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1
TOPIC 3TOPIC 3
MOTIVATIONMOTIVATION
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Learning OutcomesLearning Outcomes
After this session you should be able to:After this session you should be able to: Understand the basic concepts of MotivationUnderstand the basic concepts of Motivation Establish the difference between Positive and Establish the difference between Positive and
Negative MotivationNegative Motivation Understand the difference between Needs and Understand the difference between Needs and
WantsWants Be able to apply the different theories of Be able to apply the different theories of
Motivation i.e. Maslow, Freud etc. Motivation i.e. Maslow, Freud etc.
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Personal Factors Influencing Buyer Personal Factors Influencing Buyer BehaviourBehaviour
CULTURAL
Culture
Sub-culture
Social class
SOCIAL
Reference groups
Family
Roles & status
PSYCHOLOGICAL
Motivation
Beliefs & attitudes
Perception
Learning
PERSONAL
Age & life-cycle stage
Occupation
Personality & self-concept
Economic
Lifestyle
PURCHASE?
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CONSUMER AS AN INDIVIDUAL
Motivation
Perception
Learning Personal
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The field of motivation seeks to explain The field of motivation seeks to explain WHY consumers behave as they do, and WHY consumers behave as they do, and can be defined as...can be defined as...
……The processes that move a person to behave in certain The processes that move a person to behave in certain ways.ways.
ActivatedActivated state of state of need drivesneed drives goal-directedgoal-directed behaviourbehaviour
There are different kinds of motivation at work within individuals:There are different kinds of motivation at work within individuals:
1. POSITIVE1. POSITIVE
2. NEGATIVE2. NEGATIVE04/08/23
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Examples….Examples….
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Consumer Needs & WantsConsumer Needs & Wants
In CB literature a distinction is made between these two In CB literature a distinction is made between these two terms:terms:
NeedNeed WantWant
Needs may be….Needs may be….InnateInnate Innate needs (Internal Motivation), according to Alderfer Innate needs (Internal Motivation), according to Alderfer
(1972), are related to the gratification of existence needs (1972), are related to the gratification of existence needs i.e. hunger, thirst, protection and sexual drives.i.e. hunger, thirst, protection and sexual drives.
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Theories of MotivationTheories of Motivation
1. Maslow (1943) presented a hierarchy of needs:1. Maslow (1943) presented a hierarchy of needs:
1. Physiological needs
2. Safety, security
3. Love, belongingness
4. Esteem, respect
5. Self-Actualisation
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Level 1 Level 1
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Level 2Level 2
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Level 3Level 3
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Level 4Level 4
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Level 5Level 5
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2. Alderfer (1972) added a further 2. Alderfer (1972) added a further dimension to Maslows’ (1943) theory with dimension to Maslows’ (1943) theory with the ERG model;the ERG model;
Growth
Relatedness
Existence
5. Self-Actualisation
4. Esteem, respect
Level
3. Love, belongingness
2. Safety, security
1. Physiological needsHanna (1980) provided a typology of consumer needs which closely
parallels Maslow’s yet is more focused on the needs consumers seek to satisfy through purchasing behaviour.04/08/23
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Theories of Motivation Theories of Motivation cont….cont….
3. Sigmund Freud (1856-1939) considered innate 3. Sigmund Freud (1856-1939) considered innate motivation.motivation.
Freud, based on this type of motivation, developed Freud, based on this type of motivation, developed his Psychoanalytic Theory.his Psychoanalytic Theory.
Superego
Ego
Id
Conscious Level
Subconscious Level
Unconscious Level
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Theories of Motivation Theories of Motivation cont….cont….
4. Harold Laswell (1948) - Theory of the Triple Appeal4. Harold Laswell (1948) - Theory of the Triple Appeal
5. Ernest Dichter et al 1950’s5. Ernest Dichter et al 1950’s
6. Needs/Benefits Ladder6. Needs/Benefits Ladder identify relevant needs & valuesidentify relevant needs & values select relevant consumer benefitsselect relevant consumer benefits find features producing these benefitsfind features producing these benefits
Needs Features Benefits
Identify needs
Select relevant features
Convert features into benefits that satisfy
needs04/08/23
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SummarySummary
Positive and Negative MotivationPositive and Negative Motivation
Needs and Wants can be distinguishableNeeds and Wants can be distinguishable
Many different theories of Motivation i.e. Many different theories of Motivation i.e. Maslow, Freud etc.Maslow, Freud etc.
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Directed ReadingDirected Reading
EssentialEssential Schiffmann, L.G. & Kanuk, L.L. (2007) ‘Consumer Behaviour, 9th edition’, Schiffmann, L.G. & Kanuk, L.L. (2007) ‘Consumer Behaviour, 9th edition’,
Pearson Prentice Hall. Chapter 4.Pearson Prentice Hall. Chapter 4.
Suggested reading:Suggested reading: Rodgers, M. (2004) ‘Challenging Maslow’. Brand Strategy, Rodgers, M. (2004) ‘Challenging Maslow’. Brand Strategy,
December/January, p.29.December/January, p.29. Arnolds, C.A. and Boshoff, C. (2002) ‘Compensation, esteem valence & job Arnolds, C.A. and Boshoff, C. (2002) ‘Compensation, esteem valence & job
performance: an empirical assessment of Alderfer’s ERG Theory’. performance: an empirical assessment of Alderfer’s ERG Theory’. International Journal of HRM, 13:4 June, pp.697-719.International Journal of HRM, 13:4 June, pp.697-719.
Stern, B.B. (2004) ‘The importance of being Ernest: commemorating Stern, B.B. (2004) ‘The importance of being Ernest: commemorating Dichter’s contribution to advertising research’. Journal of Advertising Dichter’s contribution to advertising research’. Journal of Advertising Research, June, pp.165-169.Research, June, pp.165-169.
Trigg, A.B. (2004) ‘Deriving the Engel curve: Pierre Bourdieu and the social Trigg, A.B. (2004) ‘Deriving the Engel curve: Pierre Bourdieu and the social critique of Maslow’s hierarchy of needs’. Review of Social Economy, critique of Maslow’s hierarchy of needs’. Review of Social Economy, vol.LXII, no.3, Sept.vol.LXII, no.3, Sept.
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