Page 172 - DMGT551_RETAIL_BUSINESS_ENVIRONMENT

Unit 9: Motivation and Perception

Individuals react differently to frustration. Some more common forms of Individual reaction to Notes
frustration can be of the following type:

Aggression: As a result of experiencing frustration, some individuals exhibit aggressive
behaviour in an attempt to keep their self-esteem intact. Frustrated consumers write
letters to editors, or take the help of consumer forums.

Rationalisation: A person who rationalises is not really telling lies because the individual
is not consciously aware of the cognitive distortion as a result of experiencing frustration.
The individual convinces herself/himself that the goal is not really worth the effort.
Another defensive approach adopted by individuals is to redefine a frustrating situation
by coming up with explanations as to why they could not attain their goals.
Regression: In reaction to frustration people sometimes exhibit immature or child-like
behaviour by throwing the merchandise or fighting with shopkeeper rather than settling
the matter amicably.
Withdrawal: People often resolve their frustration by withdrawing from the situation.
For example, a person who feels difficulty in driving a car may stop doing so and may
decide that it is cheaper and convenient to use a three-wheeler auto or a taxi.

Projection: Sometimes an individual redefines a frustrating situation by blaming other
persons or objects as the reason for her/his failures. It is common to see auto drivers
blaming the other person after an accident. After failing in an examination, students often
blame the prevailing conditions in the institution.
Autism: The thinking, which is almost completely dominated by needs and emotions
(day-dreaming) without relating to reality, is called autism. This is a way to achieve
imaginary fulfilment of one’s needs. For example, some consumers may daydream that
by using a certain product they would become very attractive.
Identification: Sometimes subconsciously people identify with other persons or situations
to resolve their feelings of frustration. From the marketers’ point of view this is an important
defence mechanism that consumers use. We often see commercials and ads using slice-of-
life format in which an individual experiences a frustrating situation and then overcomes
the problem by using the advertised product or service. If the consumer identifies with the
frustrating situation, it is likely that she/he would adopt the suggested solution and
purchase the advertised product or service. A number of commercials are seen everyday
for antidandruff shampoos, skincare products, deodorants, mosquito repellents, detergent,
and so on.
Repression: Some people resolve frustration by forcing the need out of their conscious
mind. The suppressed needs sometimes emerge in an indirect manner. For example, a
couple not having children may have many pets to fulfil their need. Socially acceptable
form of repressed behaviour is termed as sublimation.
Motive Arousal

The concept of motive arousal concerns what actually energises consumers’ behaviour. Many of
the needs of an individual remain dormant for long periods. The arousal of any particular set of
needs at any given point of time gets triggered by an individual’s physiological condition,
emotional or thinking processes or due to situational stimuli:

Physiological Arousal: Deprivation of any bodily need such as food, water and other life
sustaining necessities activates the need. Most of the physiological cues are involuntary
and often arouse some related needs. For example, a person may heat up water to take a
bath and may also make a note to buy a geyser.

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