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    7&amp 8 (Compatibility Mode)

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    DEEPAK GROVER
    The document discusses motivation and why people buy products and services. It explains that motivation comes from internal or unmet needs that people are driven to satisfy. Maslow's hierarchy of needs is described as physiological, safety, love, esteem, and self-actualization. Products are purchased to fulfill needs and gain benefits or avoid negatives. Additional factors in buying decisions include conspicuous consumption, bandwagon effect, psychological motives to feel accepted, rational needs, and emotional desires. McGuire's 12 psychological motives and Laver's laws of style trends over time are also summarized.

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    7&amp 8 (Compatibility Mode)

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    DEEPAK GROVER
    39 views23 pages
    The document discusses motivation and why people buy products and services. It explains that motivation comes from internal or unmet needs that people are driven to satisfy. Maslow's hierarchy of needs is described as physiological, safety, love, esteem, and self-actualization. Products are purchased to fulfill needs and gain benefits or avoid negatives. Additional factors in buying decisions include conspicuous consumption, bandwagon effect, psychological motives to feel accepted, rational needs, and emotional desires. McGuire's 12 psychological motives and Laver's laws of style trends over time are also summarized.

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    The document discusses motivation and why people buy products and services. It explains that motivation comes from internal or unmet needs that people are driven to satisfy. Maslow's hierarchy of needs is described as physiological, safety, love, esteem, and self-actualization. Products are purchased to fulfill needs and gain benefits or avoid negatives. Additional factors in buying decisions include conspicuous consumption, bandwagon effect, psychological motives to feel accepted, rational needs, and emotional desires. McGuire's 12 psychological motives and Laver's laws of style trends over time are also summarized.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    39 views23 pages

    7&amp 8 (Compatibility Mode)

    Uploaded by

    DEEPAK GROVER
    The document discusses motivation and why people buy products and services. It explains that motivation comes from internal or unmet needs that people are driven to satisfy. Maslow's hierarchy of needs is described as physiological, safety, love, esteem, and self-actualization. Products are purchased to fulfill needs and gain benefits or avoid negatives. Additional factors in buying decisions include conspicuous consumption, bandwagon effect, psychological motives to feel accepted, rational needs, and emotional desires. McGuire's 12 psychological motives and Laver's laws of style trends over time are also summarized.

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    of 23

    Why people buy

    motivation

    What is Motivation
    Internal state that drives us to satisfy needs. The energizing force that activates behavior. Only unmet needs motivate. Once we recognize that we have a need, a state of tension exists that drives the consumer to the goal of reducing this tension and eliminating the need. Maslow's hierarchy of human needs: for each need there are positives gained and negatives that are avoided by meeting that particular set of needs. Products that are purchased because of a need will satisfy a goal and avoid unwanted consequences.
    E.g. - people need to feel secure so they purchase smoke detectors, therefore gaining protection and avoiding loss and fear of fire.

    Need

    Gained

    Avoided

    Self-Actualization

    Creativity, accomplishment

    Unfulfilled potential

    Esteem

    Pride, recognition, prestige

    Failure, inadequacy

    Social

    Acceptance, popularity

    Rejection, embarrassment

    Security

    Safety, protection

    Loss, danger, fear

    Physiological

    Health, comfort

    Sickness, discomfort

    Why People Buy


    Marketers spend millions trying to understand why people buy products and services. Sometimes it seems that there is no reason for a purchase, but in reality there is always a reason. Many factors are involved in a customers' buying decision, any one of which can become the deciding factor, such as:
    Conspicuous consumption: Lavish spending for the purpose of displaying wealth or social status; preference for buying increases with price. Snob effect: Desire to buy something nobody else has; preference for buying increases with rarity or scarcity. Bandwagon effect: Desire to buy something everybody else is buying; preference for buying increases with perceived popularity. Economic: To enhance their lifestyle or to fulfill two of Maslow's needs: physiological (food, shelter) and Safety and Security. Psychological: This is the study of how people interact with their environment, products are consumed to enhance their well being, for example air fresheners, furniture and convection ovens.

    Sociological: study of the thoughts, feelings, and behaviors of group interaction, especially in a social setting. People want to feel accepted and loved by their peers and they need to consume products that will appeal to their chosen groups. E.g. - a consumer wants to join a golf club would have to purchase the proper gear, clothing and maybe even music genre in order to fit in with the group. Practical: consumers purchase products because they need them to survive, such as shoes and medicine. Impractical: is the opposite of practical, purchasing products that are not necessary. Rational: purchases are made with logical, thought out reasoning. Irrational: products are purchased for foolish or absurd reasons. Factual: purchasing products based on researched reports. Emotional: purchasing products based on feelings Need: buy to satisfy a need (for a reason). Desire: buy to satisfy a want (desire).

    needswantsdesire
    Need: food Want: burger Desire: 5 star

    12 Psychological Motives (McGuire)


    Need for consistency People have a basic desire to have all parts of themselves consistent and they purchase products that fulfill this need. E.g. People that listen to country music, purchase products like cowboy boots, heavy duty trucks and pets. Need for attribute causation People have the need to determine who or what causes things to happen to them. E.g. - some people choose to attribute it to themselves, fate or an outside force like God. Need to categorize Categories allow people to process a large amount of information. Vehicles are categorized into cars, SUV's, light trucks, heavy duty trucks, van, sporty, mid-size, hybrid, electric and so on. Helps consumers quickly narrow down choices when purchasing.

    12 Psychological Motives (McGuire)


    Need for cues Most people will view others' behavior and infer what they feel and think. Clothing plays an important role in presenting image of a person. People quickly judge others by the clothing they are wearing and the vehicle they drive. Need for independence Americans strive for individuality and self-expression and many products are marketed as "limited edition" or being different and unique The Japanese culture discourages individuality and focuses on affiliation, and behavior that enhances family and culture. Need for self-expression Americans / North Indians are known for letting others know who and what they are by their extravagant purchases, especially clothing and cars. Who really needs a $1,200 pen? What is that saying about that person?

    12 Psychological Motives (McGuire)


    Need for ego-defense The need to defend your identity. An insecure customer will purchase well-known brand names for fear of being labeled socially incorrect. Need for reinforcement People are motivated to act because they are rewarded for doing it. For example, showing off a new diamond ring to your friends creates acceptance and approval. Need for affiliation Affiliation is the need to develop mutually helpful and satisfying relationships with others, which is a critical part of all people's lives.

    12 Psychological Motives (McGuire)


    Need for modeling
    Conformity and the need to base behavior on that of others. The major motivation of children, tweens (8-12 year olds), and especially teenagersand in their social world conformity mean acceptance.

    Need for novelty


    People have variety seeking-behavior and this may be a reason for brand switching and impulse buys, but that depends on the person. People experiencing rapid life changes will seek stability, while people in stable life situations will seek change. The travel industry uses this by changing up their ads and showing adventure vacations where people are actively having fun and some ads showing relaxing vacations where people are swinging in a hammock.

    Need for Assertion


    Customer's need to engage in activities that will increase self-esteem and self-esteem in the eyes of others. Most consumers respond positively to ads that appeal to this need. In an advertisement for a ladies razor, it will say "show off your beautiful legs to your man," this will appeal to women by showing that the product increases your self-esteem.

    James Lavers Laws of the Timetable of Style


    indecent 10 years before its time shameless 5 years daring 1 year smart ******* dowdy 1 year after its time hideous 10 years ridiculous 20 years amusing 30 years quaint 50 years charming 70 years romantic 100 years beautiful 150 years

    Needs
    Maslows theory of a hierarchy each need in turn is a prerequisite to the next and is required before the subsequent need can be satisfied (Maslow 1970).

    Values may be conceived as general beliefs held by individuals about desirable or undesirable goals or
    ways of behaving (Feather 1992). These values are individual, intrinsic and developed over life (Locke 1991). They are also thought to remain stable over the course of ones life (Costa and McCrae 1987).

    individual

    Oneupmanship Struggle Dominance Fear Pushiness Not youthful

    Rebellion No need to connect Restlessness Group disruption


    s nr ett a p t e s o N

    group

    y gr e n y S

    Narrow minded ness Seclusion No spontaneity Constraints Compromise Strive to impress

    Clashes / Fights No originality

    Low responsibility

    s s e n d e d ni m n e p O

    ti ri p S m a e T yti s n et nI m o d e er F st cilf n o c o N e c n at p e c c A n oit a r b el e C

    m si mit p O

    y n o mr a H

    t n e mr e w o p m E

    s s e nr e ht e g o T

    n oit c u d e r k si R

    t n e m e sr o d n E

    e c n e dif n o C

    yti n r et a r F

    yti r aili m a F

    g ni n n al P

    yti r u c e S

    tr o p p u S

    ytili b at S

    t s ur T

    Doing, not feeling Predictability No spontaneity Risk Averse No variation

    No sense of achievement Intensity No direction

    Over indulgence

    freedom

    control

    Crossing boundaries No discipline Selfishness Incompleteness Drifting

    n oit at n e mi r e p x E

    st ni a rt s n o c o N

    n oit a pi cit n A

    y r e v o c si D

    n oi s s e r p x E fl e S

    s s e n s s el e mi T m si citi r c o N s a e di w e N

    s eitili bi s s o p fo egna R

    n oitit e p m o C e g n ell a h C e vi r D neppah s g ni ht g ni k a M s g ni ht g ni k a M e c n e dif n o C s s e nt c e ri D n oiti b m A yti r ut a M yti dil o S re woP

    The Brand @itude


    Collection of beliefs & feelings that influence an individuals behaviour Nike = exhortative Coca Cola = re-assuring Pepsi = provocative Apple = opposes Sony = dreams IBM = solves Virgin = entertains

    Content prepared by Manosh R. Sengupta. Not to be reproduced

    Goals
    Motivation is an internal construct cannot be directly observed, but inferred. Lockes (1968) theory of goal setting relationship between goals and performance at a task. Goals provide motivation by directing behaviour, making behaviour more persistent and intensifying the desired behaviour (Komaki et al. 1978).

    Creating unstpopable motivation


    Adam Sicinski , Qualified Life Coach, Australia.

    Reasons for our procrastination habits


    Adam Sicinski , Qualified Life Coach, Australia.

    Step by step to instant motivation


    Adam Sicinski , Qualified Life Coach, Australia.

    NIKE exhorts
    YOU DO NOT HAVE TO BE YOUR MOTHER unless she is who you want to be. You do not have to be your mothers mother, or your mothers mothers mother. Or even your grandmothers mother on your fathers side. You may inherit their chins or their hips or their eyes. But you are not destined to become the women who came before you. You are not destined to live their lives. So, if you inherit something inherit their strength. If you inherit somethinginherit their resilience. Because the only person you are destined to become is the person YOU DECIDE to be.

    Content prepared by Manosh R. Sengupta. Not to be reproduced

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