W1 Needs and Wants Motivation

W1 Needs and Wants Motivation

1. Needs

   • Marketing encourages us to want brand X by associating its acquisition with the satisfaction of a need
   • Marketing doesn't create needs but exploits them by remind us of salient needs at the right time
   • Motivation is the driving force that impels individuals to take action and satisfy their needs
   • Motivation is the driving force that impels individuals to take action and satisfy their needs

2. Biological need

   • Drive theory
     • focuses on biological needs that produce unpleasant states of arousal. E.g. stomach rumbling when you are hungry. We are motivated to reduce the tension caused by such arousal

3. Learned need

   • Expectancy theory
     • suggests that behaviour is largely governed by expectations of achieving desirable outcomes -positive incentives

4. Maslow's hierarchy of needs

   • Psychological needs
     • acquired in the process of becoming a member of a culture e.g. status, power, affiliation etc
   • Biogenic needs
     • people are born with a need for certain elements necessary to maintain life
   • Maslow’s hierarchy does not explain the overlap of needs within different categories

5. Motivations in CB

   • Solomon et al. 2013
     • Motivation occurs when a need is aroused that the consumer wishes to satisfy, once a need has been activated, a state of tension exists that drives the consumer to attempt to eliminate or reduce the need (Solomon et al. 2013)
   • Relates to whether consumers believe outcomes of a behaviour are likely to be rewarding or unrewarding
   • Two stages of need – current and ideal state
   • Hedonic need as motivation
     • Is subjective and experiential e.g. consumer relies on product to meet needs of excitement, fantasy
   • Utilitarian need as motivation
     • Refers to objective, functional and practical benefit, e.g. fuel consumption