Chapter 4 Flashcards
Define motivation as a psychological force
The driving force within individuals that impels them to action. The driving force is produced by a state of tension resulting from an unfulfilled need. People strive to reduce tension through selecting goals and behaviour they think will fulfil their needs.
What are the types of needs?
- Innate (primary) need – physiological, primary needs - to survive
- Acquired (secondary) need – psychological, in response to environment; result from psychological state and from relationships with others
What are positive and negative motivations?
driving force towards something or driving force away from something
What are goals?
Sought-after results of motivated behaviour
What are the types of goals?
- Generic goals – category of goals that consumers see as means to fulfil their needs (degree)
- Product-specific goals – specifically chosen product/service chosen to fulfil need (degree at Stellies)
- Can have positive (approach object) and negative goals (avoidance object)
The selection of goals depends on:
- Personal experiences
- Physical capacity
- Cultural norms
- Goal’s accessibility in physical and social environment
Rational vs emotional motives:
Rationality – consumers select goals based on objective criteria
Emotional – implies the selection of goals according to subjective criteria
What are some dynamics of motivation? (needs)
• Needs are never fully satisfied
o E.g hunger, companionship, power
• New needs emerge as old needs are satisfied
• Success and failure influence goals - People who achieve needs set new and higher goals for themselves
When one fails at a goal, what are the reactions?
o Substitute goals – not as satisfactory but sufficient to dispel tension; may turn into primary goal
o Frustration – may be due to personal barrier or social/environmental barrier; some adapt, some get defensive (defense mechanisms:)
Aggression
Rationalisation
Regression
Withdrawal
What causes the arousal of motives?
o Physiological
o Emotional
o Cognitive
o Environmental
What are the philosophies surrounding the arousal of motives?
Behaviorist – behaviour is response to stimuli; consciousness ignored; consumer does not act but react
Cognitive school – behaviour directed at goal achievement, Needs and past experiences are reasoned, categorized,
and transformed into attitudes and beliefs
List the types and systems of needs
Murray’s list of psychogenic needs; Maslow’s hierarchy of needs; A trio of needs
Describe Murray’s list of psychogenic needs
believed that everyone has same basic set of needs but people differ in the ranking of these needs
Describe a Trio of Needs
- Power – desire to control one’s environment (people and objects), closely tied with ego
- Affiliation – need for friendship, acceptance and belonging, may purchase to fit in
- Achievement – Personal accomplishment an end in and of itself, closely tied with ego, self-confident, used to market to educated and affluent customers
How do we measure motives?
Motives are not tangible therefore no single measurement can be seen as a reliable index. A combination of research techniques is used to establish the presence and strength of various motives. Qualitative methods are mostly used with projection techniques often very successful in identifying motives. Some qualitative methods are:
• Metaphor analysis
• Storytelling
• Word association and sentence completion
