CONSUMER MOTIVATION
By Balachandar K
Reference Book: Consumer behavior, Schiffman & Kanuk

Motivation – Definition
 Motivation is the driving force within individuals that
impels them to action.

Model of Motivational Process

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

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

 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

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.

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)

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.

Arousal of Motives
 Physiological Arousal
 Emotional Arousal
 Cognitive Arousal

Types and systems of Needs

Segmentation and promotional
applications

 Power e.g. ego needs
 Affiliation e.g. groups
 Achievement e.g. self confident
A trio of needs

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