Marketing Opportunity Need

Little five

Chapter5_MotivationandAffect_a1.pdf

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9/22/2021

Chapter 5: Motivation and Affect (Need)

Learning Objective:

We will focus on understanding what drives customers to behave in the manner they do – i.e.,

buying a particular product,

choosing one brand over the other,

providing customer feedback,

engaging in WOM, etc.

Each action is driven by a motivation, and each motivation is driven by a need.

“Needs” – 9/22 and “Motivation and Affect” – 9/27.

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What is Need?

Need: We experience a need from an internal state of tension caused by a disequilibrium between desired and actual states.

A need reflects a basic goal such as keeping yourself nourished or protected from the elements.

In contrast, a want is a specific pathway to achieving this objective

depends a lot on our unique personalities, cultural upbringing, and our observations about how others around us satisfy the same need.

Need is a precursor to motivation.

Products can satisfy a range of consumer needs.

A model of Need Recognition:

The difference between the “actual” and “desired” states creates needs.

How do we get consumers to notice these discrepancies?

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Need Recognition:

• Elevate the Desired State – increase the consumer’s desires, aspirations, hopes.

• Diminish the Current State – decrease the consumer’s perception/understanding of where they currently are or what they currently have.

ELEVATE DESIRED STATE

DIMINISH CURRENT STATE

NEED = Discrepancy between actual and

ideal state

Highlighting Discrepancies:

Do they elevate the desired state or diminish the actual state?

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Highlighting Discrepancies:

Do they elevate the desired state or diminish the actual state?

Different Consumer Needs:

Utilitarian Needs

Hedonic Needs

 related to practical purposes, functionality, convenience, efficiency  emphasize the objective, tangible attributes of products, such as

 miles per gallon in a car;  the amount of fat, calories, and protein in a cheeseburger;  or the durability of a pair of blue jeans.

 subjective and experiential; here we might look to a product to meet our needs  for excitement,  self-confidence,  or fantasy perhaps to escape the mundane or routine aspects of life.  e.g., luxury brands

Biogenic Needs  Need for certain elements necessary to maintain life. We are born with these

needs  Food  Water  Shelter

Psychogenic Needs

 We acquire psychogenic needs as we become members of a specific culture.  Autonomy, Defendance, Status; Power; Affiliation  reflect the priorities of a culture, and their effect on behavior will vary from

environment to environment.

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Psychogenic Needs and Buying Behavior:

If somebody buys these types of products, do they necessarily have these needs?

NEED FOR UNIQUENESS

Assert one’s individual identity

Enjoy products that focus on their unique character

e.g., perfumes, tattoos, hairstyles, clothing

NEED FOR POWER

Control one’s environment

Focus on products that allow them to have mastery

e.g., muscle cars, loud speakers, luxury resorts

NEED FOR AFFILIATION

Want to be with other people

Focus on products that are used in groups

e.g., beverages, social media, sports bars

NEED FOR ACHIEVEMENT

Value personal accomplishment

Place a premium on products that signify success

e.g., luxury brands, technology products

Psychogenic Needs and Marketing Communication:

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Maslow’s Hierarchy of Needs:

Secondary needs

Primary needs

Products can satisfy a range of consumer needs:

• Physiological—“I like to work in the soil.”

• Safety—“I feel safe in the garden.”

• Social (Belongingness) —“I can share my produce with others.”

• Esteem (Ego) —“I can create something of beauty.”

• Self-actualization—“My garden gives me a sense of peace.”

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Products can satisfy a range of consumer needs:

• Physiological—be in shape and healthy

• Safety—strong people are harder to hurt

• Social (Belongingness) — attractive people are responded to more positively

• Esteem (Ego) —it feels good to look good

• Self-actualization—for some, being in prime physical shape is part of being the best person they can be