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Motivation refers to an activated state within a
person that leads to goal-directed behavior.
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It consists of the drives, urges, wishes, or desires that
initiate the sequence of events leading to a behavior.
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Motivation begins with the presence of a stimulus
(psychology) that spurs the recognition of a need.
Need recognition occurs when a perceived
discrepancy exists between an actual and a desired
state of being
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Needs can be either innate or learned.
Needs are never fully satisfied.
Feelings and emotions (I.e., affect) accompany needs e.g.
opposite gender ads shall stand more attractive as they
have more emotional interaction
Expressive needs involve desires by consumers to
fulfill social and/or aesthetic requirements e.g. even
fear can induce people to buy mineral water.
Utilitarian(in the interest of utility) needs involve
desires by consumers to solve basic problems (e.g.
filling a car’s gas tank).
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Ten Fundamental Emotions People
Experience:
Disgust
 Joy
 Sadness
 Fear
 Shame
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Interest
Surprise
Anger
Contempt
Guilt
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Maslow hierarchy: physical, safety,
belongingness, ego, and self-actualiation
McClelland’s Theory of Learned Needs
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Achievement motivation is seeking to get ahead, to strive for
success, and to take responsibility for solving problems e.g. a
person may have a need to arouse the hot water with the
help of a Geyser.
Need for affiliation motivates people to make friends, to
become members of groups, and to associate with others e.g.
a sports lover may buy Sachin Tendulkar endorsed products.
Need for power refers to the desire to obtain and exercise
control over others e.g. on holidays we call “home away from
home“.
Need for uniqueness refers to desires to perceive ourselves as
original and different COCA COLA & the BRANDS of the
world.
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A neutral stimulus,
such as a brand
name, is paired
with a stimulus
that elicits a
response.
Through a
repetition of the
pairing, the neutral
stimulus takes on
the ability to elicit
the response.
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The conditioned stimulus (CS) is a
previously neutral stimulus which is
repeatedly paired with the eliciting
stimulus.
The unconditioned stimulus (UCS) is an
eliciting stimulus.
The conditioned response (CR) is the
response elicited by the CS.
The unconditioned response (UCR) is the
reflexive response elicited by the
unconditioned stimulus.
Unconditioned/Secondary Stimulus Unconditioned Response
Flag
Emotions
Pairing
Political
candidate
Conditioned Stimulus
Emotions
Conditioned Response
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The neutral stimulus should precede in time the
appearance of the unconditioned stimulus.
The product is paired consistently with the
unconditioned stimulus.
Both the conditioned stimulus and the
unconditioned stimulus are highly salient to the
consumer.
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Applications: communications--advertising,
public relations, personal selling.
Goal: identify powerful positive stimulus
and associate brand with it.
Examples of powerful, emotion causing
stimuli:
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beautiful, young, sporty people
patriotic themes, religious symbols
Music, beautiful scenes
Also, negative stimuli can be associated with
competitors.
Credit card insignia (membership) may elicit
spending responses
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Choosing the telecommunication companies, in
general, there is a prevalent appliance of
Classical conditioning. Currently, classical
conditioning is being applied by companies
through the association of particularly catchy
jingles and appearance of picky models with
their particular services. Through extensive
promotion of these jingles, companies attempt
to develop an involuntary recognition of their
products within the target market. Taking
Telenor as an example, it has developed an
unintentional relevance of these jingles and
models with their brand, in the target market.
So now even by hearing the promo sound of
their respective jingle, the first thing com to
customer’s mind is Telenor.
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This recognition by the masses has not only
built a strong customer interface, but has also
motivated the customer for subsequent
purchases, through persuasive marketing. Also
the existing customers have developed a strong
brand loyalty and attach certain values to the
brand. This is a very positive effect of the
classical conditioning, giving the brand a
competitive edge.
Over all, in order to improve sales and brand
image, the company should skillfully divide
the target market into different segments so as
to give particular importance to the respective
segments. For example a large part of the target
market of Telenor is youth and young people
in their 20s, so new packages and services should
be devised keeping in view their particular
characteristics and priorities. In addition,
market can also be divided into segments
based on different classes of customers; that is,
economy packages, and business packages and
so on. Classical conditioning theory can then be
applied to these new segments more
effectively, therefore taking Telenor to the
heights of success. Also the management
should concentrate on customer satisfaction, as
the service industry is more or less based on
word of mouth and the extent of satisfaction
the customer achieves.
. . . is the process in which the frequency of
occurrence of a bit of behavior is modified by
the consequences of the behavior.
If positively reinforced, the likelihood of the
behavior being repeated increases.
If punished, the likelihood of the behavior being
repeated decreases.
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Competing with Coca Cola based on taste,
Pepsi's "Forever Young" commercials are an
example of how Pepsi is trying to pair drinking
Pepsi with feeling young again
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A reinforcer is anything that occurs after a behavior and
changes the likelihood that it will be emitted again.
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Positive reinforcers are positive rewards that follow
immediately after a behavior occurs.
Negative reinforcers are the removal of an
aversive(avoiding) stimulus. E.g. For example, sometimes
when you purchase a product, the company offers a rebate
on that particular product. That includes receiving money
back when the receipt of the purchased product is sent to
the company. When you purchase the specific product you
are being reinforced to make the actual purchase because of
the reward of receiving money back. There are two types
of reinforcements, positive and negative.
Positive reinforcers bring pleasant consequence abrupt by
adding something pleasant to the environment...
. . . is any stimulus whose presence after a
behavior decreases the likelihood of the
behavior reoccurring.
. . . are those
stimuli (sensory
receptor) that occur
in the presence of a
reinforcer and do
not occur in its
absence.
Example: point of purchase
display is a discriminative
stimulus i.e. quality, price,
atmosphere, ambiance, price,
social marketing, applying m. mix
. . . is the
phenomenon
where people
observe the actions
of others to
develop “patterns
of behavior.”
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People are viewed as symbolic beings who
foresee the probable consequences of their
behavior.
People learn by watching the actions of others
and the consequences of these actions (i.e.
vicarious learning).
People have the ability to regulate their own
behavior.
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Financial
Performance
Physical
Psychological
Social
Time
Opportunity Loss
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Characteristics of the person—e.g., need for
stimulation
Nature of the task
Characteristics of the product—price
Salience of negative outcomes
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Be brand loyal and
consistently purchase the
same brand.
Buy through brand
image and purchase a
quality national brand.
Buy through store image
from a retailer that you
trust.
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Seek out information
in order to make a
well informed
decision.
Buy the most
expensive brand,
which is likely to have
high quality.
Buy the least
expensive brand in
order to reduce
financial risk.
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Positioning/differentiation: use discriminative stimuli
distinguish one brand from another.
Environmental analysis: identify the reinforcers and
punishers that impact consumers; identify factors that
influence risk perception.
Market research: measure motivational needs (e.g.,
McClelland’s needs and need for arousal), measure
risk perception.
Marketing mix: use motivational needs to design
products (e.g., safe cars) and to develop promotional
strategy that meets needs. Develop messages to
influence consumer attributions. Use in-store
promotions to prime consumers.
Segmentation: Segment market based upon
motivational needs.