Chapter

4
The Consumer
Motivation

Motivation
Motivation is the driving force within
individual that impels them to action.

Figure 4.1 Model of the Motivation

Process
Learnin
Learnin
gg
Needs
Needs
wants,
wants,
and
and
desires
desires

Tension
Tension

Behavio
Behavio
rr

Drive
Drive
Cogniti
Cogniti
ve
ve
process
process
es
es
Tension
Tension
reductio
reductio
nn

Goal
Goalor
or
need
need
fulfillfulfillment
ment

Types of Needs
Innate Needs
Physiological (or biogenic) needs that
are considered primary needs or
motives.

Acquired needs
Generally psychological (or
psychogenic) needs that are
considered secondary needs or
motives.

Types of Needs
Extrinsic
Intrinsic

Type of Motivation
Positive Motivation Needs
Motivation Desire
Negative Motivation- Fears
orAversion

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 Kellogg School of

The Selection of Goals

The goals selected by an individual
depend on their:
Personal experiences
Physical capacity
Prevailing cultural norms and values
Goals accessibility in the physical
and social environment

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 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

Frustrati
on

Failure to achieve
a goal may result
in frustration.
Some adapt;
others adopt
defense
mechanisms to
protect their ego.

Defense
Mechanis
m

Methods by
which people
mentally
redefine
frustrating
situations to
protect their selfimages and their
self-esteem.

Table 4.2 Defense Mechanisms

Aggression
Rationalizatio
n
Projection
Regression
Daydreming
Withdrawal
Identification

Arousal of Motives
Physiological arousal
Emotional arousal
Cognitive 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

Figure 4.9 Maslows Hierarchy of Needs

Self-Actualization
(Self-fulfillment)
Ego Needs
(Prestige, status, self esteem)

Social Needs
(affection, friendship, belonging)
Safety and Security Needs
(Protection, order, stability)

Physiological Needs

A Trio of Needs
Power
individuals desire to control
environment

Affiliation
need for friendship, acceptance, and
belonging

Achievement
need for personal accomplishment
closely related to egoistic and selfactualization needs

Motivatio
nal
Research

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.