CHAPTER 8

Consumer Motivation

Roger D. Blackwell, Paul W. Miniard, and James F. Engel, Consumer Behavior, Ninth Edition Copyright 2001 by Harcourt, Inc. All rights reserved.

Consumer Motivation

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Consumer Motivation
Represents the drive to satisfy both physiological and psychological needs through product purchase and consumption

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Consumer Motivation
Represents the drive to satisfy both physiological and psychological needs through product purchase and consumption Gives insights into why people buy certain products Stems from consumer needs: industries have been built around basic human needs
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Types of Consumer Needs

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Types of Consumer Needs

Physiological Needs Safety and Health Needs Need for Love and Companionship Need for Financial Resources and Security Need for Pleasure Social Image Needs Need to Possess
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Types of Consumer Needs

Physiological Needs

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Types of Consumer Needs

Physiological Needs Basic human needs, including food, water, and sleep

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Types of Consumer Needs

Physiological Needs Safety and Health Needs

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Health Source, soy protein shakes, appeal to consumers needs for products that promote good health
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Types of Consumer Needs

Physiological Needs Safety and Health Needs Need for Love and Companionship

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Types of Consumer Needs

Need for Financial Resources and Security

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

AFLAC insurance appeals to consumers need for financial security

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Types of Consumer Needs

Need for Financial Resources and Security Need for Pleasure

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Types of Consumer Needs

Need for Financial Resources and Security Need for Pleasure Social Image Needs
Conspicuous consumption: purchases motivated to some extent by the desire to show other people how successful they are Companies reinforce the notion that products enable users to communicate social image
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Types of Consumer Needs

Need to Possess

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Types of Consumer Needs

Need to Possess Need to Give
Self-gifts let us motivate, reward, and console ourselves

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Kodak appeals to consumers desire for self gifts with its tag line: the tough part is actually giving it away.

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Types of Consumer Needs

Need to Possess Need to Give Need for Information
One reason we read or watch TV Fuels Internet usage Information plays an important role in persuasion--if an ad appears when consumers need information, they are more likely to pay attention than when they dont need the information
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Types of Consumer Needs

Need to Possess Need to Give Need for Information Need for Variety
Marketers may introduce different versions of original brand Variety may become focus of product positioning

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Mars Introduces New Crispy M&Ms

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Motivational Conflict and Need Priorities

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Motivational Conflict and Need Priorities

Satisfying a need often comes at the expense of another need--these trade-offs cause motivational conflict

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Motivational Conflict and Need Priorities

Satisfying a need often comes at the expense of another need--these trade-offs cause motivational conflict
Approach-approach: deciding between two or more desirable options Avoidance-avoidance: deciding between two or more undesirable options Approach-avoidance: behavior has both positive and negative consequences
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Motivational Conflict and Need Priorities

Resolving motivational conflicts requires prioritizing needs Maslows hierarchy
Some needs take precedence over other needs--physiological take top priority Differences in importance attached to various needs affects how consumers evaluate products
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Maslows Hierarchy of Needs

SelfActualization Needs
(Self-fulfillment, Enriching Experiences)

Esteem Needs
(Accomplishment, Self-Respect, Prestige)

Social Needs (Companionship,

Friendship, Love)

Safety Needs (Protection, Security) Psychological Needs (Food, Water, Sleep)

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc.

Motivational Conflict and Need Priorities

Resolving motivational conflicts requires prioritizing needs Maslows hierarchy Benefit segmentation: dividing consumers into different market segments based the benefits they seek from purchase and consumption
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Motivational Intensity
Motivational intensity: how strongly consumers are motivated to satisfy a particular need Depends on needs importance

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Motivational Intensity
Motivational intensity: how strongly consumers are motivated to satisfy a particular need Depends on needs importance Involvement: degree to which an object or behavior is personally relevant Motivational intensity and involvement determine amount of effort consumers exert in satisfying needs
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

The Challenge of Understanding Consumer Motivation

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

The Challenge of Understanding Consumer Motivation

Reasons underlying consumer motivation are not always obvious Research is necessary to discover real motivations behind behaviors People dont always want to disclose real reasons for their actions People dont always know why they do what they do--unconscious motivation Motivations change over time
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Motivating Consumers

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Motivating Consumers
Overcoming Price Barriers

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Motivating Consumers
Overcoming Price Barriers
Consumers have some needs they can not afford to satisfy Price cuts, specials, rebates, and coupons motivate purchase Resulting sales may increase, but profits may not Attract consumers less likely to repeat Price reductions may increase price sensitivity
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Motivating Consumers
Provide Other Incentives

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Motivating Consumers
Provide Other Incentives Premiums, free products, contests, and sweepstakes are designed to motivate consumers to purchase

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Marriott motivates consumers by implementing a loyalty program.

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Motivating Consumers
Enhance Perceived Risk

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Motivating Consumers
Enhance Perceived Risk
Perceived risk: consumers apprehensions about the consequences of their behavior (buying and consuming the product) Greater perceived risk increases search Educating consumers about risks may motivate them to make more informed choices that reduce exposure to risk
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Motivating Consumers
Arouse Consumers Curiosity

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Motivating Consumers
Arouse Consumers Curiosity
For new products, educating potential customers is crucial Curiosity often leads to an enhanced need for information May advertise a benefit that is not normally associated with the product

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

Consumer Behavior
Roger D. Blackwell Paul W. Miniard James F. Engel
Requests for permission to make copies of any part of the work should be mailed to the following address: Permissions Department, Harcourt, Inc. 6277 Sea Harbor Drive Orlando, Florida 32887-6777 Copyright 2001 by Harcourt, Inc. All rights reserved.