Introduction
We know nothing about motivation. All we can do is write books about it.
PETER F. DRUCKER
Motivation is a hypothetical construct serving to explain the stimuli of human behavior1, i.e. it describes what “makes people tick”. Hence, understanding motivation is of vital importance whenever one interacts with other people. In the field of business it is especially relevant in organization science and marketing. While organization science emphasizes the motivation of employees, marketing focuses on the motivation of consumers in order to enable a company to design products which meet consumers’ needs and wants. In this context “[t]he investigation of motivation is central to understanding the acquisition, consumption, and disposition of goods, services, and ideas.”2
Taking into account the fundamental role of motivation as a key driver of human behavior, PROFESSOR DRUCKER’S claim would indicate that marketing managers would largely have to rely on luck when designing and marketing their products. However, the situation concerning targeted marketing activities does not seem to be so bleak, if one considers that some companies consistently outperform others. Merely attributing this to a luckier marketing department therefore seems inappropriate. Hence, it is the aim of this paper to probe PROFESSOR DRUCKER’S opinion and shed some light on the different aspects of motivation in consumer research. This requires taking into account the theoretical background of motivation, as well as an analysis of the problems practitioners face when measuring this hypothetical construct. Moreover, one has to investigate how they use these results to derive appropriate marketing strategies. For this purpose, the paper is organized as follows: The second section – without claiming to be exhaustive – provides an overview of the theory necessary to appreciate the importance of motivation. The third section turns to the practical implications considering the collection of information on motivation and the exploitation of this data for marketing purposes. The paper finishes with a summary of the obtained results.
Inhaltsverzeichnis (Table of Contents)
- INTRODUCTION
- MOTIVATION
- THEORETICAL BACKGROUND
- FACTORS INFLUENCING MOTIVATION
- THEORIES OF MOTIVATION
- General Theories of Motivation
- Midrange Theories of Motivation
- IMPLICATIONS FOR PRACTITIONERS
- MEASURING MOTIVATION
- IMPLICATIONS FOR MARKETING
- SUMMARY
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper aims to explore the complex nature of consumer motivation and its implications for marketing. The author critiques the notion that understanding motivation is impossible, arguing that successful marketing strategies demonstrate the potential for influencing consumer behavior. The paper examines the theoretical background of motivation, explores factors that influence it, and analyzes various theories attempting to explain consumer actions.
- The importance of motivation in understanding consumer behavior
- The theoretical underpinnings of motivation
- Factors influencing motivation and its individual variations
- Different theories of motivation and their practical applications
- The role of motivation in marketing strategy development
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: This chapter establishes the central importance of motivation in understanding consumer behavior, particularly in marketing and organization science. It highlights the importance of understanding what drives consumers to purchase products and services, emphasizing the need for research beyond simply relying on luck.
- Motivation: This chapter delves into the multifaceted nature of motivation, explaining it as a state that propels goal-directed behavior. It explores the two key components of motivation: drive or arousal and a goal-object. The chapter further discusses different types of arousal – autonomic, cognitive, and emotive – and their roles in motivating consumer behavior.
- Theoretical Background: This chapter provides a deeper theoretical understanding of motivation, defining it as an activated state that leads to goal-directed behavior. It explains how drive, arousal, and goal-objects interact to create motivation, emphasizing the importance of both internal and external influences on consumer behavior.
- Factors Influencing Motivation: This chapter explores the various factors that influence an individual's response to stimuli. It highlights the interplay between personal and situational variables in determining the intensity and direction of motivation. The chapter emphasizes that different people may perceive the same situation in drastically different ways, leading to varying degrees of motivation.
Schlüsselwörter (Keywords)
This paper focuses on consumer motivation, examining its theoretical framework, factors influencing it, and its implications for marketing practices. Key concepts explored include drive, arousal, goal-objects, approach and avoidance motivation, stimulus response, and the impact of personal and situational variables on consumer behavior.
- Quote paper
- Christoph Stockstrom (Author), 2003, Consumer Mind Set: Motivation, Munich, GRIN Verlag, https://www.grin.com/document/42346
