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Consumer Motivation
Consumer MotivationMotivation is the biological, emotional,
rational and/or social force that initiates and directs behaviors
since buying is a behavior, marketers need to understand motivation
Consumer MotivationBiological forces are linked to our most
basic needs for survivalThings like a need for water, shelter,
affection, etc.these need to be satisfied first
Consumer Motivation
Emotional forces include love, sympathy, joy, anger, fear, etc.can either motivate the consumer
positively (like love) negatively (like fear)
Impulse items are often elicit a positive emotional responsePumpkin
Why do people invest in a warranty?
Consumer MotivationRational forces are often in conflict with
emotional onesrational forces deal with logic Consumer is interested in the “real”
benefits of the products/serviceex: cost, convenience, safety, taste
Consumer MotivationSocietal forces are caused by other
peoplefriends, family and society in generalSadly, these purchases are increasing
more and morecelebrity endorsements are an
exampleThese are purchases that are to be
seen, be popular, make others impressed, etc.
With groups of 2 or 3I’m giving you permission to watch
youtube!I want you to find an example of
commercials that would be aimed towardsBiological ForcesRational ForcesEmotional ForcesSocial Forces
Motivational TheoriesThorndike’s Law of Effect
consumers are motivated to buy products that produce positive events and reduce negative events
most purchases are influenced by bothA marketer’s job is to communicate the
benefits and downplay the negative
Motivational TheoriesMaslow’s Hierarchy of Needs
consumers respond to motivation according to levels of needs in this order:physiologicalsafety/securityaffiliationEsteemSelf actualization
if these needs are met, the person may then be motivated by growth needs
Esteem
Self-Actualization
Safety
Belonging
Physiological
Motivational TheoriesAldelfer’s ERG Theory
Came after Maslow’s theoryVery similar – Hierarchy that we all followERG
E – Existence – similar to physiological and safetyR – Relatedness – similar to love/belongingG – Growth – similar to esteem/self-actualization
Unlike MaslowDifferent levels can be pursued at the same timeExample: An artist may struggle to eat while
becoming fulfilled intellectually with their paintings
Aldelfer’s ERG Theory