Chapter 4 Motivation as a psychological force Figure: 4.1 Needs 1. Innate (physiological or biogenic) Primary needs 2.

Acquired needs Learned in response to our culture or environment Secondary need Goals Generic and product specific Selection of goals Personal value, personal experience, physical capacity, prevailing cultural norms and values, goal accessibility in the physical and social environment Individuals own perception of him or herself (Self-image) Interdependence of needs and goals Awareness is more in goal than in needs. Awareness in more in physiological need than psychological need

Chapter 4(Consumer Behavior) Mohammed Sohel Islam

Positive and negative motivation Driving force towards some objects to fulfill the need Driving force away from some objects to fulfill the need Positive goal (approach object): One towards which behavior is directed Negative goal (avoidance object): One from which behavior is directed away Rational versus emotional motives Rationality: consumers select goals based on totally objective criteria (best utility) Emotional motive: based on personal or subjective criteria The dynamics of motivation Needs are never fully satisfied New needs emerge as old needs are satisfied Success and failure influence goals Levels of aspiration Expectation based on past experience Goals should be reasonably attainable Not over promise, performance and expectation Substitute goals Frustration The inability to attain a goal Either manage to cope up, or seek substitute goal or adopt defense mechanism (Table 4.2) Multiplicity of needs Specific goals are selected as they fulfill several needs One overriding need (prepotent need) usually initiates behavior
Chapter 4(Consumer Behavior) Mohammed Sohel Islam

 Needs and goals vary among individuals Arousal of motives Dormant aroused by internal and external stimuli Physiological arousal Involuntary cues cause uncomfortable tension until they are satisfied. Emotional arousal Autistic thinking arouse dormant need Uncomfortable tension goal oriented behavior Cognitive arousal Random thoughts cognitive awareness of needs

Environmental arousal Goal object itself is the most potent form of situational cues. Cues produce psychological imbalance Complex and highly varied environment many needs are activated. Poor or deprived environment fewer needs are activated. Aggressive defense mechanism to reduce frustration To philosophies Behaviorist Response to stimulus No cognitive thoughts Not act but react Cognitive Directed towards goal achievement Needs and past experience

Chapter 4(Consumer Behavior) Mohammed Sohel Islam

Types and systems of needs Maslows Hierarchy of Needs Three assumptions There are some overlaps between each level The prime motivator Marketing application (advertising appeal, product positioning or repositioning, market segmentation) Consumer goods designed to satisfy each level of need. A Trio of Need Power (needs to control other person or object) Affiliation (desire for friendship, acceptance, belongings) Achievement (personal accomplishment) The measurement of motive Motives are hypothetical construct Qualitative research Triangulation (behavioral data, subjective data, qualitative data) Motivational research Qualitative research designed to uncover the consumers subconscious or hidden motivation The development of motivational research Sigmund freud theory Unconscious needs or drives, especially biological and sexual drives, are at the heart of human motivation and personality.

Chapter 4(Consumer Behavior) Mohammed Sohel Islam

 Dr. Ernest Dichter adapted Freuds theory to study consumer buying behavior. Drawbacks Small sample, no generalization. Projective test and depth interview are highly subjective. Many projective tests were developed for clinical purpose. This theory was structured for disturbed people. Developed in an entirely different social context. Focus on exotic behavior rather than prosaic consumer purchase.

Chapter 4(Consumer Behavior) Mohammed Sohel Islam