Motivation refers to the processes that cause people to behave as they do. Motivation occurs when a need is aroused that the consumer wishes to satisfy. Once a need has been activated, a state of tension exists that drives the consumer to attempt to eliminate or reduce the need. Understanding motivation is to understand why consumers do what they do.

Motivation refers to the processes that cause people to behave as they do.
Motivation occurs when a need is aroused that the consumer wishes to satisfy. Once a need has been activated, a state of tension exists that drives the consumer to attempt to eliminate or reduce the need.
Understanding motivation is to understand why consumers do what they do.

The motivation process:
a psychological perspective

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Solomon, Bamossy, Askegaard and Hogg, Consumer Behaviour, 5th Edition © Pearson Education Limited 2014

Motivation satisfies either utilitarian or hedonic needs.
Satisfying utilitarian needs implies that consumers emphasize the objective, tangible attributes of products, e.g. fuel economy in a car.
Satisfying hedonic needs implies that consumers emphasize subjective and experiential aspects, e.g. self confidence, excitement, etc.

The motivation process

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Solomon, Bamossy, Askegaard and Hogg, Consumer Behaviour, 5th Edition © Pearson Education Limited 2014

Biological
Drive theory focuses on biological needs that produce unpleasant states of arousal, e.g. stomach rumbling when you are hungry. We are motivated to reduce the tension caused by such arousal.
Learned
Expectancy theory suggests that behaviour is largely governed by expectations of achieving desirable outcomes – positive incentives rather than pushed from within.

Biological vs learned needs

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Solomon, Bamossy, Askegaard and Hogg, Consumer Behaviour, 5th Edition © Pearson Education Limited 2014

Positively valued goals – consumers are motivated to approach the goal and will seek out products that will be instrumental in attaining it.
Avoiding negative goals – consumers are motivated to avoid a negative outcome structuring their purchases or consumption activities.

Motivational conflicts

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Solomon, Bamossy, Askegaard and Hogg, Consumer Behaviour, 5th Edition © Pearson Education Limited 2014

Figure 6.1 Three types of motivational conflict

Motivational conflicts (Continued)

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Solomon, Bamossy, Askegaard and Hogg, Consumer Behaviour, 5th Edition © Pearson Education Limited 2014

Classifying consumer needs

Much research has been done on classifying human needs. Henry Murray – delineated a set of 20 psychogenic needs that result in specific behaviours.
Other motivational approaches have focused on specific needs and their ramifications for behaviour.
Need for achievement
Need for affiliation
Need for power
Need for uniqueness.

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Figure 6.2 Levels of need in the Maslow hierarchy

Maslow’s hierarchy of needs

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