ConsumerMotivation andPersonalityCompany Name MOTIVATION•Driving force that impels people to act.•Represents the reasons one has for acting orbehaving in a particular way.•Needs- circumstances or things that that arewanted or required, and they direct themotivational forces.•Personalityconsists of the inner psychologicalcharacteristics that both determine and reflecthow we think and act, which together form anindividual’s distinctive character.•Brand personificationoccurs when consumersattribute human traits or characteristics to abrand.•Anthropomorphism, which refers to attributinghuman characteristics to something that is nothuman THE DYNAMICS OFMOTIVATION Needs•Physiologicalneeds are innate (biogenic, primary) andfulfilling them sustains biological existence.•They include the need for food, water, air, protection ofthe body from the outside environment (i.e., clothingand shelter), and sex.•Psychologicalneeds are learned from our parents,social environment, and interactions with others.•Among many others, they include the needs for self-esteem, prestige, affection, power, and achievement.•E.g. A new couple housing requirement•A couple in 60’s Goals•Genericgoals are outcomes that consumers seek inorder to satisfy physiological and psychological needs.•Eg. when a student tells his parents that he wants to•become an entrepreneur, he expresses a generic goal.•Product-specificgoals are outcomes that consumersseek by using a given product or service..•E.g. says he wants to earn an MBA from IoBM, heexpresses a product-specific goal.•Marketers have become keenly interested in themotivations of bloggers and individuals who postcomments online•One study identified three motivations for blogging:(1)self-expression; (2) documenting one’s life (i.e.,keeping a diary); and (3) identifying other influentialbloggers. Need Arousal•Arousal of any need at a specific moment in time maybe caused by biological stimuli, emotional or cognitiveprocesses, or stimuli in the outside environment.•A drop in blood sugar level or stomach contractions willtrigger awareness of a hunger need.•A decrease in body temperature will induce shivering,which makes the individual aware of the need forwarmth.•Most of these physiological cues are involuntary•Cognitive arousal, random thoughts can lead to acognitive awareness of a need to act. Selecting Goals•Purchase-related goalsthat satisfy more than oneneed.•Thegoals that individuals selectdepend on thoseindividuals’ personal experiences and knowledge,physical capacity, prevailing cultural norms and values,and the goal’s accessibility in the individuals’ physicaland social environments.•The motivation to select goals can be either positive ornegative•Positive outcomes that we seek are called approachobjects;•Negative outcomes that we want to prevent are calledavoidance objects Upload your study docs or become a Course Hero member to access this document Upload your study docs or become a Course Hero member to access this document •People who achieve their goals set new and higher goals for themselvesIndividuals who successfully achieve their goals usually set new and higher goals forthemselves, that is, they raise their levels of aspiration. Those, who do not reach their goalssometimes, lower their levels of aspiration. Thus goal selection is often a function of successand failures.Model of the Motivation Process:The motivational process is the steps that you take to get motivated. It is a process, that whenfollowed produces incredible results. It is amazing what you can do if you are properly motivated, andgetting properly motivated is a matter of following the motivational process. Like any other process it takesa little work and foresight and planning on your part. However, the return on your investment of time issignificant, and it is important when needing extra motivation that you apply the motivational process.In the initiation a person starts feeling lack nesses. There is an arousal of need so urgent, that thebearer has to venture in search to satisfy it. This leads to creation of tension, which urges the person to forgeteverything else and cater to the aroused need first. This tension also creates drives and attitudes regardingthe type of satisfaction that is desired. This leads a person to venture into the search of information. Thisultimately leads to evaluation of alternatives where the best alternative is chosen. After choosing thealternative, an action is taken. Because of the performance of the activity satisfaction is achieved which thanrelieves the tension in the individual. |
