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Chapter 4

Motivation and Values

CONSUMER BEHAVIOR, 9eMichael R. Solomon

Dr. Rika HoustonCSU-Los AngelesMKT 342: Consumer Behavior

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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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Motivational Strength

• Degree of willingness to expend energy to reach a goal

• Drive theory

• Expectancy theory

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What Do We Need?

Biogenic Needs

Psychogenic Needs

Utilitarian Needs

Hedonic Needs

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Motivational Conflicts

• Goal valence

• We approach positive goals

• But, we avoid negative goals

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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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Maslow’s Hierarchy of Needs

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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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Figure 4.3 Conceptualizing Involvement

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Levels of Involvement: From Inertia to Passion

• Inertia

• Flow state occurs when consumers are truly involved

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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 that customers appreciate

• Let customers make messages

• Create spectacles or performances

• Develop mobile experiences like alternate reality games

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Purchase Situation Involvement

• Differences that occur when buying the same object for different contexts

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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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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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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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Materialism

• The importance people attach to worldly possessions or “the good life”

• Materialists

• Non-materialists

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Cosmopolitanism

• A lifestyle that embraces being open to the world and striving for diverse experiences

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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