Motivation

Question 1

Define Motivation

Answer 1

An activation , an incentive or reason to start or maintain behaviour (Antoines and Van Raj 1998)

Question 2

When does a need arise?

Answer 2

if there is discrepancy between a desired and an actual state

Question 3

What is Maslow’s hierarchy of needs?

Answer 3

Needs at one level must be atlas partially satisfied before those of the next level become important in determining our actions.

1. Physiological needs(existence)
2. Safety needs(existence)
3. Belongingness needs (relation)
4. Esteem needs (growth)
5. Self-actualisation (growth)

Question 4

Do Marketers create needs?

Answer 4

Marketing does not create needs but shapes the manifestation of these via wants for specific brands and types of products.
- Mishan 1971: marketing adds to dissatisfaction rather than satisfaction

Question 5

Distinguish between internal and external motivation?

Answer 5

Internal: form within a person, concerned with intrinsic needs, drive or emotion (psychological base) self interest, excitement and pleasure.

External: From environment, based on attractiveness of environmental stimuli such as products/services. Becomes internal due to preference of certain products.(operant conditioning and vicarious learning) e.g.save money, recognition, social belonging, low risk.

Question 6

Distinguish between positive and negative motivation?

Answer 6

• Distinguished as approach and avoidance

Positive motivation: people look for positive moods, pleasure, gratification and intellectual stem (things that enrich their lives and worth to strive for) e.g. holidays

Negative motivation: people are motivated to escape from negative situations, pain and illness (like a headache or buying a warranty of dishwasher to avoid discomfort of it breaking down)
= marketing communication highlight products that can fulfil these drivers

Question 7

Define Cognitive dissonance

Answer 7

Disharmony between thoughts, beliefs, attitudes held and behaviour.

• expectations are unmet
• motivated to move toward homeostasis (Festinger, 1957)
• leads to attitude or belief change (marketing: post-purchase reassurance)

Question 8

Distinguish between cognitive and affective motives?

Answer 8

Cognitive: behaviour is directed as a result of the active processing and interpretation of information(expectations of past experiences serve to direct behaviour towards particular goals)

Affective: an individual needs to achieve satisfying feeling states and to attain emotional goals

Question 9

What is the Freudian Theory of motivation? (three basic structures)

Answer 9

Id: works on pleasure principle, immediate and short term satisfaction. Libido is the drive and it is unconscious.
= NAUGHTY
Superego: Work as an external motivators. Controls behaviour by fit of internalised norms. Operates on the Conscious level and conflicts with Id.
= NICE
Ego: Responds to real world, mediate between Id and reality. Operated at the subconscious level
= NAUGHTY & NICE

Question 10

How does Laswell’s (1948) theory support the Freudian theory, with his Theory of Triple appeal?

Answer 10

To be successful, message must appeal to all three elements of the mind (Ego, superego and Id)

Question 11

Distinguish between instrumental and terminal values?

Answer 11

Instrumental: refers to honesty, friendliness, which leads to acceptance by people

Terminal: Relates to end state goals, like wisdom, happiness and freedom. (Hofstede’s culture value 1980)

Question 12

Distinguish between Biogenic and Psychogenic drivers?

Answer 12

biogenic drivers: things that need to be satisfied in order to survive (water, shelter, food)

Psychogenic drivers: the desire to have status or be appreciated (social) stems from social environment and culture.