Unit 2 - Motivation Flashcards
What is Motivation?
Motivation is the driving force that impels people to act and reflects the reason or reasons one has for acting or behaving in a particular way.
What are Needs?
Needs are circumstances in which something is necessary or requires some course of action.
In consumer behaviour unfulfilled needs
form motivational desires that impel consumers to purchase goods and services.
Unfulfilled needs create
tensions which consumers strive to relieve, both consciously and subconsciously, by forming purchase-related goals and subsequent behaviour that they anticipate will fulfil their needs.
Personality
represents inner psychological characteristics that both determine and reflect how we think and act, which together form an individual’s distinctive character.
Brand personification
assigning a brand human attributes and creating sentiments for it among consumers.
Anthropomorphism
means attributing human characteristics to something that is not human.
Example: El algodón no engaña Michelin man Duracell bunny Don Limpio
Consumers’ needs do not change over time although
the manners of how they satisfy needs, including the products they buy, change over time, sometimes frequently as new and better products that satisfy their needs are launched.
This ensures companies to stay in the forefront of the search for new and effective solutions to fulfil consumers’ desires
types of needs
biogenic & psychogenic
biogenic needs
sustain physical experience
example: food, water, air, protection of the body
psychogenic needs
learned from our parents, social environment and interactions with others
example: self-esteem, prestige, affection, power and achievement
needs arousal
Most of individuals’ needs are dormant much of the time.
The arousal of that need may be cause by different factors:
- biological stimuli
- emotional processes
- cognitive processes
- stimuli in the outside environment
Goals are
the sought-after results of motivated behaviour.
In the context of consumer behaviour, buyers’ actions are driven by two sets of goals:
• Generic goals
• Product-specific goals
Example:
Generic goal: “I want to become an entrepreneur”
Product-specific goals: “I want to earn an MBA from Stanford”.
Usually consumers set
purchase-related goals that satisfy more than one need.
Example:
Clothes. Protection but also recognition and acceptance by others.
The motivation to select goals can be either
positive or negative. We may feel a driving force towards some object of a driving force away from some object or condition.
Positive outcomes that we seek are called
approach objects
Negative outcomes that we want to prevent are called
avoidance objects
needs and goals
the are independent; however, people are often not aware of their needs as they are of their goals
Human needs are
never fully or permanently satisfied. As individuals attain their goals, they develop new ones.
Higher-order needs emerge as lower-order needs are fulfilled. A man covers his basic physiological needs (e.g. house, food, etc.) and then, he may seek for others.
A good product
will not be repurchased if it fails to live up to unrealistic expectations created by ads that overpromise.
- Similarly, consumers often regard mediocre products with greater satisfaction than is really warranted if the products’ performance exceeds their expectations.
When people cannot attain their primary goals,
they often set substitute goals. Although the substitute goal my not be as satisfactory as the primary goal it may be sufficient to dispel uncomfortable tension.
Example:
Someone who has stopped drinking whole milk because he/she is on a diet may begin to prefer skimmed milk.
frustration is
the feeling of not achieving a goal. Individuals react differently to frustrating situations and people cope with frustration differently.
Defense mechanisms are
cognitive and behavioural ways to handle frustration.