solomon cb09 ppt 04 b

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Chapter 4

Motivation and Values

CONSUMER BEHAVIOR, 9eMichael R. Solomon

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• 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.

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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

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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.

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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?

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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

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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?

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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

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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

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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.

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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

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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

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Cult Products

Cult products command fierce consumer loyalty, devotion, and worship. Examples include Apple, Harley-Davidson, Jones Soda, and Manolo Blahnik.

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Product Involvement

• Product involvement is the consumer’s level of interest in a product

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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.

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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

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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

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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

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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

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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

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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?

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Hofstede’s Cultural Dimensions

• Power distance

• Individualism

• Masculinity

• Uncertainty avoidance

• Long-term orientation

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Table 4.2 Terminal and Instrumental Values

Instrumental Value Terminal Value

Ambitious A comfortable life

Capable A sense of accomplishment

Self-controlled Wisdom

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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

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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

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Figure 4.4 Hierarchical Value Maps for Vegetable Oil in Three Countries

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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

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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

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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.