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4a. Consumer Motivation

This document discusses consumer motivation from several perspectives. It explains that motivation comes from biological, emotional, rational, and social forces and directs consumer behavior. Biological forces relate to basic needs for survival, while emotional forces can motivate consumers positively or negatively. Rational forces deal with logic and real benefits. Social forces stem from others like family and society. The document also summarizes Thorndike's Law of Effect and Maslow's Hierarchy of Needs theories of motivation. It introduces Alderfer's ERG Theory, which is similar to Maslow's but allows different needs to be pursued simultaneously.

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dhruvgupta1990
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69 views

4a. Consumer Motivation

This document discusses consumer motivation from several perspectives. It explains that motivation comes from biological, emotional, rational, and social forces and directs consumer behavior. Biological forces relate to basic needs for survival, while emotional forces can motivate consumers positively or negatively. Rational forces deal with logic and real benefits. Social forces stem from others like family and society. The document also summarizes Thorndike's Law of Effect and Maslow's Hierarchy of Needs theories of motivation. It introduces Alderfer's ERG Theory, which is similar to Maslow's but allows different needs to be pursued simultaneously.

Uploaded by

dhruvgupta1990
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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Consumer Motivation

SUBMITTED BY:Dhruv Gupta Id No.:GP-069

Consumer Motivation
Motivation 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 Motivation
Biological forces are linked to our most basic

needs for survival


Things 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

response
Pumpkin

Why do people invest in

a warranty?

Consumer Motivation
Rational forces are often in conflict with

emotional ones
rational forces deal with logic Consumer is interested in the real

benefits of the products/service ex: cost, convenience, safety, taste

Consumer Motivation
Societal forces are caused by other

people
friends, family and society in general Sadly, these purchases are increasing

more and more celebrity endorsements are an example These are purchases that are to be seen, be popular, make others impressed, etc.

Motivational Theories
Thorndikes Law of Effect consumers are motivated to buy products that produce positive events and reduce negative events most purchases are influenced by both A marketers job is to communicate the benefits and downplay the negative

Motivational Theories
Maslows Hierarchy of Needs
consumers respond to motivation according to

levels of needs in this order:


physiological safety/security affiliation esteem

if these needs are met, the person may then be

motivated by growth needs

Self-Actualization

Esteem

Belonging

Safety

Physiological

Motivational Theories
Aldelfers ERG Theory
Came after Maslows theory Very similar Hierarchy that we all follow ERG E Existence similar to physiological and safety R Relatedness similar to love/belonging G Growth similar to esteem/self-actualization Unlike Maslow Different levels can be pursued at the same time Example: An artist may struggle to eat while becoming fulfilled intellectually with their paintings

Aldelfers ERG Theory

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