Unit 2 Notes
CONSUMER MOTIVATION, PERSONALITY, AND PERCEPTION
1. CONSUMER MOTIVATION
1.1 Introduction
• Consumer Motivation refers to the internal drive that pushes individuals to take
action to satisfy their needs and desires.
• It is the reason behind why consumers behave the way they do, including their
purchasing decisions.
• Motivation is influenced by biological, emotional, social, and cognitive factors.
1.2 Needs and Goals
• Needs: A state of deprivation that triggers motivation. Needs can be:
o Innate (Primary): Biological needs like hunger, thirst, and shelter.
o Acquired (Secondary): Psychological needs like esteem, belonging, and self-
actualization.
• Goals: The desired outcomes that consumers aim to achieve to satisfy their needs.
o Generic Goals: General categories of goals (e.g., buying a car).
o Product-Specific Goals: Specific brands or products (e.g., buying a Tesla).
Example: A person feels hungry (need) and decides to eat a burger (goal).
1.3 Motivational Conflict
• Occurs when consumers face conflicting goals or needs. There are three types:
1. Approach-Approach Conflict: Choosing between two desirable options.
▪ Example: Deciding between buying a new phone or a laptop.
2. Avoidance-Avoidance Conflict: Choosing between two undesirable options.
▪ Example: Deciding between repairing an old car or buying a new one.
3. Approach-Avoidance Conflict: A single goal has both positive and negative
aspects.
▪ Example: Buying an expensive dress (desirable) but worrying about
the cost (undesirable).
1.4 Defense Mechanisms
• Psychological strategies consumers use to cope with motivational conflicts or
frustrations:
o Rationalization: Justifying a purchase with logical reasons.
▪ Example: "I bought this expensive watch because it’s an investment."
o Projection: Attributing one’s own desires to others.
▪ Example: "Everyone wants this new smartphone, so I should get it
too."
o Repression: Suppressing unwanted thoughts or desires.
▪ Example: Ignoring the desire to buy luxury items to save money.
1.5 Motive Arousal
• The process of activating a need or desire, which can be triggered by:
o Internal Stimuli: Hunger, thirst, or emotions.
o External Stimuli: Advertisements, social influence, or environmental cues.
• Marketers use tactics like advertising, promotions, and product displays to arouse
consumer motives.
Example: A perfume ad featuring a celebrity can arouse the desire to feel attractive and
confident.
1.6 Motivational Theories
• Theories that explain how and why consumers are motivated:
1. Maslow’s Hierarchy of Needs (see below).
2. Freud’s Psychoanalytic Theory: Suggests unconscious desires drive behavior.
3. Herzberg’s Two-Factor Theory: Distinguishes between motivators
(satisfaction) and hygiene factors (dissatisfaction).
1.7 Maslow’s Hierarchy of Needs
• A five-tier model of human needs, arranged in a hierarchy:
1. Physiological Needs: Basic survival needs (food, water, shelter).
2. Safety Needs: Security, stability, and protection.
3. Social Needs: Love, belonging, and relationships.
4. Esteem Needs: Recognition, status, and self-respect.
5. Self-Actualization: Achieving one’s full potential.
Example: A consumer buys a house (safety need), joins a gym (esteem need), and later
pursues a hobby like painting (self-actualization).
1.8 Motivation Research
• Qualitative research methods used to uncover hidden consumer motives:
o Techniques include focus groups, in-depth interviews, and projective tests.
o Helps marketers understand the emotional and psychological reasons behind
consumer behavior.
Example: A focus group reveals that consumers buy luxury cars to feel prestigious and
successful.
2. CONSUMER PERSONALITY
2.1 Introduction
• Personality: The unique set of traits, behaviors, and attitudes that define an
individual.
• Personality influences consumer preferences, brand choices, and buying behavior.
2.2 Self-Concept
• How consumers perceive themselves, including:
o Actual Self: Who they are.
o Ideal Self: Who they want to be.
o Social Self: How they think others see them.
• Consumers often buy products that align with their self-concept.
Example: A fitness enthusiast buys gym equipment to align with their ideal self as a healthy
person.
2.3 Personality Theories
• Theories that explain how personality influences behavior:
1. Trait Theory: Identifies specific traits (e.g., extroversion, conscientiousness)
that influence behavior.
2. Psychoanalytic Theory: Focuses on unconscious desires and motivations.
3. Social-Cognitive Theory: Emphasizes the role of learning and environmental
factors.
2.4 Brand Personality
• The human traits or characteristics associated with a brand.
• Examples:
o Apple: Innovative, creative, and sophisticated.
o Nike: Athletic, energetic, and competitive.
• Consumers often choose brands that reflect their own personality or aspirations.
2.5 Emotions
• Emotions play a significant role in consumer decision-making.
• Positive emotions (e.g., joy, excitement) can lead to impulse buying, while negative
emotions (e.g., fear, guilt) can deter purchases.
Example: A consumer buys a luxury handbag to feel happy and confident.
3. CONSUMER PERCEPTION
3.1 Introduction
• Perception: The process by which consumers select, organize, and interpret sensory
information to create meaning.
• Perception influences how consumers view products, brands, and marketing
messages.
3.2 Sensation (Exposure to Stimuli)
• The process of receiving sensory input (sight, sound, smell, touch, taste) from the
environment.
• Marketers use sensory marketing to create memorable experiences.
Example: A bakery uses the smell of fresh bread to attract customers.
3.3 Perceptual Selection
• Consumers selectively pay attention to certain stimuli based on:
o Selective Attention: Focusing on relevant or interesting stimuli.
o Selective Distortion: Interpreting information to fit existing beliefs.
o Selective Retention: Remembering only certain information.
Example: A consumer notices ads for smartphones because they are planning to buy one.
3.4 Perceptual Organization
• The process of organizing sensory information into a coherent picture.
• Principles include:
o Figure and Ground: Focusing on the main object (figure) and ignoring the
background (ground).
o Grouping: Organizing stimuli into meaningful patterns (e.g., grouping similar
products on a shelf).
3.5 Factors that Distort Individual Perception
• Factors that influence how consumers perceive information:
o Expectations: Seeing what they expect to see.
o Context: The environment in which information is presented.
o Stereotypes: Preconceived notions about people or products.
Example: A consumer perceives a high-priced product as high-quality due to its price.
3.6 Price Perceptions
• Consumers often associate price with quality.
• Price-Quality Heuristic: The belief that higher-priced products are of better quality.
Example: A consumer buys an expensive wine, assuming it tastes better than a cheaper one.
3.7 Perceived Product and Service Quality
• Consumers evaluate quality based on:
o Tangible Cues: Packaging, design, and features.
o Intangible Cues: Brand reputation and customer service.
Example: A consumer perceives Apple products as high-quality due to their sleek design and
brand reputation.
3.8 Consumer Risk Perceptions
• Consumers perceive risks when making purchase decisions, including:
o Financial Risk: Losing money on a bad purchase.
o Social Risk: Fear of embarrassment or judgment.
o Performance Risk: Worry that the product won’t work as expected.
• Marketers reduce perceived risks through guarantees, reviews, and testimonials.
Example: A consumer reads online reviews before buying a new laptop to reduce
performance risk.
Key Takeaways
• Consumer Motivation: Understanding what drives consumers to act is crucial for
effective marketing.
• Consumer Personality: Personality traits and self-concept influence brand
preferences and buying behavior.
• Consumer Perception: How consumers perceive products and marketing messages
determines their purchasing decisions.
• Marketers must address consumer needs, align with their personality, and shape
positive perceptions to succeed.
