Topic 3 - Consumer motivation

Question 1

Definition of Motivation

Answer 1

Its the driving force that impels people to act

Consumer motivation deals with WHY people buy?

Question 2

What are the 4 motivation process?

Answer 2

UTDN

unfulfilled needs
tension
drive & behaviour
need fulfilment

Question 3

unfulfilled needs: explain needs arousal

Answer 3

most of the individuals needs are dormant most of the time

need arousal at a specific moment caused by:
IEE

1. internal biological stimuli
2. external stimulus
3. emotional & cognitive processes

Question 4

unfulfilled needs: explain how marketers can influence consumer unfulfilled needs?

Answer 4

marketers can influence consumer unfulfilled needs by:

1. identifying consumer unfulfilled needs
2. create a marketing stimuli to arouse consumers needs

Question 5

explain psychological tension

Answer 5

unfulfilled needs create psychological tension

individuals strive to reduce tension consciously or subconsciously

Question 6

explain drive, goal and behaviour

Answer 6

tension creates the drive which the individual sets the goal and carry out behaviour to meet unfulfilled needs

Question 7

factors affecting goal setting

Answer 7

even with same motivation, different individuals may set different goals resulting in different behaviour depending on their psychological characteristics:

PPA

personality, perception, attitude

Question 8

types of goals

Answer 8

generic goals

product specific goals

marketers should help consumer associate their unfulfilled needs to product specific goals

Question 9

explain need fulfilment

if behaviour not sufficient to fulfil need?

if need is fulfilled?

Answer 9

if drive, goal and behaviour meet unfulfilled needs, tension is reduced

if behaviour not sufficient to fulfil need:

1. psychological tension persists
2. individual sets new goal and behaviour to fulfil the same need

if need is fulfilled:

1. fulfilled need is no longer a source of motivation
2. individuals will seek to fulfil other unmet needs

Question 10

what are the 5 types of maslow hierarchy of needs

Answer 10

PSSES

physiological needs
safety and security needs (refers to physical and finance)
social needs
ego needs
self actualization

Question 11

explain the maslow hierarchy of needs

Answer 11

individuals will seek to satisfy lower level unfulfilled needs FIRST before high level needs

lowest level of unfulfilled needs motivate a persons behaviour