Chapter 3 Consumer Motivation

Consumer Behavior
Twelfth Edition
Chapter 3
Consumer Motivation
Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved
Opening
 Why do people go to boutique hotels?

 Personalized service
 Unique experience
 Also satisfies consumer’s ego needs
 ‘as unique as I am’
3-2
Motivation
Defined
The driving force within individuals that drives them to act.
Motivation refers to the processes that lead people to
behave as they do.
The Motivation Process
Motivation Process
The motivation process progresses through a series of
discrete steps.
1. The first process of motivation involves unsatisfied
needs and motives. Needs are never fully satisfied.
2. Unsatisfied needs to create tension in the individual
that stimulates drives within the individual.
3. These drives generate a search behavior to achieve
particular goals that will satisfy the need and lead to a
reduction of tension.
Needs and Goals
Needs are something that you must have, in order to live.
Needs are important for human being to survive.
– Biogenic are physiological/primary needs, which
sustain our biological existence. They include the
need for food, water, air, protection of the body from
the outside environment (i.e., clothing and shelter),
and sex
– Psychogenic needs are learned from our parents, social
environment, and interactions with others. Among many
others, they include the needs for self-esteem, prestige,
power, learning and achievement.
Needs and Goals
• Goals are the desirable results of motivated behavior,
and all human behavior is goal oriented. There are two
types of goals: Generic goals are outcomes that
consumers seek in order to satisfy psychological needs.
• Product-specific goals are outcomes that consumers
see by using a given product or service. When a
consumer states they want a pair of jeans, they have
stated a generic goal. When they announce they really
want a pair of Calvin Klein jeans, then they have stated
product-specific goals.
–.
Motivational Conflicts
• A motivational conflict is a situation in which a
consumer is driven to make a decision based
on conflicting goals. Consumers are either motivated by
a positive or a negative reinforcement, which forms the
basis for the individuals motivation to act and make
consumer decisions
• There are three main types of motivational
conflict theory that business owners should be aware
of:, Approach-Approach, Approach-Avoidance and
Avoidance-Avoidance.
Copyright © 2018 Pearson Education Ltd.

Copyright © 2019, 2015, 2010 Pearson Education,
5-8Inc. All Rights Reserved
• A person has an approach–approach conflict when he or
she must choose between two desirable alternatives. A
student might be torn between going home for the
holidays and going on a skiing trip with friends.
• Approach-avoidance conflicts arise when consumers
want a product, but the negative qualities of the product
lead us to want to avoid that product, too. For example,
many people, at some point, will desire fast food of some
sort. However, we tend to avoid fast food because of the
negative effects it can have on our health.

Copyright © 2019, 2015, 2010 Pearson Education,
5-9Inc. All Rights Reserved
• Avoidance/Avoidance motivational conflict occurs
when consumers are faced with two equally undesirable
choices. Involves a choice between two negative
alternatives. For example, when an individual must
choose between unemployment and a salary cut.

5-10
Murray’s Psychogenic Needs
Table 3.1 Strategic Applications Of Murray’s List
Need Illustrative Characteristics Promotional Applications
Achievement: Do the best and work hard in any Messages that encourage and illustrate
accomplish tasks, succeed, and undertaking. Be able to do things better success(e.g., advertising education).
overcome obstacles. than others.
Exhibition: Tell amusing jokes at parties. Say things Messages showing attention from others when
shock or thrill others and be the that others regard as witty and clever. they notice one’s possessions (e.g.,expensive
center of attention. cars).
Affiliation: Be loyal to and share things with friends. Messages showing people enjoying themselves
spend time, form strong Help friends in trouble. Be confided in by in large groups (e.g., vacations, shopping
friendships and attachments with others and told about their troubles. situations).
others.
Power/Dominance: Seek leadership in groups. Supervise Messages showing actual or symbolic
control, influence, and lead others. and direct the actions of others. dominance (e.g., being a chief executive;
owninga powerful car).
Change: Doing new and different activities, like Messages stressing novelty, uniqueness, and
seek new experiences and avoid eating in new restaurants, going on breaking with routines (e.g., adventure travel
routine. trips, and avoiding conventional and active vacations).
situations.
Order: Planning and organizing the details in Promoting devices that save space and keep
keeping things neat and organized. any undertaking. Setting definite times things firmly in place (e.g., dividers and
for activities. organizers for closets, drawers, and garages).
Source: Data based on the works of Henry Murray
Maslow’s Hierarchy of Needs
Discussion Questions (1 of 2)
• What are three types of products related to more then one level
of Maslow’s Hierarchy of Needs?
Figure Maslow’s Hierarchy of Needs
For Reflection
• Give an example when you had a need for affiliation,
power, or uniqueness.

5-15
McClelland’s 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
3-16
Appeal to Which Need? (1 of 2)
Source: Photo courtesy of The Container Store
Appeal to Which Need? (2 of 2)
Source: BlueFox.io
Factors That Motivate Shopping
• Human needs are not ever fully satisfied. Higher-order
needs emerge as lower-order needs are fulfilled.
Individuals who reach their goals usually set new, higher
goals for themselves.
• In the context of shopping, mothers and daughters shop
for different reasons. Mothers tend to be more purposeful;
daughters enjoy social shopping and consider shopping
recreation.
Motives for Online Interactions
Several studies investigated the motivations of consumers
to interact with brands on the Internet. Marketers are
particularly interested in bloggers and other individuals who
post comments online because they can influence others.
• Interest in buying and comparing products’ features
• Personalizing products is fun
• Desire for good customer service
• Win prizes and receive free samples
Frustration and Defense Mechanisms
Frustration is the feeling that results from failure to
achieve a goal, and defense mechanisms are reasoning
and behavioral ways to handle frustration.
They are often developed to protect one’s ego from feelings
of failure when goals are not achieved. Marketers often
portray frustrating situations in ads and describe how their
products relieve them
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Consumer Behavior

 Why do people go to boutique hotels?

Copyright © 2018 Pearson Education Ltd.

Copyright © 2018 Pearson Education Ltd.

Copyright © 2018 Pearson Education Ltd.

Source: Data based on the works of Henry Murray

Copyright © 2018 Pearson Education Ltd.

Source: Photo courtesy of The Container Store

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