Motivations + Insights Flashcards
Define customer motivation and its effect on marketers
A need is aroused / recognised which the consumer wants to satisfy, this creates a tension to meet the need. (Soloman).
Marketers try to create / provide products that provide the desired benefits and ease the tension between current state and desired state.
Define consumer behaviour
The processes involved when individuals select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs
What are the components of consumer motivation?
Need = state that needs to be satisfied Goal = desired end state that is different to your current state
Explain drive theory
- Focuses on biological need
- Produces unpleasant emotion in which consumers want to satisfy
- Motivation is dependent on desire to get to end need
E.G I am hungry, this motivates me to eat to fulfil need
Explain expectancy theory
- Motivation is cognitive, not biological
- Idea that consumers have the expectation of achieving their desired outcome = POSITIVE INCENTIVE
- motivates their behaviour
- E.G If I work hard I will succeed
Define biogenic needs
- Need to ensure survival
- traditional idea of what a need is. E.G water, air, food, shelter
What is a criticism of drive theory?
Needs do not always need to be satisfied, E.G if you’re on a diet you do not want to satisfy the need for unhealthy food
In terms of motivational direction, what are the 4 types of needs?
Ultilitarian
Psychogenic
biogenic
hedonic
What is utilitarian motivational direction?
Tangible attribute
- How fast is the laptop? How smooth does the car drive? Is the item trendy?
What is a psychogenic motivational direction
Psychological, emotional, status
- E.G In social situations you want to be accepted by people thanking you for doing something
What is a hedonic motivational direction
Subjective, experimental
- E.G One consumer might buy an Audi due to emotional value whilst another consumer might be an Apple laptop for the social status.
What is a criticism of motivational direction?
HINT: types of needs
The categories are very similar so it is hard to differentiate the needs
What is a criticism of Maslow’s Hierarchy of needs?
It cannot be applied to every culture and every individual. Can a single product solve several needs?
What is market aggregation?
Offers a single product within a single marketing program
What is a target market?
Desired consumers, each target market will have a specific tailored marketing mix strategy
What are academic quotes about the importance of consumer insights?
(HINT: Two quotes both published 2004)
“A deep embedded knowledge about our consumers and our markets that helps structure our thinking and decision making” (Stone, 2004)
“People use products not because of the functional attribute but because of the attached meanings” (Arnould, 2004)
Why are consumer insights important?
- Consumer insights informs research
- Research informs data
- Data informs marketing campaigns
How are consumer insights generated?
Insights are crafted through:
- Consumer opinions
- Investigating consumer emotions / motivations
- Documents behaviour
What is an example of the components of consumer motivation
Components: need + goal
Need - identify you are thirsty (current state)
Goal - you desire something to clench your thirst (desired end state)
Motivation - you want to solve your need by achieving your goal, in this case you would drink something
What is Maslow’s Hierarchy of needs? What are the categories?
A category of needs that all consumers follow, in order to achieve the next level of need you first must achieve your current need
Categories:
- Psychological
- Safety
- Belonging
- Ego needs
- Self - Actualisation
Why is Maslow’s Hierarchy of needs important for marketers?
Informs marketers:
- consumers have different priorities for different consumption situations
- different stages of their life
What are the THREE motivational conflict theories?
Approach VS Approach
Approach VS Avoidance
Avoidance VS Avoidance
What is Approach VS Approach (motivational conflict theory)? Can you give an example?
Every intention to fulfil a need / want and achieve desired end-state but ensure how do achieve state.
E.G You have the need for food due to hunger, do you eat a Burger vs Hot dog?
You have the need for a drink due to thirst, do you have a bottle of fizzy or a can?
What is Approach VS Avoidance (motivational conflict theory)? Can you think of an example?
Not satisfying a need / want due to a more important need / want
E.G you are on a diet and want to eat healthy food but want unhealthy food at a given time
Salad vs Donut? Veg vs Chocolate?
