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Goal
Understand the nature and theories about motivation
Understand how marketers can activate customer’s
Chapter 5 motivation
Motivation
1. Definition of Motivation 2. Motivation process
Motivation is the each individual’s internal drive that
pushes them into action.
Leon G. Schiffman & Leslie Lazar Kanuk
Motivation is a need that becomes urgent and forces an
individual to take actions to satisfy it
Philip Kotler & Gary Armstrong
3. The nature and role of Motivation 3. The nature and role of Motivation
3.1 Characteristics
Need Motivation dynamic
• What people must have to • a need that has become hierachical
survive and grow urget and needs actions to can be aroused by internal and external stimuli
• static satisfy it
can have conflict
• dynamic
“In many cases, customers don’t know what they want until
we show them our products.”
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3. The nature and role of Motivation 3. The nature and role of Motivation
3.2 Nature of motivation 3.3 Role of motivation
needs can never be fully satisfied. the start of behaviours
The satisfaction and disatisfaction will affect next the guidance for behaviours
behaviours, (actions and goals). When people have maintaining behaviours
achieved, they tend to raise their next goal higher creating
a drive for development Motivation when completed will end the behaviours
Needs are diversified and so are motivations
Nowmatter how atrong a motivation may be, it still
depends on the situation.
4. Theories of Motivation 4. Theories of Motivation
4.1 Drive theory vs Expectancy theory 4.2 Murray’s System of Needs
- Drive theory focuses on biological needs that produce Primary/viscerogenic needs: important for survival
unpleasant states of arousal. The arousal this tension causes - “positive” primary needs: air, water, food, sentience, sex,
motivates us to reduce it and return to a balanced state called and lactation; they drive a person towards a certain object or
homeostasis. action.
- Expectancy theory suggests that expectations of achieving - “negative” primary needs: expiration (CO2), urination,
desirable outcomes – positive incentives – rather than being defecation, and the four avoidance needs (Noxavoidance,
pushed from within motivate our behavior Heatavoidance, Coldavoidance & Harmavoidance); they
drive a person away from an object
Materialistic needs
Acquisition To acquire things.
4. Theories of Motivation
Retention To keep things that have been acquired.
Order To make things clean, neat and tidy.
4.2 Murray’s System of Needs
Construction To make and build things.
Secondary/psychogenic needs: for mental well-being, Status defense needs
derived from primary needs. Counteraction To make up for failure by trying again, pridefully
seeking to overcome obstacles.
Ambition needs Defendance To defend oneself against attack or blame, hiding any
Achievement To accomplish difficult tasks, overcoming obstacles and failure of the self.
achieving expertize. Infavoidance To avoid being humiliated or embarrassed.
Exhibition To impress others through one's actions and words, even if Information needs
what is said or done is shocking.
Cognizance To seek knowledge and ask questions about things in
Recognition To show achievements to others and gain recognition for these. order to understand.
Exposition To provide information educate others.
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Power needs
Abasement To surrender and submit to others, accept blame and punishment.
To enjoy pain and misfortune. Affection needs
Aggression To forcefully overcome an opponent, controlling, taking Affiliation To be close and loyal to another person, pleasing them
revenge or punishing them. and winning their friendship and attention.
Autonomy To break free from constraints, resisting coercion and Nurturance To help the helpless, feeding them and keeping them
dominating authority. To be irresponsible and independent. from danger.
Blame avoidance To not be blamed for things done. Play To have fun, laugh and relax, enjoying oneself.
Contrariance To oppose the attempted persuasion of others. Rejection To separate oneself from a negatively viewed object
Deference To admire a superior person, praising them and yielding to them or person, excluding or abandoning it.
and following their rules. Sex To form relationship that lead to sexual intercourse.
Dominance To control one's environment, controlling other people through Succourance To have one's needs satisfied by someone or
command or subtle persuasion. something. Includes being loved, nursed, helped,
Harm avoidance To escape or avoid pain, injury and death. forgiven and consoled.
Infavoidance To avoid being humiliated or embarrassed.
4. Theories of Motivation 4. Theories of Motivation
2.4. David McClelland’s theory 4.3. Maslow’s hierarchy of needs
of needs
David McClelland was one of
Murray’s students and expanded
Murray’s work.
Maslow’s extended hierarchy of needs 5. Motivation conflicts
Approach - approach
Approach - avoidance
Avoidance - avoidance
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5. Motivation conflicts 5. Motivation conflicts
5.1. Approach-approach conflict 5.2. Approach - avoidance
5. Xung đột động cơ 6. Marketing application based on motivation
5.1. Avoidance - avoidance
6.1. Activating motivation
6. Marketing application based on motivation 6. Marketing application based on motivation
6.2. Applying motivation theories in market segmentation 6.3. Marketing strategies for multi-motivations
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6. Marketing application based on 7. Affects
motivation
7.1. Definition
6.4. Solving motivation conflicts
Affect is our emotional response to anything, such as a
Approach-approach: give cusomters more options product.
Approach-avoidance: remove negative effects Moods involve temporary positive or negative affective
Avoidance-avoidance: remove the negative effects of one states accompanied by moderate levels of arousal.
option compared to the other Emotions such as happiness, anger, and fear tend to be
more intense and often relate to a specific triggering event.
7. Affects
7.1. Types of emotions
3 dimensions: pleasure, arousal, and dominance
7. Affects 7. Affects
7.2. Emotions and Marketing strategies 7.2. Emotions and Marketing strategies
Emotion Arousal as a Product and Retail Benefit Emotion Reduction as a Product and Retail Benefit
Consumers actively seek products whose primary or products to prevent or reduce the arousal of unpleasant
secondary benefit is emotion arousal. emotions
Examples: Movies, books, music, resort destinations, examples: over-the-counter medications, food and alcohol,
adventure travel programs, etc. flowers, personal grooming products, etc.
Recent advertisements designed to fuel consumer emotion
and excitement
Sometimes, consumers seek for negative emotions.
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7. Affects 7. Affects
7.2. Emotions and Marketing strategies 7.2. Emotions and Marketing strategies
Consumer Coping in Product and Service Encounters Emotion in Advertising
Coping involves consumer thoughts and behaviors in Emotional advertisements that trigger a positively
reaction to a stressinducing situation designed to reduce evaluated emotion will enhance liking of the ad itself
stress and achieve more desired positive emotions Repeated exposure to positive-emotion-eliciting ads may
The three types of coping: active coping, expressive increase brand preference through classical conditioning
support seeking and avoidance. Brand preference may also occur in a direct, high-
involvement way
8. Consumer Involvement 8. Consumer Involvement
Involvement is a person’s perceived relevance of the object based Types of Involvement:
on their inherent needs, values, and interests.
• Media vehicles possess qualities that influence our motivation
Types of Involvement: to pay attention to what they tell us – this is know as message
• Product involvement is a consumer’s level of interest in a particular involvement.
product. • Print is a high-involvement medium. Television is a low-
• Product decisions are likely to be highly involving if the consumer involvement medium.
believes there is a lot of perceived risks (monetary, functional, physical,
social, psychological risks)
• Strategies to Increase Product Involvement: Mass customization, DIY
(Do It Yourself), Co-creation, Gamification
8. Consumer Involvement 8. Consumer Involvement
Strategies to Increase Message Involvement: Types of Involvement:
• use novel stimuli, • Situational involvement describes engagement with a store,
• use prominent stimuli, website, or a location where people consumer a product or
service.
• include celebrity endorsers,
• Strategies to Increase Situational Involvement: Personalization,
• provide value that customers appreciate,
High tech, Subscription boxes.
• invent new media platforms to grad attention,
• encourage viewers to think about actually using the product,
• create spectacles where the message is itself a form of
entertainment.
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Discussion Discussion
1. Propose solutions for these motivational conflict 2. Choose a service and explain how to increase consumers’
the customer likes both fried chicken and pizza but he can’t involvement for the service. Give examples and illustration.
eat both of them
the customer is afraid of being fat but love sweets
The customer’s laptop is seriously broken. The repairing cost
is high but he doesn’t have enough money to spend in that
month on a new one. If he doesn’t fix the laptop quickly, he
won’t be able to submit his assignment to the teacher on time.
