

Affective

Preservation

Growth

Active

Passive

Internal State

External Relationship

Cognitive Preservation Motives

Cognitive Growth Motives
Affective Preservation Motives
Affective Growth Motives

Psychological Motives

Cognitive Sense of Meaning

Affective Satisfying Feelings
Preservation Maintain Equilibrium
Growth Emphasize Development

Behaviour is Actively initiated or Passive

Behaviour is achieving new Internal State or new
external relationship to environment

Motives

Cognitive Preservation Motives

Need for Consistency (active, internal)
Cognitive Dissonance

Testimonials

Need for Attribution (active, external)

Attribution Theory

Experts/country of origin

Need to Categorize (passive, internal)

Category encounter

Pricing Rs. 990/- /Range

Need for Objectification (passive, external)

Symbolic Reflection

Branded Wears

Cognitive Growth Motives

Need for Autonomy (active, internal)
Product Ownership

Uniqueness

Need for Stimulation (active, external)

Variety Seeking

Want Change

Teleological Need (passive, internal)

Pattern Matching

Desired End State

Utilitarian Need (passive, external)

Problem Solving

Learning Opportunity

Affective Preservation Motives

Need for Tension Reduction (active, internal)
Stress Reduction

Tension Relief

Need for Expression (active, external)

Who am I ?

Identity to others

Need to Ego Defense (passive, internal)

Identity Protection

Security of Brands

Need for Reinforcement (passive, external)

Operant Learning

Past Rewarded Behaviour

Affective Growth Motives

Need for Assertion (active, internal)
Admiration Seekers

Power/ Success

Need for Affiliation (active, external)

Altruism

Relationship with others

Need to Identification (passive, internal)

Role Adaptation

Role play

Need for Modeling (passive, external)

Imitation

Reference Groups

Motives
Functional
Symbolic
Hedonic
Buying a Mobile Phone

Motivation Theory and Marketing Strategy

Hedonic Shopping Motives
1. Entertainment
2. Spending time with a friend while shopping
3. Relive Stress
4. Seeking Innovative products- fashion
5. Discounts, Special Sales

Motivation Theory and Marketing Strategy

Hedonic Shopping Motives
1. Adventure Shopping
2. Social Shopping
3. Gratification Shopping
4. Idea Shopping
5. Value Shopping

Motivation Conflicts
To buy Washing Machine first or Television
Changing from Prepaid to Postpaid mobile
Service
Running a Car without repair

Motivation Theory and Marketing Strategy

Marketing Strategies Based on Motivation Conflict
Three types of motivational conflict:
1. Approach-Approach Motivational Conflict

A choice between two attractive alternatives

2. Approach-Avoidance Motivational Conflict

A choice with both positive and negative consequences

3. Avoidance-Avoidance Motivational Conflict

A choice involving only undesirable outcomes

Emotion
Emotion is the identifiable specific feeling, and affect is
the liking/disliking aspect of the specific feeling.
Emotions are strong, relatively uncontrolled feelings that
affect behavior.
They are strongly linked to needs, motivation, and
personality.
Unmet needs create motivation which is related to
the arousal component of emotion.
Personality also plays a role, e.g., some people are
more emotional than others, a consumer trait referred
to as affect intensity.

Emotion
Nature of Emotions

Source: Adapted with permission from M. B. Holbrook and R. Batra, Assessing the Role of Emotions on Consumer Response to Advertising, Journal of Consumer Research,
December 1987, pp. 404-20. Copyright 1987 by the University of Chicago.

Emotion
Dimensions of Emotion
Pleasure
Arousal
Dominance
Pleasant - sad
Excitement- boredom
Aggression - Fear

Emotions and Marketing Strategy

Emotion Arousal as a Product Benefit

Consumers actively seek products whose primary or

secondary benefit is emotion arousal.

Emotion Reduction as a Product Benefit

Marketers design or position many products to prevent

or reduce the arousal of unpleasant emotions.