Chapter 2-Consumer Motivation.ppt
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This document discusses consumer motivation and the consumer decision making process. It defines motivation as the internal process that drives consumers to achieve goals. The motivation process involves a need or tension that the consumer wants to resolve. Marketers aim to understand consumers' manifest and latent motivations in order to develop products that satisfy those needs. The summary examines different theories of motivation and how understanding motivation can help guide marketing strategy.
Chapter 2-Consumer Motivation.ppt
- 2. Information Search Perception Postpurchase Evaluation Learning Purchase Decision Integration Alternative Evaluation Attitude Formation Problem Recognition Motivation Purchase Decision Integration Consumer Decision Making Decision Stage Psychological Process Alternative Evaluation Attitude Formation Information Search Perception Problem Recognition Motivation
- 3. Out of Stock Sources of Problem Recognition Dissatisfaction New Needs or Wants Related Product Purchase Market-Induced Recognition New Products
- 4. Ads Help Consumers Recognize Problems
- 6. . What is Motivation Motive, Motivation & Goal • A motive is an impulse that causes a person to act-can be positive or negative – Rational and emotional • Motivation is an internal process that makes a person move toward a goal. – Motivation, like intelligence, can’t be directly observed. Instead, motivation can only be inferred by noting a person’s behavior • Goal: – The end state that is desired by the consumer- generic and product specific – Positive goal-approach-promotion focus-utilitarian features – Negative goal-avoidance- prevention focus –hedonic features
- 7. Why we do what we do…
- 8. The Motivation Process Tension Drive Strength Drive Direction Behavior Want Goal
- 9. The Motivation Process • The processes that lead people to behave as they do. It occurs when a need arises that a consumer wishes to satisfy. – Biogenic needs/innate/primary: Needs necessary to maintain life-more aware – Psychogenic needs/acquired/secondary: Culture-related needs (e.g. need for status, power, affiliation, etc.)-less aware – From application point- extrinsic/intrinsic
- 10. The Motivation Process • Drive: – The degree of arousal present due to a discrepancy between the consumer’s present state and some ideal state – Positive drive- need, want and desire – Negative drive- fear and aversion • Want: – A manifestation of a need created by personal and cultural factors. • Motivation can be described in terms of: – Strength: The pull it exerts on the consumer – Direction: The particular way the consumer attempts to reduce motivational tension
- 11. Ads Reinforce Desired States • This ad for exercise shows men a desired state (as dictated by contemporary Western culture), and suggests a solution (purchase of equipment) to attain it.
- 12. Instant Gratification of Needs • We expect today’s technical products to satisfy our needs – instantly.
- 14. The Dynamics of Motivation • Needs are never fully satisfied • New needs emerge as old needs are satisfied • Success and failure influence goals – Substitute goals – Frustration – Defense mechanisms • Multiplicity of needs and variation of goals • Arousal of motives – Physiological, emotional, cognitive – Behaviorist school and cognitive school
- 15. Types & Systems of Needs
- 16. Types & Systems of Needs
- 17. Three Types of Motivational Conflicts
- 21. Motivation Theory and Marketing Strategy Consumers do not buy products; instead they buy motive satisfaction or problem solutions. Managers must discover the motives that their product and brands can satisfy and develop marketing mixes around these motives. Who purchases these products and what are the motives for purchasing: - Imported Beer: Beck’s, Heineken - Spaghetti Sauce: Classico, Newman’s Own
- 22. Motivation Theory and Marketing Strategy Consumed by confident, upscale, professional men Desire for status Desire for individuality Motivated by indulgence and Motivated by ambition and individuality Consumed by upscale, sophisticated adults
- 23. Motivation Theory and Marketing Strategy Discovering Purchase Motives Manifest motives are motives that are known and freely admitted. Consumers don’t always readily admit their motives Latent motives are either unknown to the consumer or are such that he/she is reluctant to admit them.
- 24. Motivation Theory and Marketing Strategy Manifest motives? Latent motives? Manifest motives? Latent motives?
- 25. The Measurement of Motives • Combination of – Response to questionnaire – Insights from focus groups – In-depth interviews – Projective techniques
- 26. Motivational Research • Sigmund Freud’s psychoanalytic theory of personality – Unconscious needs and drives are at the heart of human motivation and personality • Attempts to discover underlying feelings, attitudes and emotions concerning products, service or brand use. • Dr. Ernest Ditchter- trained clinical psychoanalyst 1930s
- 27. Product Profiles • Baking • Automobiles • Dolls • Ice cream
- 32. Individual Assignment • Take a look at each of the 10 items you bought • Categorize each according to – The motivational force(s) that caused you to but it • Biological, emotional, rational, social – The theory that best explains why you bought it • Thorndike, Alderfer, Maslow