consumer motives, goals & involvement consumer motives, goals & involvement 7 chapter...

Consumer Motives, Goals & InvolvementConsumer Motives, Goals & Involvement

7Chapter

McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

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Learning Objectives

After completing this chapter, you should be able to: Explain relationships among consumer motive, goals,

involvements and goal-striving. Describe how consumers’ cultural and social contexts

influence motives and consumption goals. Identify classic approaches that account for human

motivation and derive managerial applications from these theoretical approaches to motivation.

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Learning Objectives (continued)

Explain the concepts of goal-striving and consumer involvement and how they influence consumer behavior.

Describe some research methods for identifying motives.

Describe approaches to measuring consumer involvement.

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Understanding Motivation

Motivation defined as an inner drive that reflects goal-directed arousal Drives behaviors consistent with the goal and creates a

willingness to expend time and energy to achieve the goal.

Aspects of Motivation Drive is an internal stimulus.

Physical – hunger, thirst, pain Emotional – desire for affiliation, self-esteem

Goals are ends or aspirations that direct action.

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Understanding Motivation (continued)

Internal drive Desire for a product, service or experience.

The motivated consumer is aroused, ready, and willing to engage in an activity.

Involvement the psychological outcome of motivation; the perceived level of

personal importance or interest evoked by a stimulus within a specific situation

Effort the time and energy consumers are willing to commit to a goal

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Involvement and Effort

Feelings of involvement with goals interest, excitement, anxiety, passion, engagement,

and flow.

Consumers have multiple and even conflicting goals; they encounter numerous obstacles in trying to achieve their goals.

Effort Motivation to achieve goal is high = substantial effort

committed Motivation to achieve goal is low = less time and energy

committed

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Consumer Goal Hiearchies

Goals can be thought of at many different levels Focal goal – what the consumer is striving for Superordinate goals – reasons why consumer wants to achieve

the focal goal Subordinate goals – actions that contribute to the focal goal

Varies among consumers and situations Marketers are interested in the connections consumers

make between and among various goals Managers can learn what goals to emphasize in advertising

and personal selling by identifying goals and linkages that related best to consumer preferences or intentions

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Preferences

Marketing insight Although many consumers may have a

similar preference, there may be substantial variability in the reasons given for their preference.

Studies show that when asked for reasons for a preference or behavior, cross-cultural differences come to the forefront.

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Consumer Motivation in Context

Motivation and goal-striving are developed within cultural and social contexts

Reflect the desire to live, hope, and enjoy life and its promises

Consumers’ goal hierarchies reflect and conform to the shared language and social conventions within which people unconsciously function.

Motivation researchers have been unable to identify a single set of universal motives, spot them in behavior, or explain situational variation in their expression

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The Consumer as an Interpreter

Research on the mind helps us understand the relationship between culture and the consumer as an interpreter.

Neural Darwinism – Gerald Edelman’s theory Each individual brain, even before birth, uses a process that

resembles natural selection to develop during its own lifetime. Every person’s individual mind is shaped by Darwinism rules

of selection to provide a structure (networks of connections between neurons) that will enable that person to cope with the world.

Genetics predisposes certain connections (e.g. reaching for and grasping objects), however, the actual pattern of connections is unpredictable.

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The Consumer as an Interpreter

Consumers are uniquely shaped by cultural and social settings, and they are constantly adapting based on what works and what doesn’t.

Motivations are likely to be both unique to an individual and variable across social and cultural environments.

Motivations are more likely to change as the world around us changes. Consumers will adapt their motivations and actions to fit with

what works in that new environment. No direct relationship between culture and motivation; each

consumer has a unique set of experiences that shapes interpretations and responses to his/her world.

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Life Themes and Life Projects

Life themes Basic concerns that consumers address in everyday life (e.g.,

being educated, being cosmopolitan, showing good taste) Life projects

The construction and maintenance of key life roles and identities (e.g., being a responsible mother, a loyal employee, a successful teacher)

Life themes and projects are modified and shapted by macro-environmental factors; rooted in personal history and social context and networks; often linked to consumption goals, goal-striving and involvement.

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Student Life Themes and Projects

Can you name some life themes or projects that are important to you?

Can you think of ways they influence your consumption behavior?

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Exhibit 7.2Examples of Goal Structures for Three Consumers

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Motivational Dynamics

Social life is an important source of consumer motives and goals.

Within society two opposing motivational tendencies drive many consumer behaviors Motive toward integration or affiliation with other people Motive toward differentiation or distinction from other people Examples: sports fans communicate affiliation with sports teams

and fellow fans by sporting team colors; at the same time they communicate differentiation from other teams and fan groups

Third motivational process Process of individual and social comparison

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Exhibit 7.3Motivational Dynamics

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Classic Theories of Motivation

Sigmund Freud’s concept of drives Carl Jung’s concept of archetypes Abraham Maslow’s concept of need hierarchy Henry Murray’s list of human needs

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Freud’s Psychoanalytic Theory

The human psyche is broadly divided into the conscious and the unconscious

The ego represents conscious mind and is composed of perceptions, thoughts, memories, and feelings.

The unconscious mind is called the id, and includes all the instincts and psychic energies that exist at birth

The superego represents the traditional ideas and values of society.

Interplay between biological forces (id), societal forces (superego) and human consciousness (ego)

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Implications of Freud’s Theory for Marketing

New product managers may try to create brands that fulfill needs of the id, ego, or superego.

Advertising managers can use Freud’s concepts to inspire creative copy, promotional themes can be used to appeal to consumer’s unconscious motivations.

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Jung’s Psychoanalytic Theory

The unconscious is divided into personal unconscious and collective unconscious, which together hold all the hidden contents of the mind.

personal unconscious: holds previously conscious experiences that have been repressed, forgotten suppressed, or ignored.

Collective unconscious: is a storehouse of latent memory traces, or archetypes, inherited from the human ancestral past.

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Jung’s Archetypes

Archetypes – a common reservoir of images that represent the collective unconscious

Collective unconscious explains why spiritual concerns are so deeply rooted in human life across cultures and why people in different cultures share certain myths and images, such as “mother” as a symbol of nurturing

Archetypes, while shared universally, are also universally individualized.

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Implications of Jung’s Theory for Marketing

Provides a way to explore myths, images, and symbols, the building blocks for creating marketing communications

Many of the visual arts that are used in promotional campaigns are considered a rich source of knowledge about archetypes (e.g., Calvin Klein jeans promotion uses the shadow archetype; Degree Gel Antiperspirant draws on a hero/rescuer archetype).

Selecting universal achetypes, marketers have an opportunity to use similar promotional campaigns in many different cultures.

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Maslow’s Hierarchy of Needs

Needs are arranged in a sequence from lower-level to higher-level.

Physiological - biological needs for food, water and sleep Safety and security - shelter, protection and security Social - affection, friendship and acceptance Ego - prestige, success, accomplishment and self-esteem Self-actualization - self-fulfillment and enriching

experiences.

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Maslow’s Hierarchy of Needs

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Maslow’s Hierarchy of Needs

Criticisms overly simplistic ignores the intensity of needs ordering of needs may not be consistent

across cultures

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Implications of Maslow’s Theory of Marketing

Provides useful summary of human needs that may guide marketing managers to understand consumer behavior and needs.

List of needs can serve as a key input for product design

Marketing communications can be designed to appeal to one or more of the needs

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Murray’s Theory of Motivation

Basic list of 22 major human needs People differ in their priority ranking of these needs.

Some needs are never salient while others assume great importance, depending on social and cultural circumstances

Criticism Lengthy inventory of needs makes it difficult and impractical

for marketers to use.

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Implications of Murray’s Theory for Marketing

Murray’s detailed list identifies several needs specifically associated with objects Acquisition needs

to gain possessions and property Order needs

to put things in order, achieve cleanliness, arrangement, organization, balance

Retention needs to retain possession of things, to hoard, to be frugal,

economical and miserly.

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A Cross-Cultural Examination of Motives

How the brain, mind, and motivation are linked Edelman’s theory of neural Darwinism states that each individual

brain, even before birth, uses a process that resembles natural selection to develop during its own lifetime.

One important difference among how consumers interpret their world is whether they grew up in a culture that stresses Independent goals (Americans and many western Europeans) Interdependent goals (Japanese, other Asians, Africans, Latin-

Americans, and some southern Europeans)

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Five Consumer Needs in Cultural Perspective

The Achievement Motive drive to experience emotion in connection with evaluated

performance.

The Power Motive drive to have control or influence over another person, group,

or the world at large.

The Uniqueness/Novelty Motive drive to perceive oneself as different from others.

The Affiliation Motive drive to be with people.

The Self Esteem Motive need to maintain a positive view of the self.

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Motivational Conflict

Approach-Avoidance Conflict Approach-Approach Conflict Avoidance-Avoidance Conflict

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Researching Motives

Means-ends chain suggests a clear method for discovering a consumer’s pattern

of motivations. Laddering

a process by which the interviewer asks succession of “why” questions.

Zaltman Metaphor Elicitation Technique (ZMET) uses pictures and nonvisual images generated by consumers

to elicit and probe the metaphors that represent consumers’ thoughts and feelings about a topic.

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Consumer Involvement

Cognitive involvement involvement that includes heightened thinking and processing

of information about the goal object. Affective involvement

involvement that includes heightened feelings and emotional energy.

Enduring involvement represents the long-term interest that a consumer has in a

product class. Situational involvement

temporary interest in a purchase or consumption process.

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Marketing Implications of Different Levels of Involvement

High-Involvement Purchase and Consumption Complex purchase process by highly involved consumers Attention is increased and more importance is attached to

the stimulus object.

Low-Involvement Purchase and Consumption Minimal decision making for low-involvement products Attention is low and less importance is attached to the

stimulus object

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Low-Involvement Marketing Strategies

Strategies that increase consumers’ involvement with a product or brand over a short period or for longer period Use creative marketing strategies, such as effective advertising

or product usage campaigns Link low-involvement products with high-involvement issues Adapt the advertising medium to the product category. Use extensive distribution networks, clever in-store displays.

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Involvement as a Segmentation Variable

Brand loyalists those who are highly involved both with the product

category and with particular brands.

Information seekers those who are highly involved with a product category

but who do not have a preferred brand.

Routine brand buyers those who are not highly involved with the product category

but are involved with a particular brand in that category.

Brand switchers those who are not involved with the product category or

with particular brands.

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Measuring Involvement

Focused on different types of involvement as well as behaviors or outcomes of involvement

Different quantitative measures As a continuum rather than as a dichotomy of high and

low involvement use of multi-item scales.

Revised Personal Involvement Inventory (RPII) contains only 10 items; easy to include in a survey divided into two overall factors--cognitive and affective can measure involvement with a wide variety of stimulus

objects, including products, ads, or purchase decisions.

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Exhibit 7.4The Revised Personal Involvement Inventory

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Key Terms

ability achievement motive affective involvement affiliation motive approach-approach conflict approach-avoidance conflict archetypes avoidance-avoidance conflict brand loyalists brand switchers cognitive involvement

conscious mind culture-bound drive effort ego ego needs enduring involvement flow focal goal goal hierarchy goals goal striving

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Key Terms (continued)

id independent goals information seekers interdependent goals involvement laddering life projects life themes Maslow’s need hierarchy means-ends chain

metaphor motivation needs neural Darwinism psychological needs power motive role transitions routine brand buyers RPII safety and security needs secondary control

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Key Terms (continued)

self-actualization needs self-enhancing bias situational involvement social needs subordinate goals superego

superordinate goals tacit knowledge uniqueness motives ZMET