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Motivation

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5 views

Motivation

Uploaded by

ayaulym.nurkesh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Learning Note on Motivation in Consumer

Behavior

Table of Contents:
1. Introduction to Motivation
o Definition and Importance in Consumer Behavior

2. Types of Motivation
o Intrinsic vs. Extrinsic Motivation

3. Motivational Conflicts
o Approach-Approach, Avoidance-Avoidance, Approach-Avoidance

4. Classic Motivation Theories


o Maslow’s Hierarchy of Needs

o Freud’s Psychoanalytic Theory

o Herzberg’s Two-Factor Theory

5. Contemporary Theories of Motivation


o Expectancy Theory

o Self-Perception Theory

o Cognitive Dissonance Theory

o Regulatory Focus Theory

6. The Role of Affect


o Emotions, Moods, and Attitudes

o Emotional Branding

7. Motivation-Related Concepts in Consumer Behavior


o Involvement

o Hedonic Consumption

o Flow State

8. Marketing Implications of Motivation Theories


o Product Positioning, Advertising Strategies

9. Case Studies and Applications


o Examples from Consumer Markets

10.Conclusion
o Summary and Future Trends
1. Introduction to Motivation
Definition: Motivation is the process that accounts for an individual's intensity,
direction, and persistence of effort toward attaining a goal. In consumer behavior,
motivation is what drives consumers to recognize their needs, evaluate products,
make purchases, and remain loyal to brands.
Importance: Understanding motivation allows marketers to predict consumer
needs, tailor marketing messages, and create products that resonate with those
needs.

2. Types of Motivation
 Intrinsic Motivation: Arises from within the individual because
something is inherently interesting or enjoyable (e.g., learning a new
hobby for the joy of learning).
 Extrinsic Motivation: Comes from external sources, such as rewards or
avoiding negative outcomes (e.g., buying a product for a discount or to
gain social status).

3. Motivational Conflicts
 Approach-Approach Conflict: Occurs when a consumer is attracted to
two or more positive goals but can only choose one. Example: Choosing
between two appealing vacation spots.
 Avoidance-Avoidance Conflict: When a consumer must choose between
two undesirable alternatives. Example: Buying an expensive but necessary
item or going without.
 Approach-Avoidance Conflict: When a single goal has both positive and
negative aspects. Example: Wanting a high-end car but being concerned
about the maintenance costs.

4. Classic Motivation Theories


Maslow’s Hierarchy of Needs:
 Physiological: Basic life needs like food, water.
 Safety: Security, safety, stability.
 Love/Belonging: Friendship, intimacy, family.
 Esteem: Recognition, status, achievement.
 Self-Actualization: Personal growth, fulfillment.

Marketers can target products to specific levels, e.g., security systems for safety
needs or luxury items for esteem.
Freud’s Psychoanalytic Theory:
 Suggests that much of motivation comes from unconscious desires. Brands
might tap into these by associating products with deeper, often
unarticulated desires or fears.
Herzberg’s Two-Factor Theory:
 Motivators: Factors that lead to satisfaction and motivation (e.g.,
recognition, achievement).
 Hygiene Factors: Factors that do not motivate but can cause
dissatisfaction if absent (e.g., poor service).
5. Contemporary Theories of Motivation
Expectancy Theory:
 Focuses on three relationships:
o Expectancy: Will effort lead to performance?

o Instrumentality: Will performance lead to outcomes?

o Valence: How desirable are those outcomes?

Self-Perception Theory:
 People infer their own attitudes and beliefs from their behavior when
internal cues are weak or ambiguous.
Cognitive Dissonance Theory:
 After making a choice, consumers might experience dissonance due to
conflicting information or choices. Marketers can help reduce this post-
purchase dissonance through reassurance or additional benefits.
Regulatory Focus Theory:
 Promotion Focus: Motivation driven by the desire for gains and
accomplishments.
 Prevention Focus: Motivation driven by a desire to avoid losses and
maintain safety.
6. The Role of Affect
 Emotions: Short, intense responses to stimuli, which can drive immediate
actions.
 Moods: Longer lasting and less specific, influencing general behavior and
decision making.
 Attitudes: Predispositions to respond in a generally favorable or
unfavorable manner.
Emotional Branding:
 Brands leveraging emotions to create a deep connection with consumers,
using storytelling, evocative imagery, or sensory experiences.

7. Motivation-Related Concepts in Consumer Behavior


Involvement:
 The level of personal relevance or importance the consumer assigns to a
product or decision. High involvement leads to more information seeking
and careful decision making.
Hedonic Consumption:
 Consumption for sensory pleasure, enjoyment, or emotional experience.
Examples include luxury dining or vacations.
Flow State:
 A state of complete immersion in an activity where one loses sense of
spatial and chronological awareness. Products that facilitate flow can be
highly motivating.
8. Marketing Implications of Motivation Theories
 Product Positioning: Positioning a product to fulfill a specific need or
desire according to motivational theories.
 Advertising Strategies: Crafting messages that resonate with the
consumer's motivational state or emotional needs.
 Consumer Journey: Structuring the consumer's path to purchase in a
way that engages and motivates at every touchpoint.

9. Case Studies and Applications


 Apple’s Product Design: Aligns with self-actualization by offering tools
that promise creativity and personal expression.
 Nike: Uses stories of athletes to evoke emotions, aligning with esteem and
self-actualization needs.
 Safety Products: Like ADT or Life Alert, target safety needs by
emphasizing security and peace of mind.

10. Conclusion

Understanding motivation in consumer behavior provides marketers with a


framework to design products, communications, and experiences that resonate
deeply with consumers. As consumer psychology evolves, new models will
emerge, but the core principles of motivation will remain foundational in
understanding and influencing consumer behavior.

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