The Consumer As An Individual: Consumer Behavior, Eighth Edition

Consumer Behavior,
Eighth Edition
SCHIFFMAN & KANUK
Chapter 4
The Consumer as an
Individual
4-1
Figure 4.1 Model of the Motivation
Process
Learning
Learning
Needs
Needs Goal
Goaloror
wants,
wants, need
need
Tension
Tension Drive
Drive Behavior
Behavior
and
and fulfill-
fulfill-
desires
desires ment
ment
Cognitive
Cognitive
processes
processes
Tension
Tension
reduction
reduction
4-2
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
4-3
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.”
4-4
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
4-5
Figure 4.3
Achieving
Goals by
Subscribing
to a Magazine
4-6
Figure 4.4 Different Appeals for
Same Goal Object
4-7
Motivations and Goals
• Positive Motivation • Negative Motivation
– A driving force – A driving force
toward some away from some
object or condition object or condition
• Approach Goal • Avoidance Goal
– A positive goal – A negative goal from
toward which which behavior is
behavior is directed directed away
4-8
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
4-9
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
4-10
Figure 4.6 New and Higher Goals
Motivate Behavior
4-11
Figure 4.7
Changing
Consumer
Needs
4-12
Failure to achieve a
goal may result in
frustration. Some
Frustration adapt; others adopt
defense mechanisms
to protect their ego.
4-13
Methods by which
people mentally
Defense redefine frustrating
Mechanism situations to protect
their self-images and
their self-esteem.
4-14
Table 4.2 Defense Mechanisms
• Aggression • Projection
• Rationalization • Autism
• Regression • Identification
• Withdrawal • Repression
4-15
Arousal of Motives
• Physiological arousal
• Emotional arousal
• Cognitive arousal
• Environmental arousal
4-16
Figure 4.8
Cognitive
Need
Arousal
4-17
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
4-18
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)
Physiological Needs
(Food, water, air, shelter, sex)
4-19
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
4-20
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
4-21
Figure 4.10 Appeal to Egoistic
Needs
4-22
Figure 4.11
Appeal to
Self-
Actualization
4-23
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
4-24
Figure 4.12
Appeal to
Power Needs
4-25
Figure 4.13
Appeal to
Affiliation
Needs
4-26
Figure 4.14
Appeal to
Achievement
Needs
4-27
Qualitative research
designed to uncover
consumers’
subconscious or hidden
motivations.
Motivational
Consumers are not
Research
always aware of, or
may not wish to
recognize, the basic
reasons underlying
their actions.
4-28

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The Consumer As An Individual: Consumer Behavior, Eighth Edition

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Consumer Behavior,

SCHIFFMAN & KANUK

Safety and Security Needs

Needs Associated with Inanimate Objects:

Needs Reflecting Ambition, Power,

Needs Connected with Human Power:

Needs Concerned with Affection between People:

Needs Concerned with Social Intercourse:

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