motivational theories that impact buying behavior

Process theories explain how workers select behavioral actions to meet their needs and determine their choices. Basically, motives are "means-end beliefs" (Tolman, 1932). 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. Needs, in Murray's concepts, are hypothetical constructs directing behavior toward certain goals, or end states. Status, prestige, and esteem may be derived from the possession and usage of products and their conspicuous features. The brand choice is usually made in these cases without a careful evaluation of the product class (es). In all cases, consumers want to reach certain goal states and the products are instrumental in reaching the goals. 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M. A. Fishbein, "Attitude and the Prediction of Behavior,'' in M. A. Fishbein (ed.). 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. Motivational Behavior. Motivation may be intrinsic or extrinsic. C. P. Alderfer, "An Empirical Test of a New Theory of Human Needs," Organizational Behavior and Human Performance, 4a(May 1969), 142-75. Ps and Is may have low levels and, hence, re-suit in low levels of the strength of the motive to achieve success (Ts). J. N. Sheth, "A Psychological Model of Travel Mode Selection,'' Urbana, IL: Bureau of Economic and Business Research of the University of Illinois, Working Paper #291, November 1975. Unfortunately, this is only at the brand level, and even at that level, it fails to resolve a number of questions raised earlier. The conjunctive rule must occur before the disjunctive rule. Needs, in Murray's concepts, are hypothetical constructs directing behavior toward certain goals, or end states. Some products are selected for their conspicuousness only ("conversation pieces"), sometimes in combination with aesthetic motives. INSTINCTS AND NEEDS In the mainstream of Darwinian evolutionary theory, certain behavioral tendencies are innately built into organisms for survival of the individual and thus the species. Based on the notion of a universal hierarchy of human needs Dr Abraham Maslow, a clinical psychologist formulated a widely accepted theory of human motivation. Third, Jacoby (1976) emphasizes not to overlook that the desired outcomes of a behavior are influenced by "motivational inputs". Aesthetic-emotional motives are the style, design, luxury, and comfort of a product (class). Individual consumers differ not only in their evaluation of motivational dimensions (Vi), but also in the saliency of these dimensions over time. It seems to be influenced more by Lewin's field theory in that it involves the perceptual analysis of (1) alternatives with their (2) desirabilities and (3) expectancies, and their (4) outcomes in the immediate psychological field. Analyze motivational theories and their impact on work behavior and performance. Therefore, the outcome or consequence has attraction or value to the individual. THEORIES OF MOTIVATION 2. E. E. Lawler, Pay and Organizational Effectiveness: A Psychological View, New York: McGraw-Hill, 1971. D. McGregor, The Human Side of the Enterprise, New York: McGraw-Hill, 1960. These situational factors apply usually for a specific brand or type. Wang Suk Suh, University of Oregon, USA 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). 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 five motivational dimensions are (Sheth, 1975): (1) functional motives, (2) aesthetic-emotional motives, (3) social motives, (4) situational motives, and (5) curiosity motives. A deficiency in the hygienic factors creates dissatisfaction, while fulfillment of these factors does not create satisfaction. C ONSUMER B EHAVIOR T HEORIES From the very early times, efforts were made to explain the motivational processes that influence buying behavior. The consumer may try a new product; however, his repeat-purchase may be independent of such trials. J. Recent gratification of a motivational dimension may lead to a decrease in the evaluation of that motivational dimension. 1), overall preference or total utility a product class satisfies and the evaluation of these motives may be written as, EQUATION  (1) Uj is the utility of product class j that satisfies m motives (Mij), and Vi is the evaluation of the m motives on a favorable-unfavorable scale. MOTIVATION MODELS Cognitive motivation models fall into three broad categories: equity, need achievement and expectancy-value models (see Table 1). FIGURE 1 SEQUENCE OF CHOICES IN CONSUMER DECISION MAKING Sheth (1975) distinguishes five utility needs. Within the work environment they have had the greatest impact on management practice and policy, whilst … His need hierarchy is by no means definitive, and is rather out of focus in comparison with the role of learning, perception, values, and expectations in human behavior (Atkinson, 1964). Assuming that If = -Ps = 1 (a particular outcome is either a success or a failure). The need to know and to understand is comparable to Berlyne's (1963) epistemic behavior. We may also conceive these utility needs as the basic dimensions of motivation. Johnny Chen, University of Oregon, USA MASLOW'S NEED HIERARCHY 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. 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. 3, 1969 (second edition). Learn. C. Argyris, Integrating the Individual and the Organization, New York: Wiley, 1964. Kassaye Wandwossen, Tilburg University. Assuming that If = -Ps = 1 (a particular outcome is either a success or a failure). P. Blau, Exchange and Power in Social Life, New York: Wiley, 1964. 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. Membership in ACR is relatively inexpensive, but brings significant benefits to its members. Theories of Motivation 3.1. ... refers to motivation that comes from inside an individual rather than from any external or outside rewards. J. S. Duessenberry, Income, Saving and the Theory of Consumer Behavior, Cambridge, MA: Harvard University Press, 1949. H. A. Murray, "Facts Which Support the Concept of Need or Drive," Journal of Psychology, 3(1937), 27-42. J. F. Engel, D. T. Kollat and R. D. Blackwell, Consumer Behavior, New York: Holt, Rinehart and Winston, 1973 (second edition). For example, the generic choice between a refrigerator and a TV set involves different functional utilities-cooling food versus entertainment/information, respectively. A distinction is sometimes made between deficiency and growth needs. (1) The daily purchases are mostly over and above what is (basically) needed. The need achievement concept is only applicable in cases where the consumer perceives some risk of failure. 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. J. The need achievement model (Table 1) attributes the strength of motivation to the cognitive expectation that the action will result in the consequence. Consumer satisfaction/dissatisfaction studies will benefit from the two-factor need theories (Maslow, 1965; Alderfer, 1969; Herzberg, 1966). Match. At Ohio University, we understand how important an MBA can be to advancing your career. 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. 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. Atkinson, an equitable relation as perceived by the consumer prevents the elicitation of dissatisfaction epistemic. ), Psychology: the World of Objects, New York: McGraw-Hill, 1946 customer behavior was in! 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