Consumer Motivational Theories - Thorndike and Alderfer
Summary
TLDRThis 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.
Outlines
🎓 Introduction to Consumer Motivation Theories
The script starts with a playful song reference to introduce the topic of consumer motivational theories. It emphasizes the importance of understanding what drives people's actions, whether it's emotional, societal, rational, or biological. The presentation aims to explore different theories, specifically Thorndike's Law of Effect and Alder's ERG Theory, to gain insights into consumer behavior. The speaker encourages the audience to take notes and engage with the material, setting the stage for a comprehensive look at motivation in marketing.
🐾 Thorndike's Law of Effect and Consumer Behavior
This paragraph delves into Thorndike's Law of Effect, highlighting the behavioral psychologist's experiments with animals and how positive outcomes from actions influence the repetition of those actions. The concept is then applied to consumer behavior, suggesting that positive experiences with products or services increase the likelihood of consumers returning for more, while negative experiences deter them. The script uses the characters Curly, Larry, and Mo to illustrate this principle in a relatable shopping scenario, emphasizing the impact of positive and negative outcomes on consumer choices.
🛍️ Alderfer's ERG Theory: Simplifying Maslow's Hierarchy
The script introduces Alderfer's ERG Theory as a simplification of Maslow's Hierarchy of Needs, condensing the five levels into three: Existence, Relatedness, and Growth. Existence encompasses biological and safety needs, Relatedness focuses on personal relationships, and Growth combines esteem and self-actualization. Alderfer's theory suggests that individuals must satisfy their current level of needs before progressing to the next, with the unique addition that regression is possible if higher-level needs are not met. This paragraph explains how Alderfer's model differs from Maslow's by allowing for regression and providing a more streamlined view of human motivation.
🔑 Integrating Motivational Theories in Marketing
The final paragraph synthesizes the concepts from Maslow, Thorndike, and Alderfer, discussing how these theories can be applied to understand consumer motivations in marketing. It points out that advertisements often target various motivations, such as societal influence, emotional appeal, biological needs, and rational decision-making. The script uses examples of different ads to illustrate how each addresses a specific type of motivation. It concludes by posing a reflective question to the audience about their personal motivations, encouraging them to consider the different motivational factors that influence their own actions and decisions.
Mindmap
Keywords
💡Consumer Motivational Theories
💡Thorndike's Law of Effect
💡Alderfer's ERG Theory
💡Maslow's Hierarchy of Needs
💡Positive Reinforcement
💡Negative Reinforcement
💡Biological Needs
💡Societal Influence
💡Rational Choice
💡Emotional Motivation
💡Marketing Strategy
Highlights
Introduction to consumer motivational theories with a humorous song reference.
Objective to understand what motivates people from a consumer perspective.
Exploration of Thorndike's Law of Effect and its application to consumer behavior.
Description of Thorndike's experiment with a cat in a box to illustrate learning through positive reinforcement.
Consumers are motivated by positive outcomes and avoid actions leading to negative results.
The impact of positive and negative experiences on consumer choices in stores.
Aldfer's ERG Theory as a simplification of Maslow's Hierarchy of Needs.
Existence, Relatedness, and Growth needs in Alderfer's Theory and their importance in consumer motivation.
The necessity to satisfy lower-level needs before progressing to higher-level needs in ERG Theory.
Aldfer's concept of regression in motivation, differing from Maslow's approach.
Combining motivational theories to understand consumer behavior in marketing.
Examples of ads addressing different motivations: societal, emotional, biological, and rational.
The role of positive and negative effects in influencing consumer actions according to Thorndike's Law of Effect.
Marketers' consideration of motivational theories when creating ads and products.
The multifaceted nature of motivations in advertising, often combining multiple factors.
Encouragement for viewers to reflect on their own motivations for completing notes.
Closing remarks and an invitation for questions, ending the presentation.
Transcripts
[Music]
welcome ladies and gentlemen to another
exciting presentation on consumer
motivational theories let's start off
with a little
song Oops I did it again I Market it to
your motivation I satisfied your
belongingness needs or your social needs
or your biological needs or your
self-actualization needs or any of those
other needs yeah that wouldn't be a very
good song but anyways today we are going
to take a look at consumer motivational
theories and more specifically we're
going to look at Thorndike and alur so
sit back make sure you get your pen or
pencil out and take some notes um and
enjoy the
presentation okay so what are we going
to look at today first of all we're
going to try and identify what is
motivation again we want to make sure
that you guys have a solid understanding
about what motivates people we're then
going to take a look at two other not
necessarily competing theories but just
other theories regarding motivation and
consumer motivation the first one is
Thorndike and his LW of effect and the
second one is Elder and his ERG Theory
both of these take a look at different
reasons why consumers are motivated
lastly we're going to combine all of
these theories together both Thorndike
and Alder as well as maso from our
previous discussion and really come to a
solid understanding understanding of why
we look at all these different
motivational theories um for ourselves
as
marketers okay so motivation what is it
again well really again it's anything
that gets you to do something if that
happens to be a Tyrannosaurus Rex that's
a pretty good motivation however
motivations can be emotional societal
rational or biological if you're
motivated to do something because of
maybe a fear of emotion or that your
emotion is going to be positive that a
great motivation maybe it's Society
that's motivating you to do something
maybe it's just a rational Choice we've
been all trying to make rational
decisions in our lives and that's a
rational motivation and lastly
biological and again we looked at this
with the first stage of maso's pyramid
but biological motivations are anything
that we are going to do because if we
don't we may not
survive all right so let's start off
looking at this guy named Thorndike now
Thorndike was this behavioral
psychologist who took a liking to uh the
psychology or the behavior of animals he
studied animals and their behavior over
a number of years and he he looked at
how animals react after something
positive happens and what he found was
that if
animals have something positive happen
to them based on an action they are most
likely to repeat that action again and
again and he did this using an
experiment with a a cat that he's stuck
in a a wooden box and this box had a
door and a it was that door was
connected to this lever or in another
case a pedal and if the cat stepped on
the pedal or pulled the lever enough the
door would open the cat could leave
though that action of pulling the lever
or stepping on the pedal led to a
positive result and when he put the cat
back in the cat would do it again and he
the cat became more and more proficient
at doing this because of this successful
or this positive event that happened
after a successful Behavior so what we
are able to look at is the applying this
Theory to Consumers to people and
consumers are no different people are no
different we are motivated to do things
that result in positive actions and we
are unmotivated or we will avoid doing
things that lead to negative
actions and therefore as consumers we
are influenced to purchase products that
lead to these positive results and avoid
those products that lead to negative
results so we're influencing by both the
positive and negative and that's really
Thorn diy's law of effect when you
commit an action and leads to a positive
result you will more likely commit that
action again if you commit an action
that leads to a negative result you'll
less likely commit that action
again okay let's take a look at this
visually now and we're going to take a
look at three consumers just arbitrarily
let's call them Curly Larry and mo so
Curly Larry and mo mo walk to their
favorite store and we're going to call
this store shop
they walk into this store called shop
and they purchase a product that leads
to an economic social emotional
biological pleasure well Curly Larry and
mo mo are most likely going to return to
that same shop and purchased that
product again and again it's because
they walked into the shop they purchased
a product that led to a positive result
now if Curly Larry and mo walked into a
shop and they purched the product and it
led to a
negative event such as an economic
social emotional or biological cost most
likely they would not return to that
same shop and they would go to a
different store to look for a maybe even
a different product so we can apply
Thorn dik's law of effect not only to
purchasing products but also experiences
we have in store how many of you have
had this before where you've walked into
a store and the the sales representative
there was just terrible I know I've had
it before and and I know the stores no
longer exist but zers I've walked into
zers before and I was treated absolutely
brutally by the sales representative in
the store I vowed never to return to
zelers and I went to Walmart every time
thereafter right that negative
experience that emotional cost I cried
after I really did led me to go to
Walmart as a result and so stores and
businesses need to really be aware of
this and that's why they invest a lot of
time and energy into producing positive
relation a ships with their
customers right and if you go into a
store that gives you great customer
service most likely you're going to
return to that store again and again to
look for certain products that they
offer because you know you're going to
get that positive
result in marketing we see this all the
time when it comes to advertising and
advertisers really try and address this
Thorndike law of effect they will
produce ads that suggest that if you
don't buy a product maybe pain or that
negative cost will continue um and will
be prolonged therefore they're trying to
influence you to purchase their product
because if you don't purchase their
product you're going to have the
negative effect and advertisers as well
try and address the positive or the
pleasure and so they'll try and address
various Pleasures that if you buy the
product you'll receive these pleasures
and therefore you want to buy this
product and we see this now on this
slide here with with McDonald's buy this
mocha latte and you'll receive nothing
but indulgent mocha Bliss right that
idea of of purchasing a product leading
to a
positive social economic
biological or economic
pleasure okay so who's this alderfer
well alderford took a look at maso's
hierarchy of needs and he found it you
know what it's a little too complicated
he felt that that those five levels a
little bit too much so what he did was
he broke down maso's five levels his
hierarchy of needs and he broke it down
into just three existence relatedness
growth hence ERG Theory and what he
found was that people or consumers are
motivated to achieve any one of those
levels if they were motivated to achieve
the that existence level then they were
motivated to satisfy their biological
and safety needs so what he took was
maso's first two levels biological and
safety and combined them and called it
existence so all physical and
psychological needs necessary for
survival relatedness is very similar to
maso's belongingness and he felt that
masel was correct in this and that
people are motivated to fulfill personal
relationships so he titled this
relatedness and lastly growth and he
felt that esteem and self-actualization
could actually be condensed into one
level and people are looking to achieve
esteem as well as self-actualization so
person grow growth so people need to be
productive they need to fulfill their
themselves and in the growth needs
category so you'll notice that alder's
ERG theories looks very similar to maslo
and he he also believed in a pyramid
structure and he felt that in order to
progress up the pyramid and Achieve each
successive motivation or need you need
to achieve the level that you're
currently on so in order to get to your
relatedness or satisfy your relatedness
needs you need to satisfy first Your
Existence needs in order to get to your
growth needs you need to First satisfy
existence then relatedness and then
growth the only difference that we have
here between maslo and alderfer other
than its five compared to three levels
is the idea that alderfer put forward in
terms of that you can regress back down
the pyramid and so if you move up the
pyramid to growth but you fail to really
satisfy that growth you will regress
back down to reless and really try and
satisfy that again before you move back
up the pyramid Mao didn't really address
this and this is where alderfer and
maslo
differ okay so let's bring this all back
together now so we looked at maslo we've
looked at Thorndike and we've looked at
alderfer all three focused on motivation
and what motivates people to purchase
products or motivates them to commit
actions motivations again can be
emotional rational societal or
biological and if you take a look at
those four motivations you can fit them
into any one of those theories right
maslo and alderfer their first level was
all but biological right Thorndike took
a look at all of these motivations and
put them in terms of positive effects or
negative effects costs right so when we
look around the world and we look at ads
around the world from all these
different companies we can really look
at what motivations they're trying to
address right if we look at the first
first ad there ethical oil a choice we
have to make that ad is trying to
address a person's connection to their
society or societal influence on a
person's actions right so that's a
societal motivation right purchase
ethical oil because it's a choice we all
have to make Society influences that
where you look at the other ads let's
take a look now at the prevent child sex
abuse which motivation would this target
I think we could all agree that's
emotion right it's trying to tug at your
heartstrings just like the McDonald's ad
is also trying to tug at your
heartstrings no I'm just joking and the
McDonald's ad is trying to tugg at your
stomach strings let's call it your
hunger strings right so that's the
biological motivation whereas lastly
William Shatner and the price line
negotiator right this is your rational
motivation right purchase things for
less money than other items that's a
rational choice so when we look at all
these motivations together we we notice
that
they can show up in any number of ads
the other part to this is that some ads
will have a multiple motivations at play
here and it's the idea of you're trying
to achieve various levels of maso's
pyramid or alderfer's pyramid or
thorndike's positive side of his law of
effect so marketers always take this
into mind masle alderfer and thike when
they're preparing ads and also producing
products because they want to make sure
that the products the ads everything
about their marketing will lead to
positive
results right that ad is really trying
to
address address a
person's a person's rational
motivation okay so that's motivation
we've took a look at mael we've took a
look at Thorndike and we've taken a look
at alderfer so now POS this question to
you what is going to motivate you to go
back and make sure you have your notes
completed is it going to be biological
is it going to be emotional or societal
or rational or maybe it's just going to
be your own inner
motivations all right ladies and
gentlemen so make sure you go back have
all your notes complete um if you have
any questions please just ask and that's
it we'll see you tomorrow
[Applause]
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