James Watt College
MUSIC INDUSTRY MARKETING 2 WEEK 4 CONSUMER BEHAVIOUR (MOTIVATION THEORY)
Motivation
Now that you have looked at how consumers
learn and how they perceive products and services, the last topic drawn from psychology that you are going to look at is called Motivation.
This is a very important topic as marketing
research methods are based on an understanding of the reasons why consumers make certain decisions.
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The reason why consumers buy certain
products is not always obvious. Why do people, for example, often feel more satisfied buying a leading brand name such as Heinz when they would reject the purchase of a supermarket own brand even though it was made by Heinz?
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One of the main jobs of the advertiser is this conflict between pleasure and guilt. It is not so much to sell the product as to give
moral permission to have fun without the guilt (Ernest Dichter)
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People have a terrific loyalty to the brands they purchase and yet often in tests cannot tell their regular brand from others. They are consuming an image (Weiss and Geller Advertising Agency)
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The home freezer becomes a frozen island of security (Weiss and Geller Ad Agency)
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The Hierarchy of Needs
Can you think of a reason why consumers
may purchase the following products or services? AA car breakdown cover An expensive 5-star meal A holiday at an exclusive resort A round of drinks in a bar
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When you look at your answers you may have noticed that the reasons may often be due to psychological factors such as security or
status. You would be right. What Maslow attempts to do is to organise them in such a way so that we can see what can motivate consumers.
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Maslow
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In next slide are some examples of brands that use the needs in the hierarchy to motivate their consumers. In the third
column look at some current advertising campaigns and enter the brands that you think would use the need from the hierarchy at that particular level:
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Need Physiological Security Emotion Self esteem Self actualisation
Brand Burger King Prudential Andrex Porsche American Express
Brand
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You should now select two press/magazine
advertisements which use contrasting needs from the Hierarchy to motivate their target market.
Identify and justify the need for each you
have selected from the hierarchy and make some notes on your choices
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Motivation research
One of the major problems with
understanding consumer motivation is that consumers may appear to have certain needs yet have deeper underlying needs which are far more important.
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One of the major problems with understanding consumer motivation is that consumers may appear to have certain needs yet have deeper underlying needs which are far more important. This area of deeper needs was investigated by consumer psychologists such as Ernest Dichter. Dichters work was heavily influenced by the work of Sigmund Freud
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If this image and caption was used in an advertisement, what do you think would be the main selling point?
Lite Oil - a well balanced healthy vegetable
oil thats great for frying and roasting chips. Lite Oil contains essential omega fats.
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Here is a simple explanation of Freuds theory which Dichter used. Lets look at the theory and then we will apply it to an advertising
campaign.
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Freuds theory
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Why do you think consumers often make
impulse purchases? If temptation is perhaps placed at a supermarket checkout, why do consumers feel the need to give in and make a purchase they had not planned for?
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You may have found this difficult to answer and this is not surprising since the real reason may be hidden away in the unconscious. How
can we understand what is going on in the consumers mind?
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Freuds dynamic theory
The Id Freud suggested that at the very centre of our mind lay the Id which was the source of everything that gives us pleasure. He called this the Pleasure Principle. Looking at products and services, especially those we find most attractive, the pleasure principle can be very important for manufacturers to consider when targeting consumers.
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The Ego
If we were simply to follow the pleasure principle there would be chaos. What keeps us in check according to Freud is the ego. This develops when we realise that our Id cannot be expressed every time we want pleasure. It is the objective facing of reality and Freud called it the Reality Principle. Manufacturers need to realise that the relationship between the Id and the ego is crucial for determining how consumers will react when faced with tempting choices.
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The Superego
The third part of the equation is the superego, or conscience which, according to Freud judges our behaviour.
This is the most important part of the equation as dealing with the superego is something consumers will need to address especially when purchasing products which could be guilt inducing.
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Application of Freud
The main application of Freuds work and motivation research is to show how advertising is effective at guilt removal. Once this is removed, the selling of a contentious product or service can be made easier.
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Example:
A consumer who feels like something sweet
(Pleasure Principle), and purchases a chocolate bar (Reality Principle) may experience guilt because their superego has judged them accordingly. Manufacturers can avoid this happening by advertising the product as a low calorie chocolate bar.
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Look at the illustration for this product.
From what you have learned so far, apply the three stages of Freuds theory to the illustration and explain how the manufacturer has tried to deal with any potential consumer resistance:
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Key points
1. Maslows Hierarchy of Needs 2. Freuds Dynamic Model
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