Overview

Consumer Motivation: Understanding Why They Buy

Understanding what motivates consumers to make purchasing decisions is essential for any business
seeking success. Let's delve into some key concepts:

The Concept of Motivation:

Motivation refers to the internal forces that drive individuals to act, including needs, desires,
emotions, and goals. Understanding these intrinsic and extrinsic motivations is crucial for predicting
and influencing consumer behavior.

McGuire's Theory of Motivation:

This theory states that motivation stems from 3 interconnected elements:

 Needs: Underlying desires or goals individuals strive to fulfill.

 Motives: Internal forces that push individuals towards specific actions to satisfy needs.

 Incentives: External factors (e.g., rewards, recognition) that reinforce desired behaviors.

Roles of Motives:

Motives play several crucial roles in guiding consumer behavior:

 Initiating action: Motives trigger the desire to pursue something.

 Directing behavior: Motives influence which products or services consumers choose.

 Sustaining effort: Motives provide the drive to overcome obstacles and complete the
purchase journey.

 Form habits

 Shape choices

Maslow's Need Hierarchy Theory:

This theory proposes a five-level pyramid of human needs, with basic physiological needs at the
bottom and self-actualization needs at the top. Consumers prioritize fulfilling lower-level needs
before moving on to higher ones, influencing their purchase decisions.

Involvement of Consumer, Purchase Involvement:

Purchase involvement describes the level of importance and personal significance a consumer
attaches to a purchase decision. This can be influenced by factors like product price, risk perceived,
and personal value.

High Involvement vs. Low Involvement Purchase Examples:

Here are some more specific examples to illustrate the difference between high and low
involvement purchases:

High Involvement:
  Products: Cars, houses, engagement rings, college education, medical procedures,
investments, vacations

 Factors: High perceived risk (financial, social, personal), long-term impact, significant
financial outlay, complex features and options, strong emotional connection, brand
reputation plays a crucial role.

 Examples: Extensive research online and offline, visiting dealerships or showrooms,

comparing prices and features, reading reviews and expert opinions, consulting family and
friends, negotiating terms, carefully considering brand image and warranty options.

Low Involvement:

 Products: Groceries, bottled water, toiletries, basic clothing items, everyday household
supplies, fast food

 Factors: Low perceived risk, familiar products, routine purchases, focus on convenience
and affordability, brand loyalty may play a role but is not decisive.

 Examples: Quick decision at the store, minimal research, choosing based on price,
promotions, or familiarity with the brand, limited consideration of alternatives.

Understanding these concepts and applying them to your target audience allows you to:

 Develop marketing strategies that address specific needs and motivations.

 Create targeted messages that resonate with different levels of purchase involvement.

 Offer relevant products and services that fulfill consumer desires.

 Ultimately, drive more informed purchase decisions and increase customer satisfaction and
loyalty.

Biogenic/physiological/innate needs Biogenic needs sustain physical existence, e.g., food, water, air,
protection of the body, and sex.

psychogenic needs Motivational forces that are learned from our parents, social environment, and
interactions with others.

A felt state of deprivation of some basic satisfaction

Physiological needs / psychological needs

Innate needs – are physiological needs

Acquired needs – are in response to our culture and environment

Extrinsic – motivate an individual to achieve end result

Intrinsic – for an individual’s own purpose

Hedonic – to show off

Utilitarian – utility driven

Goals are the sought-after results of motivated behavior.

1. Generic goals are outcomes that consumers seek in order to satisfy physiological and

psychological needs.

2. Product-specific goals are outcomes that consumers seek by using a given product

or service.

Positive outcomes that we seek are called approach objects, and negative outcomes that we want to
prevent are called avoidance objects.

McGuire's Theory of Motivation, also known as "Psychological Motives," offers a framework for
understanding the underlying reasons why people engage in certain behaviors, particularly
consumer behavior. Developed by William J. McGuire in the 1960s, it outlines 16 categories of
motives that drive individuals towards specific actions.

Key elements of the theory:

 Needs: The theory postulates that individuals are driven by various needs, which can be
categorized into four main types:

o Cognitive preservation: Needs related to maintaining consistency, understanding,

and order (e.g., need for categorization, need for cues).

o Cognitive growth: Needs related to acquiring knowledge and expanding

understanding (e.g., need for independence, need for novelty).

o Affective preservation: Needs related to maintaining emotional stability and

avoiding negative feelings (e.g., need for tension reduction, need for self-
expression).

o Affective growth: Needs related to experiencing positive emotions and personal

fulfillment (e.g., need for assertion, need for affiliation).

 Motives: Each need is associated with several specific motives, representing the internal
forces that push individuals towards actions satisfying those needs. For example, the need
for self-expression might be linked to the motive of wanting to stand out from the crowd or
express one's individuality through purchases.
  Incentives: External factors like rewards, recognition, or social pressure can act as
incentives, influencing the strength of a particular motive and ultimately driving the
individual's behavior.

Applications of McGuire's Theory:

 Marketing: By understanding the motives underlying consumer behavior, businesses can

develop targeted marketing strategies that resonate with specific needs and desires. For
instance, highlighting the uniqueness and individuality of a product might appeal to
consumers driven by the need for self-expression.

 Product development: Understanding consumer needs and motives can guide product
development efforts, ensuring products address real needs and desires rather than simply
following trends.

 Communication and persuasion: By aligning messages with relevant motives, businesses can
effectively communicate the value proposition of their products and persuade consumers to
take desired actions.

Strengths and limitations:

 Strengths: Offers a comprehensive framework for understanding consumer motivation,

considers both cognitive and affective aspects, and provides specific motives for further
analysis.

 Limitations: Can be complex and require in-depth understanding of each motive, may not be
universally applicable to all cultures or situations, and the categorization of motives may be
debated.

Roles and motives in guiding behaviour

People play five roles in a buying decision: Initiator, Influencer, Decider, Buyer, and User. For
example, assume a wife initiates a purchase by requesting a new treadmill for her birthday. The
husband may then seek information from many sources, including his best friend who has a
treadmill and is a key influencer in what models to consider. After presenting the alternative
choices to his wife, he purchases her preferred model, which ends up being used by the entire
family. Different people are playing different roles, but all are crucial in the decision process and
ultimate consumer satisfaction.

Motives play a crucial role in guiding behavior in several key ways:

1. Initiating Action:

 Motives act as the spark that ignites behavior. They identify unmet needs or desires,
creating a sense of wanting or dissatisfaction that motivates individuals to act.

 For example, feeling hungry (a need) might trigger the motive to seek food, leading you to
search for restaurants or cook a meal.

2. Directing Behavior:

 Motives influence the direction of behavior by guiding individuals towards specific actions
that satisfy their needs.
  When choosing a restaurant, different motives might influence your decision. You might
prioritize budget (economic motive), health (health motive), or social interaction (social
motive), leading you to different options.

3. Sustaining Effort:

 Motives can provide the drive and persistence needed to overcome obstacles and complete
a desired action.

 The strength of the motive determines how long individuals are willing to persevere. If the
desire for a specific type of food is strong, you might be willing to wait longer at a particular
restaurant.

4. Shaping Choices:

 Motives can influence the choices individuals make between different options.

 When buying clothes, the motive for self-expression might lead to choosing unique and bold
styles, while the motive for comfort might lead to prioritizing soft and loose-fitting garments.

5. Shaping Habits:

 Repeatedly acting on specific motives can lead to the formation of habits.

 If you consistently choose healthy foods due to the motive of health, it might become a
habit, influencing your future food choices.

Additional Roles:

 Emotional regulation: Motives can influence how individuals manage emotions. For
example, the motive to avoid conflict might lead someone to choose not to express their
opinion.

 Social interaction: Motives can influence how individuals interact with others. For example,
the motive for social connection might lead someone to join a club or attend events.

Understanding the roles of motives is crucial for various fields:

 Marketing: By understanding the motives behind consumer behavior, businesses can

develop targeted marketing campaigns and products that resonate with specific needs and
desires.

 Psychology: Understanding motives helps psychologists understand and treat various

psychological disorders.

 Education: Understanding student motivation can help educators create effective learning
environments that engage students and promote learning.

Maslow's Need Hierarchy Theory, proposed by Abraham Maslow in 1943, is a widely recognized
theory in psychology that explains human motivation. It depicts a five-level pyramid of needs, where
each level must be fulfilled before individuals can progress to the next level. Understanding these
needs helps us comprehend what drives human behavior, including consumer behavior.

The five levels of Maslow's hierarchy are:

 1. Physiological Needs: These are the most basic needs for survival, like
food, water, air, sleep, and shelter. Until these needs are met, they dominate an individual's
behavior.

2. Safety and Security Needs: Once physiological needs are met, individuals focus on feeling
safe and secure. This includes physical safety, financial security, health, and well-being.

3. Social/ Love and Belonging Needs: These needs involve feeling loved, accepted, and
connected to others. They encompass friendships, family, intimacy, and belonging to a
group.

4. Esteem / ego Needs: Once social needs are fulfilled, individuals seek to achieve self-
esteem, confidence, and recognition. This includes achievements, status, respect, and
competence.

5. Self-Actualization Needs: The pinnacle of the hierarchy, this level represents the desire to
reach one's full potential and live up to their capabilities. It involves personal
growth, creativity, self-fulfillment, and leaving a mark on the world.

Key Points about the Theory:

 Needs progress hierarchically: Individuals generally move up the pyramid as lower-level

needs are satisfied. However, the progression isn't always linear, and individuals may revisit
lower-level needs if threatened.

 Needs vary in intensity: The strength of each need depends on individual circumstances and
cultural context.

 Not everyone reaches self-actualization: Not everyone achieves the highest level, and many
individuals strive for a balance between different needs throughout their lives.

Applications of the Theory:

 Marketing: Understanding needs helps businesses develop marketing messages and

products that resonate with different levels of the hierarchy. For example, highlighting
safety features might appeal to individuals focused on security needs, while emphasizing
social acceptance might resonate with those driven by belonging needs.

 Employee motivation: Understanding employee needs helps businesses create motivating

work environments and offer rewards that address different levels of the hierarchy.

 Personal development: Recognizing your own needs can help you set goals and make
choices that align with your personal growth and fulfillment.
Purchase involvement refers to the level of importance and personal significance a consumer
attaches to a purchase decision. It reflects the effort, time, and resources they are willing to invest in
the research, evaluation, and selection process. Understanding different levels of purchase
involvement is crucial for businesses to tailor their marketing strategies and communication
effectively.

Factors influencing purchase involvement:

 Product importance: High-priced items (e.g., cars, houses) or products with significant long-
term impact (e.g., education, healthcare) typically lead to higher involvement.

 Perceived risk: Purchases with higher perceived financial, social, or physical risks tend to
generate greater involvement.

 Personal connection: Products deeply tied to personal values, identity, or self-expression

(e.g., hobbies, fashion) typically lead to higher involvement.

 Knowledge and experience: Consumers with prior experience or expertise in a product

category may have higher involvement due to deeper understanding and specific needs.

Types of purchase involvement:

 High Involvement:

o Extensive research and comparison before purchase.

o Careful consideration of various factors (price, quality, brand, features).

o Seeking expert opinions and reviews.

o Willingness to spend more time and money on the purchase process.

 Low Involvement:

o Limited research or comparison before purchase.

 o Less emphasis on specific features or brands.

o Decision often based on convenience, price, or impulse.

o Less time and effort invested in the purchase process.

Examples:

 High involvement: Buying a car, choosing a college, selecting healthcare insurance.

 Low involvement: Buying groceries, choosing a bottle of water, purchasing basic toiletries.

Implications for businesses:

 High involvement:

o Develop detailed product information and specifications.

o Provide opportunities for comparison and research.

o Address potential concerns and perceived risks.

o Offer expert advice and personalized recommendations.

 Low involvement:

o Emphasize convenience and accessibility.

o Highlight key features and benefits in clear, concise messaging.

o Use attractive packaging and promotions to capture attention.

Here are some more examples of high involvement and low involvement purchase decisions,
categorized by product type:

High Involvement:

Durable Goods:

 Cars: High price tag, long-term commitment, complex features and options to consider.

 Appliances: Significant investment, impacts daily life, research needed for energy efficiency
and durability.

 Homes: Largest financial decision for many, involves emotional attachment, extensive
decision-making.

Services:

 Education: Impacts career and future, involves research, financial aid, and personal
reflection.

 Healthcare: Affects well-being, requires trust in provider, careful evaluation of options and
treatments.

 Financial services: Long-term implications, complex products, need for expert advice and
personalized solutions.
Experiences:

 Vacations: Significant investment, planning required, involves personal preferences and

desired experiences.

 Weddings: Highly emotional, extensive planning, decisions about vendors, budget, and guest
experience.

Low Involvement:

Consumables:

 Groceries: Routine purchases, familiar brands, price and convenience often drive decisions.

 Personal care items: Frequent purchases, brand loyalty may exist, but switching is easy.

 Beverages: Low cost, impulse purchases influenced by packaging, promotions, and thirst.

Clothing:

 Basic apparel: Everyday wear, comfort and affordability primary concerns.

 Accessories: May involve some brand preference, but often impulse purchases based on
trends or price.

Entertainment:

 Streaming services: Subscription-based, choice can be based on mood or recommendations.

 Movies: Occasional purchases, influenced by genre, reviews, and convenience of platform.