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The Consumer as an Individual

Consumer Motivation

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In the factory, we make cosmetics; in the store we sell hope. Charles Revson

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Product vs. Need Orientation

Product Orientation:We make products that meet everydayneeds of our consumers.

Need Orientation

We will provide branded products andservices of superior quality and value

that improve the lives of the world'sconsumers. As a result, consumers willreward us with leadership sales, profitand value creation, allowing ourpeople, our shareholders and thecommunities in which we live and workto prosper.

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Model of the Motivation Process

LearningLearning

Needs

wants,

and

desires

Needs

wants,

and

desires

TensionTension

Goal or

need

fulfill-

ment

Goal or

need

fulfill-

ment

DriveDrive BehaviorBehavior

Cognitive

processes

Cognitive

processes

Tension

reduction

Tension

reduction

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Types of NeedsTypes of NeedsTypes of NeedsTypes 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

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GoalsGoalsGoalsGoals

Generic Goals the general categories of goals that

consumers see as a way to fulfill theirneeds

e.g., I want to get a MBA degree.

Product-Specific Goals the specifically branded products orservices that consumers select as theirgoals

e.g., I want to get an MBA from IIPM.

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Goals

GoalSetting

Formationof a goal

ActionPlanning

ActionInitiation

&Control

GoalAttainment/

Failure

Feedback Reaction

How do I feel aboutachieving/not achieving mygoal?

What are

the goals Icanpursueand whydo I want

to pursuethem?

What is it

for which Istrive?

How can I

achievemy goals?

How well

have Ienacted myplans?

Whats myprogress?

Anyadjustments?

Is it stillworth?

To what

degree have Iachieved/failed to achievemy goals?

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The Selection of GoalsThe Selection of GoalsThe Selection of GoalsThe Selection of Goals

The goals selected by an individual depend ontheir: Personal experiences

Physical capacity Prevailing cultural norms and values

Goals accessibility in the physical and social

environment

Promotion Focus & Prevention Focus

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Motivations and GoalsMotivations and GoalsMotivations and GoalsMotivations and Goals

Positive Motivation

A driving forcetoward someobject orcondition

Approach Goal

A positive goaltoward which

behavior is directed

Negative Motivation

A driving forceaway from someobject orcondition

Avoidance Goal

A negative goal fromwhich behavior is

directed away

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Rational Versus Emotional MotivesRational Versus Emotional MotivesRational Versus Emotional MotivesRational Versus Emotional Motives

Rationality implies that consumers select goalsbased on totally objective criteria such as size,weight, price, or miles per gallon

Emotional motives imply the selection of goalsaccording to personal or subjective criteria

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The Dynamic Nature of MotivationThe Dynamic Nature of MotivationThe Dynamic Nature of MotivationThe Dynamic Nature of Motivation

Needs are never fully satisfied New needs emerge as old needs are satisfied

People who achieve their goals set new andhigher goals for themselves

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ChangingChangingChangingChanging

ConsumerConsumerConsumerConsumer

NeedsNeedsNeedsNeeds

more >>

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Frustration

Failure to achieve agoal may result in

frustration. Some

adapt; others adoptdefense mechanisms

to protect their ego.

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DefenseDefense

MechanismMechanism

Methods by whichpeople mentally

redefine frustrating

situations to protecttheir self-images and

their self-esteem.

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Table 4.2 Defense MechanismsTable 4.2 Defense MechanismsTable 4.2 Defense MechanismsTable 4.2 Defense Mechanisms

Aggression

Rationalization

Regression Withdrawal

Projection

Daydream

Identification Repression

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Arousal of MotivesArousal of MotivesArousal of MotivesArousal of Motives

Physiological arousal Emotional arousal

Cognitive arousal

Environmental arousal

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CognitiveCognitiveCognitiveCognitive

NeedNeedNeedNeed

ArousalArousalArousalArousal

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Philosophies Concerned With ArousalPhilosophies Concerned With ArousalPhilosophies Concerned With ArousalPhilosophies Concerned With Arousal

of Motivesof Motivesof Motivesof 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. inunderstanding consumer behavior

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Physiological Needs(Food, water, air, shelter, sex)

Safety and Security Needs(Protection, order, stability)

Social Needs(affection, friendship, belonging)

Figure 4.9 Maslows Hierarchy of Needs

Esteem Needs

(Prestige, status, self esteem)

Self-Actualization(Self-fulfillment)

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Appeal to Esteem Needs

Executive Floor- Gurgaon

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Self-Actualization

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Murrays List ofPsychogenic Needs

Needs Associated with Inanimate Objects:Acquisition, Conservancy, Order, Retention, Construction

Needs Reflecting Ambition, Power,

Accomplishment, and Prestige:Superiority, Achievement, Recognition, Exhibition, Infavoidance

Needs Connected with Human Power:

Dominance, Deferrence, Similance, Autonomy, Contrariance

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Murrays List ofPsychogenic Needs

Sado-Masochistic Needs :

Aggression, Abasement

Needs Concerned with Affection between People:Affiliation, Rejection, Nurturance, Succorance, Play

Needs Concerned with Social Intercourse:

Cognizance, Exposition

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Appeal to Egoistic NeedsAppeal to Egoistic NeedsAppeal to Egoistic NeedsAppeal to Egoistic Needs

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A Trio of NeedsA Trio of NeedsA Trio of NeedsA 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 self-actualizationneeds

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Appeal toAppeal toAppeal toAppeal to

PowerPowerPowerPower

NeedsNeedsNeedsNeeds

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Appeal toAppeal toAppeal toAppeal to

AffiliationAffiliationAffiliationAffiliation

NeedsNeedsNeedsNeeds

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Appeal toAppeal toAppeal toAppeal to

AchievemeAchievemeAchievemeAchieveme

nt Needsnt Needsnt Needsnt Needs

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MotivationalMotivational

ResearchResearch

Qualitative researchdesigned to uncover

consumers

subconscious or hiddenmotivations.

Consumers are not

always aware of, or

may not wish to

recognize, the basic

reasons underlying

their actions.

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Ethics & Consumer Motivation