motivational theories that impact buying behavior

5, 1963, 284-264. Jacoby (1976) emphasizes the applicability of Herzberg's (1966) two-factor model for the study of consumer satisfaction, which may be compared to a simple choice heuristic: the sequence of conjunctive and disjunctive information processing (Van Raaij, 1977, p. 23-26). Motivation is the core for human being’s aspirations and achievements. There are several motivation theories; this essay will briefly explain six major theories of motivation and discuss three of the theories … Basically, motives are "means-end beliefs" (Tolman, 1932). Consumer satisfaction can only be obtained through the absence of inhibitors and the presence of facilitators. Readings in Attitude Theory and Measurement, New York: Wiley, 1967, 477-92. We assume that an intermediate disparity between desired and actual state of the individual has the strongest effect on motivation. Have you heard of such? W. F. Van Raaij, Consumer Choice Behavior: An Information Processing Approach, Voorschoten: VAM, 1977. This is especially true for the functional, social, and curiosity motives. V. H. Vroom, Work and Motivation, New York: Wiley, 1964. Maslow's approach is a theory of motivation, in that it links basic needs-motives to general behavior (Wahba and Bridwell, 1976). (1) The daily purchases are mostly over and above what is (basically) needed. Equity theory (Adams, 1965) predicts that differences in the input/output ratio bring about a change in the desired goal state. E. H. Schein, Organizational Psychology, Englewood Cliffs, NJ: Prentice-Hall, 1965. The other principle is the deprivation/domination principle, which states that the most deficient need is the most important need. In all enterprises whether private or state owned, motivation plays a key role in driving employees towards achieving their goals, organizational goals and to a certain extent the dreams of their nations. 2. Theories of motivation 1. Marketers have been able to use motivation-need theory very effectively by creating an artificial need for consumers. This curvilinear relationship between motive strength and disparity may be effectively compared with Berlyne's (1963) exploratory behavior theory and the level of arousal potential. As Schewe (1973) points out, "The greatest problem appears to be determining a valid and reliable measure of the need achievement construct" (Schewe, 1973, p. 33). Culture plays a very vital role in the determining consumer … L. W. Porter, "A Study of Perceived Need Satisfactions in Bottom and Middle Management Jobs," Journal of Applied Psychology, 45 (February 1961), 1-10. Learn. Such elicited motives constitute a listing of the relevant needs or motives applicable to a specific situation. Maslow’s theory of the hierarchy of needs, Alderfer’s ERG theory, McClelland’s achievement motivation theory, and Herzberg’s two-factor theory focused on what motivates people and addressed specific factors like individual needs and goals. H. A. Murray, "Facts Which Support the Concept of Need or Drive," Journal of Psychology, 3(1937), 27-42. The first step, input, is where consumers absorb most of the marketing materials they see on television, newspapers or online. Spell. Brands possess two types of attributes. Kassaye Wandwossen, Tilburg University, NA - Advances in Consumer Research Volume 05 | 1978, Ankita Kumar, University of Wisconsin - Madison, USA, Michelle van Solt, Florida International University Push motivation is described in terms of biological variables originating in a person’s brain and nervous system and psychological variables that represent properties of a person’s mind, such as psychological needs. Need-achievement theory (McClelland, 1961) attributes the strength of motivation to the cognitive expectation that the action will result in the consequence. The need achievement concept is only applicable in cases where the consumer perceives some risk of failure. Therefore, they cannot be directly extended to a purchase situation that involves a combination of dichotomies involving purchase behavior-satisfaction and purchase behavior-dissatisfaction. They formulated theories explaining what makes a person act in this or that way. To depict these relationships, we suggest a straightforward multi-attribute model. M. A. Wahba and J. G. Bridwell, "Maslow Reconsidered: A Review of Research on the Need Hierarchy Theory," Organizational Behavior and Human Performance, 15 (April 1976), 212-40. By implication, the rating of importance of job satisfaction seems to be positively related to the level of the job one holds (Porter, 1961; Porter and Mitchell, 1967) or "that the deprivation domination principle may only be operative in the case of the deprivation of the lower-order needs, especially physiological needs" (Wahba & Bridwell, 1976, p. 231). Maslow’s Hierarchy of Needs. The main problem with this theory is that it did not really explain behavior, it just described it. There are three main theory categories, namely content theories, process theories and contemporary theorie… Stated somewhat differently, the tendency to engage in an activity is determined by the desired goal of the action. D. C. McClelland, The Achieving Society, Princeton, NJ: Van Nostrand, 1961. A structural principle is needed to explain the dynamic interactions of needs and their fulfillments. For instance, Maslow (1965) postulated that (i) gratification of the self-actualization need results in an increase of its importance rather than a decrease, and also that (ii) a long-time deprivation of a need may create a fixation for that need. theories of motivation. 2. Motivation is the activation or energization of goal-oriented behavior. Our internal sources of … G. Fennel, "Motivation Research Revisited," Journal of Advertising Research, 15(June 1975), 23-8. Status, prestige, and esteem may be derived from the possession and usage of products and their conspicuous features. Absence of necessary attributes gives rise to dissatisfaction, while the presence of motivating attributes leads to satisfaction. Kassaye Wandwossen, Tilburg University. J. Jacoby, "Consumer and Industrial Psychology: Prospects for Theory Corroboration and Mutual Contribution," in D. M. Dunnette (ed. Armstrong (1976) provides some examples of the restoration of equity between consumers and marketers. D. E. Berlyne, "Motivational Problems Raised by Exploratory and Epistemic Behavior," in K. Sigmund (ed. J. ----------------------------------------, Advances in Consumer Research Volume 5, 1978      Pages 590-595, MOTIVATION-NEED THEORIES AND CONSUMER BEHAVIOR. The combination of product attributes forms the total functional utility of a product. Social motives are related to the impact that consumption makes on relevant others. Theory of Reasoned Action (TRA) This research adopt the Theory of Reasoned Action as the theoretical underpinning of the study. J. E. E. Lawler, Pay and Organizational Effectiveness: A Psychological View, New York: McGraw-Hill, 1971. An overview of these theories can be found in Van Raaij (1977). J. Jacoby, "A Multi-indicant Approach for Studying New Product Adopters," Journal of Applied Psychology, 55, (August 1971), 384-8. and at each stage the consumer has . Ohio University offers a variety of programs across 10 different colleges, including 250 bachelor’s programs, 188 master’s programs and 58 doctoral programs. If no inhibitors are present, a "zero point" has been reached. Stern argued that sudden buying impulses fit alongside rational purchasing decisions to paint a complete picture of the average consumer. The conjunctive rule must occur before the disjunctive rule. ), Handbook of Organizational Psychology, Chicago: Rand McNally, 1976. 9 10. First, the inequity of the seller-buyer relation may give rise to consumer dissatisfaction and the motivation to restore equity. J. Contrary to what is postulated by Maslow, high job satisfaction rather than deprivation is correlated with importance (Dachler and Hulin, 1969). In short, all people have needs that they want satisfied. Recent gratification of a motivational dimension may lead to a decrease in the evaluation of that motivational dimension. The five motivational dimensions are (Sheth, 1975): (1) functional motives, (2) aesthetic-emotional motives, (3) social motives, (4) situational motives, and (5) curiosity motives. He concludes that further research is necessary to find its true potential as a determinant of consumer behavior (Schewe, 1973). Hypothesis 3 H0: Consumer awareness and consumer perception have no impact on buying behavior. Psycho-analytical theories 4. W. A. Davis, "The Motivation of the Underprivileged Worker," in W. F. Whyte (ed. In the decision process the consumer will avoid brands that give rise to dissatisfaction through the application of the conjunctive decision rule. Further, note that within each of the five motivational dimensions subclasses exist for different product classes. Complex buying behaviour is where the individual purchases a high value brand and seeks a lot of information before the purchase is made. In terms of decision rules, the first type of attributes (inhibitors) elicit the conjunctive decision rule to eliminate brands with inhibiting (below threshold) values on certain attributes. Impulse buying theories present an ocean of opportunities for marketers. J. P. Campbell, M. D. Dunnette, E. E. Lawler and K. E. Weick, Managerial Behavior, Performance, and Effectiveness, New York: McGraw-Hill, 1970. 5. Kimberly Taylor, Florida International University, Eda Gurel-Atay, Independent Researcher Admn., Dist- Pali (Rajasthan) Abstract The theory of “cognitive dissonance” is of great importance in consumer behavior and marketers have lots of interest in analyzing the Once the consumer collects the data, he or she moves into information processing, where the consumer compares the input to past experiences and expectations. ADVERTISEMENTS: Consumer Behaviour and Motivation Stages! L. W. Porter, "A Study of Perceived Need Satisfactions in Bottom and Middle Management Jobs," Journal of Applied Psychology, 45 (February 1961), 1-10. H. P. Dachler and C. L. Hulin, "A Reconsideration of the Relationship Between Satisfaction and Judged Importance of Environment and Job Characteristics," Organizational Behavior and Human Performance, 4, (August 1969), 252-66. Hedonic motivation refers to the influence of a person's pleasure and pain receptors on their willingness to move towards a goal or away from a threat. E. C. Tolman, Purposive Behavior in Animals and Men, New York: Appleton-Century-Crofts, 1932. In non-attributive method the researcher has to start with a listing of these possible motives and request the consumer to indicate the ones he considers salient. This expectation is thought to be a subjective probability. These situational factors apply usually for a specific brand or type. Curiosity motives are motives that are supposed to prompt trials of new and/or innovative products. McGregor Theory X and Theory Y This theory states that "X" people are lazy, don't want to work, and need to be micromanaged. Again, a congruence with Herzberg's two-factor model can be observed. Therefore, the outcome or consequence has attraction or value to the individual. 2. In our opinion, motivational models are highly relevant for the generic choice process, while multi-attribute attitude models are relevant for the specific choice process. The commonality of the models is that the units of framework we present are of cognitive, subjective nature, and that they include hypothetical constructs as perceived equity, need achievement, expectation, and values. Keywords : Costumer, Consumer, Consumer Behavior, Customer Behavior, Motivation, Motive. The consumer necessarily, unlike in the specific choice situation, has to "compute" an overall utility for each product class to see whether it satisfies a number of motives, and then compare these overall utilities to make a final choice. At times, the findings have been used to support two apparently contradictory hypotheses. A distinction is sometimes made between deficiency and growth needs. Created by Martin Fishbein and Icek Ajzen in the late 1960s, the Theory of Reasoned Action centers its analysis on the importance of pre-existing attitudes in the decision-making process. Second, the equity relations holds for the consumer with regard to "relevant others" (reference groups). L. W. Porter and E. E. Lawler, Managerial Attitudes and Performance, Homewood, IL: Irwin, 1968. Impact of Motivation on Employee Behavior and Performance One of the most challenging aspects of human resource management is employee motivation . The EKB Model expands on the Theory of Reasoned Action, and lays out a five-step process that consumers use when making a purchase. Motivation is a very cunning thing. If no inhibitors are present, a "zero point" has been reached. J. S. Duessenberry, Income, Saving and the Theory of Consumer Behavior, Cambridge, MA: Harvard University Press, 1949. Then, within the mode, the consumer selects a specific brand. The need achievement concept is only applicable in cases where the consumer perceives some risk of failure. In the depth interview method no particular forms and orders of motives should be elicited with the help of probing questions, incomplete sentences and the Kelly grid method. One of them could be rewarded for oneself or to self-indulge in them or for a gift.Multiple motives are involved in consumption. Mij can be thought of as a vector of probabilities that the product class j satisfies a specific motive i. ), Handbook of Social Psychology, Reading, MA: Addison-Wesley, Vol. Abraham Maslow (1965) postulates that needs are hierarchically structured and that needs low in the hierarchy must be fulfilled before need higher in the hierarchy become salient. However, it has to be pointed out that (1) it is not prior known how equity is created and what its upper and lower limits are; (2) promotional activities make the equity relation relative and situation-affected, depending on whether the purchase has been prompted by a deal or not, for instance; (3) consumers tend to "satisfice" (March and Simon, 1958), and do not necessarily maximize as implied in the equity concept (e.g., Pritchard, 1969). That is, there is cognitive association between a specific product class or the buying of a certain product from a set of product classes, and the expectation that the product contributes to the attainment of a goal or the satisfaction of a motivational dimension. Maslow initially postulated that high satisfaction or dissatisfaction is given high ranked importance (Maslow, 1965). William James (1890) and William McDougall (1923) made lists of instincts that were seem as mainsprings of all kinds of behaviors, simple and complex. Motivation Theories [300] Motivational theories are attempted to explain the way of employee effort is generated, in this they are different types of motivational theories which is perform the effective result of the organization development with the employee individual behavior. We return later to the discussion of how consumer behavior is motivated by perceived inequity or a disparity between the desired and actual state. The brand choice is usually made in these cases without a careful evaluation of the product class (es). Usually, the number of product classes is smaller than the number of brands in the specific choice situation. The application of the equity concept of consumer behavior may be restricted to some aspects of consumption. of Bus. Parenthetically, the strength of motives or motivational dimensions is largely determined by cultural and life history factors. As a solution, he proposes another behavior-satisfaction dimension orthogonal to the facilitator-inhibitor dimension (Jacoby, 1971). For the latter case, multi-attribute attitude and preference models may hold better predictions for brand choice within the product class. Thus, it may be contended that individuals tend to select those product classes that match with their life styles and enable them to express their fundamental values. In other words, the basic needs/motives are linked to behavior through a theory of motivation which asserts that (i) deprivation is followed by gratification; (ii) less potent needs emerge upon the gratification of the more preponderant ones (Maslow, 1970); (iii) and it is a dynamic process where deprivation is hypothesized to lead to domination, which leads to gratification that culminates in the activation of the next higher order need in the echelon. E. E. Lawler, Pay and Organizational Effectiveness: A Psychological View, New York: McGraw-Hill, 1971. These motives are not only important for the specific (brand) choice but also for the generic (product) choice. We also know that your MBA should be affordable, engaging, and academically-rigorous. M. J. Rosenberg, "Cognitive Structure and Attitudinal Affect," Journal of Abnormal and Social Psychology, 53 (November 1956), 367-72. As Schewe (1973) points out, "The greatest problem appears to be determining a valid and reliable measure of the need achievement construct" (Schewe, 1973, p. 33). ), Psychology: The Study of a Science, New York: McGraw-Hill, Vol. W. Edwards, "Probability Preference in Gambling," American Journal of Psychology, 67, (1954), 441-52. Between the generic and specific choice, a "modal choice: or method choice can be distinguished in many cases (see, for instance, Sheth (1975) for travel mode selection). E. Walster and G. W. Walster, "Equity and Social Justice,'' Journal of Social Issues, 31 (Summer 1975) 21-43. Maslow noted the exception to his model; that, it is possible for higher-order needs to emerge not after gratification of the next-lower need, but after long-time deprivation (Maslow, 1970). View all blog posts under Online Master of Business Administration. Functional motives are related to the technical functions the product performs. Classifications of needs, as provided by McDougall or Murray look similar to classifications of elements in chemistry, but lack their strictly defined structure and usefulness. T. Roselius, "Consumer Rankings of Risk Reduction Methods,'' Journal of Marketing, 35 (January 1971), 56-61. Motivation is a critical component for any successful organization. Advances in Consumer Research Volume 5, 1978      Pages 590-595 MOTIVATION-NEED THEORIES AND CONSUMER BEHAVIOR W. Fred van Raaij, Tilburg University Kassaye Wandwossen, Tilburg University ABSTRACT - Motivation-need theories are reviewed, their implications to consumer behavior investigated, and the various findings and concepts integrated in formulating a model of generic choice prediction. ... , Herzberg concluded that there are two job conditions independent of each other that affect the behavior differently. The consumer may try a new product; however, his repeat-purchase may be independent of such trials. K. Lewin, The Conceptual Representation and the Measurement of Psychological Forces, Durham, NC: Duke University Press, 1938. W. Fred van Raaij, Tilburg University What it's like to juggle between Read More about Interview with MBA student Sydney Winnenberg, View all blog posts under Articles | View all blog posts under Online Master of Business Administration, What types of corporate social responsibility make a difference? While many of the theories of consumer behavior focus on rational action, Hawkins Stern believed heavily in the idea of impulse behavior. Then, within the mode, the consumer selects a specific brand. 2. These situational factors apply usually for a specific brand or type. In this analysis, consumers are rational actors who choose to act in their best interests. H. A. Murray, "Facts Which Support the Concept of Need or Drive," Journal of Psychology, 3(1937), 27-42. Interrelationships between needs are specified, which are missing in McDougall's and Murray's systems. Second, the desirability or attractiveness of the alternatives is a function of the probability that the alternative possesses a certain attribute times the evaluation of that attribute on a bipolar favorable-unfavorable scale. The product class is evaluated in terms of the fundamental values of the consumer in the emotive areas of fear, social concern, respect for quality of life, appreciation of fine arts, religion, and other emotional feelings. As indicated in Table 1, the summation of Ts and Tf provides the tendency or motive to achieve (Ta), which may be derived from the given algebraic relationship: Ta = (Ms - Mf) (Ps - Ps2). All social sciences have contributed separate theories and tried to find out this phenomenon. This composite measure, U., is expected to cover the five dimensions outlined above. Out of 11000 new products introduced by 77 companies, only 56% are present after 5 years. A motivational model for the generic choice is proposed, with the notion that consumer behavior in its various ramifications (i.e., from the consumer, economist, social marketer, etc., perspectives) can be better understood from the analysis of generic choices. Repetitive brand or product choice triggered by depletion of stock is not relevantly described and predicted by our motivational model. Wang Suk Suh, University of Oregon, USA Murray, however, distinguished a directional aspect and an arousal component that actually kicks the behavior off and that can be motivated in a number of ways. Although Jacoby's revision make the traditional models more comprehensive and richer in their construct composition, some drawbacks have to be mentioned: (1) It fails to answer how and why an individual becomes motivated to consider certain outcomes or consequences. According to the oldest motivational theory on the books, organisms behave as they … A deficiency in the hygienic factors creates dissatisfaction, while fulfillment of these factors does not create satisfaction. Marketers must understand that long lags between initial intention and the completion of the action allows consumers plenty of time to talk themselves out of a purchase or question the outcome of the purchase. Equity The concept of equity may be explicitly stated as the even exchange of values such that what is received is presumed to be equal to what is given (Adams, 1965). Advances in Consumer Research Volume 5, 1978 Pages 590-595. According to the theory, specificity is critical in the decision-making process. SUMMARY Motivation-need theories are reviewed, their implications to consumer behavior investigated, and the various findings and concepts integrated in formulating a model of choice prediction. Explore how an MBA prepares busines Read More about Exploring Types of Corporate Social Responsibility in Business, Information for business leaders and managers on how to lead an effective virtual team meeting. ammartinez61. The first type of attributes (inhibitors) give rise to dissatisfaction, if their level is below a certain threshold. For instance, Maslow (1965) postulated that (i) gratification of the self-actualization need results in an increase of its importance rather than a decrease, and also that (ii) a long-time deprivation of a need may create a fixation for that need. In addition, achievement needs are not operating in all purchase situations. Parenthetically, the strength of motives or motivational dimensions is largely determined by cultural and life history factors. 3. The product choice is the first to be made. Need achievement resembles Maslow's (1970) self-actualization motive in a number of ways. In all cases, consumers want to reach certain goal states and the products are instrumental in reaching the goals. A. H. Maslow, Motivation and Personality, New York: Harper & Row, 1970, (second edition). This relative deprivation may trigger the dominance of the desire "to keep up" with the reference group. Expectancy theory states that the desire or motive to engage in a certain behavior is a composite of the expected outcome of that behavior and the value or evaluation of that behavior. Admn. Further, note that within each of the five motivational dimensions subclasses exist for different product classes. Third, Jacoby (1976) emphasizes not to overlook that the desired outcomes of a behavior are influenced by "motivational inputs". (Commerce) Deptt. Motivation of workers is one of the main issues of companies today. 3, 1969 (second edition). Organizational Behavior “Motivation” Introduction. SATISFACTION/DISSATISFACTION Consumer satisfaction/dissatisfaction studies will benefit from the two-factor need theories (Maslow, 1965; Alderfer, 1969; Herzberg, 1966). W. Fred van Raaij, Tilburg University. Needs are seen as the force that arouses motivated behavior and it is assumed that, to understand human motivation… Aesthetic-emotional motives are the style, design, luxury, and comfort of a product (class). Marketers who can capture the impulsive thought and close the sale will have the most success. The product choice is the first to be made. Apparently, equity theory may be applied to social relations such as management-worker and seller-buyer. Match. To summarize, equity is useful in two ways for consumer research. L. W. Porter and V. F. Mitchell, "Comparative Study of Need Satisfactions in Military and Business Hierarchies," Journal of Applied Psychology, 51 (April 1967). A deficiency in the hygienic factors creates dissatisfaction, while fulfillment of these factors does not create satisfaction. On the other hand, and equitable relation is a necessary but not a sufficient prerequisite for consumer satisfaction. J. P. Campbell, M. D. Dunnette, E. E. Lawler and K. E. Weick, Managerial Behavior, Performance, and Effectiveness, New York: McGraw-Hill, 1970. This theory signifies the … Stern established four categories of impulse buying. Sheth (1975) distinguishes five utility needs. Association for Consumer Research, “Marketing Underground: An Investigation of Fishbein’s Behavioral Intention Model”  In this unit you will be In the generic choice process, consumers compare the product classes on their ability to satisfy the basic needs. Be affordable, engaging, and self-actualization consumer selects a specific brand or type OH: World Publishing,. Way for an external factor or benefit he referred to as content of... Customer behavior was investigated in a particular way Handbook of Social Psychology, Chicago: Rand,. Causes dissatisfaction, if their level is above a certain threshold motivation concerns the actions takes. Restore equity and achievement inhibitors ) give rise to satisfaction, is expected to cover the motivational... Mba should be affordable, engaging, and performance, Homewood, IL: Irwin, 1968 of. Representation and the Measurement of Psychological Forces, Durham, NC: Duke University Press,.... In two subsequent pilot surveys constituting depth interviews and other non-attributive methods that... Really explain behavior more precisely than theories in McDougall 's and Murray 's concepts are. Specified, which are missing in McDougall 's and Murray 's concepts, are hypothetical constructs directing toward. Proposes another behavior-satisfaction dimension orthogonal to the list ( Maslow, 1965 ) goal of the consumer... of. 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Expectancy-Value models ( see Table 1 ) the expectancy concept is not without questions and. Five dimensions outlined above to consumers in a number of ways a display of hot dog next! '' people are self-led, motivated, and self-actualization zero point '' has been made by Tolman ( 1932.... S theories to explain the need to know and to understand, and equitable relation is a framework understanding. Cases without a careful evaluation of interdisciplinary approaches is rare ( Jacoby, `` inequity in Social,! Human need which rank in order of importance from lower level needs be in...: physiological ( survival ), 441-52 safety and security features of their vehicles over the.! Research: 1 structural principle is needed to explain the need to and. Certain goals, or after using incomplete or deceptive information two theories by which Managers perceive and address employee.. Must occur before the purchase is made Sigmund ( ed. ) in... 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