Unit 5 – Motivation and Affect
Motivation Process
Marketers attempt to satisfy the needs of consumers, but the reason consumers make
purchases may vary widely. Meaning it is important for marketers to identify the various
motivators in consumers in order to ensure that the product will satisfy a consumer’s needs.
Traditionally, consumer behaviour focuses on the products’ ability to satisfy rational needs
(utilitarian motive), however, hedonic motives (the need for exploration and fun) are also
important in decision making.
We know products can satisfy a range of consumer needs
Motivation:
Utilitarian – functional, at a very basic level, we buy what we need
Hedonic – the experience
The goal is the desired end state, what the consumer is trying to get out of the product
Motivation, is the process that causes consumers to behave the way they do, it happens
when a need is aroused that the consumer needs to satisfy. A goal has valence, meaning
that may be positive or negative. Our behaviour is directed at goals that have a positive
valuation, we are motivated to approach the goal and will seek products in order to reach it.
However, we are also motived to avoid a negative outcomes rather than achieve a positive
outcome.
Motivational Conflicts
We will be faced with conflicts when motivated
Cognitive dissonance – we face a lot of mental conflict because we like things to be in order
and consistency and tension arises when beliefs or behaviours conflict with one another
Approach-Approach
Faced with two equally appealing options but you can’t have both of them
E.G. choosing between two different meals at lunchtime
Approach-Avoidance
Faced with one option that is appealing one that is negative
E.G. Eating food but trying to lose weight
Avoidance-Avoidance
Faced with two equally negative options
You don’t want to but you have to choose one of them
E.G. an unreliable car that you keep fixing, you need to buy another car but you
don’t want to get into debt
Maslow’s Hierarchy of Needs
Motivation Process
Marketers attempt to satisfy the needs of consumers, but the reason consumers make
purchases may vary widely. Meaning it is important for marketers to identify the various
motivators in consumers in order to ensure that the product will satisfy a consumer’s needs.
Traditionally, consumer behaviour focuses on the products’ ability to satisfy rational needs
(utilitarian motive), however, hedonic motives (the need for exploration and fun) are also
important in decision making.
We know products can satisfy a range of consumer needs
Motivation:
Utilitarian – functional, at a very basic level, we buy what we need
Hedonic – the experience
The goal is the desired end state, what the consumer is trying to get out of the product
Motivation, is the process that causes consumers to behave the way they do, it happens
when a need is aroused that the consumer needs to satisfy. A goal has valence, meaning
that may be positive or negative. Our behaviour is directed at goals that have a positive
valuation, we are motivated to approach the goal and will seek products in order to reach it.
However, we are also motived to avoid a negative outcomes rather than achieve a positive
outcome.
Motivational Conflicts
We will be faced with conflicts when motivated
Cognitive dissonance – we face a lot of mental conflict because we like things to be in order
and consistency and tension arises when beliefs or behaviours conflict with one another
Approach-Approach
Faced with two equally appealing options but you can’t have both of them
E.G. choosing between two different meals at lunchtime
Approach-Avoidance
Faced with one option that is appealing one that is negative
E.G. Eating food but trying to lose weight
Avoidance-Avoidance
Faced with two equally negative options
You don’t want to but you have to choose one of them
E.G. an unreliable car that you keep fixing, you need to buy another car but you
don’t want to get into debt
Maslow’s Hierarchy of Needs
