Chapter Three

Consumer need and motivation

After successfully completing this unit the student will be able to:
 Define and explain motivation the motivation process
 Spell out the essentials of motivation
 Understand the dynamic nature of motivation
 Identify different types of arousals
 Explain types and systems of needs
 Evaluate the need hierarchy
 Identify & explain a trio of needs
2.1 Definition of motivation
Motivation can be described as the driving force within individuals that impels them to action.
This driving force is produced by state of tension, which exists as a result of unfulfilled needs.
Individuals strive-both consciously and subconsciously to reduce this tension through behavior
that they anticipate will fulfill their needs and thus relieve them of the stress they feel.
Model of the Motivation Process.
The model portrays motivation as a state of need induced tension that exerts a “push” on the
individual to engage in behavior that he/she expects will gratify a need and that reduce the tension.
Whether gratification is actually achieved depends on the course of action being pursued. The
specific courses of action that consumers pursue and their special goals thinking processes-
cognition and previous learning.

Needs:
Every individual has needs. Needs can be innate (physiological or biogenic or primary needs) or
acquired needs (psychological or psychogenic or secondary needs). Innate needs include the needs
for food, for water, for air, for clothing, for shelter and for sex. They are needed to sustain
biological life.
Acquired Needs:
Acquired needs are needs that we learn in response to our culture or environment. These may
include the needs for self-esteem, for prestige, for affection, for power, and for learning. They
result from the individual’s subjective psychological state and from relationships with others.
For example, to find a place to live fulfills an important primary need for a newly transferred
executive. However, the kind of residence he rents or buys may be the result of secondary needs.
He may seek, a place in which he and his wife can entertain large groups of people (fulfill social
needs) and may want to live in an exclusive community to impress his friends and family (fulfill
ego needs). Thus, the house an individual ultimately purchases serve both primary and secondary
needs.
Goals
Goals are sought-after results of motivated behavior. All behaviors are goal oriented. Here, we are
focusing on generic goals-general classes or categories of goals that consumers select tofulfill
their needs. Marketers are even more concerned with consumer’s product-specific goals,
specifically branded or labeled products they select to fulfill their needs.
Determinants of goal selection
The goal selected by individuals depends on: -
 Their personal experience
 Physical capacity
 Prevailing cultural norms and values, and
 The goals accessibility in a physical and social environment.
 Self –image (an individual’s own perception of himself or herself)
Interdependence of Needs and Goals
 Needs and goals are interdependent; neither exists without the other. However, people are
often not as aware of their needs as they are of their goals.

 Ex. A teenager may not consciously be aware of his social needs but may join a
photography club to meet new friends. Individuals are usually more aware of their
physiological needs than their psychological needs.
 Ex. Most people know when they are hungry or thirsty or cold, and they take appropriate
steps to satisfy these needs.
 The same people may not consciously be aware of their needs for acceptance, for self-
esteem, for status.
 However, they subconsciously engage in behavior that satisfies these psychological needs.
Positive and Negative Motivation
 Motivation can be positive and negative in direction. Positive motivation: is a driving
force towards some object or condition) (needs, wants, desires).
 Negative motivation: is a driving force away from some object or condition. (Fears,
 aversions)
 However, although positive and negative motivational forces seem to differ
dramatically in terms of physical or emotional activity, they are basically similar in that
both serve to initiate and sustain human behavior.
 Goals, too, can be positive or negative.
A positive goal/approach object:
 It is one towards which behavior is directed.
Ex. Middle-aged woman may have a positive goal of fitness, so the join a health club to
work out regularly.
 A negative goal/ avoidance object. is one from which behavior is directed away .
Ex. Chala may view getting fat as a negative goal, and so he joins a roadrunners club.
Rational Versus Non Rational Motives
The term rationality in the traditional economic sense assumes that consumers behave relationally
when they carefully consider all alternatives and choose those that give them the greatest utility.
In a marketing context, the term rationality implies that consumers elect goals based on totally
objective criteria such as weight, price, or miles per gallon. Non-rational or emotional: motives
imply the selection of goals according to personal or subjective criteria (the desire for
individuality, pride, fear, affection, status).The assumption underlying this distinction is that
subjective or emotional criteria do not maximize utility or satisfaction. However, it is reasonable
to assume that consumers always attempt to select alternatives that in their view serveto maximize
satisfaction. Obliviously, the assessment of satisfaction is a very personal process, based on the
individuals own need structure as well as on past behavioral and social or learned experiences.
Consumer researchers who subscribe to the positivist perspective tend to view all consumer
behavior as rationally motivated, and they try to isolate the cause of such behavior so that they can
predict, and thus, influence, future behavior. Experientialists are interested in studying the
hedonistic pleasure that consumption behavior provides, such as fun, or fantasy, or sensuality.

2.1. Consumer Motivation

Motivation is the process that moves a person to behave in certain ways how behavior gets
started and energized, sustained, directed and stopped.
(M)-Major components of consumer motivation
(O)-Overt, hidden, and multiple motives
 (T)-Tension reduction drives consumer behavior
(I)- Internal and external forces impact motivation
(V)-Consumer motivation has valence
(A) Consumers are motivated to achieve goals
(T) Consumers have a thirst for variety
(I) Consumer motivation reflects individual differences
(O) Consumers desire order in their world
(N) Consumers are guided by the need hierarchy
Key Characteristics of Consumer Motivation
(M) Major components of consumer motivation
There are two major components of motivation: Energy and Direction
1) Insights Form the Energy Component: Energy
Energy Refers to the fact that all behaviors-thinking, moving, looking and so on requires is to
expand an internal supply of energy. Researchers who study the energy dimension use
physiological measures of the body’s arousal-consumer’s pulse rates, blood pressures, brain
waves, and skin chemistries can offer all clues to the energy dimension. Within consumer research
these measures are used to change consumer’s reactions to advertising, brand names,and
other marketing appeals.
2) The Direction Component: Direction-
Direction needed to channel our inner energies into productive attractive behaviors and to allow
us to behave efficiently. It refers to exactly which behavior is chosen from all those possible and
why. In general, motivation theory asserts that the direction taken in a behavior is in large part
determined by the particular purpose we are trying to achieve with that behavior technically termed
as purposive behavior. EX The primary motives involve the purpose behind consumer’s decisions
to use entire classes of products. Why do some people drink alcoholic beverages, whileothers do
not?
Selective Motives
It refer to consumer’s decisions as to exactly which stores, brands, and model features will be used/
purchased.
The directional component thus underlies all consumer decision to:
a) Purchase a product at all and
b) Choose a particular alternative from that product class.
These are the essential underpinnings of consumer demand in the market place and are of crucial
importance to the marketing field.
O) Overt, Hidden, and Multiple Motives Motive:
It is a concept used by researchers to explain the reasons for behavior.
 Researchers can’t observe a person’s motives, only his or her behavior-from
that behavior; they must try to infer the exact motives that caused it.
 A motive is a strong and persistent internal stimulus around which behavior is
organized.
 Consumers have multiple motives and some of these motives are overt
(consumers are well aware of these reasons behind our behavior).
 While other is hidden in the minds of consumers (consumers are themselves
not aware of what these motives are.)
Multiple Motives, Multiple Acts
 It is clear that each of us has many motives that guide our behaviors on a daily
basis. Ex. Let’s say Azeb has been studying hard and is motivated to break from
her work to relax.
 Notice that there are many options available for this purpose. (She could go to
a movie, Play a racquetball, Read a novel and so on)
 It is also true that different motives might lead to the same behavior. Ex.
Azeb is seen in a restaurant.
 She might be there because of hunger motive, because she wanted a break from
his/her studies, wanted to meet new people and so forth.
 Simply observing consumer behavior therefore, want be sufficient to detect the
motives that are at work.
Hidden Motives and the Unconscious Mind
Researchers have found that much of a person’s actions are determined by influences of which
he or she is at the time completely unaware.
Consciousness levels:
 Level 1: Conscious level
 A level where the consumer is well aware of those
motivations.
 Level 2: Preconscious level:
  Are not currently known, but they can be brought to
consciousness if they can be located and brought forth.
 Level 3: Unconscious level:
 Are buried deep beneath the water itself and can’t be expected
to emerge at all under the circumstances in which consumer
research is conducted, but instead is the area reserved for some
specially trained psychologists and psychiatrists.
Levels of consciousness are likened to a “fishing expedition”

Levels of conscious Similar to Motive status/ consumer is

Conscious level Air: above the surface Consciously aware of

Preconscious level Water: Beneath the surface Not consciously aware of, but can be
brought to thesurface if can be located
Unconscious level Underground, beneath the Deeply embedded/ not
Water available to consciousness.
Hidden Motives and Marketing Research
Consumers are unaware of many of their motivations, but some of these motivations can be
brought out if the ‘fishing’ is skillfully done by researchers trained to undertake this type of work.
This is the province of qualitative research. Qualitative research is the use of non-statistical
methods that encourage consumers to reveal their thoughts, feelings and motivations. Qualitative
research can be done either in small groups or with individuals.
Example
a) Focus group brings 8-12
Consumers from the target market together, seat them in a conversational setting, and ask them
to talk freely about the subject. A trained moderator moves the discussion along, ensuring thatthe
client’s questions of interest do get addressed, but also giving freedom to the group members to
express their opinions during the one-to-two-hour session.
b) In Depth Personal Interview:
 One-to-one interview.
 Qualitative research usually employs some mix of direct and indirect questions with the
hope that the preconscious level will be tapped as the discussion goes along.
 Direct questions: ask for a consumer’s thoughts or feelings in a direct manner,
sometimes with answer categories suggested, but usually with some degree of freedom
or “open-endedness”
 “Women who wear pink lipstick are ................. ”
 “Lipsticks are ......................... ”
(T) Tension Reduction Dives Consumer Behavior
 It provides the fundamental reason that any behavior is undertaken at any point in
time.
 The idea of tension reduction is drawn form studies in biology of the human body’s
tendency to make adjustments to remain in as steady a condition as possible.
 Ex. We perspire in reaction to a rise in body temperature; it is a natural means of
releasing heat and keeping our temperature near normal.
(I) Internal and External Forces Impact Motivation
  The basic point of these frameworks is that motivation is some times sparked
internally (e.g; hunger) and sometimes sparked externally (e.g.; a friend’s suggestion).
 Once sparked, the direction the motivated behavior will take is also determined
partially by internal factors and partially by external factors.
 Ex. A food purchase will be directed in part by a person’s product preferences, but
also perhaps by what store is nearby and any sales prices there.
(V) Consumer Motivation Has Valence
 Valence is the degree of attractiveness (positive or negative) that a particular object
holds for a consumer.
 A valence is either positive-when a product is attractive to us or negative-when it is
unattractive to us.
 Valence also reflects the strength of the attraction-it can be high or low, depending on
how much we are attracted or repelled by a product in question.
 The concept of valence occupied an important role within Lewin’s field theory.
Lewin identified three types of motivational conflicts, each having two forces acting in
opposite directions within a given psychological field:
The three types of motivational conflicts include:
1. Approach –Avoidance:
 A class of motivational conflict in which a consumer wishes to move both
toward and away from the object.
 The consumer’s behavior in this approach depends on the relative strength of
the opposing forces.
 In a motivational sense, the consumer wishes to move toward the positive
features, but away from the negative ones.
 EX. Ad and sales people provide product information to consumer to
strengthen approach force and marketers use sales prices easy credit,
product guarantee to weaken avoidance forces.
2. Approach-Approach:
 A class of motivational conflict that occurs when a consumer is attempting
to decide between two attractive alternatives.
  Ex. To celebrate a successful semester Aster is trying to decide between a trip
to the seashore and a trip to the mountains.
3. Avoidance-avoidance:
 A class of motivational conflict that occurs when a consumer is choosing
between two behaviors with negative valences.
 The person in this situation is motivated to move away from both alternatives
and is not likely to purchase at all until his or her perceptions of the situation
shift.
 This conflict arises usually in areas such health problems.
 Ex. A small pad to numb the mouth rather than a needle would reduce the
extent of avoidance forces.
(A) Consumers Are Motivated To Achieve Goals
 This framework entry offers many useful marketing implications.
 It represents one of the major schools of motivation theory-the expectancy value
often called E X V approach.
 It views a consumer as a problem solver approaching purchasing situation as
opportunities to achieve positive goals that he/she may have.
 The E x V approach places great emphasis on how goals lead to specific
behaviors.
 Thus we evaluate each possible behavior-such as purchase of a particular brand in
terms of how desirable we expect its consequences to be for us.
(T) Consumers Have a Thirst for Variety
 This entry expands upon the fundamental idea of tension reduction the earlier “T”
in our framework by stressing that consumers are active as well as reactive.
 We consumers do not only try to relieve tensions: we also enjoy being stimulated,
even though this increases our bodily tensions during the event such as a movie.
 In a sense, then, we go through our lives as “tension managers”.
 This framework entry has a broad array of interesting implications for consumer
behavior, including such issues as why consumers are so curious and interested in a
variety and adventure.
(I) Consumer Motivation Reflects Individual Differences
 This framework entry refers to the fact that consumers differ from each other in
what, where, and how they buy.
 If we are to understand buying behavior, we need to understand why these
differences occur.
 Some of the individual differences we observe are obliviously due to external
factors, such as income, age, and social pressures.
 Personality research has received considerable attention in consumer behavior
and has yielded some surprising findings.
(O) Consumer Desire Order in the World
 This framework entry stresses that consumers are motivated to do more than
simply acquire products and services-all consumers are also motivated to
understand their world.
 Attribution theory is a theory that people try to estimate the causes for events they
encounter.
 Attribution occurs frequently in consumer behavior, sometimes quite
consciously and sometimes not.
 Ex. “is he trying to sell me the premium model because he believes it is better
for me or because his commission will be higher? “ Consumer attributions are
also important after purchasing evaluating product performance.
 If consumers are dissatisfied, will they attribute the problem to themselves-“I
must not have operated right”?
 The manufacturer “this is a shoddy product”, the retailer or the sales person –“I
will never go there again”, they obliviously do not care what they sell to the
customer.”Etc
.
(N) The Need Hierarchy Guides Consumers
 The final framework entry shifts our attention to the actual content of
motivated behavior.
 Here we will focus on the nature of needs or motives.
 This will be discussed later this chapter.
2.2. The Dynamic Nature of Motivation
Motivation is a highly dynamic construct that is constantly changing in reaction to life
experiences.
Characteristics of Motivation
1) Needs And Goals Are Constantly Changing:
Needs and goals are constantly growing and changing in response to an individual’s physical
condition, environment, interaction with others and experiences. As individuals attain their goals,
they develop new ones. If they do not attain their goals, they continue to strive for old goals, or
they develop substitute goals. Reasons why need-driven human activity never ceases include the
following: Existing needs are never completely satisfied; they continually impel activity designed
to attain or to maintain satisfaction. As needs become satisfied, new and higher order needs emerge
that cause tension. People who achieve their goals set new and higher goals for themselves
2) Needs Are Never Fully Satisfied:
Most human needs are never fully or permanently satisfied. Ex. At fairly regular intervals people
experience hunger needs that must be satisfied. Most people regularly seek companionship and
approval from others to satisfy their social needs. A person may partially or temporarily satisfy a
power need by working as assistant to the CEO.
3) New Needs Emerge As Old Needs Are Satisfied:
Motivational theorists behave that higher-order needs emerge, as lower order needs are fulfilled.
Ex. A man who has largely satisfied his basic psychological needs may turn his efforts, to achieve
acceptance among his neighbors by joining their political clubs and supporting their candidates
4) Success and Failure Influence Goals:
In general researchers have concluded that individuals who successfully achieve their goals usually
set new and higher goals for themselves. This is probably due to the fact that success makes them
more confident of their ability to reach higher goals. Conversely, those who do not reach their
goals sometimes lower their levels of aspiration. Ex. A college senior who is not accepted into
medical school may try instead to enter dental school; failing that, he may study to be a pharmacist.
 5) Substitute Goals:
When an individual can’t attain a specific goal or type, of goal that he or she anticipates will satisfy
certain needs, behavior may be directed to a substitute goal. Continued deprivation of a primary
goal may result in the substitute goal assuming primary-goal status. Ex. A man who hasstopped
drinking whole milk because he is dieting may actually begin to prefer slim milk. A woman who
can’t afford a BMW may convince herself that a Mazda Miata has an image she clearly prefers.
The substitute goal may be a defensive reaction to frustration.
Frustration
 Failure to achieve a goal often results in feelings of frustration. At one time or another, every one
has experienced the frustration that comes from the in ability to attain a goal.
 The barrier that prevents attainment of a goal may be personal to the individual (e.g. limited
physical or financial resources), or it can be an obstacle in the physical or social environment.
 Regardless of the causes, individuals react differently to frustrating situations.
 Some people are adaptive and manage to cope by finding their way around the obstacle or, if
that fails, by selecting a substitute goal.
 Others are less adaptive and may regard their inability to achieve a goal as a personal failure
and experience feelings of anxiety.
Multiplicity of Needs:
A consumer’s behavior often fulfills more than one need. We buy clothing for protection and for
modesty; in addition; our clothing fulfills an enormous range of personal and social needs. Usually,
however, there is one overriding need that initiates behavior. Ex. A woman may want to lose
weight because she wants to wear more stylish clothing; she also may be concerned about high
blood pressure. She might have noticed her husband admiring slimmer girls on the beach. Just,
one of the reasons i.e.; her husband’s straying eyes may serve as the triggering mechanism (the
proponent need).
Needs and Goals Vary among Individuals:
People with different needs may seek fulfillment through selection of the same goals, while people
with the same needs, may seek fulfillment through different goals. Ex. Five people may be active
in a consumer advocacy organization for different reasons: protection consumer interests; concern
about an increase in counterfeit merchandise; organizational meetings; enjoying the power of
direction a large group enjoy the status provided by membership. Similarly, true people may be
driven by the same need. Advancement and recognition through a professional career.
 Arousal of Motives
Arousal is a feeling of energy activation that can affect consumer behavior in a number of ways.
The arousal of any particular set of needs at a specific point in time may be caused by internal
stimuli found in the individual’s.
1) Physiological Arousal:
Biological drives like hunger, thirst, or sleep often act as powerful motivators.
 Bodily needs at any one specific moment in time are rooted in an individual’s
physiological condition at that moment.
 A drop in blood sugar level or starch contractions will trigger awareness of a hunger
need.
 A decrease in body temperature will induce shivering, which makes the individual
aware of the need for warmth.
 Most of these physiological cues are involuntary and arouse related needs that cause
uncomfortable tensions until they are satisfied.
 Ex. A shivering man may turn up the heat in his home to relieve his discomfort and
may make a mental note to buy flannel pajamas.
2) Emotional Arousal:
Emotions like fear, happiness, or anxiety can also trigger specific motives to address an emotional need
 Daydreaming may result in the arousal or stimulation of latent needs.
 People who are bored or frustrated in attempts to achieve their goals often engage
in autistic thinking.
 These thoughts tend to arouse dormant needs, which may produce uncomfortable
tensions that “push” them into goal-oriented behavior.
 Ex. A young woman who dreams of becoming a successful business leader may
enroll in graduate business school.
3) Cognitive Arousal:
Thoughts, beliefs, and expectations can activate certain motivations

 Random thoughts or personal achievements can lead to a cognitive awareness of

needs.
 Ex. An advertisement that provides reminders of home might trigger instant
yearning to speak with one’s parents.
4) Environmental Arousal:
 The set of needs activated at a particular time are often determined without these
ones, the needs might remain dormant.
 Ex. The 6 O’clock news, the sight or smell of bakery goods, fast-food commercials
on TV, and the end of the school day-all of these may arouse the need for food.
 In such cases, modification of the environment may be necessary to reduce the
arousal of hunger.
 A man who prides himself on his gardening may see an advertisement for a tractor
mower that apparently works more efficiently than his own rotary mower.
Types and Systems of Needs
Psychologists and others interested in human behavior have attempted to develop exhaustive lists
of human needs or motives.
Diversity of Needs Systems
The list below presents 44-human motives compiled in 1923 by Professor Daniel Starch of the
Harvard Business School for use as a copy appeal.
Appetite-hunger Respect for deity
Core of offspring Sympathy for others
Health Protection of others
Sex attraction Domesticity
Parental affection Social distraction
Ambition Devotion to others
Pleasure Hospitality
Warmth
Possession Imitation
Approval of others Courtesy
Gregariousness Play-sport
Taste Managing others
Personal appearance Coolness
Safety Fear-caution
Cleanliness Physical activity
Rest-sleep Manipulation
 Home comfort Construction
Economy Style
Curiosity Humor
Efficiency Amusement
Competition Shyness
Cooperation Teasing
In 1938, the psychologist Henry Murray prepared a detailed list of 28, psychogenic needs that
have served as the basic constructs for a number of widely used personality tests.
Murray’s basic needs include many motives that are assumed to play an important role in
consumer behavior: acquisition, achievement, recognition, and exhibition Recognition and
exhibition/
Murray’s List of Psychogenic Needs

1) Needs Associated With In Animate Objects:

 Acquisition, Conservancy, Order, Retention, and Construction.
2) Needs That Reflect Ambition, Power Accomplishment, and Prestige:
 Superiority, Achievement, Recognition, Exhibition, (Inviolacy) inviolate attitude,
Intendance (to avoid shame failure, humiliation ridicule), Dependence (defensive attitude)
a,nd Counteraction (counteractive attitude).
3) Needs Concerned With Human Behavior:
 Dominance, Deference, Simi lance (Suggestible attitude,) and Contrarians (to act
differently from others).
4) Sado-Masochistic Needs:
 Aggression and Abasement.
5) Needs Concerned With Affection Between People:
 Affection, Rejection, Nurturance (to nourish, aid, or protect the hopeless), Succorance (to
seek aid, protection, or sympathy) and Play.
6) Needs Concerned With Social Intercourse (The Needs to Ask and Tell):
 Cognizance (inquiring attitude) and Exposition (expositive attitude)
Hierarchy of Needs
Dr. Abraham Maslow, a clinical psychologist, formulated a widely accepted theory of human
motivation based on the notion of a universal hierarchy of needs.

Maslow’s Hierarchy of Human Needs.

1) Physiological Needs:
 These needs are required to sustain biological life. (Food, water, air, shelter, clothing
and sex).
 Ex.” For the man who is extremely and dangerously hungry, no other interest exists
but food, he emotes only about food, he perceives only food and wants’ only food”
2) Safety Needs:
 These needs include order, stability, routine, familiarity, control over one’s life and
environment, and certainty-the knowledge, for example the individual will eat dinner
not only that day the following day but also every day far into the future.
 Ex. Savings accounts, insurance policies, education, and vocational training all
satisfy the need for security.
3) Social Needs:
 These needs include such needs as love, affection, belonging and acceptance.
People seek warm and satisfying human relationships with other people and are
motivated by love for their families.
  Advertisers of personal care products often emphasize this appeal in their
advertisements.
 Ex. Why not bring the whole family to your Mercedes-Benz dealer?

4) Egoistic Needs:
These needs can take either an inward or an outward orientation, or both.
 Inwardly directed ego needs: reflect an individual’s need for self-acceptance, for
self-esteem, for success, for independence, for personal satisfaction with a job well
done.
 Outwardly directed ego needs: Include the needs for prestige, for reputation, for
status, for recognition from others.
 The presumed desire to “keep up with the Jones’s “is a reflection of an outwardly
- oriented ego needs.
 Unfortunately, the ego need is sometimes fulfilled in dysfunctional ways.
 The incredible increase in gun possession among teenagers in inner city schools
has been attributed to the need for status and “respect” from their peers.
 It seems that the bigger the gun, the more respect they believe they command
5) Need for Self-Actualization:
 This need refers to an individual’s desire to fulfill his or her potential-to become
everything he or she is capable of becoming.
 In Maslow’s words “What a man can be, he must be.”
An Evaluation of the Need Hierarchy
The need hierarchy has received wide acceptance in many social disciplines because it appears
to reflect the assumed or inferred motivations of many people in our society.
Some critics, however, maintain that Maslow’s concepts are too general.
 All the needs may become operational at the same time
 It can’t be tested empirically
 There is no way to measure precisely how satisfied one need must be before the
next higher need becomes operational
 It is closely bound to the American culture
Benefits of Hierarchy
1) It helps to understand consumer motivations and is readily adaptable to
marketing strategy tosatisfy each of the need levels.
 Ex. Individuals buy houses, food and clothing to satisfy
physiological needs; college training and financial services are
sold as ways of achieving self- fulfillments.
2) It offers a comprehensive framework for marketers to develop appropriate
advertisingappeals for their products.
It is adaptable in two ways:
a) It enables marketers to focus their advertising appeals on a need level
i.e.; likely to be shared by large segments of the prospective audience.
 Ex. Soft drink ads directed to teenagers often stress a social
appeal by showing a group of young people sharing good
times as well as the advertised product.
b) It facilitates product positioning or repositioning.
 Ex. Most manufacturers of luxury cars use status appeals-impress your
friends.
 “You deserve the very best”.
 Or even social appeals “ the whole family can ride in luxurious comfort”
A Trio of Needs
Some Psychologists believe in the existence of a trio of basic needs:
 The needs for power (A number of products such as automobiles, lend
themselves to promises of power or superiority for users)
 For affiliation (They often select goods they feel will meet the approval of friends)
 For achievements (they are good prospects for cleverly presented,
innovative products, for do-it-yourself projects, for older houses, and even
for moderately speculative stock issues)
 These needs can each be subsumed within Maslow’s need hierarchy;
considered individually; however, they each have a unique relevance to
consumer motivation.