4-1 chapter 4 motivation and values consumer behavior, 9e michael r. solomon dr. rika houston...
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4-1
Chapter 4
Motivation and Values
CONSUMER BEHAVIOR, 9eMichael R. Solomon
Dr. Rika HoustonCSU-Los AngelesMKT 342: Consumer Behavior
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4-2
The Motivation Process
• The process that causes people to behave as they do
• Occurs when a need is aroused
• Ad shows desired state and suggests a solution (purchase of equipment)
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4-3
Motivational Strength
• Degree of willingness to expend energy to reach a goal
• Drive theory
• Expectancy theory
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4-4
What Do We Need?
Biogenic Needs
Psychogenic Needs
Utilitarian Needs
Hedonic Needs
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4-5
Motivational Conflicts
• Goal valence
• We approach positive goals
• But, we avoid negative goals
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4-6
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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4-7
Maslow’s Hierarchy of Needs
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4-8
Consumer Involvement
• Perceived relevance of an object based on one’s needs, values, and interests
• We get very attached to products!
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4-9
Figure 4.3 Conceptualizing Involvement
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4-10
Levels of Involvement: From Inertia to Passion
• Inertia
• Flow state occurs when consumers are truly involved
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4-11
Tactics to Boost Motivation to Process
• Appeal to consumers’ hedonic needs
• Use novel stimuli
• Use prominent stimuli
• Include celebrity endorsers
• Provide value that customers appreciate
• Let customers make messages
• Create spectacles or performances
• Develop mobile experiences like alternate reality games
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4-12
Purchase Situation Involvement
• Differences that occur when buying the same object for different contexts
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4-13
Consumer Values
• A belief that some condition is preferable to its opposite
• Our deeply held cultural values may dictate the types of products and services we seek out or avoid
• Examples:
• Youth versus old age
• New technology versus old technology
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4-14
Different Theories About Values
• Hofstede’s Cultural Dimensions
• Rokeach’s Value Survey
• List of Values (LOV)
• Means-End Chain Model
• Syndicated Surveys
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4-15
Conscientious Consumerism
• A focus on personal health merging with a growing interest in global health
• An interest in living a more “green” lifestyle
• LOHAS (lifestyles of health and sustainability)
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4-16
Materialism
• The importance people attach to worldly possessions or “the good life”
• Materialists
• Non-materialists
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4-17
Cosmopolitanism
• A lifestyle that embraces being open to the world and striving for diverse experiences
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4-18
Chapter 4: Motivation & ValuesKey Concepts
• Motivational process• Motivational strength• Drive theory• Expectancy theory• Needs: biogenic, psychogenic, utilitarian, hedonic• Motivational conflicts• Maslow’s hierarchy of needs• Consumer involvement• Levels of involvement• Cult brands• Consumer values• Conscientious consumerism• Materialism• Cosmopolitanism