Motivation

Prof. Sita Ramakrishnan

Topics to be covered

Meaning
Definition
Theories of Motivation:
- Maslows Hierarchy of Needs
- McClellands Theory of Need Achievement

Meaning

Derived from the Latin word Movere which means to

Move.
Inner psychological forces in an individual which induce
him to act or not act in a particular way.
Important factor affecting human behaviour.
The study of motivation is concerned with why people
choose to behave in a certain way.
Motivation can be Positive or Negative.
If the driving force is towards an object, it is positive and
if the driving force is away from the object, it is negative.

Definition

Fred Luthans Motivation is a process that starts with a

physiological or psychological deficiency or need that
activates behaviour or a drive that is aimed at a goal or
incentive.

W.G. Scott Motivation means a process of stimulating

people to action to accomplish the desired goals.

Theories of Motivation

Maslows Hierarchy of Needs:

- One of the most popular approaches to understanding
consumer motivation.
- Proposed by psychologist Abraham Maslow.
- This theory talks about 5 basic levels of human needs,
arranged in a hierarchy as per their importance.
Self
Actualisation
needs
Esteem needs
Social needs
Safety & Security needs
Physiological needs

- Physiological needs Basic needs of human life like

food, shelter, clothing, etc.
- Safety needs Need for physical safety and security
from physical danger.
- Social needs Need to have satisfying relationships
with others and feel a sense of love, affection and
belonging.
- Esteem needs Need to feel a sense of
accomplishment and get respect and recognition from
others.
- Self Actualisation needs Need for self-fulfilment and a
desire to realise ones own potential.

- According to this theory, the lower level physiological

and safety needs must be satisfied before the higher
needs are felt.
- Once a set of needs are satisfied, it ceases to be a
motivating factor and the next set of needs in the
hierarchy takes its position.
- Assumptions to this theory are:
1. Mans wants are growing continuously.
2. Needs have a definite hierarchy of occurrence.
3. A satisfied needs is not a motivator.
4. As one need is satisfied, another replaces it.

- However, in reality, people may not move through the

hierarchy of needs in that order necessarily.
- While the theory has its flaws, it provides a framework
for the marketers to determine what need do they want
their products/services to be shown satisfying.
- Marketers can also recognise different market
segments emphasise different needs.

McClellands Theory of Need Achievement:

- Proposed by David McClelland.
- Talk about the presence of 3 basic motivating needs:
Need for Achievement
Need for Power
Need for Affiliation
Need for Achievement:
- Relates to the need to achieve something.
- Similar to ego and self-actualisation needs.
- People with this need consider personal
accomplishment as an end.

- They tend to be more self-confident, enjoy taking

calculated risks, value feedback and actively research
their environment.
- They like situations in which they can take responsibility
for finding solutions.
- Hence advertising appeals must emphasise on
speculation and innovation.
Need for Power:
- Relates to an individuals needs to control his
environment, other people and various objects.
- Closely related to Ego needs.

- Individual experiences self-esteem when they exercise

control over other people or objects.
- Advertising appeals must emphasise how control can
be achieved.
Need for Affiliation:
- Relates to the desire to belong to, to be a part of a
group (to be accepted) and to have friends.
- Similar to social needs.
- Affiliation is a well-known and well-researched social
motive.
- These kind of people tend to be dependent on others
and select goods that will have social acceptance.

- Thus the theory shows how individuals with different

needs are receptive to different products.
- Awareness of such needs will provide marketers
information about the basis for segmentation.