Individual Influence on Consumer Behaviour
Part 1
Module 3
Akash S
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Senior Asst Prof
MBA Dept
MITE
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MOTIVATION
- "...analysis of the various factors which influence and encourage the individual's action."
- 'The internal mechanisms and external stimuli which direct our behaviour'
- Motivation psychology is concerned with the origin, the direction and the persistence of behaviour
- “...the direction and intensity of effort."
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MOTIVATION means
- To stimulate
- To impel
- To move
- To induce
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The Basics of Motivation
Motivation is the result of the interaction between internalized needs and external influences that determine behaviour
"a reason to put forth your best effort"
SO,... WHAT DOES MOTIVATION MEAN?
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- Strong link between motivation and the emotions experienced
- Motivation arises from the cumulative effect of multiple motives
- Motives are:
- Reasons for doing things
- Relatively stable
- Dispositions
- Acting at the same time (+ve and -ve)
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- Motives can strengthen or antagonise one another
UNDERSTANDING MOTIVATION
- Understanding motivation helps us answer the question WHY?
- Why do some people participate in sport and exercise?
- Why do some people continue to participate?
- Why do some people discontinue participation?
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Situation
Personality
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ANSWERING WHY!
Physical Competence
Mood
Consumer Needs
We use the term 'need' when referring to any human requirement. We also use a variety of other words that may be sued – such as wants
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Every individual has needs; some are innate, others are acquired. Most importantly, needs underlie all human action. Innate needs (also known as biogenic); they include the needs for food, water, air, clothing and shelter.
Because they are needed to sustain biological life, biogenic needs are considered primary needs or motives.
Consumer Needs
Acquired needs are needs that we learn in response to our culture or environment.
They may include the need for self-esteem, prestige, affection, power and learning.
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Because acquired needs are generally psychological or psychogenic, they are considered secondary needs or motives.
Goals
Goals are sought-after results of motivated behaviour.
All behaviour is goal-oriented.
Marketers are even more concerned with consumer's specific goals – that is, the specifically branded or labeled products and services they select to fulfill their needs.
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For example, Lipton Company wants their consumer to see iced tea as a good way to satisfy summer thirst (i.e. as a product-specific goal).
Needs and goals are interdependent
Needs and goals are interdependent; neither exists without the other.
People are often not as aware of their needs as they are of their goals.
For example, a teenager may not be consciously aware of his social needs, but may join a photography club to meet new friends.
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A person may not be aware of a power need but may regularly run for public office.
Positive and Negative Motivation
Motivation can be positive or negative in direction.
A goal can be a positive one toward which behaviour is directed, or it can be a driving force away from some object or condition.
For example, a person may be impelled toward physical fitness to fulfill a hunger need and away from motorcycle riding to fulfill a safety need.
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Motivations and Goals
Positive
Negative
- Motivation
- A driving force toward some object or condition
- Approach Goal
- A positive goal toward which behavior is directed
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- Motivation
- A driving force away from some object or condition
- Avoidance Goal
- A negative goal toward which behavior is directed
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Types of Motivators
Intrinsic
Extrinsic
- autonomy
- belonging
- curiosity
- love
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- learning
- mastery
- meaning
- ...
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- badges
- competition
- fear of failure
- fear of criticism
- punishment
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Rational versus Emotional Motives
Some consumer behavior
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