Project report

of
CONSUMER MOTIVATION


Course :Consumer Behavior
(8515)


Presented to: Presented by :
Miss.Aliya Noreen Mustanser Waqas
Lecturer AIOU Islamabad Roll#AT562212

Motivation: reason for behavior

Emotion: feelings

Values: underlying belief systems
What are the various motives that
people might have for purchasing
this product?

How do motives differ if the consumer is:
1) Father or mother of a family of two children, both
under 6 years of age
2) A 20 year old single man or woman who is very
independent and outdoor oriented
3) An older couple, retired, with children or grandchildren
living near them
Motivation: It is the reason for behavior!
an unobservable inner force that stimulates and
compels a behavioral response and provides
specific direction to that response.

Goal: consumers desired end state

Drive: degree of consumer arousal

Want: manifestation of consumer need

Two desirable alternatives
Cognitive dissonance
Positive & negative aspects
of desired product
Guilt of desire occurs

Facing a choice with two
undesirable alternatives

Summary of Psychological Motives Relevant to Marketing:
Opponent-Process Theory
Optimum Stimulation Levels
Hedonic Experiences
Risk: Seek or Avoid
Attribute Causality

A stimulus eliciting an immediate positive or negative
emotion is followed by a feeling opposite to that initial
emotion
Desire to maintain an optimal level of stimulation
motivates action




Motivation to Maintain Behavioral Freedom
People want to maintain a sense of freedom

Psychological Reactance
negative motivational state that results when a
persons behavioral freedom has been
threatened

Perceived Risk consumers perception of the overall
negativity of a course of action
- consists of negative outcomes and probability of
these outcomes occurring

Risks include:
- financial - social
- physical - time
- performance - opportunity
- psychological
Physiological?
Health foods, medicines, sports drinks, exercise equipment

Safety?
smoke detectors, preventive medicines, insurance, retirement
investments

Belongingness?
Food, entertainment, clothing

Esteem?
Clothing, furniture, liquor, hobbies, cars

Self-Actualization?
Education, hobbies, sports, gourmet foods, museums
Motivation Theory and Marketing Strategy
Consumers do not buy products; instead they buy motive
satisfaction or problem solutions.
Managers must discover the motives that their product and
brands can satisfy and develop marketing mixes around
these motives.
Emotions and Advertising

Lets go back to perception for a minute
Emotional content in ads can enhance attention,
attraction, and maintenance capabilities.
Emotional messages may be processed more
thoroughly due to their enhanced level of arousal.
Emotional ads may enhance liking of the ad itself.
Repeated exposure to positive-emotion-eliciting ads
may increase brand preference through classical
conditioning.
Thank you