1) The document defines motivation as the driving force within individuals that impels them to action. It refers to the states within a person that drives behavior toward some goals. 2) It discusses different types of needs including innate needs (physiological) and acquired needs (learned from culture/environment). It also discusses Maslow's hierarchy of needs. 3) It provides an overview of different motivation theories including Maslow's theory of human motivation and incentive theories. It discusses how marketers can target different needs in Maslow's hierarchy through advertising appeals.

1. Ashish Pandita
5425-MBA-3rd Semester.
Central University Of Haryana

3. DEFINITION OF MOTIVATION:
Motivation refers to the states within a person that drives behavior toward some goals.
- MORGAN AND KING
Motivation is the driving force within individuals that impels them to action.
Motivation is derived from the Latin word ‘movere’ which means ‘to move’ or ‘to
energize’ or ‘to activate’.
Needs :
• Needs are the essence of the marketing concept.
• Types of Needs
• Innate Needs: Physiological (or biogenic) needs that are considered primary needs
or motives
• Acquired Needs: Learned in response to our culture or environment. Are generally
psychological and considered secondary needs

4. Model of the Motivation Process
4

5. Is a body spray an
innate or
acquired need?

6. Motivation as a Psychological Force
• Motivation is the driving force
within individuals that impels
them to action.
• Needs are the essence of the
marketing concept. Marketers do
not create needs but can make
consumers aware of needs.
6

7. Substitutes…

8. • A consumer’s behavior often fulfills more than one need. In fact, it is
likely that specific goals are selected because they fulfill several needs.
• We buy clothing for protection and for a certain degree of modesty; in
addition, our clothing fulfills a wide range of personal and social needs,
such as acceptance or ego needs.
Multiplicity of Needs and Variation of Goals

9. Goals
• Goals :
• A goal or objective is a projected state of affairs that a person or a system
plans or intends to achieve—a personal or organizational desired end-
point in some sort of assumed development.
• Types of goals:
• Generic goals: are general categories of goals that consumers see as
a way to fulfill their needs
• Product-specific goals: Are specifically branded products or
services that consumers select as their goal.

10. Goal continued…
• The Selection of Goals
• • The goals selected by an individual depend on their:
• • Personal experiences
• • Physical capacity
• • Prevailing cultural norms and values
• • Goal’s accessibility in the physical and social environment
 Marketers are particularly concerned with product-specific goals, that
is, the specifically branded goods and services that consumers select
for goal fulfillment.
 Example : If a student tells his parents that he wants to become a
medical doctor, he has stated a Generic Goal. If he says he wants to
get an M.D. degree from UCLA, he has expressed a Product-Specific
Goal.

11. Copyright 2007 by Prentice Hall
The Selection of Goals
• The goals selected by an individual depend on
their:
– Personal experiences
– Physical capacity
– Prevailing cultural norms and values
– Goal’s accessibility in the physical and social
environment

12. Copyright 2007 by Prentice Hall
Figure 4-2c
Goals Structure for Weight Control

13. Copyright 2007 by Prentice Hall
Rational versus Emotional Motives
• Rationality implies that consumers select
goals based on totally objective criteria such
as size, weight, price, or miles per gallon
• Emotional motives imply the selection of goals
according to personal or subjective criteria

14. Types of motivations.
• Positive and negative motivation:
• Positive motivation is a response which includes enjoyment and optimism
about the tasks that you are involved in. Under this better facilities and
rewards are provided for their better performance. Such rewards and
facilities may be financial and non-financial.
• Negative motivation aims at controlling the negative efforts of the work
and seeks to create a sense of fear for the worker, which he has to suffer for
lack of good performance.

15. Hard facts…
• The Dynamic Nature of Motivation
• • 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

16. Arousals
• Arousal of Motives:
• The arousal of any particular set of needs at a specific moment in time may be caused by internal stimuli
found in the individual’s physiological condition, by emotional or cognitive processes or by stimuli in
outside environment.
• • Physiological arousal
• • Emotional arousal
• • Cognitive arousal
• • Environmental arousal
• Physiological Arousal Bodily needs at any one specific moment in time are based on the individual
physiological condition at the moment. Ex..A drop in blood sugar level or stomach contractions will trigger
awareness of a hunger need. Ex..A decrease in body temperature.
• Emotional Arousal Sometime daydreaming results in the arousal (autistic thinking) or stimulation of latent
needs. People who are board or who are frustrated in trying to achieve their goals or often engage in
daydreaming, in which they imagine themselves in all sorts of desirable situations. Ex..A young woman
who may spend her free time in internet single chat room.
• Cognitive arousal Sometime random thoughts can lead to a cognitive awareness of needs. An
advertisement that provides reminders of home might trigger instant yearning to speak with ones parents.
• Environment arousal The set of needs an individual experiences at particular time are often activated by
specific cues in the environment. Without these cues the needs might remain dormant.ex.The 8’o clock
news, the sight or smell of bakery goods, fast food commercials on television, all these may arouse the need
for food Ex..New cell phone model display in the store window.

17. Example…

18. • INCENTIVE THEORIES
• MASLOW THEORY OF HUMAN MOTIVATION
THEORIES OF MOTIVATION:

19. Maslow’s
• Needs at the lower levels of the hierarchy dominate an individual’s motivation as
they are unsatisfied. Once, these are adequately satisfied, however, the higher needs
occupy the individual’s attention and efforts.

20. Marketing Strategies….
• Motivation Conflict
• With (he many motives consumers have and the many situations in which these motives are activated,. The
resolution of a motivational conflict often affects consumption patterns. There arc three types of
motivational conflict of importance to marketing managers:
• Approach-Approach Conflict
• Approach-Avoidance Conflict
• Avoidance-Avoidance Conflict
• Approach-Approach Motivational Conflict A consumer who must choose between two attractive al-
ternatives faces approach-approach conflict. The more equal this attraction, the greater the conflict. A con-
sumer who recently received a large cash gift for graduation (situational variable) might be ton) between a
trip Kashmir (perhaps powered by a need for stimulation) and a new bike .
• Approach-Avoidance Motivational Conflict A consumer facing a purchase choice with both positive and
negative consequences confronts approach-avoidance conflict. A person who is concerned about gaining
weight. (Coca Cola)
• Avoidance-Avoidance Motivational Conflict A choice involving only undesirable outcomes produces
avoidance-avoidance conflict. (washing machine fails)."Pay me now. or pay me (more) later."

21. MASLOW THEORY OF HUMAN
MOTIVATION:

22. Continued…..

24. To Which of Maslow’s
Needs Does This Ad Appeal?
24

25. Self-Actualization
25

26. To Which of Maslow’s
Needs Does This Ad Appeal?
26

27. Egoistic Needs
27

28. To Which of Maslow’s
Needs Does This Ad Appeal?
28
28

29. Both Physiological and Social Needs
29

30. Tragedy
• Changing customer tastes and preferences.
• Advertisement (blind)
• Advertisement ware out.
• Perceiveness of Advertisement
• Market penetration disadvantage.(Nike &
Adidas)

31. How Marketer Targets
• Social Acceptance
• Social Comparison
• Upward Mobility
• Conspicuous consumption
• Product obsolesce
• Emotional Marketing

32. Perceive….

33. Murray’s List of Psychogenic Needs
33
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

34. Defense Mechanisms
• Marketers often consider this fact in their selection of advertising
appeals and construct advertisements that portray a person
resolving a particular frustration through the use of the advertised
product.
34

35. What type of
defense
mechanism is
this
spokesperson
using in this ad?

36. Copyright 2007 by Prentice Hall
Substitute Goals
• Are used when a consumer cannot attain a specific goal he/she anticipates
will satisfy a need
• The substitute goal will dispel tension
• Substitute goals may actually replace the primary goal over time.

37. Copyright 2007 by Prentice Hall
The Dynamic Nature of Motivation
• 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

38. ADDS positive and negative..