Date post: | 30-Dec-2015 |
Category: |
Documents |
Upload: | basil-bird |
View: | 22 times |
Download: | 0 times |
MOTIVATION
Motivation
What is a motive?
from the Latin motus - to move A motive is something that causes a person to act (or move). It answers the question Why?
What is Motivation?
An inner drive or process that causes a person to act to fulfil a want or need.
Motivation is about finding out what your customers really want and need and what they are willing to do to get it.
What would you do for a Klondike bar?
So what Motivates People?NEEDS
Hedonic
Needs can be:
Biogenic
Psychogenic
Utilitarian
Cask & CreamCask & CreamReversing a Trend of Reversing a Trend of Self-Denial, This Ad Self-Denial, This Ad Illustrates a Shift in Illustrates a Shift in Values Toward Values Toward Pleasure and Self-Pleasure and Self-indulgenceindulgence
Maslow’s Hierarchy of Needs
Abraham Maslow
categorizes human needs into a pyramid
a person's lower-level needs are met before higher level needs
Different priorities exist at each level in terms of product benefits a consumer is looking for.
Many products will satisfyneeds at all levels
Different product benefits will satisfy different levels of need.
Assume a mother is shopping for a new pair of trainers with her 5-year old daughter. What features/benefits satisfy each level? Self-Actualization/self fulfilment
Ego/Esteem
Belongingness/Social
Safety
Physiological
Is there one level of need that is satisfied more than the others?
When people move to satisfy a need (i.e. they are motivated) – the satisfaction of the need becomes a goal
Between the need and the goal there exists a tensionThe degree of urgency to fill that goal results in a drive
NEED DRIVE GOAL
Want: the particular form of consumption used to satisfy a need.
Needs are universal
Needs can be met in a variety of ways
The goals are culturally and personally determined
Needs and Goals
you're thirsty - you need a drink
Obey your thirst THIRST QUENCHER
The Marketer’s Objective?
Motivational Direction
Approach Approach
Approach Avoidance
Avoidance Avoidance
Cognitive Dissonance
inconsistency between beliefs one holds or between one’s beliefs and actions.
Consumers are motivated to reduce dissonance or tension by either changing their actions or their beliefs.
Almost all major purchases result in cognitive dissonance, also known as buyer's remorse.
Often consumers are faced with two or more alternatives. Choosing one may leave us wondering if we should have purchased the other.
Marketer's goal?
Cognitive Dissonance
to eliminate cognitive dissonance
You've spent months shopping for a new car, comparing features and narrowing down the alternatives. Finally, you make your decision and purchase one that's just the right car for you. But now you’re feeling anxious about the decision, second-guessing the wisdom of your choice., i.e. you’re experiencing cognitive dissonance.
What could a marketer do to make you feel better about your purchase?
What is Involvement?
The amount of time and effort a buyer invests in the decision processes (e.g to process information)
Motivational level
Low (inertia, habit)
High (passion)
Involvement
The strength of a consumer's motivation to attain a goal.
The importance a consumer places on an object based on inherent needs and interests.
When are you involved?
When the product or service:
• Is important to your self-image.
• Is of continual interest to you - fashion/computers
• Entails significant risks
• Has emotional appeal
• Is identified with group norms or is socially visible
A Comparison of Low & High Involvement Hierarchies
Low Involvement: Inertia
High Involvement: Elaboration
1. Brand beliefs formed by passive learning
2. A purchase decision is made
3. The brand may or may not be evaluated afterwards
1. Brand beliefs are formed first by active learning
2. Brands are evaluated.
3. A purchase decision is made
How would you go about marketing a Jersey Milk bar against Cadbury’s Dairy Milk bar based on involvement level?
How would you Increase Involvement: More Powerful if Relevant
• Appeal to hedonic needs– using sensory appeals to generate attention
• Use novel stimuli– unusual cinematography, sudden silences, etc.
• Use prominent stimuli– e.g. larger ads, more color
• Include celebrity endorsers• Build a bond with consumers
– Maintain an ongoing relationship with consumers
• Link to high involvement issue
How would you go about marketing your brand of luxury speedboat against a competitor?
Values
What is a Value? That which one acts to gain or keep.
Presupposes the question of value to whom and for what.
Eg. Youth, Freedom
culturally relative eg. Canada & India on equality
every culture has a set of core values
change over time
Many products are bought because they are believed to help attain a more abstract value.
What are some Canadian/American core values?Achievement and SuccessIndividualismEqualityLifeReligious tolerance Freedom/Libertypursuit of happinessDemocracyEfficiency and PracticalityProgressMaterialism and Material comfortHumanitarianismFamilyIndependenceYouthfulnessFitness & Health
faith
charity
hope
justice
mercy
Humility
chastity
obedience
poverty
prayer
1896 1918 1924 1935 1955
1960 1970 1986 1990 2000
Values Change
Individual values1. Self fulfilment, 2. excitement, 3. sense of accomplishment4. self respect
Focus on the external world5. belonging6. being well respected7. security
Interpersonal orientation8. fun and Enjoyment, 9. warm relationships with others
What do you look for or want from life? Rank each value on how important it is in your daily life, where 1 = very important, and 9 = very unimportant
The List of Values (LOV) Scale
Typical North American Rankings
1. Self Respect 2. Warm Relationships 3. Self-fulfilment4. Fun and enjoyment in life5. Security6. Being Well Respected7. A Sense of Accomplishment 8. A Sense of Belonging 9. Excitement
The values consumers endorse relate to differences in consumption behaviours -- segmentation
What sort of products or service are consumers likely to buy/use who endorse excitement?
What marketing communications media would you use to reach them?
What values do readers of Reader’s digest have
The Means End Chain Model Assumes specific product attributes are linked
to terminal values.
Products are thus valued as the means to an end
products are consumed because they are instrumental in attaining more abstract values.
Three levels:1. Attributes: concrete and tangible
characteristics e.g 1% fat in milk
2. Benefits/Consequences: what the product is perceived as doing or providing to the consumer. May be related to use or socio-psychological consequences of consumption. E.g. lose weight.
3. Values: intangible outcomes or ends eg. long life, good health
The Means-End Chain
Large engine
Fast acceleration
Performance
Feeling of power
Self-esteem
Aim promotion/positioning at higher
levels of chain!
Attributes
Benefits
Values
Attributes Benefits Personal Values
Internet Robust samples Job security
Speed Quicker results Self-fulfillment
Expertise Actionable information
Wisdom Social acceptance
Experience Reliability Job security
B-to-B Means-End Chain for Greenfield Online
Attributes Benefits Personal Values
Low fat Healthy Self-respect Wisdom
Calcium Healthy bones Comfortable life Wisdom
Ingredients Good taste Pleasure Happiness
Vitamins Enhanced sexual ability
Excitement Fun Pleasure
F I G U R E 7 . 3Means End Chain for Milk
In MEC theory the three concepts are linked hierarchically
1% milk fat loose weight long life
Attributes (A) lead to benefits (B), to produce value satisfaction (V):
Linking the intermediate elements in the chain to reveal their relationships to the terminal value called laddering
Data are gathered for a MEC analysis by interviewing consumers about which attributes are most important for them in differentiating among the types or brands of a given product.
By doing it for many attributes leads to hierarchical value map which represents the associations among the key concepts
marketers can decide which attributes are most important for achieving the values that the consumers want
HVM for toothpaste
Construct a hypothetical means end- chain model for the purchase of a bouquet of roses.
How might a florist use this approach to construct a promotional strategy?
Knowledge of what attributes and benefits are important to consumer
Marketing communications eg advertising to appeal to certain values
Cultural changes can impact demand for goods and services - environmental scanning and market research necessary.
Need for marketers who operate globally to appreciate and take into consideration cross-cultural differences
Implications of Consumer Values for Marketing Strategy
A dietary supplement that emphasizes the value of longer life – even in the product name