Page 42 - DMGT506_CONSUMER_BEHAVIOUR

Unit 3: Consumer Motivation

Objectification Need (passive, external): Motives of this category focus on observable stimuli or Notes
symbols that help people to draw conclusions about what they feel and know. We establish
impressions, feelings, and attitudes by observing our own and others behaviour to draw
inferences what one feels and thinks. The way people dress often communicates the subtle
meaning of a desired image and the lifestyle.
Cognitive Growth Motives

Autonomy Need (active, internal): The need for independence and individuality is viewed as an
important characteristic in many cultures around the world. People seek individuality and
personal growth through self-actualisation and development of distinct identity. This need is
present among individuals in all cultures, only the degree of intensity varies.
Stimulation Need (active, external): This need focuses on seeking stimulation through new
events circumstances, or exploration. Consumers indulge into variety seeking just for the sake
of change and brand switching to satisfy this need. It is interesting to note that consumers
exposed to too much change desire stability and those in stable environments seek change to
escape boredom.
Matching Need (passive, internal): People are motivated to create mental images of ideal situations
according to their perceptions and on an ongoing basis match (compare) their perceptions of
actual situations to these ideals. This leads to changes in their behaviours and results are compared
in terms of progress towards the desired ideal state.
Utilitarian Need (passive, external): This type of motivation focuses on the need to make use of
different sources of information in the external environment for one's advantage. This theory
views the consumer as a problem solver who considers situations as opportunities to gain
useful information and new skills.
Affective Preservation Motives

Tension-reduction Need (active, internal): People are faced with various situations in their daily
lives when their needs are not fulfilled, causing undesirable stress and tension. People feel a
need to avoid or reduce tension. For example, some persons avoid buying new brands.
Self-expression Need (active, external): This need deals with projecting one's identity to others
so that others know who they are, what type of products they use and make a statement about
their lifestyle. Purchase of different types of products such as clothing and autos allows consumers
to project an identity as these are viewed as possessing symbolic meanings.

Ego Defence Need (passive, internal): It is another important motive and concerns the need to
protect oneself from social embarrassment and other threats to self-concept. For example,
consumers who are high self-monitors avoid social risk in case of socially visible products and
buy well-known brands to avoid any chance of making socially incorrect purchase.
Reinforcement Need (passive, external): People often experience strong motive to behave in
certain manner because that behaviour brought rewards in similar situations in the past. This is
what the theory of instrumental conditioning emphasises. For example, many sales promotions
such as contests and sweepstakes bring tangible rewards for some consumers and excitement to
all the participants.

Affective Growth Motives

Assertion Need (active, internal): This need leads one to compete, achieve success, power, and
admiration. For those having this motivation dominance, accomplishment and success are

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