This document discusses consumer motivation and the psychological forces that drive human behavior. It covers several key topics: 1. Motivation is a highly dynamic construct that is constantly changing as needs and goals evolve over time. New needs emerge as old needs are satisfied, driving continuous human activity. 2. Abraham Maslow's hierarchy of needs proposes that higher-level needs become the driving psychological forces behind human behavior as lower-level needs are met. This framework is useful for marketers in developing ads tailored to specific need levels. 3. Segmenting markets based on the hierarchy of needs and targeting ads to one or more need levels is a common promotional application. For example, the Ford Taurus was positioned as appealing to

1. RMC
RIFA MANDA CANDRA
Consumer Motivation
Prepared For Consumer Behavior, Bussines Administration

2. Consumer Motivation
Motivation as a
Psychological Force
The Dynamics of
Motivation
Types and System of
Needs
The Measurement
Motives

4. As a Psylogichal Force…

5. Figure 4.1 Model of the Motivation
Process
Learning
Needs Goal or
wants, need
Tension Drive Behavior
and fulfill-
desires ment
Cognitive
processe
s
Tension
reduction

6. Needs
&
Goals
needs goals

7. Needs

8. Goals

10. Negative
Motivation
Positive
Motivation

11. Rational Motives Emotional Motives

12. The Dynamics
of Motivation

13. 01
• Motivation is highly dynamic
construct that contantly
changing
• Needs and goals change and
grow
• Reasons why need-driven
human acivity never ceases:
– Needs are never fully satisfied
– New needs emerge as old needs
are satisfied

14. 02
Achive Goals
New & Higher Level of
Goals Aspiration
Goal Selection is often a Function of Success And Failure

15. 03

16. 04
Defense
Mechanisms

17. 05
Aggression
Rationalization
Regression
Withdrawal
Projection
Autisms
Identification
Repression

18. 06
• A consumer’s behavior often fulfills
more than one need
• Specifics goals are selected because
they fulfill several needs
• Prepotent Need

20. Types And Systems
of Needs
Hierarchy of Needs
Segmentation and
Promotional Applications
PositioningApplications
A Trio of Needs

21. 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

22. 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

23. Hierarchy of Needs
Physilogical Needs
Safety Needs
Social Needs
Egoistic Needs
Need for
SelfActualization

24. Physicological
Needs

25. Safety Needs

26. Social Needs

27. Egoistic Needs

28. Need for Self Actualization

29. An Evaluation of The Need
Hierarchy and
Marketing Application
 Hirarki Maslow teori kebutuhan mendalilkan hirarki
lima tingkat kebutuhan manusia yang lebih tinggi
menjadi kekuatan pendorong di belakang perilaku
manusia sebagai kebutuhan tingkat rendah yang
terpenuhi.
 Hirarki menawarkan kerangka kerja yang sangat
berguna bagi pemasar untuk mencoba
mengembangkan iklan yang sesuai untuk produk
mereka.

30. Segmenting and Promotional
Applications
 Kebutuhan hirarki sering digunakan sebagai dasar
segmentasi pasar dengan spesifik iklan yang
diarahkan ke satu atau lebih tingkat kebutuhan
segmen.
 Sebagai contoh, Ford Taurus telah dirancang dan
diiklankan akan terkesan sebagai mobil keluarga (
daya tarik sosial )

31. Positioning Applications
 Pengiklanan dilihat dari hirarki kebutuhan untuk
posisi produk yaitu, memutuskan bagaimana produk
harus dirasakan oleh konsumen.
 Sebagai Contoh, minuman bernutrisi (Kebutuhan
Psikologis), ada juga untuk Kebutuhan Ego.

32. A Trio of Needs
 Power
 Affiliation
 Achievement

33. Power

34. Affiliation

35. Achievement

36. 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.

37. “In the factory, we make product; in
the store we sell hope”.
Charles Revson, the builder of the Revlon Cosmetics Empire

38. 38