CB-3 Motivation and Defense Mechanism

7/26/2019 CB-3 Motivation and Defense Mechanism

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Motivation & Defense

Mechanism


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Learning Outcomes

Understand the types of human needs,motives and the meaning of goals.

Understand the dynamics of motivation,arousal of needs, setting of goals, and

interrelationship between needs and goals. Learn about several systems of needs

developed by researchers. Understand how human motives are

studied and measured. Understand how people deal with

unfullled motives using defensemechanism


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Motivation Motivation The driving force within individuals that impels

them to action. Driving force is produced by astate of tension, which exists as the result of an

unfullled need. ndividuals strive to reduce thistension through behavior will fulll their needs !relieve them from the stress.

Example:f a high school girl expects to become

a great tennis player by wearing the same brand ofsnea"ers that Tennis #tar wears, she is li"ely to bedisappointed$ if she ta"es lessons ! practicesdiligently, she may succeed.


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Model of Motivation Process


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Types of Human Needs

Innate Needsare food, water, air, clothing ! for shelter.%ecause there are needed to sustain biological life, theseneeds are considered as Primary needsor motives

Acquired Needsare needs that we learn in response to

our culture or environment. These may include self&esteem,prestige, a'ection, power, all relates to psychological needs

are consideredSecondaryneedsor motives Example( )ll ndividuals need shelter ! the need to fulll

is the most important Primary Needs. The "ind of

residence that he*she rents or buys may be the result ofSecondary Needs. #ee"ing a place where he*she wants toentertain large group of people + to fulll social needs orwant to live in exclusive community to impress her family !friends +to fulll ego needs


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Goals

Goalsare the sought results of motivated behavior

Generic Goal:The general classes or categories ofgoals that consumer select to fulll their needs

Product Specifc Goals:The specically branded or

labeled products they select to fulll their needs

Example:Thomas -. Lipton ompany wantsconsumers to view iced tea as a good way to satisfy

summer thirst +i.e., as a generic goal. /owever, iteven more interested in having consumers viewLipton0s ced Tea as the best way to satisfy summerthirst +i.e., as a product&specic goal.


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1ositive ! 2egative Motivation

Positive MotivationAdopting a positive attitudetowards the any task will help to motivate

you. Enhancing that positive attitude is a matter of identifying those

motivating forces that you enoy and like.

E.g.! " have the a#ility to get a degree $ " know " can do the work

My future income will #e much greater when " graduate

Negative Motivation%ometimes a fear of failure or other negative conse&uences can motivate

you negatively. These are stress'producing forces and should #e

minimi(ed in favour of a positive attitude.

My father will cut off my allowance if " don)t study

")ll never get a #etter o# without a degree


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Rational versus Emotional Motives

Rational motivesare those in which consumerselect goals based on ob3ective criteria such as si4e,weight, price ! choose those products which givesgreatest utility

Example: 1roduct 1urchased to enhance self image

+such as fragrance

Emotional motivesare feelings experienced by acustomer through association with a product. Love, guilt,fear, and social approval often prompt us to buy. 5oalsselected on sub3ective criteria

Example:%uying a phone is li"e having the desire to"now that you can always have someone to tal" to andshare things with. To be able to open up to others andcommunicate.


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ynamics o! Motivation

Needs Are Never "ully Satisfed Example: ) person may temporarily satisfy a power need

by wor"ing as assistant to the 67 of a fortune 899company, but this small taste of power may not su:cientlysatisfy her need, ! so she may strive for her own decision

ma"ing position in the company.

Ne# Needs Emerge as $ld Needs areSatisfed

Example:) man who has satised his basic psychological

needs may turn his e'orts to achieving acceptance amonghis new neighbors by 3oining the political clubs ! supportingtheir candidates. /aving achieved acceptance, he then maysee" recognition by giving lavish parties or ma"ing largecharitable contributions


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Success % "ailures In&uence Goals ndividuals who successfully achieves their goals

usually set new ! higher goals for themselves$that is, they raise their levels of aspiration.

#uccess Ma"e them more condent of their abilityto achieve higher goals

Example:) person who ta"es good snapshots

with an inexpensive camera may be motivated tobuy a more sophisticated camera in the belief thatit will enable her to ta"e even better photographs


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Arousal of Motives

Most of an individual0s specic needs are hiddenmuch of the time. The arousal of any particular setof needs at a specic point in time may be causedby internal stimuli found in the individual0s

physiological condition, emotional or cognitiveprocesses, or by stimuli in outside environment

1hysiological )rousal

6motional )rousal ognitive )rousal

6nvironment )rousal


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P'ysiological Arousal:%odily needs at any onespecic moment in time are rooted in individualphysiological condition at that moment.

Example:) drop in blood sugar level will triggerawareness of a hunger need. Television programs

often generates physiological arousal in viewersthat a'ects the impact of resulting commercials

Emotional Arousal:#ometimes daydreamingresults in the arousal of the latent need.

Examples:) young women who dreams ofbecoming a successful business leader may enrollin graduate business school. ) young man whodreams of becoming a novelist may signup for awriting wor"shop


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(ognitive Arousal #ometimes, random thoughts or personal achievement can

lead to a cognitive awareness of needs Example:Long distance telephone company advertising

campaigns that stress the low cost if international long&distance rates

Environmental Arousal: The set of needs activated at a particular time are often

determined by specic cues in the environment. ;ithout thesecues the needs might remain hidden.

Example: )he sight or smell ba"ery goods, fast foodcommercials on television, the end of school day&all of thesemay arouse the


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Goal %etting

5oals should be reasonably attainable

n )dvertisement goals setting it should notpromise more than the product will deliver.6ven a good product will not be repurchased ifits fails to live up to consumer expectations

)dvertisers who create unrealistic expectationsfor their products are li"ely to causedissatisfaction among the consumers


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Types ! #ystem of 2eeds

iversity o! Need Systems

6very individual had the basic set of needs, butonly di'er in their priority ran"ing of these

needs. These priorities are due to personalities,their experiences, their environments and so

forth. /ierarchy of 2eeds

)n 6valuation of the 2eed /ierarchy ) Trio of 2eeds


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Maslo# *ierarc'y o! *uman Needs


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Explanation o! Maslo#+s

ndividuals buy houses, food, clothing to satisfyphysiological needs$ they buy insurance ! radialtires to satisfy safety and security needs. )lmost allpersonal care products +cosmetics, mouthwash,shaving cream are bought to satisfy social needs.Luxury products such as 3ewels ,or big cars oftenbought to fulll ego needs, college training !nancial services are sold as ways of achieving self&fulllment.

Maslow0s need hierarchy has been called an


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Application o! Maslo#+s

Segmentation Applications: #pecicadvertising appeals directed to individuals on one ormore need levels. 6.g. soft drin"s ads directed toteenagers often stress a social appeal by show group

of people sharing good times as well as advertisedproduct

Positioning Applications: t is often usedas a basis of deciding how the product should be

perceived by prospective consumers. 6.g. #afety is acontinuing need. ;ox ;agon manufactures of Luxuryars use #tatus, #elf&actuali4ing ! social appeal


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,ersatility o! t'e Need *ierarc'y:Theusefulness of need hierarchy in designing promotionalprograms is to show how wor"able appeals for asingle product can be developed from each level.

Example: ) Treadmill e=uipment denes appeal tophysiological needs would show how the homeexercise unit can improve body tone ! health$ #afetyappeal how the e=uipment is for home +and solo use.) #ocial appeal might show how much fun it can beto exercise with family or friends. #elf 6steem would

show appeal such as inallyan appeal of #elf )ctuali4ation may suggests tocareer couples that they deserve the luxury of homeexercise after long and challenging wor"day.


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A )rio o! Needs

) trio of basic needs are the needs for 1ower,a:liation,! achievement. These needs can each besubsumed with Maslow0s need considered individually,how however they each have a uni=ue relevance toconsumer motivation.

Need o! Po#er:This need is closely related to ego

need, many individuals experience increase self esteemwhen they exercise power over ob3ects or people. )number of products such as automobiles, lend

themselves to promises of power or superiority forusers. 2eed for power can subsumed under Maslow0ssafety need.


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Need o! A-liation:The a:liation needs suggests that behavior is highlyin?uenced by the desire for friendship, for acceptance forbelonging. 1eople often select goods they feel will meetthe approval of friends. 6.g. Teenagers who hangout inmalls often do so more for the satisfaction of being with

others that for ma"ing purchases. This need is very similarto Maslow0s social need.

Need o!Ac'ievement:t is closely related with egoistic ! self&actuali4ation need.

1eople with a high need for achievement tend to be moreself&condent, en3oy ta"ing ris"s ! very interested infeedbac" +self evaluation for own competence Thesepeople are often presented with innovative products


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Development of Motivational@esearch

Motivational Researc'

.imitations o! Motivational Researc'

/ses o! Motivational Researc'


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Motivational Researc'

Motivational research identies theconsumer underlying feelings, attitudes !emotions concerning product, service, orbrand use.

Example o!Ice (ream: t is associatedwith love ! a'ection. t derives childhoodmemories, when it was given to a child for

being


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.imitations o! MotivationalResearc'

ntensive nature of =ualitative research,small sample si4e

)nalysis of pro3ective tests ! depth

interviews was highly sub3ective6very research have their own set of

explanations ! experiences


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/ses o! MotivationalResearc' ts principle use today is in the development

of new ideas for promotional campaignswhich then penetrate in consumersA mind byappealing to unrecogni4ed needs.

t provides mar"eters with a basic orientationof new product categories ! enables toexplore consumer reactions to ideas andadvertising copy at early stage so that costly

errors can be avoided t provided mar"eters new ways to present

their products to the public


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/ow 1eople Deal with

Unfullled Motives usingDefense Mechanism

e!ense mec'anism:1eople adopt to protecttheir ego0s from feelings of failure when they donot attain their goals.

Example:) person who prefer but can0t a'ord aworld tour can compromise on less expensivevacation trip. The person who cant cope may reactwith anger towards boss for not paying enoughmoney for desired vacation which he preferred

0Aggression1 Protect t'eir sel! Esteem2ormay convince himself that it was unreasonablyexpensive for himself this year 0Rationali3ation1 Goals really not #ort' pursuing2


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CB-3 Motivation and Defense Mechanism