CONSUMER MOTIVATION:Needs, Goals, Generic Goals

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Consumer Psychology (PSY - 514)

LESSON30

CONSUMER MOTIVATION

CHAPTER 5: INDIVIDUAL DETERMINANTS OF CONSUMER BEHAVIOR

Understanding:

· Motivation as a Psychological Force

· Needs

· Goals

· Positive & Negative Motivation

· Rational vs. Emotional Motivation

· Types and systems of Needs

· Hierarchy of Needs Motivation

Consumer Motivation

Savvy companies define their missions in terms of consumer needs they satisfy rather than the products they make

and sell. Consumers basic needs do not change but the products that satisfy them do. Corporate focus on

developing products that will satisfy consumer's needs ensures that the company stays in the forefront of the

search for new and effective solutions

Charles Revson was the builder of a Cosmetic Empire (Revlon). He started by manufacturing the nail polishes. He

did so but first changed the definition of the nail polish for himself and for his consumers. His Nail polish

definition: Nail Polish is a fashion accessory, not merely a nail covering. Revson's Philosophy: Induce women to

use different shades of nail polish to match different outfits, moods and occasions. Result: Women started buying

and using many different colors of nail polishes the same season rather than waiting for the bottle to end to buy

one more and market vastly broadened for the product. Revson started introducing new nail colors every fall and

spring. He used some heavy and effective advertising to persuade women that buying new colors would satisfy

their needs to appear fashionable and attractive. Consequently he developed separate cosmetic lines targeting

different consumer segments. Natural Wonder: Targeting the Youth Market. Marcella Borghese: High-class line

with international flavor. Fire and Ice: Deep red polish.

Revson understood that he was not selling women the nail polish but fantasies that nail polish would attract

attention and bestow class and glamour upon the user.

Motivation in the context of consumers may be best understood with the help of following concepts:

1. Positive/Negative Motivation

Driving force towards some object or condition is positive motivation. Driving force away from some object or

condition. Some psychologists refer to positive drives as needs, wants or desires. Negative drives as fears or

aversions. Even though the positive and negative drives seem to differ dramatically in terms of physical and

sometimes emotional activity, they are similar in that they both serve to initiate and sustain human behavior

Approach object: is a positive goal towards which the behavior id directed and Avoidance object is a negative

goal from which the behavior is directed away.

2. Rational and Emotional Motivation

Rational Motivation is consumers select goals based upon totally objective criteria such as size, weight, price or

miles per gallon. Emotional Motivation implies the selection of goals according to personal or subjective criteria

(e.g. pride, fear, affection or status)

Needs

Every Individual has needs some are innate others are acquired.

Consumer Psychology (PSY - 514)

Innate/Primary Needs

Physiological needs, the needs for food, water, air, clothing, shelter. They are needed to sustain the biological life

Acquired /Secondary Needs

Needs that we learn in response to our culture or environment. These may include needs for self esteem, prestige,

affection, power and learning

Types and Systems of Needs

For many years psychologists interested in human behavior have attempted to develop exhaustive lists of human

needs. Dr. Abraham Maslow, a clinical psychologist, formulated a widely accepted theory of human motivation

based on the notion of universal hierarchy of human needs

Goals

Goals are sought after results of motivated behavior

Types of Goals

Two types of goals may be differentiated:

Generic Goals

Product Specific Goals

Generic Goals include general classes or categories of goals that consumers see as means to fulfill their needs. If a

student tells his parents that he wants to become a doctor, he has stated a general goal. If he says he wants to get a

medical degree from King Edward Medical College, then he has stated a specific goal. Individuals select goals on

the basis of their personal values and they select means and (or behaviors that they believe will help them achieve

their goals).

Goal selection depends upon individuals:

Personal Experiences

Physical Capacity

Prevailing cultural norms and values

Goal's accessibility in the physical and social environment

Example: A girl aspiring to become an airline pilot

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