Page 170 - DMGT551_RETAIL_BUSINESS_ENVIRONMENT

Unit 9: Motivation and Perception

Needs and Goals are Dynamic Notes
The nature of needs and goals is not static; they keep on recurring, changing and growing as a
result of an individual’s changing physical condition, environment, experiences, learning and
social interactions. Once existing goals are attained, new ones are formed. If, for any reason, the
goals are not attained, the individuals either continue striving for them, or may develop substitute
goals. Some important reasons why motivated behaviour never comes to an end include the
following:
1. Needs are never satisfied completely or permanently: At nearly regular intervals we become
hungry and need food to satisfy this recurring need. Similarly, most people experience the
social need and regularly seek company of others, their affection and approval. Even in
the case of more complex and abstract psychological needs such as need for power, no one
ever seems to be completely and permanently satisfied with whatever one has and keeps
on striving for more.
2. New needs emerge: At any given time a need may be predominantly active but as soon as
it is satisfied another need emerges. According to Maslow, a hierarchy of needs exists. As
lower-order needs are fulfilled, new higher-order needs become active.
3. Success and failure influence goals: Research has shown that individuals who are successful
in achieving their goals usually aspire to achieve higher goals. This probably happens
because success gives them more confidence in their ability. On the other hand, those who
meet with failure, sometimes lower their levels of aspiration.

4. Substitute goals are formed: This may happen when someone is unable to achieve a
specific goal to satisfy certain needs and settles for some other goal. It may however not be
as satisfactory as the original goal but would be sufficient to just satisfy and relieve
tension.

9.2 Motivational Conflict

There is a popular saying, “Variety is the spice of life.” Hardly anybody is likely to disagree
with this saying. For most of us, too much of the same thing over and over again turns out to be
unexciting, tasteless, or even boring. We are aware that consumers sometimes display ‘variety
seeking’ behaviour out of sheer boredom or a desire for variety.
A motivational goal has valence (strength). This valence can be positive or negative. Consumers
are motivated to approach the goal with positive valance. However, some behaviour is directed
at avoiding a negative outcome. For example, many consumers work hard to avoid rejection
and will stay away from products they perceive to be associated with social disapproval. Some
products, such as deodorants, toothpaste, mouthwash, and antidandruff shampoo, etc. use
negative motivation by showing embarrassing consequences.
A product or service that a person might buy to satisfy some need(s) often comes at the expense
of depriving another need as the person may be short on resources. These compromises in our
ability to satisfy various needs cause motivational conflict (Kurt Lewin, A Dynamic Theory of
Personality, McGraw-Hill). Motivational conflicts can take one of the three principal forms.

Approach-Approach Conflict

This type of conflict occurs when a consumer is faced with two desirable alternatives such as
either to buy a good music system or a computer. The person must decide between the attractive
alternatives and may face a situation of periodic indecision temporarily and swing between the
alternatives. Since both alternatives are attractive, the consumer may experience some dissonance

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