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1. Task 1
Consumer Motivation - The Defense Mechanism
In order to protect theirself-images and self-esteem,individuals who can't cope up with frustration
develops a defense mechanism. Marketers developcampaigns for such individuals so that it can match
with their state ofmind and help then overcome frustration.The study ofdynamics ofmotivation
reveals thatifconsumers are not able to fulfill the desired goals they loweredtheir aspiration levels.
They look for substitutes with the same benefits.Many hotels and vacation planners offer off-season
discount, so that they can tap such consumers.
Marketers often consider the defensemechanisms ofconsumers when they select advertising appeals
and construct advertisements that portray a person resolving a particular frustration through the use
of advertised product.
These defense mechanisms can be listed as aggression, rationalization, regression, withdrawal,
projection, daydreaming,identification and repression.
1. Aggression
Aggression is the most evidentform offrustration. Individuals may behave aggressively to protect
their self-esteem and self-image. In India, there were instances ofpeople behaving aggressive on the
news of beefoil used in french fries at McDonalds, Worms being found in Diary Milk Chocolate
andpesticides being found in Coke and Pepsi.
After such instances ofaggression, the marketers needs a strong Public Relation campaign to counter
consumerfrustrations. Cadbury's India Ltd and Coca-cola Company are the examples ofsuch strong
campaigns.
2. Rationalization
At time frustration levels make peoplethink ofthe relative importance ofthe pursued goals. Here,
marketers come up with the much more value added products and aims at fulfilling the dreams ofthe
people at reasonable level. There advertising appeal chosen as such that it can subside the frustration.
3. Regression
It is a typical child like behaviour ofpeople, which is very visibleduring a store sale. Consumers may
fight over merchandise to get the maximum advantage ofsale. For this reason,most stores keep
separate days ofsale for their loyal customers. Now-a-days, there aresale as per weekdays, like
Wednesday sale, there are sale only for women and so on. This type offiltering can somewhat tackle
the defense mechanism ofregression.
4. Withdrawal
Withdrawal happens when a person giveup upon a situation or a product. Many jobsites posts their
advertisements coining such defense mechanism. They aim at the end result offrustration and give
then positivereason for withdrawal.
Some other marketers are trying to be a problem solving agent for such situations.
5. Projection

2. As a defense mechanism people try to redefinethe frustration and project the blame on others or
circumstances. Some personal care companies using the self-confidenceappeal to counter this defense
mechanism. The use ofcelebrity can help in reaching communication faster.
6. Daydreaming
Marketers may use imagery ofconsumers to help them overcoming frustrations.
7. Identification
People identify with the products that can solve theirproblems. The frustrations may resolve y
subconsciously identifying with otherpersons or situations that they consider relevant.
8. Repression
Another way that people avoidthe tension arising from frustration by representing the unsatisfied
need. The individuals havetendency to force the need outoftheir conscious awareness. Mar keters in
their advertisement showsproducts and services that can help them overcome repression.