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Chapter 4 

Consumer Behavior,

Eighth Edition

SCHIFFMAN & KANUK

The Consumer as an

Individual

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Figure 4.1 Model of the Motivation

ProcessLearning

 Needs

wants,and

desires

Tension

Goal or

needfulfill-

ment

Drive Behavior

Cognitive

 processes

Tension

reduction

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Types of Needs

• Innate Needs

 – Physiological (or biogenic) needs that are

considered primary needs or motives

• Acquired needs

 – Generally psychological (or  psychogenic) needsthat are considered secondary needs or motives

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Goals

• Generic Goals

 – the general categories of goals that consumerssee as a way to fulfill their needs

 – e.g., “I want to get a graduate degree.” 

• Product-Specific Goals

 – the specifically branded products or services

that consumers select as their goals – e.g., “I want to get an MBA in Marketing from

Kellogg School of Management.” 

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The Selection of Goals

• The goals selected by an individual dependon their:

 – Personal experiences – Physical capacity

 – Prevailing cultural norms and values

 – Goal’s accessibility in the physical and socialenvironment

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Figure 4.3

Achieving

Goals by

Subscribing

to a Magazine 

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Figure 4.4 Different Appeals for

Same Goal Object 

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Motivations and Goals 

• Positive Motivation

 – A driving force

toward someobject or condition

• Approach Goal

 –  A positive goal

toward which

behavior is directed

• Negative Motivation

 – A driving force

away from someobject or condition

• Avoidance Goal

 –  A negative goal from

which behavior is

directed away

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Rational Versus Emotional

Motives• Rationality implies that consumers select

goals based on totally objective criteria such

as size, weight, price, or miles per gallon• Emotional motives imply the selection of

goals according to personal or subjectivecriteria

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The Dynamic Nature of

Motivation•  Needs are never fully satisfied

•  New needs emerge as old needs are satisfied

• People who achieve their goals set new andhigher goals for themselves

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Figure 4.6 New and Higher Goals

Motivate Behavior 

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Figure 4.7

ChangingConsumer

Needs 

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Frustration 

Failure to achieve a

goal may result in

frustration. Someadapt; others adopt

defense mechanisms

to protect their ego.

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DefenseMechanism 

Methods by which

 people mentally

redefine frustratingsituations to protect

their self-images and

their self-esteem.

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Table 4.2 Defense Mechanisms

• Aggression

• Rationalization

• Regression

• Withdrawal

• Projection

• Autism

• Identification

• Repression

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Arousal of Motives

• Physiological arousal

• Emotional arousal

• Cognitive arousal

• Environmental arousal

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Figure 4.8

CognitiveNeed

Arousal 

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Philosophies Concerned With

Arousal of Motives• Behaviorist School

 – Behavior is response to stimulus

 – Elements of conscious thoughts are to beignored

 – Consumer does not act , but reacts 

• Cognitive School

 – Behavior is directed at goal achievement

 –  Need to consider needs, attitudes, beliefs, etc.in understanding consumer behavior

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Physiological Needs

(Food, water, air, shelter, sex)

Safety and Security Needs

(Protection, order, stability)

Social Needs

(affection, friendship, belonging)

Figure 4.9 Maslow’s Hierarchy of Needs 

Ego Needs

(Prestige, status, self esteem)

Self-Actualization

(Self-fulfillment)

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Table 4.3 Murray’s List of

Psychogenic Needs

Needs Associated with Inanimate Objects:

Acquisition, Conservancy, Order, Retention, Construction

Needs Reflecting Ambition, Power,

Accomplishment, and Prestige:

Superiority, Achievement, Recognition, Exhibition, Infavoidance

Needs Connected with Human Power:Dominance, Deferrence, Similance, Autonomy, Contrariance

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Table 4.3 Murray’s List of

Psychogenic Needs

Sado-Masochistic Needs :

Aggression, Abasement

Needs Concerned with Affection between People:

Affiliation, Rejection, Nurturance, Succorance, Play

Needs Concerned with Social Intercourse:

Cognizance, Exposition

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Figure 4.10 Appeal to Egoistic

Needs 

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A Trio of Needs

• Power

 – individual’s desire to control environment 

• Affiliation – need for friendship, acceptance, and belonging

• Achievement

 – need for personal accomplishment – closely related to egoistic and self-actualization

needs

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Figure 4.12

Appeal toPower Needs 

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Figure 4.13

Appeal toAffiliation

Needs 

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Figure 4.14

Appeal toAchievement

Needs 

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MotivationalResearch 

Qualitative research

designed to uncover

consumers’

subconscious or hidden

motivations.

Consumers are notalways aware of, or

may not wish to

recognize, the basicreasons underlying their

actions.