The Consumer as an Individual

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Chapter 4
Consumer Behavior,Eighth EditionSCHIFFMAN
KANUK

• The Consumer as an Individual

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Motivation

• Definition
• A need or desire that energizes behavior and
  directs it toward a goal.
• A driving force that impels individuals to
  action.
• Also known as
• --drives
• --incentives

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• Homeostasis
• The attempt to maintain a balance between too
  much and too little motivation
• Ex a furnace
• standing in the shade on a hot day

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• Optimum Arousal
• We are not just homeostatic creatures sometimes
  we try to increase rather than decrease our
  arousal levels

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Optimum arousal how much is enough??

• For optimal performance in anything, you must
  have the right level of arousal.
• Not enough arousal little effort - poor
  performance
• Too much arousal fragmented, disorganized
  performance
• Abraham Maslow
• The Hierarchy of Motives

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Model of the Motivation Process
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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

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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.
• 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.

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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
• Goals accessibility in the physical and social
  environment

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Achieving Goals bySubscribing to a Magazine
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Different Appeals for Same Goal Object
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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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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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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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New and Higher Goals Motivate Behavior
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Changing Consumer Needs
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Another masterpiece

• You wouldnt buy a cheap parachute
• You wouldnt buy a cheap pacemaker
• You wouldnt buy a cheap crash helmet
• Lets discuss cars
• Mercedes-Benz

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Frustration
Failure to achieve a goal may result in
frustration. Some adapt others adopt defense
mechanisms to protect their ego.
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Defense Mechanism
Methods by which people mentally redefine
frustrating situations to protect their
self-images and their self-esteem.
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Defense Mechanisms

• Aggression
• Sports hooligans
• Rationalization
• Excuses
• Regression
• Childish
• Withdrawal
• Simply quit

• Projection
• Blame others
• Autism
• Day dream
• Identification
• Similarity to others
• Repression
• Sublimation

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Arousal of Motives

• Physiological arousal
• Bodily needs
• Emotional arousal
• Autism
• Cognitive arousal
• Reminders, long distance calls
• Environmental arousal
• Changing furniture to match neighbors

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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
• Cognitive School
• Behavior is directed at goal achievement
• Need to consider needs, attitudes, beliefs, etc.
  in understanding consumer behavior

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Maslows Hierarchy of Needs
Safety and Security Needs (Protection,
order, stability)
Social Needs (affection, friendship,
belonging)
Ego Needs (Prestige, status, self esteem)
Self-Actualization (Self-fulfillment)
Physiological Needs (Food, water, air,
shelter, sex)
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Murrays 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 (to avoid shame,
failure, ridicule, humiliation) Needs Connected
with Human Power Dominance, Deferrence (accept
leadership of others), Similance (suggestive
attitude), Autonomy, Contrariance (act different
to others)
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Murrays List of Psychogenic Needs
Sado-Masochistic Needs Aggression, Abasement
(to feel guilty when wrong) Needs Concerned with
Affection between People Affiliation, Rejection,
Nurturance, Succorance (seek aid, protection,
sympathy), Play Needs Concerned with Social
Intercourse Cognizance (inquiring attitude),
Exposition (Show off)
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Appeal to Egoistic Needs
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Appeal to Self-Actualization
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A Trio of Needs

• Power
• individuals desire to control environment
• Affiliation
• need for friendship, acceptance, and belonging
• Achievement
• need for personal accomplishment
• closely related to egoistic and
  self-actualization needs

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Appeal to Power Needs
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Appeal to Affiliation Needs
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Appeal to Achievement Needs
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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.