Con beha. unit 6
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The document discusses various theories of motivation in consumer behavior, emphasizing the distinction between primary and secondary needs, as well as Maslow's hierarchy of needs, which categorizes human needs into five levels. It explores concepts like psychological forces and driving behavior in relation to achieving goals, highlighting both positive and negative motivation. Additionally, it briefly touches on other theories such as Alderfer's ERG and Herzberg's two-factor theory, focusing on how these theories apply in marketing and consumer satisfaction.
Con beha. unit 6
- 1. CONSUMER BEHAVIOR UNIT 6: MOTIVATION Mrs. Shubhangi Dharma
- 2. MOTIVATION Needs Primary needs Secondary needs Motivational force Psychological force Driving force State of tension- unfulfilled need The Conscious/Unconscious strive to reduce tension
- 3. MOTIVATION Attempt to release tension Action to release tension Motivation: 1. Goal has to be selected 2. Action to achieve the selected goal 3. Motivation induces consumption
- 4. MOTIVATIONAL FORCES Tension Drive Behavior Goal (Cognitive process) Unfulfilled needs
- 5. NEEDS Innate – Psychological needs Acquired needs – Self esteem, Prestige, Affection, Power, Learning.
- 6. GOALS – RESULT OF MOTIVATED BEHAVIOR Generic goals Product specific goals – Marketers Setting of Goals – Personal Value
- 7. SELECTION OF GOALS Personal experience Physical capacity Cultural norms & Values Perception
- 8. NEEDS & GOALS Interdependent Maslow’s Law of Hierarchy Universal Hierarchy of Needs Five Levels of Human Needs Order of Importance Lower level (biogenic) needs Higher level (psychogenic) needs
- 9. MASLOW’S LAW Individuals satisfy lower level needs and then move to higher level needs Lowest level of unsatisfied needs motivate his/her behavior Once a need is satisfied, new needs emerge Needs overlap between each level No need is completely satisfied
- 10. PRIME MOTIVATOR- MAJOR DRIVING FORCE Five levels of need: 1. Physiological Needs 2. Safety and Security Needs 3. Social Needs 4. Ego Needs 5. Self Actualization
- 11. MOTIVATION Positive & Negative motivation Initiate & sustain human behavior Drives want, need, desire There is no distinction between needs, wants and desires.
- 12. MOTIVATION Positive goal: 1. Behavior is directed 2. Approach object Negative goal: 1. Directed away 2. Avoidance of object 3. Aroused by threat
- 13. MASLOW’S NEED THEORY Needs arranged 5 levels of needs Satisfaction of basic needs leads to the second level, then moving on to the third, fourth and ultimately the topmost level.
- 14. NEEDS Physiological needs – food, water, shelter, clothing. Safety needs – security Social needs – sense of belonging Esteem needs – prestige, status Self Actualization
- 15. APPLICATION OF MASLOW’S THEORY. Physiological needs – Products related to basic needs Safety needs – Products satisfy safety needs Social needs – Family bond, get together. Products related to social needs. Esteem needs – Ego’s satisfaction Self Actualization
- 16. TRIO OF NEEDS Three basic motivational needs- 1. Need of Power 2. Need of Affiliation 3. Need of Achievement
- 17. ERG HIERARCHY OF NEEDS Alderfer’s Theory Hierarchy of three needs: 1. Need of Existence 2. Need of relatedness 3. Need of Growth Notion of frustration leads to other behavior
- 18. Consumer Behavior – Consumer not satisfied Moves to a more complete alternative Frustration- Defense Mechanism
- 19. HERZBERG’S THEORY Two factor theory - 1. Factors cause satisfaction 2. Factors cause dissatisfaction Absence of dissatisfaction – Motives purchase Presence of satisfier is a must Application - Marketers avoid factors of dissatisfaction Seller identifies satisfier