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Part Two Integrated Marketing Program Situation Analysis
Belch: Advertising and
Promotion, Sixth Edition
II. Integrated Marketing
Program Situation Analysis
4. Perspectives on
Consumer Behavior
© The McGraw−Hill
Companies, 2003
developed countries, marketers often sell products that fill basic physiological needs
by appealing to consumers’ higher-level needs. For example, in marketing its wipes,
Pampers focuses on the love between parent and child (social needs) in addition to the
gentleness of the product (Exhibit 4-5).
While Maslow’s need hierarchy has flaws, it offers a framework for marketers to
use in determining what needs they want their products and services to be shown satisfying.
Advertising campaigns can then be designed to show how a brand can fulfill
these needs. Marketers also recognize that different market segments emphasize different
need levels. For example, a young single person may be attempting to satisfy
social or self-esteem needs in purchasing a car, while a family with children will focus
more on safety needs. Jeep used ads like the one in Exhibit 4-6 to position its cars as
meeting the security needs of consumers.
Psychoanalytic Theory A somewhat more controversial approach to the study
of consumer motives is the psychoanalytic theory pioneered by Sigmund Freud. 4
Although his work dealt with the structure and development of personality, Freud also
studied the underlying motivations for human behavior. Psychoanalytic theory had a
strong influence on the development of modern psychology and on explanations of
motivation and personality. It has also been applied to the study of consumer behavior
by marketers interested in probing deeply rooted motives that may underlie purchase
decisions.
Those who attempt to relate psychoanalytic theory to consumer behavior believe
consumers’ motivations for purchasing are often very complex and unclear to the
casual observer—and to the consumers themselves. Many motives for purchase and/or
consumption may be driven by deep motives one can determine only by probing the
subconscious.
Among the first to conduct this type of research in marketing, Ernest Dichter and
James Vicary were employed by a number of major corporations to use psychoanalytic
techniques to determine consumers’ purchase motivations. The work of these
researchers and others who continue to use this approach assumed the title of motivation
research.
Motivation Research in Marketing Motivation researchers use a variety
of methodologies to gain insight into the underlying causes of consumer behavior.
Exhibit 4-5 Pampers appeals to needs
for love and belonging in this ad
Exhibit 4-6 Jeep uses an appeal to
security needs