Chapter 2Motivation and Involvement

Consumer Behaviour

Class Agenda Administrative Item

– Policy on Group Work Grades• Students need to be able to demonstrate their ability to pass the

individual components of the course to receive credit for this course.  Therefore, a grade of 50% is required on individual work in order to qualify for the team-based points in this course. 

Info on Hands-On Assignment Sign-Up Critical Thinking Question Sign-Up Discuss motivation concepts in preparation

for ad presentation next day

3-2

Critical Thinking Question Sign-Up

Get into groups of 4 or 5 individuals As a group, discuss which critical

thinking exercise you would like to prepare for class Wednesday

Each group will present their ads during class

3-3

3-4

Why are you here?

Consider your motives for attending StFX University. Take a few moments to put them in a list.

Motivation as a Psychological Force

• Motivation is the driving force within individuals that impels them to action.• Produced by a state of

tension due to an unfulfilled need.

• Leads to conscious/subsonscious attempts to reduce the tension.

• Needs are the essence of the marketing concept. • Marketers do not create

needs but can make consumers aware of needs.

Model of the Motivation Process

3-7

Needs and Motives

NEEDS

Innate Needs– Physiological (or

biogenic) needs that are considered primary needs or motives

Acquired needs– Generally psychological

(or psychogenic) needs that are considered secondary needs or motives

NEEDS

Innate Needs– Physiological (or

biogenic) needs that are considered primary needs or motives

Acquired needs– Generally psychological

(or psychogenic) needs that are considered secondary needs or motives

MOTIVES

Rational Motives– Goals based on objective criteria

(e.g., price)

Emotional Motives– Goals based on subjective criteria

(e.g., desire for social status)

Manifest Motives– Motives that the consumer is aware

of and willing to express

Latent Motives– Motives that the consumer is

unaware of or unwilling to recognize

– Harder to identify

MOTIVES

Rational Motives– Goals based on objective criteria

(e.g., price)

Emotional Motives– Goals based on subjective criteria

(e.g., desire for social status)

Manifest Motives– Motives that the consumer is aware

of and willing to express

Latent Motives– Motives that the consumer is

unaware of or unwilling to recognize

– Harder to identify

Motivations and Goals

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 8Chapter Four Slide

Olay ExampleMotivational conflict (See Notes Page)

3-9

The Dynamic Nature of Motivation Needs are never fully satisfied New needs emerge as old needs are satisfied Consumers have multiple needs Motives may conflict with each other

– Approach-approach; Approach-avoidance; Avoidance-avoidance Motives are difficult to infer from behaviour Motives can be aroused in many ways

– Physiological - hunger, thirst; Emotional – daydreaming; Cognitive – rational needs assessment; Environmental - Cues in the environment (e.g. smell of food)

– Behaviourist School v. Cognitive School A given need may lead to totally different goals

– Consumer values, personality and self-concept influence consumer goals– Consumers are more aware of their goals than their needs– Past experiences (success/failure) influence goals

• Defence Mechanisms

Maslow’s Hierarchy of Needs Figure 4

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Examples…

Mayhem 1 Mayhem 2

3-11

3-12

Both Physiological and Social Needs

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 1313Chapter Four

Slide

Egoistic Needs

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 1414Chapter Four

Slide

Self-Actualization

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 1515Chapter Four

Slide

3-16

McClelland’s Trio of Needs

Power– individual’s desire to control

environment Affiliation

– need for friendship, acceptance, and belonging

Achievement– need for personal accomplishment

3-17

3-18

3-19

Murray’s List of Psychogenic Needs

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 20Chapter Four Slide

Murray’s List of Psychogenic Needs (continued)

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 21Chapter Four Slide

3-22

Mid-range Theories of Motivation

Psychological Reactance– Motivational arousal due to threat of behavioural freedom– Eg New Coke,

Opponent Process Theory– Extreme initial reactions may be followed by extreme opposite

reaction– Priming

• Small amounts of initial stimuli will lead to desire for more• extreme amounts of exposure to same stimulus will lead to withdrawal

Hedonic Consumption– Need to gain pleasure through the senses– Explains attraction to scary rides, adventure tours, etc

Optimum Stimulation Level– Desire to maintain a certain level of stimulation that the consumer

considers to be optimal

Optimal Stimulation

3-23

3-24

Motivation and Marketing Strategy

Identify the needs and goals of the target market– Identify both latent and manifest motives

Use knowledge of needs to segment the market and to position the product

Use knowledge of needs to develop promotional strategies

Reduce motivational conflict

3-25

Consumer Involvement

The level of personal relevance that a consumer sees in a productTypes: Enduring Involvement

– long-lasting involvement that arises out of a sense of high personal relevance

Situational involvement Short-term involvement in a product of low personal relevance

Cognitive Involvement– Rational level involvement in products that are considered to be

major purchases Affective Involvement

– Emotional level involvement in products

3-26

Factors Leading to High Involvement

Level of perceived risk (social, financial or physical)

Level of personal interest in product category Probability of making a mistake or buying the

wrong product Extent of pleasure in buying and using a

product Number and similarity of competitive brands

available

3-27

Measures of Involvement

Brand involvement Ego involvement Importance of purchase Product involvement Situational Vs Enduring Vs Response

involvement Involvement Profile

3-28

Involvement and Marketing Strategy

Choose media according to level of involvement– Print media for high involvement– Television for low involvement

Choose messages according to level of involvement

Find ways to raise level of involvement