Consumer Motivation. Week 4

Transcription

1 Consumer Motivation Week 4 1

2 Learning Objectives 1. Understand the motivation process and the dynamics of motivation. 2. Learn the types of needs and the Maslow s hierarchy of needs. 3. Understand selection of goals and substitute goals, frustration and defense mechanisms. 2

3 Motivation the driving force within individuals that impels them to action. produced by a state of tension, by having a need which is unfulfilled. consumers want to fulfill these needs and reduce the state of tension. 3

4 Model of the Motivation Process 4

5 Needs It is a driver of human action which marketers try to identify, emphasize, and satisfy, and around which promotional efforts are organized. Marketers do not create needs but can make consumers aware of needs. Needs may have a positive or negative direction. Example: when people shop for funeral services, this is not something they are usually drawn to but rather must pursue and purchase. 5

6 Types of Needs Innate Needs Physiological (or biogenic) needs that are considered primary needs or motives. Acquired Needs Learned in response to culture or environment. Are generally psychological and considered secondary needs. 6

7 Maslow s Hierarchy of Needs 7

8 Maslow s Hierarchy of Needs consumers will fill lower-level needs before the higher-level needs. rank in order of importance from lower-level needs to higher-level needs 8

9 Goals It is the end results of motivated behavior or objective Generic goals: goals that consumers see as a way to fulfill their needs. Example: pair of jeans Product-specific goals: specifically branded products or services that consumers select as their goals. Example: Calvin Klein jeans 9

10 The Selection of Goals The goals selected by an individual depend on their: Personal experiences Other s opinions and input Physical capacity Prevailing cultural norms and values physical and social environment Example: decision to go on a vacation. 10

11 The Dynamics of Motivation highly dynamic and constantly changes in response to life experiences. change as people age, interact with others, change careers, acquire wealth, become ill, marry or divorce, or pursue education. 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 11

12 Substitute Goals used when a consumer cannot attain a specific goal he anticipates will satisfy a need. due to lack of money, ability, desire, or accessibility. dispel tension may actually replace the primary goal over time 12

13 Frustration Failure to achieve a goal may result in frustration. Some adapt; others adopt defense mechanisms to protect their ego. 13

14 Defense Mechanisms Aggression - individuals may resort to aggressive behavior in an attempt to protect their self-esteem. Rationalization - people sometimes resolve frustration by inventing plausible reasons for being unable to attain their goals (e.g., not having enough time to practice) or deciding that the goal is not really worth pursuing (e.g., how important is it to achieve a high bowling score?) 14

15 Defense Mechanisms Regression - an individual may react to a frustrating situation with childish or immature behavior. For example, a shopper attending a bargain sale, may fight over merchandise. Withdrawal - frustration may be resolved by simply withdrawing from the situation. 15

16 Discussion Question 1. Consumers have both innate and acquired needs. Give examples of each kind of need and show how the same purchase can serve to fulfill either or both kinds of needs. 2. Find two advertisements that appeal for power, affiliation, and achievement. Discuss their effectiveness. 3. Find 2 examples of ads that are designed to arouse consumer needs and discuss their effectiveness. 16

17 Discussion Question 4. Think of a recent decision you might have made to go on a vacation. How was it influenced by personal experiences, the accessibility of the goal, and the social environment? 5. Identify a defense mechanism when you react to a difficult situation or frustration. 17