Need, Motivation, and

Emotion.
A presentation
by:
Nishanshi Shukla
Need, Want, Demand, Desire
Need felt state of deprivation
Want need for particular satisfier
Demand want backed by willingness and capacity

Desire urge to fulfil the need

Types of exchanges
Buy
Borrow
Steal
Make
Why study need and motivation?
Comprehension of consumers motivation and its
linkages with their needs helps in understanding the
why of the consumption process.
Motivation
Motivation is the activation of internal desires, needs,
and concerns that energizes behaviour and sends the
organism in a particular direction aimed at satisfaction
of the motivational issues that gave rise to the
increased energy. (Pittman 1998(a) and 1998(b), Kapoor
and Kulshrestha 2009).
Motivation is the source of energy for whole
consumption process.
Consumers become motivated and are able to elaborate
when the messages are perceived to be relevant to
their needs and when they have the knowledge and
ability to think about these messages. (Wright, 1997).
Understanding Motivation
Understanding motivation of target consumers help
understand the why of consumption because:
(Sternberg 2000)
- Explains why person has started the action
- Explains in which direction the action will move
- Intensity with which person will take the action
- Extent to which person will continue the action
Motivational Intensity
Motivational intensity or degree of motivation, which
can be either strong or weak, helps answer questions
regarding:
- Extent of information search and amount of energy
invested in search
- Selection of a particular goal
- Starting of the actions to achieve the goals
- Direction and intensity of the action
- Persistence of action
Theories of motivation
Theories are either linked with :
- Process of motivation
- Type of motivation
Theories on Process of Motivation
Theories on process of motivation:
- Instinct theory
- Drive reduction theory
- Theory of optimal arousal
- Incentive theory
- Opponent process theory
These theories are used to understand the consumption
behaviour.
Instinct theory
Instincts are biologically inherited innate forms of
behaviour
This theory states that all humans have same set of
instincts; the behaviour of one human differs from the
other not because they have varying sets of instincts,
but because different sets of instincts dominate
different members of the species.
Different psychologists have different sets of human
instincts.
This theory did not contain importance of cultural
values, learned behaviour, and long lasting motivated
behaviours.
Drive Reduction Theory
Drive is motivational tension or motivational arousal that is
generated in individuals because of felt needs.
This theory states that motivated behaviour is a result of the
drive that is created in the individuals.
It is also called push theory of motivation.
Motivational arousal makes people select a goal and direct
their action towards attaining that goal, which then reduces
the drive.
Drive reduction is pleasurable and produces satisfaction. Once
the drive is reduced, motivation ceases to exist until
emergence of next drive.
Stages of Drive Reduction of
Motivation
Drive a
Goal Goal
motivational Relief
Selection Attainment
arousal

Feedback
Drive Reduction Model Added
Concepts
Initially it was said that need can be primary or biological need
and secondary or acquired need.
Later psychologists added that, gap between current state and
acquired state causes need gap.
The storehouse of psychic energy that allocates energy to need
is called repertoire of energy.
Drive emerges due to need or need gap.
When need is combined with energy and selection of goal drive is
generated, the flow of motivated behaviour starts.
This theory is used by marketers to understand routine, day to
day, normal consumption.
Drive Reduction Model Added
Concepts
Repertoire of
Desired state Drive
energy

Goal /
Need gap Behaviour
Association

Flow of Motivated
Current state
energy starts Behaviour
Incentive Theory
Motivation doesnt always depend on the internal need
and drive.
This theory states that motivation is not always or only
internally driven, but also driven by external stimuli.
(Weiten 1998).
If goal is attractive, it acts as incentive and pulls
behaviour towards itself. This theory is also called pull
theory.
This theory is used by marketers to understand and
explain those consumptions that occur on the spur of
the moment, i.e. impulse purchase.
Incentive Theory
Attractiveness of goals affects consumption behaviour
in three ways:
- It pulls or initiates the motivated behaviour.
- It enhances the intensity of effort being put into the
motivated action.
- It has great relevance for marketers, especially
marketers of brands that are impulsively purchased.
Thus packaging of such products should be very
attractive and visible to consumers.
Arousal Theory
Arousal is general level of activation that is reflected in
physiological effects such as increased heart rate, high
blood pressure, high level of brain activity and increase
in muscle tension.
This theory states that people do not always try to
reduce their arousal level, but try to keep it at an
optimum level. Therefore, if arousal level is below
optimum, they try to increase it and if it is above
optimum, they try to reduce it.
Opponent Process Theory
This theory is used to explain some very specific forms
of motivated behaviour, especially consumption
behaviour which is arousal and thrill seeking.
This theory is based on assumption of emotional
neutrality, i.e. human brain always seeks emotional
neutrality. (Sternberg 2000)
When a strong motive creates a strong emotion (either
positive or negative), after some time people come
under the influence of an opposite motivational force,
so that their emotional state regains emotional
neutrality.
Opponent Process Theory
According to this theory, every pleasant emotional
arousal results in an unpleasant effect. Similarly, an
unpleasant or scary emotional arousal may result in a
pleasant emotional arousal.
It is also called yin and yang theory of motivation.
This theory is used to understand the consumption of
dangerous products like indulging in adventure sports.
Theories on Types of Motivation
For a marketer it is necessary to know different motives
due to which consumption actions are initiated and
sustained.
It is used to understand importance of different types of
benefits, consumer segments on basis of need and
motives, and also the need gap that exists in the market
and can be used to position their product.
The theories on types of motivation are:
- Maslows theory hierarchy of needs
- Murrays theory
Maslows Theory
According to this theory, man
is a wanting animal who has
myriad of needs. These
motives can be grouped into
five categories of needs,
namely physiological, safety,
social, self esteem and self
actualization.
The needs of bottom stage
should be satisfied first in
order for next set of needs to
become dominant.
Maslows Theory
Characteristics of the need hierarchy:
- Before a person tries to fulfil a particular need, he has to satisfy all
those needs that are at lower level.
- Due to changes in situation, a person can slide back in need
hierarchy.
- These five needs are in two categories: (i) Deficiency needs:
physiological, security and social needs lack of fulfilment of which
endangers the physical and psychological well being; (ii) Growth
needs self esteem and self actualization needs lack of fulfilment of
which leads to frustration and stagnation.
- As a person ages, he normally moves up in the need hierarchy.
Maslows Theory
This theory is used to group consumers into different
categories on the basis of their dominant needs, by
doing qualitative research. It is used to segment
consumers and explain consumer behaviour, by doing
quantitative research.
This theory is used to understand the brand positioning
and how a brand is different from its competitors.
This theory is used to generate consumer insight.
Murrays Theory
Three cornerstones in Murrays theory are needs, press and thema
Need a force which is located in the brain, a force which can be
instigated internally or externally, and which organizes not only
behaviour but also other psychological processes.
Murray proposed a list of 12 viscerogenic (psychological) needs and
28 psychogenic needs. Other important groups of needs are:
proactive and reactive needs, overt and covert needs, and effect
and modal needs.
Press Aspects of the outer environment that impinge on need
satisfaction. It is result of socio-cultural and economic factors.
Thema The resultant interaction between need and press.
Murrays Theory
Behaviour unfolds in this interaction between need and press.
Need and the consequent energy release is a result of the
internal state of the consumers that interacts with the press,
i.e. the resultant force operating outside of the individual.
Consumption behaviour is result of this interaction.
This theory can be used to understand why consumers utilize
some products, their brand preference, intention to purchase
brands and segment markets
This theory is used in quantitative research. Satisfaction of a
motive leads to positive result and thus happiness.
Integrated Model of Consumer
Motivational Process
Goal
Learning attractiven
ess

Unfulfilled Behavio
Tensio
needs, wants Drive ur Goal
n
and desires (+ or -)

Cognitiv
e
Processe
s

Tension
Reductio
n
Emotions
Emotion is multi-faceted phenomenon consisting of
behavioural reactions, expressive reactions,
psychological reactions and subjective feelings. (Martin
et al. 2008).
Emotions are different types of feelings experienced at
the psychological and cognitive level, and expressed
through verbal or non-verbal behaviour. (Weiten 1998)
Emotion regulates and directs behaviour according to
the principle of maximizing the positive and minimizing
the negative. (Kapoor and Kulshrestha 2009).
Emotions
Emotion or anticipated emotion at the time of goal
achievement that satisfies motive also drives the act of
consumption.
Emotion plays important role in purchase process, post
purchase confirmation and brand loyalty formation.
The emotion that consumers feel at the end of consumption
behaviour acts as reinforcement. Chances of reinforcement
increase for positive behaviour and diminish for negative
behaviour.
Emotion makes the marketing communication effective and
interesting, and help in transcend in consumers life.
Characteristics of Emotions
Physiological level some physiological changes occur
in body when people experience emotion, it includes
dilation of pupil, increase of heartbeat, dryness in
mouth, goose pimples, etc.
Cognitive level the analysing aspect of emotion
wherein people are aware of their emotion and are able
to control it to some extent. The decision to fight or
flight is taken here.
Behavioural level facial expressions and body
language are behavioural expressions of emotion.
Functions of Emotion
Preparation for action emotions lead to emotional
arousal which is action oriented and which makes
individual ready for instant action. Positive emotion
towards a brand leads to purchase action.
Shaping future behaviour emotions facilitate learning
of action and if action is functional, then individuals
learn behaviour. Consumers associate various emotions
with brands and thus purchase it every time they
experience that emotion.
Helping in social interactions emotions help us
anticipate others reactions through understanding their
emotions.
Mechanism of Emotion
The process of feeling an emotion has various elements:
- Stimulus or antecedent event.
- Interpretation of event.
- Appraisal of event.
- Physiological reaction.
- Action readiness.
- Emotional behaviour.
- Regulation of behaviour.
Theories on Emotions
Common Sense theory
James Lange theory
Cannon Bard theory
Schachter two factor theory
Common Sense Theory
This theory states that people encounter emotion
generating stimulus. This stimulus generates emotion in
people and creates physiological reaction and arousal.
A stimulus leads to experience of an emotion which in
turn leads to physiological arousal.
Seeing a snake, you experience fear, and so dryness in
your mouth occurs.
James Lange Theory
This theory is opposite of common sense theory.
It states that stimulus leads to a physiological reaction
that is evaluated by the brain. This evaluation leads to
emotion that is felt.
Seeing a snake one feels dryness in mouth, tense
muscles, etc.; and thus experiences emotion of fear.
Cannon Bard Theory
This theory refutes the previous theories saying there
are not enough differences between different
physiological arousals. Thus it is impossible to have a
typical arousal pattern for each emotion that people
feel.
According to this theory, stimulus leads to an activity in
the sub-cortical region (hypothalamus) of the brain
which leads to physiological arousal on one hand and
cognitive and conscious feeling of emotion on the other.
Schachter Two Factor Theory
According to this theory, the feeling of emotion depends
on two factors, namely physiological arousal, and cues
received from stimulus and the situation in which the
stimulus has occurred.
Individuals look for external cues to interpret their
physical arousal and label it.
A person looks at snake, he is physiologically aroused
and evaluates the situational cues that snake is
fearsome and poisonous; thus the appraisal occurs i.e.
experiences emotion of fear.
Plutchiks flower of emotion
Emotions and Marketing
Consumers emotions
Emotions invoked by marketing
References
Text Books:
[1] Consumer Behaviour, by Rajneesh Krishna
THANK YOU