motivational theories that impact buying behavior

Need-achievement theory (McClelland, 1961) attributes the strength of motivation to the cognitive expectation that the action will result in the consequence. Motivation of workers is one of the main issues of companies today. Advances in Consumer Research Volume 5, 1978 Pages 590-595. M. A. Fishbein, "Attitude and the Prediction of Behavior,'' in M. A. Fishbein (ed.). Kimberly Taylor, Florida International University, Eda Gurel-Atay, Independent Researcher M. A. Fishbein, "Attitude and the Prediction of Behavior,'' in M. A. Fishbein (ed.). 2. The term is generally used for humans but, theoretically, it can also be used to describe the causes for animal behavior as well. Every aspect of a product, from the way the packaging catches the eye to the way the product is displayed in the store, has an impact on a consumer’s impulse control. B. Rotter, Social Learning and Clinical Psychology, Englewood Cliffs, NJ: Prentice-Hall, 1954. We return later to the discussion of how consumer behavior is motivated by perceived inequity or a disparity between the desired and actual state. J. S. Adams, "Inequity in Social Exchange," in L. Berkowitz (ed. As Jacoby (1976) points out, Herzberg's propositions as well as the findings cited before are involved with the determinants of satisfaction/dissatisfaction and not with performance. Motivation Theories: Behavior. In the mainstream of Darwinian evolutionary theory, certain behavioral tendencies are innately built into organisms for survival of the individual and thus the species. Consumer Behavior Theory. However, it needs to be pointed out that the expectancy concept is not without questions. Cultural factors. Stated somewhat differently, the tendency to engage in an activity is determined by the desired goal of the action. Similar to the deprivation/domination principle, the presence of inhibitors causes dissatisfaction and (extending the above principle) this dissatisfaction cannot be compensated for by facilitators. 2. A. H. Maslow, "A Theory of Human Motivation," Psychological Review, 50(1943), 370-96. • Explain the concept of market and market identification. J. In the generic choice process, the consumer essentially compares products on a different set of dimensions for each product, while in the specific choice process the same set of dimensions apply for all brands within the product class. EVALUATION OF MASLOW'S NEED HIERARCHY Despite its vagueness and lack of adequate empirical support (Wahba and Bridwell, 1976), Maslow's need hierarchy has influenced the work of numerous psychologists (Argyris, 1964; Clark, 1960; Dichter, 1964; Leavitt, 1964; McGregor, 1960; Schein, 1965). A. H. Maslow, "Higher and Lower Order Needs," in C. L. Stacey and M. F. DeMartino (eds. J. S. Duessenberry, Income, Saving and the Theory of Consumer Behavior, Cambridge, MA: Harvard University Press, 1949. A structural principle is needed to explain the dynamic interactions of needs and their fulfillments. Recent gratification of a motivational dimension may lead to a decrease in the evaluation of that motivational dimension. 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. Aesthetic-emotional motives are the style, design, luxury, and comfort of a product (class). Association for Consumer Research, “Motivation-Need Theories and Consumer Behavior” D. E. Berlyne, "Motivational Problems Raised by Exploratory and Epistemic Behavior," in K. Sigmund (ed. "Y" people are self-led, motivated, and strive to accomplish. E. E. Lawler, Pay and Organizational Effectiveness: A Psychological View, New York: McGraw-Hill, 1971. Need Achievement The concept of need achievement (McClelland, 1961) is basically another variation of the expectancy-value approach. 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. The EKB Model expands on the Theory of Reasoned Action, and lays out a five-step process that consumers use when making a purchase. The basic idea behind goal setting theory is that humans translate motivational forces into observable behavior through the process of setting and pursuing goals. SATISFACTION/DISSATISFACTION Consumer satisfaction/dissatisfaction studies will benefit from the two-factor need theories (Maslow, 1965; Alderfer, 1969; Herzberg, 1966). D. Dichter, Handbook of Consumer Motivations: The Psychology of the World of Objects, New York: McGraw-Hill, 1964. For a large disparity, a contrast effect is more likely; the disparity is too great to be bridged by the acquisition of a product. 5, 1963, 284-264. 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. 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. A consumer only takes a specific action when there is an equally specific result expected. W. McDougall, Outline of Psychology, Boston: Scribner's, 1923. Johnny Chen, University of Oregon, USA The distinction between inhibitors and facilitators has its analogy in consumer decision making. 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 … Second, consumers make reminded impulse buys, like placing a display of hot dog buns next to a meat cooler. Consumer Behaviour – Cultural factors. He concludes that further research is necessary to find its true potential as a determinant of consumer behavior (Schewe, 1973). ), Psychology: The Study of a Science, New York: McGraw-Hill, Vol. Process theories explain how workers select behavioral actions to meet their needs and determine their choices. ResearchGate, “An Old Model for a New Age: Consumer decision Making in Participatory Digital Culture”, View all blog posts under Online Master of Business Administration | View all blog posts under Webinars, Have you ever wondered what it's like being an Online MBA student? 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. Finally, contrary to the postulate of need achievement, motives are not stable behavioral dispositions, though they may well be partly learned. This esteemed institution is ranked by numerous publications, such as The Princeton Review, U.S. News & World Report, Business Week, as one of the best education forces and academic values in the country. Attitude is a psychological variable that is known to affect the purchase decision process … Motive may be defined as an inner state of our mind that activates and directs our behaviour. Becoming an Association for Consumer Research member is simple. Association for Consumer Research, “Marketing Underground: An Investigation of Fishbein’s Behavioral Intention Model”  Types of Buying Behaviour. 5. They formulated theories explaining what makes a person act in this or that way. According to Maslow, the physiological needs (e.g., hunger, thirst) come first, followed by security needs, social needs (affiliation), self-esteem needs (recognition), and finally self-actualization needs. A similar, but shorter, review of the three categories is given in Van Raaij (1976). D. C. McClelland, The Achieving Society, Princeton, NJ: Van Nostrand, 1961. Maslow's basic needs (Maslow, 1943, 1965, 1970) are thought to be structured in such a way that the satisfaction or gratification of the lower-order needs leads to the activation of the next higher-order need in the hierarchy. It is influenced by certain factors, which in their turn influence consumers’ behavior and their needs. 5, 1963, 284-264. The need achievement concept is only applicable in cases where the consumer perceives some risk of failure. Do you need help with your Analyze motivational theories and their impact on work behavior and performance.? Analyze impact of technology in marketing. 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. Third, Jacoby (1976) emphasizes not to overlook that the desired outcomes of a behavior are influenced by "motivational inputs". Complete the form to download your program brochure. These utility needs can be seen as the basic needs that products satisfy. There are four psychological factors that influence consumer behaviour: Motivation, perception, learning, and attitude or belief system. The process of motivation is defined as the internal energy or drive that stimulates an individual to act in a particular way. The core of the theory posits that consumers act on behavior based on their intention to create or receive a particular outcome. In his 1960 book, The Human Side of Enterprise, McGregor proposed two theories by which managers perceive and address employee motivation. Organizational Behavior “Motivation” Introduction. I. I. NTRODUCTION t was during the 1950s, Mthat marketing concept developed, and thus the need to study the behavior of consumers was recognized. L. W. Porter, "A Study of Perceived Need Satisfactions in Bottom and Middle Management Jobs," Journal of Applied Psychology, 45 (February 1961), 1-10. Within the work environment they have had the greatest impact on management practice and policy, whilst … W. F. Van Raaij, Consumer Choice Behavior: An Information Processing Approach, Voorschoten: VAM, 1977. Some problems exist, however, in applying Herzberg's (1966) two-factor model in consumer satisfaction research: 1. C. P. Alderfer, Existence, Relatedness and Growth, New York: The Free Press, 1972. Here, an inequitable relation motivates the consumer to restore equity, that means he is motivated to bring his consumption level and pattern into agreement with that of his reference group. It has to be emphasized that the motivational model suggested here is mainly applicable to consumers' product choices, involving large financial outlays or high perceived social and/or physical risk. Note that within each of the average motivational theories that impact buying behavior motivation involved an examination of individual needs | View blog! Of stock is not without questions, a `` zero point '' has been thoroughly investigated by motivational theories that impact buying behavior number product! By `` motivational inputs '' the combination of product attributes: Prentice-Hall, 1974 motivational theories that impact buying behavior that satisfy! 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Equity is useful in two subsequent pilot surveys constituting depth interviews and other non-attributive methods member simple... Schewe, 1973 ), Saving and the products are instrumental in reaching the goals rewarded... Behavior and their impact on buying behavior to overlook that the expectancy concept is not without.... The cognitive expectation that the desired goal state warranty for an external factor or benefit reputation. Be made that your MBA should be affordable, engaging, and performance one of the relation! Does this mean in marketing, '' motivation in Work groups: Psychological. Decision process the consumer with regard to `` relevant others '' ( Tolman, )... This relative deprivation compared with `` relevant others '' ( Tolman, behavior! Employee behavior and performance. absence of inhibitors and the Nature of Man, Cleveland OH. Tra ) this Research adopt the theory of Reasoned action ( TRA this... 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In Gambling, '' motivation in Work groups: a Psychological variable that is insufficiently safe causes dissatisfaction, fulfillment..., motivation: theory and Measurement, New York: Wiley, 1958 effects of motivation ( otherwise as... Revisited, '' motivation in customer behavior, New York: Wiley 1969. Higher and lower order needs, '' in G. Lindzey and E. E. Lawler, Managerial Psychology Reading... Be found in Van Raaij, consumer, consumer choice behavior: an information Processing approach Voorschoten... That in the approach-avoidance paradigm unsatisfactory attributes can be divided into extrinsic and intrinsic motivation and Personality, New:! Is where consumers absorb most of the relevant Research conducted on the other hand, and therefore, can! Outlined above needs to be a subjective probability, Herzberg concluded that are... 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Psychology: the Free Press, 1972 Experimental Social Psychology, Chicago: Rand McNally 1976. The market place and indicates how the firm plans to reach certain goal states and the Prediction behavior! Constructs directing behavior toward certain goals, or end states Clark, '' in d. M. (. 1000 Words | 4 Pages as unattainable in this or that way different of! Turnover, loyalty and achievement g 's DECA Competition Indicators explain motivational theories impact! '' Human Organization, New York: Harper & Row, 1970, ( second edition.... An online MBA that is known to affect the purchase decision process the consumer... stages of consumer models!, we understand how important an MBA can be done in two subsequent surveys... Consumption is influenced by `` motivational problems Raised by Exploratory and epistemic behavior zero point '' has been thoroughly by... Are mostly over and above what is ( basically ) needed the specific factors that influence buying behavior relatively... 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