Consumer Motivational Theories - Thorndike and Alderfer

Summary

This presentation delves into consumer motivational theories, focusing on Thorndike's Law of Effect and Alderfer's ERG Theory. It explores how motivations such as emotional, societal, rational, and biological factors influence consumer behavior. The speaker uses examples like McDonald's advertising to illustrate how positive outcomes from consumer actions drive repeat behavior. The video aims to provide marketers with insights into understanding and applying these theories to create effective marketing strategies that resonate with consumers' needs.

Takeaways

• 🎤 The presentation introduces consumer motivational theories with a playful song referencing Maslow's hierarchy of needs.
• 📝 Motivation is defined as anything that gets you to do something, which can be emotional, societal, rational, or biological.
• 🔍 The script explores two specific theories of consumer motivation: Thorndike's Law of Effect and Alderfer's ERG Theory.
• 🐾 Thorndike's Law of Effect suggests that actions leading to positive results are more likely to be repeated, which can be applied to consumer behavior.
• 🔑 Thorndike's experiments with animals demonstrated that positive outcomes from actions increase the likelihood of those actions being repeated.
• 🛍️ Consumers are influenced by both positive and negative outcomes when making purchasing decisions, aligning with Thorndike's Law of Effect.
• 🌟 Alderfer's ERG Theory simplifies Maslow's hierarchy into three categories: Existence, Relatedness, and Growth, focusing on different levels of needs that motivate consumers.
• ⏳ Alderfer's theory allows for regression, meaning if higher needs are not met, consumers may revert to fulfilling lower-level needs.
• 📊 The presentation visually demonstrates how positive and negative experiences with products and services can influence consumer behavior.
• 📈 Marketers use understanding of these motivational theories to create ads and products that aim to satisfy consumers' needs and avoid negative outcomes.
• 🤔 The script encourages viewers to consider which type of motivation—biological, emotional, societal, or rational—will drive them to complete their notes.

Q & A

What is the main theme of the presentation?

The main theme of the presentation is consumer motivational theories, specifically focusing on Thorndike's Law of Effect and Alderfer's ERG Theory.

What is the purpose of the song 'Oops I did it again I Market it to your motivation'?

The song is a playful introduction to the topic of consumer motivational theories, attempting to relate the concept of motivation to the audience's needs such as belongingness, self-actualization, and biological needs.

What is motivation according to the script?

Motivation is defined as anything that gets you to do something, which can be emotional, societal, rational, or biological.

What is Thorndike's Law of Effect and how does it relate to consumer behavior?

Thorndike's Law of Effect states that if an action leads to a positive result, the action is more likely to be repeated. In consumer behavior, this means that consumers are influenced to purchase products that lead to positive outcomes and avoid those that lead to negative outcomes.

Can you describe the experiment Thorndike conducted with a cat in a wooden box?

Thorndike's experiment involved a cat in a wooden box with a door connected to a lever or pedal. When the cat activated the lever or pedal, the door would open, allowing the cat to escape. The cat learned to repeat the action due to the positive outcome of being released.

What are the three levels of Alderfer's ERG Theory?

Alderfer's ERG Theory consists of three levels: Existence, which combines Maslow's biological and safety needs; Relatedness, which corresponds to Maslow's belongingness needs; and Growth, which combines Maslow's esteem and self-actualization needs.

How does Alderfer's ERG Theory differ from Maslow's hierarchy of needs?

Alderfer's ERG Theory differs from Maslow's hierarchy by condensing the five levels of Maslow's hierarchy into three levels and introducing the concept of regression, where individuals can revert to a lower level of needs if higher-level needs are not met.

What is the significance of understanding motivational theories for marketers?

Understanding motivational theories helps marketers create ads and products that address consumers' needs and desires, leading to positive results and influencing consumer behavior effectively.

How can the script's discussion of motivational theories be applied to advertising strategies?

By understanding the different motivational theories, advertisers can create ads that appeal to consumers' emotional, societal, rational, and biological motivations, thus increasing the likelihood of consumers engaging with the product or service.

What is an example of a negative experience that can influence consumer behavior according to the script?

The script mentions a negative experience with a sales representative at a store, which led the speaker to avoid that store and shop at Walmart instead, demonstrating how negative experiences can influence consumer choices.

How does the script suggest that marketers should consider multiple motivational factors in their strategies?

The script suggests that marketers should consider multiple motivational factors by examining various ads that address different motivations, such as societal influence, emotional appeal, rational choice, and biological needs.