Consumer Motivation Flashcards
The term is derived from the word ‘motive’.
motivation
may be defined as needs, wants, drives or impulses within the individual.
Motive
is defined as the processes that account for an individual’s intensity, direction, and
persistence of effort toward attaining a goal.
Motivation
The three key elements in motivation:
intensity
direction
persistence
It describes how hard a person tries. This is the element most of us focus
on when we talk about motivation.
Intensity
High intensity is unlikely to lead to favorable job-performance outcomes
unless the effort is channeled in a direction that benefits the organization. Therefore,
the quality of effort as well as its intensity matters. Effort directed toward, and
consistent with, the organization’s goals is the kind of effort once should be seeking.
Direction
It measures HOW LONG A PERSON CAN MAINTAIN EFFORT. Motivated
individuals stay with a task long enough to achieve their goal.
Persistence
The basic
elements of the process of motivation are:
Behavior
Motives
Goals
• is a series of activities.
• is generally motivated by a
desire to achieve a goal. In order to predict and control behavior managers must
understand the motives of people.
Behavior
prompt people to action.
They are the PRIMARY ENERGIZERS of
behavior.
They are the ‘ways’ of behavior and mainsprings of action.
They are
largely subjective and represent the mental feelings of human beings.
They are
cognitive variables.
They cause behavior in many ways.
Motives
are the ends which provide satisfaction of human wants.
They are outside an
individual; they are hoped for incentives toward which needs are directed.
Goals
Process of Motivation
Motive ➡️ Behavior ➡️ Goal
⬆️ ⬇️
⬅️ Tension reduction ⬅️
Types of Motivation
- Positive or negative
- Extrinsic and intrinsic
- Financial or non-financial
It is the process of attempting to influence the employees’
behavior through recognition & appreciation of employees’ efforts and contribution
towards achievement of organizational goal.
Positive motivation
Examples of positive motivators
✅taking interest in subordinate’s benefits
✅ appreciation and credit for work done
It is based upon fear i.e. demotion, lay off etc. The fear of
punishment affects the behavior towards changes. Though punishment has
resulted in controlling the misbehavior and contributed towards positive
performance but it may also lead to poor performance & lower productivity
Negative motivation
It arises AWAY FROM THE JOB. It DO NOT OCCUR ON THE JOB. These
factors include wages, fringe benefits, medical reimbursement, etc. Thus, they are
generally associated with FINANCIAL INCENTIVES
Extrinsic Motivation
This type of motivation occurs ON THE JOB and provides
satisfaction during the performance of work itself.
include recognition, status, authority, participation etc
Intrinsic Motivation
It is ASSOCIATED WITH MONEY. It includes wages and salaries,
fringe benefits, bonus, retirement benefits etc
Financial Motivation
This type of motivation is NOT ASSOCIATED WITH MONETARY
REWARDS. It includes intangible incentives like ego satisfaction, self-actualization and
responsibility
Non-financial Motivation
The Selection of Goals:
The goals selected by an individual depend on their:
–Personal experiences
–Physical capacity
–Prevailing cultural norms and values
–Goal’s accessibility in the physical and social environment
This thought process involves reason and is usually based on facts of reason.
Rational
This thought process involves emotions.
emotional
This thought process is fast, blindingly fast. “Blindingly” is the key problem with this responses.
You’re reacting without knowing all of the details, without knowing why.
Emotional
This thought process is slow, considered. And that’s the key problem with rational responses. In some cases,
it’s too slow. You need to react asap.
Rational
means the driving force within individuals that impels them to take
action.
Motivation
are constantly changing because of an individual’s physical
condition, social circle, environment and other experiences.
Needs and goals
Psychologists reasons to support
the statement “Needs and goals are constantly changing”
- needs are
never completely satisfied. - next higher level need emerges.
- An
individual who achieves their goals set new and higher goals for themselves
Example of needs that are never fully satisfied.
Physiological needs
Example of psychological need
Desire to stay connected
with friend through social media is one example in this regard. Even if a person is connected with
his friends in Facebook, he also tries other social media platforms
