Consumer Motivation: Nmims, T4 July 2022

Consumer Behavior
Chapter 5
Consumer Motivation
NMIMS, T4
July 2022
Consumer Hat Exercise
• Think of some of the activities you did;

– Attended a wedding of a cousin
– Went for student reunion
– Any activity you did today apart from joining this class! (Can you think of any
incident?)
• Think: Why did you do them? How did you make product/brand choices in these?
Focus Now
External
Stimuli
? Consumer
Actions
……Internal
InternalTriggers…
Triggers…
ToAction
To Action
Focus Now
The Internal Mind Processes – Triggering Action
“The Motivation”
Consumer Motivation Definition
Consumer Motivation is the “Internal Driving Force” that

impels people to action
Issue to Address : What Fuels “Internal Driving Force”

Unfulfilled Needs, Wants, Desires
Is the fuel
Powering the “Internal Driving Force”
What do you understand by Needs, Wants,

Desires?
Examples
Source:
https://stock.adobe.com/in/images/vector-cartoon-stick-figure-drawing-conceptual-illustration-of-thirsty-and-exhausted-man
-walking-in-sunny-day-in-summer-with-tongue-lolling-out/282064726
Needs , Wants , Desires
Something basic. Absolutely necessary to
Need  State of felt deprivation keep on living
 Thirsty – Need water
 Cold – Need warm clothes/covering
Feeling for something you lack.
Want  Desire for a specific satisfier Will get along fine - without it.
Not part of “day-to-day” routine
 Want Coke
 Want the new purple H&M Cardigan
 Want Pashmina Shawl
Desire  Strong feeling or sense of Extension of ‘Want’- Stronger

longing or craving Wish to have – Don’t have
 Desire to live in bungalow  Desire a super rich Father-in-law   Desire to be a Global CEO
How does Needs, Wants, Desire
What is the process
Trigger the Internal Driving Force by which it happens
for Action
Motivation Process
Goal – generic or specific

Need fulfillment
Need, Want & Desire – Starting point for consumer motivation

Arousing them – an important marketing task
Deeper understanding
Related Requirement of needs (wants and
desires)
Need – Types
Innate needs
Biogenic or
common to
physiological needs
everyone
Individual psychology
Psychogenic needs or sociology powered
Affiliation Power Status

Characteristics of Needs Think of
examples
Multiplicity Experience many needs and wants
Individualised Person and context dependant
Lack of Satisfaction Never fully satisfied
Grow, develop, change Conditioned by Individual or Environment
Dormant, latent Aroused by external triggers

Maslow’s Hierarchy of Needs
Brand can satisfy needs at multiple levels

What can you do as a
marketeer with your
understanding of needs
Marketing Hat Exercise and wants and motivation
process?
Marketing Application Areas
Arouse Needs. Trigger dormant
Demand Creations (examples)
Needs
Differentiating with Segmenting,

Making your “Brand” best placed
Positioning Targeting (STP) &
to satisfy the needs
Communication (examples)
Reinforcement of habit
Leverage post use – fulfillment
experience favorably for your  Referrals (examples)
brand  Unhappiness, frustration managing
(examples)
First Question
How does ‘ needs ’ get aroused ?
What can I do as a marketer do to arouse it ?
Consumer Hat Exercise
Think of the last time you
• Bought/had coffee/Tea
• Bought/Wore a new garment
• Were in a mall and bought something
• Starting to work on a class assignment
• Wished a school/collage friend on Birthday
• Calling your home and speaking to your Mother/Father
• Booking for a vacation
Need Arousal
• Physiological Arousal – caused by biological stimuli
• Drop in blood sugar level
• Stomach contraction
• Temperature
Exposure to fear, happiness, hunger, something very attractive or shocking => triggers
biological stimuli
 Marketing Actions : Exposure to conditioned stimuli, mood music in
shops/restaurants, attractive displays, communication, availability at higher paints
• Emotional Arousal
• Showing emotions is different from ‘ Living the Emotion ’
• When you think of yourself as the person in the Ad, you are internalizing the emotion
• And drives action
 Marketing action: engaging communication
Need Arousal
• Cognitive Arousal
• When you get to know that you are missing something
 Marketing Action : The whole Arena “communication”
• Environmental Arousal
 Conditional events in the environment for Ex. – Tea break triggering the need;
Lock down triggering travel
 Marketing Action : presence – Availability, Reinforcement, Brand switch Intervention
Unhappiness and Frustration
At non- fulfillment of Needs
• Can happen, cause negative word of mouth at lightening
speed in the digital world
• The magnitude depends on “Need Strength.”

“Your Relationship with Brand”
Rationalization, Cognitive dissonance reduction information,

Redressal – The relevant actions
Marketing Action : Effective post use engagement, customer
support
Unhappiness &
Frustration Triggered
For a Solution
Widely used
‘problem – solution’
communication
technique
In OTC and
many other
categories
Some Video/TVCs
• https://www.youtube.com/watch?v=rmPfoOd9oIc Crocin
• https://www.youtube.com/watch?v=DmkxtHzwZUA Walls Cornetto
• https://www.youtube.com/watch?v=vbNGylIgxHc Your time has come!
• https://www.youtube.com/watch?v=IkdzqjHtfcY Asian Paints Water proofing Ad
How is need aroused in these communications?

Motivation Research
• Techniques of psychoanalysis to marketing

• Ernest Ditcher – the father of Motivation Research
Relevant Readings
• Motivating human behaviour, Handbook of consumer motivation
&
• Hidden persuaders by Vance Packard.
Lastly… Point To Ponder
Marketing works on inner structures of “Individuals” brain
Triggers Needs, favorable Actions, Reinforcement
‘Individuals’ come with unique “Personalities” – each

different from other
Hence - Need to understand “Personality’
Chapter 5 Learning Summary
 Consumer motivation is the internal driving force that impels people to action. Unfulfilled Needs, Wants,
 Desires, is the fuel powering the internal driving force
 Two types of needs – physiological, psychological.
 Needs characteristics – multiplicity, individualized, lack of satisfaction, grow- develop-change, dormant or latent
of times.
 Brand can satisfy multiple needs at multiple levels.
 Arousing needs is an important marketing task. The different needs arousal methods are:
• Physiological – triggering biological stimuli; Emotional arousal; Cognitive arousal; Environmental arousal
 Unhappiness and frustration can result if needs are not fulfilled by consumer action (products bought and used).
Using unhappiness/frustration to trigger unique solutions is at the heart of “Problem Solution” communication.
 Effective post use engagement and customer support minimizes post use cognitive dissonance.
Thank you
payal.trivedi@sbm.nmims.edu
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Consumer Behavior

• Think of some of the activities you did;

Consumer Motivation is the “Internal Driving Force” that

Issue to Address : What Fuels “Internal Driving Force”

What do you understand by Needs, Wants,

Desire  Strong feeling or sense of Extension of ‘Want’- Stronger

Goal – generic or specific

Need, Want & Desire – Starting point for consumer motivation

Affiliation Power Status

Multiplicity Experience many needs and wants

Individualised Person and context dependant

Lack of Satisfaction Never fully satisfied

Grow, develop, change Conditioned by Individual or Environment

Dormant, latent Aroused by external triggers

Brand can satisfy needs at multiple levels

Differentiating with Segmenting,

• The magnitude depends on “Need Strength.”

Rationalization, Cognitive dissonance reduction information,

• https://www.youtube.com/watch?v=IkdzqjHtfcY Asian Paints Water proofing Ad

How is need aroused in these communications?

• Techniques of psychoanalysis to marketing

Marketing works on inner structures of “Individuals” brain

Triggers Needs, favorable Actions, Reinforcement

‘Individuals’ come with unique “Personalities” – each

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