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4-104/07/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Chapter 4
Motivation and Values
CONSUMER BEHAVIOR, 9eMichael R. Solomon
4-204/07/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
• Why consumer motivation is a major marketing initiative?
• In Purchasing Products require enough motivation to generate urgency, energy and drive to satisfy that need
•eGo Bikes - YouTube
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Understanding the nature of CM is fundamental in appreciating the demand of target market
Motivation
Satisfying Need
Marketer Intervention Consumer
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• There are differences and similarities in motivation (Segmentation)
• CM can change and marketer needs to assess CM progressively over time.
• Motivation is described in terms of strength and direction (Vector)
• Marketer must understand that Forces that drive consumers towards some products and away from others are motivations.
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Model of the Motivation Process
6
Degree of
Arousal
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Motivation as a Psychological Force
7
• Motivation is the driving force within individuals that impels them to action.
• The motivated consumer is energized, ready and willing to engage in a goal relevant activity.
• Consumers can be motivated to engage in behaviors, make decisions, or process information, and this motivation can be seen in the context of acquiring, using or disposing of an offering.
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Instinct Theory of MotivationThe Story of Cats
• According to instinct theories, people are motivated to behave in certain ways because they are evolutionarily programmed to do so.
• Example:
• attachment, play, shame, anger, fear, shyness, modesty and love.
• Area of Research
• The influence of genetics and heredity on Consumer behavior
• The main problem with this theory is that it did not really explain behavior, it just described it.
4-1004/07/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Drive Theory of Motivation: A Push Suggests that behavior is “pushed” from within by drive stemming from basic biological needs
HomeostasisA state of
Physiological balance within the body
4-1104/07/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Drive Theory of Motivation
• Homeostasis is the general term for the idea that biological systems are regulated.• Body temperature is regulated:
• If we become hotter, we sweat to lower our temperature.
• If we become cooler, we shiver to raise our temperature.
• Drive theory argues that motivated behaviors serve to reduce our biological/other needs.• Needs produce an unpleasant arousal state. • Satisfying the need eliminates the arousal and reinforces
the behavior.
• A key problem with drive theory is that we also engage in behaviors that increase our arousal.
4-1204/07/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Assignment: ( The Motivation Process/ Motivational Strength) Consumer Group
• Bring in examples of magazine ads that demonstrate an attempt to activate (a) a utilitarian need or (b) a hedonic need. Think of purchase situations that illustrate drive theory and expectancy theory?
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Customer’s Are People, Too!They Have expectations
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Expectancy Theory: A Pull
• Humans act in ways that may not satisfy any detectable need.
• Expectancy theory argues that humans can set future goals and then act in ways that will move them towards those goals.
• Incentives pull our behaviors toward a goal.
• Expectancy theory is useful in understanding purchase motivation.
Copyright © Allyn & Bacon 2008
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Assignment ( Motivational Strength) Behavior Group
• Which one of the theories do you think is superior? If a car of tourists drives into an unfamiliar town at meal time and stops at McDonald’s instead of an equally attractive and price-competitive JOE’S Eats, which of the two theories (expectancy or drive) would probably be at work? How would JOE’S combat this?
4-1604/07/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Goal-Relevant Behavior
• Example: If you are motivated to lose weight, you exercise, buy low calorie foods and measure food portions.
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Goals
• The sought-after results of motivated behavior
• Generic goals are general categories of goals that consumers see as a way to fulfill their needs
• Product-specific goals are specifically branded products or services that consumers select as their goals
17Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide
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How Does this Ad Appeal to One’s Goals?
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It Appeals to Several Physical Appearance-related goals.
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Connecting products
Motivating Consumer
Overcoming Price Barriers
Premiums
Contests
Sweepstakes
Loyalty ProgramReducing P Risk
Arousing Cons. Curiosity
Customer Motivation
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Needs can Conflict
MoneyTime
Energy
ChoiceI
Choice2
Trade Off is the Cause of Conflict
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Motivational Conflicts
• Goal valence (value): consumer will:• Approach positive goal• Avoid negative goal
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Figure 4.1 Types of Motivational Conflicts
• Two desirable alternatives• Cognitive dissonance
• Positive & negative aspects of desired product• Guilt of desire occurs
• Facing a choice with two undesirable alternatives
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Resolving Conflicts Requires Prioritizing needs Maslow Hierarchy
Evaluative Criteria is changed (Benefit Segmentation)
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An Appeal to One’s Need for Safety
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To Which of Maslow’sNeeds Does This Ad Appeal?
2626Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide
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Both Physiological and Social Needs
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To Which of Maslow’sNeeds Does This Ad Appeal?
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Egoistic Needs
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To Which of Maslow’sNeeds Does This Ad Appeal?
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Self-Actualization
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Research
• The notion that these needs must be satisfied in a specific order has not been verified by research
• Allyn & Bacon 2008
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Motivation ResearchDiscovering Purchase Motives
Manifest motives
Latent motives
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Motivation Research Techniques (Latent Motives)
• Association techniques
• word association
• successive word association
• Completion techniques
• sentence completion
• story completion
• Construction techniques
• cartoon techniques
• third-person techniques
• picture techniques
4-3504/07/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Without Involvement?Motivation creates involvement.
MotivationalIntensity
InvolvementAmount of
Effort
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Consumer Involvement
• Involvement: perceived relevance of an object based on one’s needs, values, and interests
• We get attached to products:
• “All in One” restaurant tattoo on consumer’s head
• Lucky magazine for women who obsess over shopping
• A man tried to marry his car when his fiancée dumped him
4-3704/07/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
What Affects Motivation?
• Motivation is influenced by the extent to which the ad, brand, product category, or other characteristic is personally relevant to consumers.
• Consumers see something as personally relevant and important when it is:
1. Consistent with their values, goals, and needs.
2. Risky
3. Moderately inconsistent with their prior attitudes.
4-3804/07/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
What Affects Motivation?Personal Relevance
• Personal relevance is the extent to which it has a direct bearing on and significant consequences or implications for your life.
• Something may be personally relevant to the extent that it bears on our self-concept, or our view of ourselves, and the way we think others view us.
• We are motivated to behave, process information, or engage in effortful decision making about things that we feel are personally relevant.
• Example: Choosing a College
4-3904/07/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Figure 4.3 Conceptualizing Involvement
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Levels of Involvement: From Inertia to Passion
• Inertia is consumption at the low end of involvement; decisions made out of habit (lack of motivation)
• Flow state occurs when consumers are truly involved
• Sense of control
• Concentration
• Mental enjoyment
• Distorted sense of time
4-4104/07/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Cult Products
Cult products command fierce consumer loyalty, devotion, and worship. Examples include Apple, Harley-Davidson, Jones Soda, and Manolo Blahnik.
4-4204/07/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Product Involvement
• Product involvement is the consumer’s level of interest in a product
4-4304/07/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Discussion
• Interview each other about a particular celebrity.
• Describe your level of involvement with the “product” and devise some marketing opportunities to reach this group.
4-4404/07/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Tactics to Boost Motivation to Process
• Appeal to consumers’ hedonic needs
• Use novel stimuli
• Use prominent stimuli
• Include celebrity endorsers
• Provide value customers appreciate
• Let customers make messages
• Create spectacles or performances
• Develop mobile experiences like alternate reality games
4-4504/07/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Purchase Situation Involvement
• Purchase situation involvement: differences that occur when buying the same object for different contexts.
• Example: wedding gift
• For boss: purchase expensive vase to show that you want to impress boss
• For cousin you don’t like: purchase inexpensive vase to show you’re indifferent
4-4604/07/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Table 4.1 Measuring Involvement
To me (object to be judged) is:1. important _:_:_:_:_:_:_ unimportant
2. boring _:_:_:_:_:_:_ interesting
3. relevant _:_:_:_:_:_:_ irrelevant
4. exciting _:_:_:_:_:_:_ unexciting
5. means nothing _:_:_:_:_:_:_ means a lot
6. appealing _:_:_:_:_:_:_ unappealing
7. fascinating _:_:_:_:_:_:_ mundane
8. worthless _:_:_:_:_:_:_ valuable
9. involving _:_:_:_:_:_:_ uninvolving
10. not needed _:_:_:_:_:_:_ needed
4-4704/07/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Consumer Values
• Value: a belief that some condition is preferable to its opposite• Example: looking younger is preferable
to looking older
• Products/services = help in attaining value-related goal
• We seek others that share our values/ beliefs• Thus, we tend to be exposed to
information that supports our beliefs
4-4804/07/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Core Values
• Core values: values shared within a culture
• Enculturation: learning the beliefs and values of one’s own culture
• Acculturation: learning the value system and behaviors of another culture
4-4904/07/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Discussion
• What do you think are the three to five core values that best describe Pakistanis today?
• How are these core values relevant to the following product categories:
• Cars?
• Clothing?
• Higher education?
4-5004/07/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Hofstede’s Cultural Dimensions
• Power distance
• Individualism
• Masculinity
• Uncertainty avoidance
• Long-term orientation
4-5104/07/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Table 4.2 Terminal and Instrumental Values
Instrumental Value Terminal Value
Ambitious A comfortable life
Capable A sense of accomplishment
Self-controlled Wisdom
4-5204/07/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
List of Values (LOV)
• 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 Reader’s Digest and TV Guide drink and entertain more, and prefer group activities
4-5304/07/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Means-End Chain Model
• Very specific product attributes are linked at levels of increasing abstraction to terminal values
• Alternative means to attain valued end states
• Laddering technique uncovers consumers’ associations between specific attributes and general consequences
4-5404/07/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Figure 4.4 Hierarchical Value Maps for Vegetable Oil in Three Countries
4-5504/07/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Conscientious Consumerism
• Conscientious consumerism is a focus on personal health merging with a growing interest in global health
• LOHAS (lifestyles of health and sustainability): Consumers who:
• Worry about the environment
• Want products to be produced in a sustainable way
• Spend money to advance what they see as their personal development and potential
4-5604/07/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Figure 4.5 Carbon Footprint Breakdown
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Materialism
• Materialism: the importance people attach to worldly possessions
• “The good life”...“He who dies with the most toys, wins”
• Materialists: value possessions for their own status and appearance
• Non-materialists: value possessions that connect them to other people or provide them with pleasure in using them
4-5804/07/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Chapter Summary
• Products address a wide range of consumer needs.
• How we evaluate a product depends on our involvement with that product, the marketing message, and the purchase situation.
• Our cultural values dictate the products we seek out and avoid.
• Consumers vary in how important possessions are to them.