MKTG2112 · Consumer Behaviour
Motivation, Values & the Self
Why consumers act at all is the question here. This topic covers the motivation process (a need creates a drive toward a goal), the need types (utilitarian vs hedonic, biogenic vs psychogenic), drive versus expectancy theory, Maslow's hierarchy, the three motivational-conflict types, values as abstract motivations, and the self-concept (actual vs ideal self, and the extended self). It is examined as short-answer / essay, so you classify a motivation, name and resolve a conflict, or use self-concept and congruence to explain a brand choice.
What this chapter covers
- 011. Motivation: an internal energising force that activates and directs behaviour when a need creates tension
- 022. The process: need → drive (arousal/tension) → goal → behaviour to reduce tension (homeostasis)
- 033. Need types: utilitarian (functional) vs hedonic (experiential); biogenic (biological) vs psychogenic (cultural)
- 044. Drive theory ('push' from within) vs expectancy theory ('pull' toward expected outcomes)
- 055. Maslow's hierarchy: physiological → safety → social/belonging → esteem → self-actualisation
- 066. Motivational conflict: approach-approach, approach-avoidance, avoidance-avoidance
- 077. Values: widely held beliefs about what is desirable; means-end chains; green/cause marketing
- 088. The self: self-concept, actual vs ideal self (congruence/incongruence), and the extended self
Drive vs expectancy theory & motivational conflict (short answer, 8 marks)
- 2 marksDrive theory ('push'): an internal biological need creates tension that the consumer acts to reduce — e.g. thirst pushes a purchase of water; the marketing angle is 'fix your problem'.
- 2 marksExpectancy theory ('pull'): behaviour is pulled toward an expected desirable outcome or incentive — e.g. joining a rewards program to earn status; the marketing angle is 'achieve your aspiration'.
- 2 marksIdentify the conflict: approach-avoidance — the watch is desirable (approach) but the cost/guilt repels (avoidance). One option carries both positive and negative forces.
- 2 marksResolve it: reduce the avoidance force — e.g. frame the watch as a justified once-in-a-lifetime investment, offer interest-free instalments, or emphasise durability/resale value so the consumer can approach without guilt.
Key terms
- Motivation
- An internal state or energising force that activates behaviour and gives it purpose and direction. It arises when a need creates tension, driving the consumer toward a goal that relieves it (the process: need → drive → goal → behaviour).
- Utilitarian vs hedonic needs
- Utilitarian needs are functional and practical (a phone that lasts a full day); hedonic needs are experiential and emotional (a phone that feels prestigious and fun). Most products serve a mix, and the marketing appeal should match the dominant need.
- Drive vs expectancy theory
- Drive theory explains motivation as a 'push' — a biological need creates tension the consumer acts to reduce. Expectancy theory explains it as a 'pull' — behaviour is drawn toward an expected desirable outcome or incentive, not just away from a deficit.
- Maslow's hierarchy
- A five-level ordering of needs — physiological, safety, social/belonging, esteem, self-actualisation — where lower needs generally dominate until satisfied. Marketers position offers at the level a target consumer is currently seeking to fulfil.
- Motivational conflict
- Tension between competing motivations, in three forms: approach-approach (choosing between two desirable options), approach-avoidance (one option with both attractive and repellent features), and avoidance-avoidance (choosing the lesser of two undesirable options).
- Self-concept (actual vs ideal)
- The beliefs a person holds about their own attributes. The actual self is how they see themselves now; the ideal self is who they aspire to be. A gap (incongruence) is fertile ground for marketing that sells the ideal self; congruence builds attachment.
Motivation, Values & the Self FAQ
What is the difference between a need and a want?
A need is the underlying tension a consumer seeks to relieve (hunger, status, belonging); a want is the specific, culturally and personally shaped form used to satisfy it. Everyone needs to eat, but one person wants sushi and another a burger. Marketers can't create needs, but they shape and channel wants — which is why motivation and culture are studied together.
How do I tell the three motivational conflicts apart?
Count the options and the valences. Approach-approach = two desirable options pulling you both ways (which holiday?). Approach-avoidance = one option with both positives and negatives (a delicious but unhealthy dessert). Avoidance-avoidance = two undesirable options where you must pick the lesser evil (a costly repair vs a costly replacement). The marketer's job is usually to relieve the negative force or add a positive one.
How is the self-concept used in consumer behaviour?
Consumers buy products that fit, signal or close the gap on their self-concept. When the actual self and ideal self are congruent, brands that match build attachment; when there's incongruence, marketing can sell the aspirational ideal self. The extended self explains why possessions, brands and even sports teams become part of identity — 'we are what we buy'.
How is this topic examined?
As short-answer / essay: classify a need (utilitarian/hedonic, biogenic/psychogenic), distinguish drive from expectancy theory with examples, name and resolve a motivational conflict, place an appeal on Maslow's hierarchy, or use self-concept/congruence to explain a brand choice. Application with a consumer example is essential, not just definitions.
Exam move
Anchor everything to the motivation process (need → drive → goal → behaviour) and practise classifying real needs along both axes (utilitarian/hedonic and biogenic/psychogenic). Keep a two-line contrast of drive ('push', fix-the-problem) versus expectancy ('pull', achieve-the-aspiration) with an example each. Drill the three conflict types and rehearse a resolution tied to the specific force in play. Know Maslow's five levels in order and the kind of appeal each invites. For the self, be able to explain actual-vs-ideal congruence and the extended self with a brand example. In the exam, name-and-apply: the marks are in matching the right concept to the scenario and adding a marketing implication.
