Motivation

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Motivation
Process of stimulating for certain behavior. What is stimulation? What is behavior?

Understanding some concepts

Stimulus is a cause- could be external- 4 Ps and environmental- deep discounts on bike in lean periods or a neighbor buying a bike internal- enhanced commuting causing need for a bike

Behavior is persons response to stimuli Certain stimulus could cause strong needs but others wont Strong stimuli activate need and tension in mind A motive could be defined as a need of sufficient intensity compelling the person to act for its fulfillment

Tourism is a main source of income for many countries

Could you name few?

Tourism is a main source of income for many countries

How do people decide- where to go on vacation? Or How you shall decide?

Tourism New Zealand wanted the answer

This answer was critical to TNZ, when they decided for Global branding for the first time about 20 years back Tourism is an important source of income for NZ TNZ was created to analyze markets and develop NZ as destination with high emotional pull TNZ did extensive market research with spl. Focus on UK

Tourism New Zealand wanted the answer

TNZ wanted to know if needs and motives were different across type of traveler and travel situations? Yes it was Some were fun and sun types wanting relaxation and socializations Others were serious wanting it to be prestigious, energizing and learning

Tourism New Zealand wanted the answer

Study showed various underlying motivational factors for U.K. travelers. Important 6 were Energizing- take on the world Sociability- join in and have fun Status- feel superior to others Connection- getting together Learning- broaden the mind Relaxation- restore the spirit

Tourism New Zealand wanted the answer

Research showed that travelers considered NZ as serious and boring as it lacks culture and night life friendly, down to earth, unpretentious and adventurous.

TNZ also analyzed that NZ wont compete with fun and sun types as these were many and also closer to UK like Venice

Tourism New Zealand wanted the answer

Most destinations look crowded, engineered & manufactured NZ was seen as real and authentic from nature in a world of everything manufactured NZ is real This insight led to strategy of positioning NZ as destination of freedom and purity So the tag line was developed as 100% pure

TNZ got answers through motivations and personality knowledge

TNZ uses many variations of this tagline to tap into freedom, purity, authenticity, prestige, and adventure

to match with personality of serious UK travelers

Motivation energizes behavior and provide purpose and direction Motivation answers why consumers show certain behavior Personality reflect certain stable behavioral tendency across situations

Understanding Motivation
To repeat- A motive could be defined as a need of sufficient intensity compelling the person to act for its fulfillment The above process of stimulating an ordinary need into motive is motivation Motivation is the driving force within individuals that impels them to action It s a psychological process The driving force is produced by a state of tension caused by an unfulfilled need

Model of the Motivation Process

Learning Needs wants, and desires Goal or need fulfillment

Tension

Drive

Behavior

Cognitive processes

Tension reduction

Motivation- un observable phenomenon so difficult

Motivation Easy commuting

Intensity

DirectionTo your brand

Persistence till purchase

Types of Needs
Innate Needs
Physiological (or biogenic) needs that are considered primary needs or motives

Acquired needs
Generally psychological (or psychogenic) needs that are considered secondary needs or motives Arising while responding to culture & environment

Consumers tend to fulfill even acquired needs while satisfying Innate needs Consumers tend to multiple needs in one go could you give some example?

Needs and Goals

Interdependent and exist together Need could remain stable but goals could keep changing- in series one after another or parallel multiple goals together for common needexamples pl.? People are more aware about innate needs but less or not aware about psychological needs- still they have goals which fulfill psychological needs Behaviorists concentrate on needs and Cognitive theorists concentrate on goals

Goals
Generic Goals
the general categories of goals that consumers see as a way to fulfill their needs e.g., I want to get a MBA degree.

Product-Specific Goals
the specifically branded products or services that consumers select as their goals e.g., I want to get an MBA in Marketing from PCTE.

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 Eg.- consumers select bike- 100 cc & Hogs, Alto or BMW, bicycle

For fitness some go to Gym others try to learn online or Subscribe to a Magazine

Different Appeals for Same Goal Object

Motivations and Goals

Positive Motivation A driving force toward some object or condition- need, want, demand Negative Motivation A driving force away from some object or condition- fear, aversions

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

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

New and Higher Goals Motivate Behavior

Changing Consumer Needs

Classification of Motives- based on activation

Needs are starting points for motives. Most needs remain dormant and get stimulated through internal or external stimulus Physiological activation Emotional activation - day dreaming Cognitive activation - new info, add Environmental activation - neighborhood happening

Cognitive Need Arousal

Philosophies Concerned With activation 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 Need to consider needs, attitudes, beliefs, etc. in understanding consumer behavior

Maslows Hierarchy of Needs

Self-Actualization (Self-fulfillment) Ego Needs (Prestige, status, self esteem) Social Needs (affection, friendship, belonging)

Safety and Security Needs (Protection, order, stability) Physiological Needs (Food, water, air, shelter, sex)

Maslow s Motive Hierarchy

5.

Advanced
4.

Self-actualization: This involves the desire for selffulfillment, to become all that one is capable of becoming. Esteem: Desires for status, superiority, self-respect, and prestige are examples of esteem needs. These needs relate to the individual s feelings of usefulness and accomplishment. Belongingness: Belongingness motives are reflected in a desire for love, friendship, affiliation, and group acceptance. Safety: Feeling physical safety and security, stability, familiar surroundings, and so forth are manifestations of safety needs. They are aroused after physiological motives are minimally satisfied, and before other motives. Physiological: Food, water, sleep, and to a limited extent, sex, are physiological motives. Unless they are minimally satisfied, other motives are not activated.

3. 2.

1.

Basic

Appeal to Egoistic Needs

Appeal to SelfActualization

Appeal to Power Needs

Appeal to Achievement Needs

Motivational Research

Qualitative research designed to uncover consumers subconscious or hidden motivations. Consumers are not always aware of, or may not wish to recognize, the basic reasons underlying their actions.

Most Ads appeal to Multiple Motives

Frustration

Failure to achieve a goal may result in frustration. Some adapt others adopt Defense mechanisms to protect their ego.

Defense Mechanism
Methods by which people mentally redefine frustrating situations to protect their self-images and their self-esteem. Aggression Rationalization Regression Withdrawal Projection Daydreaming Identification Repression