1. TOPIC 3
MOTIVATION
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2. Learning Outcomes
After this session you should be able to:
 Understand the basic concepts of Motivation
 Establish the difference between Positive and
Negative Motivation
 Understand the difference between Needs and
Wants
 Be able to apply the different theories of
Motivation i.e. Maslow, Freud etc.
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3. Personal Factors Influencing Buyer
Behaviour
PSYCHOLOGICAL
CULTURAL
Motivation
Culture
PURCHASE? Beliefs & attitudes
Sub-culture
Perception
Social class
Learning
PERSONAL
SOCIAL Age & life-cycle stage
Reference groups Occupation
Family Personality & self-concept
Roles & status Economic
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4. CONSUMER AS AN
INDIVIDUAL
Motivation Perceptio Learning Personal
n
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5. The field of motivation seeks to explain WHY
consumers behave as they do, and can be
defined as...
…The processes that move a person to behave in certain ways.
Activated state of need drives goal-directed
behaviour
There are different kinds of motivation at work within individuals:
1. POSITIVE
2. NEGATIVE
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6. Examples….
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7. Consumer Needs & Wants
In CB literature a distinction is made between these two terms:
Need
Want
Needs may be….Innate
Innate needs (Internal Motivation), according to Alderfer
(1972), are related to the gratification of existence needs i.e.
hunger, thirst, protection and sexual drives.
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8. Theories of Motivation
1. Maslow (1943) presented a hierarchy of needs:
5. Self-Actualisation
4. Esteem, respect
3. Love, belongingness
2. Safety, security
1. Physiological needs
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9. Level 1
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10. Level 2
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11. Level 3
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12. Level 4
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13. Level 5
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14. 2. Alderfer (1972) added a further dimension to
Maslows’ (1943) theory with the ERG model;
Level
5. Self-Actualisation
Growth
4. Esteem, respect
Relatedness
3. Love, belongingness
Existence 2. Safety, security
1. Physiological needs
Hanna (1980) provided a typology of consumer needs which closely parallels
Maslow’s yet is more focused on the needs consumers seek to satisfy through
purchasing behaviour.
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15. Theories of Motivation cont….
3. Sigmund Freud (1856-1939) considered innate motivation.
Freud, based on this type of motivation, developed his
Psychoanalytic Theory.
Superego
Conscious Level
Ego Subconscious Level
Id Unconscious Level
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16. 03/12/13 16

17. Theories of Motivation cont….
4. Harold Laswell (1948) - Theory of the Triple Appeal
5. Ernest Dichter et al 1950’s
6. Needs/Benefits Ladder
identify relevant needs & values
select relevant consumer benefits
find features producing these benefits
Needs Features Benefits
Identify needs Select relevant Convert features into
features benefits that satisfy needs
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18. Summary
 Positive and Negative Motivation
 Needs and Wants can be distinguishable
 Many different theories of Motivation i.e.
Maslow, Freud etc.
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19. Directed Reading
Essential
Schiffmann, L.G. & Kanuk, L.L. (2007) ‘Consumer Behaviour, 9th edition’,
Pearson Prentice Hall. Chapter 4.
Suggested reading:
Rodgers, M. (2004) ‘Challenging Maslow’. Brand Strategy,
December/January, p.29.
Arnolds, C.A. and Boshoff, C. (2002) ‘Compensation, esteem valence & job
performance: an empirical assessment of Alderfer’s ERG Theory’.
International Journal of HRM, 13:4 June, pp.697-719.
Stern, B.B. (2004) ‘The importance of being Ernest: commemorating
Dichter’s contribution to advertising research’. Journal of Advertising
Research, June, pp.165-169.
Trigg, A.B. (2004) ‘Deriving the Engel curve: Pierre Bourdieu and the social
critique of Maslow’s hierarchy of needs’. Review of Social Economy,
vol.LXII, no.3, Sept.
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