Chapter 4Consumer Motivation

Sharq Institute of higher Education

Najeebhemat

MEANING OF MOTIVATION :

  Motivation is derived from the Latin word

‘movere’ which means ‘to move’ or ‘to energize’ or ‘to activate’. Motivation refers to the states within a person or

animal that drives behavior toward some goals.

Consumer Motivation Motivation is the biological, emotional,

rational, and/or social force that activates and directs behavior.

Which forces motivate consumers to buy? In consumer Behavior can say that motivation

directed and move people to buy something.

Biological The most basic motivation

these needs are related to the human need for survival such.

Emotional Love, sympathy, joy, comfort, anger, fear,

affection motivate the consumer to do things that are pleasurable or that protect them.

both motivation and emotion direct behaviors to do some something.

In consumer behavior we are motivated emotional to buy something.

Rational When the consumer considers convenience,

cost savings, safety, warranties, ease of purchase, etc.

Than the consume will be motivated to buy the goods/services.

Social Peer pressure, parents, and guardians can

be a strong motivator. Celebrities also influence the consumer in the

form of celebrity endorsements eg. Clothing, food, drinks….

Other theories Thorndike’s Law of Effect Consumers are motivated to

buy products that produce positive results (pleasure, safety, etc.)

avoid buying things that produce negative results (economic cost, emotional cost, inconvenience)

If the product having positive result they will try to buy it and if the product having negitive result they wont buy it at all.

Other theories Alderfer’s ERG Theory Consumers are motivated to fill 3 categories of

needs Existence Needs Relatedness Needs Growth Needs

Organized in a hierarchy – people must satisfy the most basic needs (existence) before moving up

Remind you of anything?

GRE

Other theories Maslow’s Hierarchy of Needs

Back to the list Take a look at each of the 10 items you

bought Categorize each according to

The motivational force(s) that caused you to buy it Biological, emotional, rational, social

The theory that best explains why you bought it Thorndike, Alderfer, Maslow

MASLOW’S NEED THEORY Needs arranged 5 levels of needs Satisfaction of basic needs leads to the second

level, then moving on to the third, fourth and ultimately the topmost level.

NEEDS 1. Biological and Physiological needs - air, food,

drink, shelter, warmth, sex, sleep.

2. Safety needs - protection from elements, security, order, law, stability, freedom from fear.

3. Love and belongingness needs - friendship, intimacy, trust and acceptance, receiving and giving affection and love. Affiliating, being part of a group (family, friends, work).

4. Esteem needs - achievement, mastery, independence, status, dominance, prestige, self-respect, respect from others.

5. Self-Actualization needs - realizing personal potential, self-fulfillment, seeking personal growth and peak experiences.

Motivation - Maslow’s Hierarchy of Needs

Thank you.