This chapter discusses consumer motivation and motivation research. It introduces a model of the motivation process and explores the concepts of goals, motives, and needs. Needs can be innate or acquired. Motivation is the driving force that impels consumers to action. Goals are the results of motivated behavior and can be generic or product-specific. Motivation can be positive or negative. Both rational and emotional motives influence goal selection. The chapter also examines frustration, defense mechanisms, arousal of motives, and Maslow's hierarchy of needs. It outlines qualitative motivational research techniques used to uncover hidden motivations.

1. Chapter 4
Consumer Motivation
Consumer Behavior,
Ninth Edition
Schiffman & Kanuk
Copyright 2007 by Prentice Hall

2. Chapter Outline
•
•
•
•
•
Model of the Motivation Process
Goals
Motives
Needs
Motivational Research
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3. Needs and Motivation
• Needs are the essence of the marketing
concept. Marketers do not create
needs but can make consumers aware
of needs.
• Motivation is the driving force within
individuals that impels them to action.
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4. Figure 4.1 Model of the
Motivation Process
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5. 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
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6. Is a body spray
an innate or
acquired
need?
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7. Goals
• The sought-after results of motivated
behavior
• 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 goals
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8. Figure 4-2a
Goals Structure for Weight Control
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9. Figure 4-2b
Goals Structure for Weight Control
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10. Figure 4-2c
Goals Structure for Weight Control
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11. Weight Control Giants
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12. 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
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13. Discussion Question
• What are three generic goals you have set for
yourself in the past year?
• What are three product-specific goals you
have set in the past year?
• In what situations are these two related?
• How were these goals selected? Was it
personal experiences, physical capacity, or
prevailing cultural norms and values?
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14. Motivations and Goals
Positive
• Motivation
– A driving force
toward some object
or condition
• Approach Goal
– A positive goal
toward which
behavior is directed
Negative
• Motivation
A driving force away
from some object or
condition
• Avoidance Goal
– A negative goal from
which behavior is
directed away
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15. 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
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16. Discussion Question
• What products might be purchased
using rational and emotional motives?
• What marketing strategies are effective
when there are combined motives?
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17. 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
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18. 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
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19. Frustration
• Failure to achieve a goal may result in
frustration.
• Some adapt; others adopt defense
mechanisms to protect their ego.
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20. Defense Mechanism
• Methods by which people mentally
redefine frustrating situations to
protect their self-images and their selfesteem
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21. What type of
defense
mechanism is
this
spokesperson
using in this
ad?
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22. Table 4.2
Defense Mechanisms
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•
•
•
Aggression
Rationalization
Regression
Withdrawal
•
•
•
•
Projection
Autism
Identification
Repression
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23. Arousal of Motives
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•
•
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Physiological arousal
Emotional arousal
Cognitive arousal
Environmental arousal
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24. Philosophies Concerned with
Arousal of Motives
• Behaviorist School
– Behavior is response to stimulus
– Elements of conscious thoughts are to be ignored
– Consumer does not act, but reacts
• Cognitive School
– Behavior is directed at goal achievement
– Needs and past experiences are reasoned,
categorized, and transformed into attitudes and
beliefs
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25. Maslow’s Hierarchy of Needs
Figure 4.10
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26. Discussion Question
• What are three types of products
related to more then one level of
Maslow’s Hierarchy of Needs.
• For each type of product – consider
two brands. How do marketers attempt
to differentiate their product from the
competition?
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27. Table 4.3
Murray’s List of Psychogenic Needs
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
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28. Table 4.3 (con’t)
Murray’s List of Psychogenic Needs
Sado-Masochistic Needs :
Aggression, Abasement
Needs Concerned with Affection between People:
Affiliation, Rejection, Nurturance, Succorance, Play
Needs Concerned with Social Intercourse:
Cognizance, Exposition
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29. This ad reflects
a need for
accomplishment
with a
toothpaste.
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30. A Trio of Needs
• Power
– individual’s desire to control environment
• Affiliation
– need for friendship, acceptance, and
belonging
• Achievement
– need for personal accomplishment
– closely related to egoistic and selfactualization needs
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31. Measurement of Motives
• Researchers rely on a combination of
techniques
• Combination of behavioral, subjective,
and qualitative data
• Construction of a measurement scale
can be complex
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32. Motivational Research
• Qualitative research designed to
uncover consumers’ subconscious or
hidden motivations
• Attempts to discover underlying
feelings, attitudes, and emotions
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33. Qualitative Motivational
Research
• Metaphor analysis
• Storytelling
• Word association and sentence
completion
• Thematic apperception test
• Drawing pictures and photo-sorts
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34. Many Companies Specialize in
Motivational Research
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