Chapter 4Motivation and ValuesCONSUMER BEHAVIOR, 8e Michael Solomon

Prentice-Hall, cr 20094-*Learning ObjectivesWhen you finish this chapter you should understand why:Its important for marketers to recognize that products can satisfy a range of consumer needs.The way we evaluate and choose a product depends upon our degree of involvement with the product, the marketing message, and/or the purchase situation. Our deeply held cultural values dictate the types of products and services we seek out or avoid.

Prentice-Hall, cr 20094-*Learning Objectives (cont.)Consumers vary in the importance they attach to worldly possessions, and this orientation in turn has an impact on their priorities and behaviors.

Prentice-Hall, cr 20094-*The Motivation ProcessMotivation: process that leads people to behave as they doAlso, the forces that drive us to buy/use productsGoal: consumers desired end stateDrive: degree of consumer arousalWant: manifestation of consumer needThe ad shows desired state and suggests solution (purchase of equipment) Click image forwww.soloflex.com

Prentice-Hall, cr 20094-*Motivational StrengthMotivational strength: degree of willingness to expend energy to reach a goalDrive theory: biological needs that produce unpleasant states of arousal (e.g., hunger)Expectancy theory: behavior is pulled by expectations of achieving desirable outcomes

Prentice-Hall, cr 20094-*Types of NeedsTypes of needs:Biogenic: biological needs, such as for air, water, foodPsychogenic: need for status, power, affiliationUtilitarian: need for tangible attributes of a product, such as miles per gallon in a car or calories in a cheeseburgerHedonic: needs for excitement, self-confidence, fantasy

Prentice-Hall, cr 20094-*Motivational ConflictsGoal valence (value): consumer will:Approach positive goalAvoid negative goalExample: Partnership for a Drug-Free America communicates negative consequences of drug addiction for those tempted to start Click image forwww.drugfree.org

Prentice-Hall, cr 20094-*Three Types of Motivational ConflictsFigure 4.1 Two desirable alternatives Cognitive dissonance Positive & negative aspects of desired product Guilt of desire occurs

Facing a choice with two undesirable alternatives

Prentice-Hall, cr 20094-*Specific Needs and Buying BehaviorNEED FOR ACHIEVEMENT Value personal accomplishmentPlace a premium on products that signify success (luxury brands, technology products)NEED FOR AFFILIATION Want to be with other peopleFocus on products that are used in groups (alcoholic beverages, sports bars)NEED FOR POWERControl ones environmentFocus on products that allow them to have mastery over surroundings (muscle cars, loud boom-boxes)NEED FOR UNIQUENESS Assert ones individual identityEnjoy products that focus on their unique character (perfumes, clothing)

Prentice-Hall, cr 20094-*Levels of Needs in the Maslow HierarchyFigure 4.2

Prentice-Hall, cr 20094-*DiscussionCreate an advertising slogan for a pair of jeans, which stresses one of the levels of Maslows hierarchy of needs.

Prentice-Hall, cr 20094-*Consumer InvolvementInvolvement: perceived relevance of an object based on ones needs, values, and interestsWe get attached to products:All in One restaurant tattoo on consumers headLucky magazine for women who obsess over shoppingA man tried to marry his car when fiance dumped him

Prentice-Hall, cr 20094-*Conceptualizing InvolvementFigure 4.3

Prentice-Hall, cr 20094-*Levels of Involvement: From Inertia to PassionInertia: consumption at the low end of involvementDecisions made out of habit (lack of motivation)Ad shows how Swiss potato board tries to increase product involvementCult product: command fierce consumer loyalty, devotion, and even worship by consumers who are highly involved

Prentice-Hall, cr 20094-*Product InvolvementProduct involvement: consumers level of interest in a productMany sales promotions attempt to increase product involvementMass customization enhances product involvementNikeid.nike.com Click image for www.nikeid.nike.com

Prentice-Hall, cr 20094-*DiscussionInterview each other about a particular celebrity.Describe your level of involvement with the product and devise some marketing opportunities to reach this group.

Prentice-Hall, cr 20094-*Message-Response InvolvementVigilante marketing: freelancers and fans film their own commercials for favorite productsConsumers interest in processing marketing communications Marketers experiment with novel ways to increase consumers involvement, such as games on Web sites

Prentice-Hall, cr 20094-*Purchase Situation InvolvementPurchase situation involvement: differences that occur when buying the same object for different contexts.Example: wedding giftFor boss: purchase expensive vase to show that you want to impress bossFor cousin you dont like: purchase inexpensive vase to show youre indifferent

Prentice-Hall, cr 20094-*Measuring Involvement: Involvement ScaleTable 4.1

To me (object to be judged) is:1.important_:_:_:_:_:_:_unimportant2.boring_:_:_:_:_:_:_interesting3.relevant_:_:_:_:_:_:_irrelevant4.exciting_:_:_:_:_:_:_unexciting5.means nothing_:_:_:_:_:_:_means a lot6.appealing_:_:_:_:_:_:_unappealing7.fascinating_:_:_:_:_:_:_mundane8.worthless_:_:_:_:_:_:_valuable9.involving_:_:_:_:_:_:_uninvolving10.not needed_:_:_:_:_:_:_needed

Prentice-Hall, cr 20094-*Dimensions of InvolvementThe amount of consumer involvement depends on:Personal interest in product categoryRisk importanceProbability of bad purchasePleasure value of product categorySign value of product category (self-concept relevance)

Prentice-Hall, cr 20094-*Consumer-Generated ContentConsumer-generated content: everyday people voice their opinions about products, brands, and companies on blogs, podcasts, and social networking sitesExamples:FacebookMySpaceYoutube

Prentice-Hall, cr 20094-*Strategies to Increase InvolvementAppeal to hedonistic needsUse novel stimuli in commercialsUse prominent stimuli in commercialsInclude celebrity endorsers in commercialsBuild consumer bonds via ongoing consumer relationships

Prentice-Hall, cr 20094-*Consumer ValuesValue: a belief that some condition is preferable to its oppositeExample: looking younger is preferable to looking olderProducts/services = help in attaining value-related goalWe seek others that share our values/beliefsThus, we tend to be exposed to information that supports our beliefs

Prentice-Hall, cr 20094-*Core ValuesCore values: values shared within a cultureExample: individualism versus collectivismEnculturation: learning the beliefs and values of ones own cultureAcculturation: learning the value system and behaviors of another culture

Prentice-Hall, cr 20094-*DiscussionWhat do you think are the three to five core values that best describe Americans today?How are these core values relevant to the following product categories:Cars?Clothing?Higher education?

Prentice-Hall, cr 20094-*Using Values to Explain Consumer BehaviorCultures have terminal values, or desired end statesRokeach Value Survey measures these valuesSurvey uses instrumental values, actions needed to achieve these terminal statesExamples:Table 4.3 (abridged)

Instrumental ValueTerminal ValueAmbitiousA comfortable lifeCapableA sense of accomplishmentSelf-controlledWisdom

Prentice-Hall, cr 20094-*Using Values to Explain Consumer Behavior (cont.)List of Values (LOV) scale:Identifies nine consumer segments based on values they endorse; and Relates each value to differences in consumption behaviors.Example: those who endorse sense of belonging read Readers Digest and TV Guide, drink and entertain more, and prefer group activities

Prentice-Hall, cr 20094-*Using Values to Explain Consumer Behavior (cont.)Means-End Chain Model assumes:Very specific product attributes are linked at levels of increasing abstraction to terminal valuesAlternative means to attain valued end statesLaddering technique: uncovers consumers associations between specific attributes and general consequences

Prentice-Hall, cr 20094-*Hierarchical Values Maps for Vegetable Oil in Three CountriesFigure 4.4

Prentice-Hall, cr 20094-*Using Values to ExplainConsumer Behavior (cont.)Syndicated surveys: track changes in values via large-scale surveys Example: Yankelovich MonitorTMVoluntary simplifiers: once basic material needs are satisfied, additional income does not add to happiness Click image forwww.yankelovich.com

Prentice-Hall, cr 20094-*Sustainability: New Core Value?Conscientious consumerism: consumers focus on personal health merging with a growing interest in global healthLOHAS (lifestyles of health and sustainability): Consumers who:Worry about the environmentWant products to be produced in a sustainable waySpend money to advance what they see as their personal development and potential

Prentice-Hall, cr 20094-*Sustainability: New Core Value? (cont.)Carbon footprint: measures, in units of carbon dioxide, the impact human activities have on the environment in terms of the amount of greenhouse gases they producePrimary footprint is a measure of our direct emissions of CO2 from the burning of fossil fuelsSecondary footprint is a measure of the indirect CO2 emissions from the whole lifecycle of products we use

Prentice-Hall, cr 20094-*MaterialismMaterialism: the importance people attach to worldly possessionsThe good life...He who dies with the most toys, winsMaterialists: value possessions for their own status and appearanceNon-materialists: value possessions that connect them to other people or provide them with pleasure in using them

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