1. Motivation Theory (Maslow’s Hierarchy of Needs)
1.1. 1. Classified into 5 types of human needs
1.1.1. Self-Actualization
1.1.1.1. - self-fulfillment, achieving something big
1.1.2. Ego Needs
1.1.2.1. - status, prestige, self-esteem
1.1.3. Social Needs
1.1.3.1. - affection, friendship, belonging
1.1.4. Safety and Security Needs
1.1.4.1. - stability, protection, order
1.1.5. Physiological Needs
1.1.5.1. food, water, air, shelter, sex
1.2. 2. Individuals seek to satisfy lower level needs first before high level needs (physiological)
2. Motivation
2.1. - Driving force that impels people to act
2.2. - Consumer motivation is the study of why people buy
2.3. - Marketers need to understand the motivation of your brand's key target segment
3. Motivation Process
3.1. 1. Unfulfilled needs, wants and desires
3.1.1. - create marketing stimulus to arouse customers' needs
3.1.2. - help consumers to identify their unfulfilled needs/desires
3.2. 2. Tension
3.2.1. - unfulfilled needs create psychological tension
3.3. 3. Drive & Behavior
3.3.1. - tension creates the drive for the individual to set goal and carry out behavior (e.g. purchase or usage) to meet unfulfilled needs
3.3.1.1. Factors affecting goal setting
3.3.1.1.1. - personality - perception - attitude
3.3.1.2. Types of Goals
3.3.1.2.1. 1. Generic goals 2. Product- specific goals
3.4. 4. Goal or Need fulfillment
3.4.1. - if goal and behavior MEET unfulfilled needs, TENSION is REDUCED
3.4.1.1. - fulfilled need is no longer a source of motivation - individual will seek to fulfill other unmet needs
3.4.2. - if initial action/ behavior is NOT sufficient to fulfill need
3.4.2.1. - psychological tension persists Individual sets new goal and behavior to fulfill the same need