Motivation on consumer behaviour
- 2. Motivation is the driving force within individuals that implies them to action…….
- 3. TYPES OF MOTIVATION Positive Motivation Negative Motivation Extrinsic Motivation Intrinsic Motivation
- 4. Model of Motivational Process Unfulfilled, Needs, Wants, and Desire Tension Drive Previous Learning Behaviour Tension Reduction Goal and Need Fulfilment Cognitive Process
- 5. Needs • Innate Needs (Biogenic or Primary) – Physiological needs • Acquired Needs (Psychological or Secondary) – Learned from culture or environment. • Extrinsic Needs – Motivates an individual to achieve end results. • Intrinsic Needs – His/ her own comfort. • MOTIVES – Positive and Negative – Positive – Shaping up the body – Negative – To avoid health problems
- 6. GOALS • Generic Goals • Product Specific Goals The selection of Goals Personal experiences Physical capacity Prevailing cultural norms & values Goals accessibility in the physical and social environment Individuals characteristics
- 7. • Positive and Negative Goal – Positive Goal( Approach Object) – towards which behavior is directed. – Negative Goal ( Avoidance Object) – behavior which is directed away. • Promotion and Prevention Focus – Promotion – growth and development. – Prevention – safety and security. • Utilitarian and Hedonic – Utilitarian – Utility – Hedonic – feelings, to enhance satisfaction
- 8. Interdependence of Needs and Goals • Needs and goals are interdependent; neither exists without the other. • Individuals are more aware of their physiological needs than are of their psychological needs.
- 9. Rational Vs Emotional Motives • Rational – people choose product which gives most utility (size, weight, price and miles) • Emotional – people select goals according to personal or subjective ( eg: pride, fear, affection or status)
- 10. Dynamics of Motivation • Needs are never fully satisfied • Needs emerge as old needs are satisfied • Success and failure influence goals: – Substitute Goals – Frustration – Defense Mechanism – Aggression – express anger. – Rationalization – they say the goal is worthless. – Regression – childish behavior. – Withdrawal – Projection – blaming others – Daydreaming / fantasizing. – Identification – solving the issue by comparing with others. – Repression or suppression, Sublimation – avoid thinking about the goal itself.
- 11. Arousal of Motives • Physiological Arousal • Emotional Arousal • Cognitive Arousal
- 12. Types and systems of Needs
- 13. Power e.g. ego needs Affiliation e.g. groups Achievement e.g. self confident A trio of needs
- 14. Measurement of Motivation • Qualitative Research e.g. underlying feelings, attitudes, and emotions concerning product, service or brand etc. Metaphor analysis Story telling Word association and sentence completion Thematic apperception test Drawing pictures and photo sorts