Chapter 2 Section 2.4Chapter 2 Section 2.4

Consumer MotivationConsumer Motivation

Marketers conduct research to find out Marketers conduct research to find out what motivates consumers to make what motivates consumers to make the purchases they make.the purchases they make.

MOTIVATIONMOTIVATION – – the the biologicalbiological, , emotionalemotional, , rationalrational, and/or , and/or social forcesocial force that activates that activates and directs behavior.and directs behavior. Biological – dominate, basic human need for Biological – dominate, basic human need for

survivalsurvival Emotional – love, sympathy, joy, anger etc., Emotional – love, sympathy, joy, anger etc.,

motivate us to do things that are fun or protect motivate us to do things that are fun or protect us. Weigh the pleasure involved in owning a us. Weigh the pleasure involved in owning a product and the pain involved in saving the product and the pain involved in saving the money to buy it.money to buy it.

Social Force - peer pressure and celebrity Social Force - peer pressure and celebrity endorsements can influence buying decisions endorsements can influence buying decisions

Motivational TheoriesMotivational Theories

Thorndike's Law of EffectThorndike's Law of Effect Maslow’s Hierarchy of NeedsMaslow’s Hierarchy of Needs Alderfer’s ERG TheoryAlderfer’s ERG Theory

Thorndike’s Law of EffectThorndike’s Law of Effect

Consumers are motivated to buy Consumers are motivated to buy products that produce positive products that produce positive events (product works like it is events (product works like it is suppose to), and avoid ones that suppose to), and avoid ones that produce negative events (does not produce negative events (does not work or crowded, noisy stores).work or crowded, noisy stores).

Mallow’s Hierarchy of Needs Mallow’s Hierarchy of Needs

most basic need is at the bottom and most basic need is at the bottom and once fulfilled, the next higher-level once fulfilled, the next higher-level need becomes more important.need becomes more important.

Alderfer’s ERG Theory Alderfer’s ERG Theory

Includes only 3 levels of human needs: Includes only 3 levels of human needs:

existence needsexistence needs - physical & - physical & psychological needs for survivalpsychological needs for survival

relatedness needsrelatedness needs – for personal – for personal relationshipsrelationships

growth needsgrowth needs – self-fulfillment – self-fulfillment

Industrial/Institutional Industrial/Institutional ConsumerConsumer

Demographics and psychographics are of little Demographics and psychographics are of little importance; base buying decisions on wants importance; base buying decisions on wants and needs or their company or organization.and needs or their company or organization.

Focused on profitability of the company, try to Focused on profitability of the company, try to keep expenses down, look for the best dealkeep expenses down, look for the best deal

Will consider the convenience, (the closer the Will consider the convenience, (the closer the supplier the cheaper the shipping costs etc)supplier the cheaper the shipping costs etc)

Will also consider the quality (less returns or Will also consider the quality (less returns or breakdowns)breakdowns)