ch04_The Consumer as an Individual

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Figure 4.3 Achieving Goals by Subscribing to a Magazine
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Figure 4.4 Different Appeals for Same Goal Object
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Motivations and Goals
• Positive Motivation • Negative Motivation – A driving force – A driving force toward some away from some object or condition object or condition • Approach Goal • Avoidance Goal
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Figure 4.8 Cognitive Need Arousal
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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
Figure 4.9 Maslow’s Hierarchy of Needs
Self-Actualization (Self-fulfillment) Ego Needs (Prestige, status, self esteem) Social Needs (affection, friendship, belonging)
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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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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
• • • • Aggression Rationalization Regression Withdrawal • • • • Projection Autism Identification Repression
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Arousal of Motives
• • • • Physiological arousal Emotional arousal Cognitive arousal Environmental arousal
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Figure 4.6 New and Higher Goals Motivate Behavior
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Figure 4.7 Changing Consumer Needs
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Frustration
Failure to achieve a goal may result in frustration. Some adapt; others adopt defense mechanisms to protect their ego.
Tension
Drive
Behavior
Cognitive processes
Tension reduction
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Types of Needs
• Innate Needs
– Physiological (or biogenic) needs that are considered primary needs or motives
Safety and Security Needs (Protection, order, stability) Physiological Needs (Food, water, air, shelter, sex)
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Table 4.3 Murray’s List of Psychogenic Needs
• 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 Kellogg School of Management.”
• Cognitive School
– Behavior is directed at goal achievement – Need to consider needs, attitudes, beliefs, etc. in understanding consumer behavior
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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 self-actualization needs
– A positive goal toward which behavior is directed – A negative goal from which behavior is directed away
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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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Table 4.3 Murray’s List of Psychogenic Needs
Sado-Masochistic Needs : Aggression, Abasement Needs Concerned with Affection between People: Affiliation, Rejection, Nurturance, Succorance, Play
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Figure 4.12 Appeal to Power Needs
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Figure 4.13 Appeal to Affiliation Needs
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Figure 4.14 Appeal to Achievement Needs
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Motivational Research
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
Needs Concerned with Social Intercourse: Cognizance, Exposition
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Figure 4.10 Appeal to Egoistic Needs
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Figure 4.11 Appeal to SelfActualization
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• Acquired needs
– Generally psychological (or psychogenic) needs that are considered secondary needs or motives
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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 graduate degree.”
Consumer Behavior, Eighth Edition
SCHIFFMAN & KANUK
Chapter 4
The Consumer as an Individual
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Figure 4.1 Model of the Motivation Process