CHAPTER 4 Consumer Motivation 1. One cannot accurately infer motives from behavior. They are Motive, Motivation, and Motivator. Motivation is produced by a state of tension. Consumer Motivation. 4. Consumers often find themselves in a new or unexpected situation, and therefore must alter their goals in order to effectively adapt. The study of motivation in consumer behaviour refers to all the processes that drive in a person to perceive a need and pursue a definite course of action to fulfil that need. These needs can each be subsumed within Maslow’s need hierarchy; considered individually, however, each has a unique relevance to consumer motivation. Mihaly Csikszentmihalyi. Ya know…just as a random example. The term is generally used for humans but, theoretically, it can also be used to describe the causes for animal behavior as well. In a consumer behavior context, the results is a desire for a product, service, or experience. Consumer behavior is “ an analysis of the behavior of persons and families who buy goods and services for personal ingestion ” . Example: If a student want a good degree in MBA. Here comes marketing’s goal, to convince consumers that a specific product meets their motivating need. In all cases, consumers want to reach certain goal states and the products are instrumental in reaching the goals. 2. It can also be described as goals and needs of the consumers. THE ELEMENTS OF CONSUMER LARNING. For achieving great results each leader needs to have a motivation strategy to create and maintain the spirit of enthusiasm among employees. Perception ð Generic Goals à That is the general classes or categories of foals that consumers see as fulfill their needs. Your personal goal may be to become a working paid screenwriter. The hierarchy of needs looks like this: Physiological: Air, Water, Food, Protection from the elements, Sleep The answer is motivation. 4) Status and Prestige. We may also conceive these utility needs as the basic dimensions 14 of motivation. Goal Attained Tension Reduced Motivation Recedes Search for Information & Evaluate Options Value & Benefits External Influences Urgency to Reduce the Tension Becomes a Drive Toward the Goal Increasing Magnitude of Tension (in Consumer’s Mind) Created by the Discrepancy between the Problem & the Goal Motivation to satisfy the need It is influenced by certain factors, which in their turn influence consumers’ behavior and their needs. A multi-dimensional approach to consumer motivation: exploring economic, hedonic, and normative consumption goals. to. Consumer Learning (Elements (Motivation (needs & goals act as catalyst…: Consumer Learning (Elements, Behavioural learning theories respond in a predictable way to stimulus, stimulus generalisation, stimulus discrimination, Observational/vicarious learning, social judgement theory, process by which individuals acquire purchase & consumption knowledge & experience that they apply … Motivation is a psychological term which means it cannot be forced on employees. Consumer Behaviour and Motivation Stages! A trio of needs • Some psychologists believe in the existence of a trio of basic needs :the needs for power, for affiliation, and for achievement • These needs can each be subsumed within Maslow’s need hierarchy; considered individually, however, each has a unique relevance to consumer motivation interdependent. Consumer motivation is an internal state that drives people to identify and buy products or services that fulfill conscious and unconscious needs or desires. Motivation; Motivation is activating the internal needs and requirements of the consumer. It’s an inner drive to take action — to create and to achieve. The needs of individual serves as a driving force in human behaviour. Below are 15 effective ways for you to motivate your staff and ensure the continuous growth of your organization. ... and the normative goal needs more external support yet, as it requires . ... given goal or motivation that they are currently attending . ð Product-Specific Goals à That is the specifically branded products and services that consumers select for goal fulfillment. But your deeper emotional need could be to live a life doing something creative that you’re passionate about. People are the main and the most important resource of each company. In his Theory of Human Motivation, Abraham Maslow pointed out that some human needs are more fundamental than others. It is through motivation that needs can be handled and tackled purposely. In simple words, goals indicate and give direction to an employee about what needs to be done and how much efforts are required to be put in. It’s what pushes you to keep going on tasks, especially those you’re pursuing because you want to, not because someone told you to. Motivation may be intrinsic or extrinsic. These needs can be psychological needs, needs of security, social needs, esteem needs and also self actualizing needs. Motivation is the driving force within individuals that impels them to action. Motivation arouses and directs the consumers towards certain goals. The more basic the need, the higher motivation this consumer has. In the generic choice process, consumers compare the product classes on their ability to satisfy the basic needs. Motivation is incitement or inducement to act or move. The aspect of motivation has been thoroughly investigated by a number of scientists. Consumers Needs & Motivation, Emotions and Mood, Consumer Involvement(6.1) Lecture 13 - Consumer Needs and Motivation I; Lecture 14 - Motivational theories, application and their implication for marketers ; Lecture 15 - Consumer emotions and moods and their implication for marketers The category of shopping motivations where consumers do not have an urgent-product need in mind, but go shopping for the personal enjoyment of shopping is known as _____. Motivation is the activation or energization of goal-oriented behavior. It comes automatically from inside the employees as it is the willingness to do the work. Consumer Motivation Motivation is an inner drive that reflects goal-directed arousal. And perhaps your motivation, which can sometimes be a bridge between them, is to prove everyone who made fun of you in high school wrong. 1. Motivation is the driving force within individuals that impels them to action. People with different needs may seek fulfillment through selection of the same goal… ( Elliot, et al 2010 pp. Then, what are consumer needs and goals? The fulfillment of those needs can then motivate them to make a repeat purchase or to find different goods and services to better fulfill those needs. Specific goals are often selected because they fill several needs. This driving force is produced by a state of uncomfortable tension, which exists as the result of an unsatisfied need. ... communications and an innovation roadmap that will be more likely to meet your consumers’ needs. This can be understood by understanding the hierarchy of needs by manager. (i) Consumer Behaviour: Consumer behaviour is defined as “all psychological social and physical behaviour of potential customers as they become aware of, evaluate, purchase, consume, and tell others about products and services.” Consumer behaviour involves both individual and group processes. ... Consumer Behavior [ch3 - consumer motivation … Motivation is the driving force within individuals that impels them to action. Your motivation translates into ... innovation that can better meet consumers’ goals. Consumer and marketing research techniques can be made more insightful and actionable by introducing measures of the behavioural and emotional meaning of unmet needs through integration of the key elements of motivation research within a quantitative measurement system. Solved: Explain the dynamics of motives, needs and goals, and how they shape consumer behavior. What is Consumer Motivation? It is the drive to satisfy needs and wants, both physiological and psychological, … We want to feel and be perceived as important and valuable. Traditional marketing achieves that through perception, attention, distortion, and retention. Learning is also incidental, acquired accidentally or without much effort. The individual's subconscious drive to reduce need-induced tensions results in behaviour that he or she… The need to predict consumer behavior outcomes is considered to be a very important issue for marketers. At the core of this concept, lies three important sub-concepts. In all cases, consumers want to reach certain goal states and the products are instrumental in reaching the goals. Human behavior is goal-directed. 3. Consumer needs and motivation. Consumer behavior often fulfills more than one need. Needs and goals are _____; neither exists without the other. Motivation The concept of motivation is important to learning theory. Once we have our fundamental needs met, we can shift our attention and effort to focus on attaining less essential needs. All individuals have needs, wants and desires. Once equipped with a good map of our current motivational needs, we move on to interventions that help alter our emotional states toward the positive and bring on a sense of well-being, which can be used to increase our motivation toward goal pursuit. In the generic choice pro- cess, consumers compare the product classes on their ability to satisfy the basic needs. Multiplicity of Needs and Variation of Goals 1. An autotelic activity is one we do for its own sake because to experience it is the main goal. Basic Psychological Need Satisfaction in General (Deci & Ryan, 2000; Gagné, 2003) In this case, needs and wants are the core of the motivation concept. Motivation is a very cunning thing. We may also conceive these utility needs as the basic dimensions of motivation. Key Concepts Innate needs Acquired needs • Consumers have both innate and acquired needs. Motivation is based on needs and goals. Joe Kelly defined Motivation as “Motivation is a process where by needs instigate behavior directed towards the goals that can satisfy those needs.” In dealing with customer needs and consumer behavior, a very powerful motivation for people to buy a product is status or personal prestige. Motivation act as a spur to learning with needs and goals serving as Answer (1 of 2): The needs and goals of consumers change simply because life and its demands are constantly changing. Customer satisfaction comes from the motivation that if they purchase your product, they will be liked by others. Give examples of each kind of need and show how the same purchase can serve to fulfill either or both kinds of needs. Self motivation is the ability to drive oneself to take initiative and action to pursue goals and complete tasks. It is the process of inducing the employees of an organization to act in a predetermined desired manner so as to achieve organizational goals. 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