¡Descarga Motivation and Consumer Behavior: Needs, Drives, and Satisfaction - Prof. Fernández Muñoz y más Apuntes en PDF de Marketing solo en Docsity! Psychology applied to Marketing Topic 3. Consumer need, motivational factor and satisfaction Ph. D. Juan José Fernández Muñoz Note for the students The motivation process. The process begins with an unfilled need (I understand it is similar to a desire, something I want to have or to do, it is not considered as a universal need). This need provoke a drive, (an impulse to do something that could help to obtain and ideal state). We learn how we can satisfy this drive (personal and cultural learning). As a result we have motivations (a set of reasons to do or not something), Expectations influence on this process because we have learned if it is easy or difficult to obtain something, if I could or not obtain it), As a result of motivation plus expectations, people have goals (a specific objective) that motivates behaviour. In this sense, marketers try to create products and services that will provide the desired benefits that permit the consumer to reduce the tension (Tension = difference between the consumer’s present state and some ideal state.) Strength and Direction a) Motivational strength. There are two theories appealing to the motivational strength. One of them defends that the origin of motivation is biological and the other one defends that the origin is learned (cultural and personal learning). Drive theory: We feel biological impulses such as needs. They produce unpleasant states of arousal. We are motivated to tension reduction. Expectancy theory: we are influenced by cognitive factors. Behaviour is largely pulled by expectations of achieving desirable outcomes (positive incentives). I thing the motivational strength is a mix of both a physical feeling (arousal) and a cognitive expectation of achieving an ideal state. b) Motivational direction. The motivational direction is culturally and socially determined. It depends on person's learning history. Some scholars discus if the motivational direction is marked by needs or wants. The response is wants (the particular form of consumption used to satisfy a need. It is similar to desires.) Maslow's hierarchy of needs: Maslow's hierarchy of needs is a theory in psychology, proposed by Abraham Maslow in his 1943 paper A Theory of Human Motivation,[1] which he subsequently extended to include his observations of humans' innate curiosity. Maslow studied what he called exemplary people such as Albert Einstein, Jane Addams, Eleanor Roosevelt, and Frederick Douglass rather than mentally ill or neurotic people. Maslow's hierarchy of needs is often depicted as a pyramid consisting of five levels: the first lower level is being associated with Physiological needs, while the top levels are termed growth needs associated with psychological needs. The theory predicts that a person could go up to a new level, when the previous level has been fulfilled. Deficiency needs must be met first. Once these are met, seeking to satisfy growth needs drives personal growth. The higher needs in this hierarchy only come into focus when the lower needs in the pyramid are met. Once an individual has moved upwards to the next level, needs in the lower level will no longer be prioritized. If a lower set of needs is no longer being met, the individual will temporarily re- prioritize those needs by focusing attention on the unfulfilled needs, but will not permanently regress to the lower level. For instance, a businessman at the esteem level who is diagnosed with cancer will spend a great deal of time concentrating on his health (physiological needs), but will continue to value his work performance (esteem needs) and will likely return to work during periods of remission This approach implies that the order of development is fixed. This approach has been largely adopted by marketers, because it indirectly specifies certain product benefits that people might be looking for depending on their stage of development and/or environmental conditions. It provides a useful framework for developing advertising appeals. It is often used as a basis for market segmentation. It works well in developing positioning strategies
