Matakuliah
Tahun
: Perilaku Konsumen
: 2009
MOTIVASI KONSUMEN
Pertemuan 03
Figure 4.1 Model of the Motivation Process
Learning
Needs
wants,
and
desires
Tension
Drive
Behavior
Goal or
need
fulfillment
Cognitive
processes
Tension
reduction
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Types of Needs
• Innate Needs
– Physiological (or biogenic) needs that are considered
primary needs or motives
• Acquired needs
– Generally psychological (or psychogenic) needs that are
considered secondary needs or motives
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Goals
• Generic Goals
– the general categories of goals that consumers see as a way
to fulfill their needs
– e.g., “I want to get a graduate degree.”
• Product-Specific Goals
– the specifically branded products or services that consumers
select as their goals
– e.g., “I want to get an MBA in Marketing from Kellogg School
of Management.”
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The Selection of Goals
• The goals selected by an individual depend on their:
–
–
–
–
Personal experiences
Physical capacity
Prevailing cultural norms and values
Goal’s accessibility in the physical and social environment
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Figure 4.3
Achieving Goals
by
Subscribing to a
Magazine
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Figure 4.4 Different Appeals for Same Goal
Object
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Motivations and Goals
• Positive Motivation
– A driving force toward
some object or
condition
• Approach Goal
– A positive goal toward
which behavior is directed
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• Negative Motivation
– A driving force away from
some object or condition
• Avoidance Goal
– A negative goal from which
behavior is directed away
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Rational Versus Emotional Motives
• Rationality implies that consumers select goals based on
totally objective criteria such as size, weight, price, or
miles per gallon
• Emotional motives imply the selection of goals according
to personal or subjective criteria
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The Dynamic Nature of Motivation
• Needs are never fully satisfied
• New needs emerge as old needs are satisfied
• People who achieve their goals set new and higher goals
for themselves
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The Dynamic Nature of Motivation
• Needs are never fully satisfied
• New needs emerge as old needs are satisfied
• People who achieve their goals set new and higher goals
for themselves
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Figure 4.6 New and Higher Goals Motivate
Behavior
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Figure 4.7
Changing
Consumer Needs
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Frustration
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Failure to achieve a
goal may result in
frustration. Some
adapt; others adopt
defense mechanisms
to protect their ego.
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Defense
Mechanism
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Methods by which
people mentally
redefine frustrating
situations to protect
their self-images and
their self-esteem.
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Table 4.2 Defense Mechanisms
•
•
•
•
Aggression
Rationalization
Regression
Withdrawal
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•
•
•
•
Projection
Autism
Identification
Repression
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Arousal of Motives
•
•
•
•
Physiological arousal
Emotional arousal
Cognitive arousal
Environmental arousal
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Figure 4.8
Cognitive Need
Arousal
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Philosophies Concerned With Arousal of
Motives
• Behaviorist School
– Behavior is response to stimulus
– Elements of conscious thoughts are to be ignored
– Consumer does not act, but reacts
• Cognitive School
– Behavior is directed at goal achievement
– Need to consider needs, attitudes, beliefs, etc. in
understanding consumer behavior
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Figure 4.9 Maslow’s Hierarchy of Needs
Self-Actualization
(Self-fulfillment)
Ego Needs
(Prestige, status, self esteem)
Social Needs
(affection, friendship, belonging)
Safety and Security Needs
(Protection, order, stability)
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Physiological Needs
(Food, water, air, shelter, sex)
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Table 4.3 Murray’s List of
Psychogenic Needs
Needs Associated with Inanimate Objects:
Acquisition, Conservancy, Order, Retention, Construction
Needs Reflecting Ambition, Power,
Accomplishment, and Prestige:
Superiority, Achievement, Recognition, Exhibition, Infavoidance
Needs Connected with Human Power:
Dominance, Deferrence, Similance, Autonomy, Contrariance
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Table 4.3 Murray’s List of
Psychogenic Needs
Sado-Masochistic Needs :
Aggression, Abasement
Needs Concerned with Affection between People:
Affiliation, Rejection, Nurturance, Succorance, Play
Needs Concerned with Social Intercourse:
Cognizance, Exposition
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Figure 4.10 Appeal to Egoistic Needs
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Figure 4.11 Appeal
to SelfActualization
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A Trio of Needs
• Power
– individual’s desire to control environment
• Affiliation
– need for friendship, acceptance, and belonging
• Achievement
– need for personal accomplishment
– closely related to egoistic and self-actualization needs
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Figure 4.12
Appeal to Power
Needs
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Figure 4.13 Appeal
to Affiliation Needs
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Figure 4.14
Appeal to
Achievement
Needs
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Motivational
Research
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Qualitative research
designed to uncover
consumers’ subconscious
or hidden motivations.
Consumers are not
always aware of, or may
not wish to recognize, the
basic reasons underlying
their actions.
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