MKT201 - Week 5

Motivation and Values (Ch. 4)

Motivation: Introduction

• What are the forces that drive people to buy and use products (or Not to buy/use)?

? Emotional response

? Values

? Priorities

? Beliefs?

• To under Motivation is to understand why consumers do what they do.

The Motivation Process

• Motivation:– The processes that lead people to behave as

they do. It occurs when a need arises that a consumer wishes to satisfy.

• Utilitarian need: Provides a functional or practical benefit

• Hedonic need: An experiential need involving emotional responses or fantasies

• Goal:– The end state that is desired by the

consumer (desired end state).

The Motivation Process• Drive:

– The degree of arousal present due to a discrepancy between the consumer’s present state and some ideal state

(note: the discrepancy leads to a creation of tension )

• Want:– A manifestation of a need created by personal and

cultural factors

• Motivation can be described in terms of:– Strength: The pull it exerts on the consumer– Direction: The particular way the consumer attempts

to reduce motivational tension

The Motivation Process The Motivation Process

TensionTension

Motivational StrengthMotivational Strength

Motivational DirectionMotivational Direction

BehaviorBehavior

WantWant

GoalGoal

To fulfill a need

The way to reduce the tension

Drive = degree of arousal

Creation of want is affected by personal and cultural factors

Desired end state

Ads Reinforce Desired States

• This ad for exercise This ad for exercise shows men a desired shows men a desired state (as dictated by state (as dictated by contemporary Western contemporary Western culture), and suggests a culture), and suggests a solution (solution (purchase of purchase of equipmentequipment) to attain it.) to attain it.

• Biological Versus Learned Needs • Early work attribute behaviour to instinct

• Tautology (circular explanation for behavior related to instinct; e.g. buying status-associated products because … motivated to attain status)

– Drive Theory • Focus on biological needs

• Homeostasis (balance – eliminate unpleasant state)

– Expectancy Theory• Focus on cognitive factors (expectations of achieving

desirable outcomes)

Motivational Strength

Motivational StrengthMotivational StrengthThe Degree to Which a Person is Willing to Expend Energy to Reach One Goal as Opposed to Another.

Expectancy TheoryExpectancy Theory Drive Theory Drive Theory

Biological Vs. Learned NeedsBiological Vs. Learned Needs

Focuses on Biological Needs that Produce Unpleasant States of Arousal, i.e. Hunger.

Homeostasis: Behavior Which Tries to Reduce or Eliminate This Unpleasant State and Return to Balance.

Behavior is Largely Pulled by Expectations of Achieving Desirable Outcomes - Positive Incentives - Rather Than Pushed From Within.

Motivational DirectionMotivational Direction

Needs Versus WantsSpecific Way a Need is Satisfied (the Want)

Depends on: Individual’s Unique History, Learning Experiences and Cultural Environment.

Needs Versus WantsSpecific Way a Need is Satisfied (the Want)

Depends on: Individual’s Unique History, Learning Experiences and Cultural Environment.

Types of NeedsTypes of Needs

HedonicHedonic

UtilitarianUtilitarian

PsychogenicPsychogenic

Biogenic Biogenic Food, water, air, shelter

Power, affiliation

Calories, miles per L

Excitement, fantasy

Objective, tangible product attributes

Instant Gratification of Needs

• We expect today’s technical products to satisfy our We expect today’s technical products to satisfy our needs – instantly.needs – instantly.

Motivational Conflicts

• Goal valence Goal valence (+ve or –ve)(+ve or –ve)– Positively-valued goal: Positively-valued goal:

approachapproach

– Negatively-valued goal: Negatively-valued goal: avoidavoid

• (socially disapproved products e.g. deodorant, mouthwash)

• Positive and negative Positive and negative motives often conflict motives often conflict with one anotherwith one another

Motivational DirectionMotivational Direction

Types of Motivational ConflictsTypes of Motivational Conflicts

Approach-Approach Two Desirable Alternatives

Approach-Approach Two Desirable Alternatives Approach-Avoidance

Negative Consequences

Approach-AvoidanceNegative

Consequences Avoidance-AvoidanceTwo UndesirableConsequences

Avoidance-AvoidanceTwo UndesirableConsequences

Burger Vs NoodleIce-Cream Vs Slim body

Repairing old car Vs Buying new car

Theory of Cognitive Dissonance (psychological inconsistency between 2 or more beliefs/behaviors

Solutions to Approach-Avoidance Conflict(good food without the calories)

Negative Consequences

• The Partnership for a The Partnership for a Drug-Free America Drug-Free America points out the points out the negative negative consequencesconsequences of drug of drug addiction for those who addiction for those who are tempted to start.are tempted to start.

Classifying Consumer Needs

• Henry Murray’s NEED dimensions:– Autonomy: Being independent– Defendance: Defending the self against criticism– Play: Engaging in pleasurable activities

• Thematic Apperception Technique (TAT): (personality tests with ambiguous pictures)– (1) What is happening?– (2) What led up to this situation?– (3) What is being thought?– (4) What will happen?– People freely project their subconscious needs

onto the stimulus (or picture)

Classifying Consumer Needs (cont.)

• Specific Needs and Buying Behavior:– Need for achievement: To attain personal

accomplishment– Need for affiliation: To be in the company of others– Need for power: To control one’s environment– Need for uniqueness: To assert one’s individual identity

• Maslow’s Hierarchy of Needs:– A hierarchy of biogenic and psychogenic needs

that specifies certain levels of motives. (gardening may satisfy needs at every level!!)

Maslow’s Hierarchy of Needs

Figure 4.2

Criticisms of Maslow’s Hierarchy

• The application is The application is too simplistictoo simplistic::– It is possible for the same product or activity to satisfy It is possible for the same product or activity to satisfy

every need.every need.

• It is It is too culture-boundtoo culture-bound::– The assumptions of the hierarchy may be restricted to The assumptions of the hierarchy may be restricted to

Western cultureWestern culture

• It emphasizes It emphasizes individual needs over group needsindividual needs over group needs– Individuals in some cultures place more value on the Individuals in some cultures place more value on the

welfare of the group (belongingness needs) than the welfare of the group (belongingness needs) than the needs of the individual (esteem needs)needs of the individual (esteem needs)

Classifying Consumer Needs (cont.) S5

• Paradise: Satisfying Needs?– Distinct differences regarding the

conceptualization of paradise between American and Dutch college students

Dutch Conception of Paradise

• A Dutch respondent’s collage emphasizes this person’s conception of paradise as a place where there is interpersonal harmony and concern for the environment.

Consumer Involvement

• Involvement:– Defined as a person’s perceived relevance of the

object based on his/her inherent needs, values, and interests.

• Object: A product or brand, an ad, or a purchase situation

Conceptualizing Involvement

Figure 4.3

Consumer Involvement

• Levels of Involvement: Inertia (resistance) to Passion– Type of information processing depends on the

consumer’s level of involvement• Simple processing: Only the basic features of

the message are considered• Elaboration: Incoming information is linked to

preexisting knowledge

Increasing Involvement through Ads

• The Swiss Potato Board The Swiss Potato Board is trying to is trying to increase increase involvementinvolvement with its with its product. The ad reads, product. The ad reads, ““Recipes against Recipes against boredomboredom.”.”

Consumer Involvement (cont’d)

• Involvement as a Continuum:– Ranges from disinterest to obsession

• Inertia (Low involvement consumption):– Consumer lacks the motivation to consider alternatives

• Flow State (High involvement consumption):– Consumer is truly involved with the product, ad or web

site

• Cult Products:– Command fierce (intensive) consumer loyalty, devotion,

and perhaps even worship by consumers who are highly involved in the product or with a brand (from Apple computers to Harley-Davidson motorcycles)

Example of a Cult Product: Jones Soda

The Many Faces of InvolvementThe Many Faces of Involvement

1. 1. Product InvolvementProduct InvolvementRelated to a Consumer’s

Level of Interest ina Particular

Product.

1. 1. Product InvolvementProduct InvolvementRelated to a Consumer’s

Level of Interest ina Particular

Product.

2. 2. Message-ResponseMessage-ResponseInvolvementInvolvement

Refers to a Consumer’sInterest in Processing

Marketing Communications.

2. 2. Message-ResponseMessage-ResponseInvolvementInvolvement

Refers to a Consumer’sInterest in Processing

Marketing Communications.

3. 3. Purchase SituationPurchase SituationInvolvementInvolvement

Refers to the differencesThat may occur when buying

The same object for different context

3. 3. Purchase SituationPurchase SituationInvolvementInvolvement

Refers to the differencesThat may occur when buying

The same object for different context

4. Ego-InvolvementRefers to the Importanceof a Product to a Consumer’sSelf-Concept.

TV – low involvement; Print ad – high involvement

(Advertising Involvement)

wedding gift, someone you like, someone you don’t like

Emotions versus Cognitions

• Many marketing Many marketing messages, such as this ad messages, such as this ad for a cosmetic company for a cosmetic company in Taiwan, in Taiwan, focus on focus on emotionsemotions rather than rather than cognitions.cognitions.

Customizing for Product Involvement

Measuring Involvement: Developing Involvement

Profiles

Measuring Involvement: Developing Involvement

ProfilesPersonal Interest in a Product

CategoryPersonal Interest in a Product

Category

Negative Consequences of a PoorProduct Choice

Negative Consequences of a PoorProduct Choice

Probability of Making a Bad PurchaseProbability of Making a Bad Purchase

Pleasure Value of the Product CategoryPleasure Value of the Product Category

Sign Value of the Product Category (? Related to self or not)

Sign Value of the Product Category (? Related to self or not)

Table 4.1 A Scale to Measure

Involvement To Me (Object to be Judged) IsTo Me (Object to be Judged) Is

1.1. importantimportant _:_:_:_:_:_:__:_:_:_:_:_:_ unimportantunimportant

2.2. boringboring _:_:_:_:_:_:__:_:_:_:_:_:_ interestinginteresting

3.3. relevantrelevant _:_:_:_:_:_:__:_:_:_:_:_:_ irrelevantirrelevant

4.4. excitingexciting _:_:_:_:_:_:__:_:_:_:_:_:_ unexcitingunexciting

5.5. means nothingmeans nothing _:_:_:_:_:_:__:_:_:_:_:_:_ means a lotmeans a lot

6.6. appealingappealing _:_:_:_:_:_:__:_:_:_:_:_:_ unappealingunappealing

7.7. fascinatingfascinating _:_:_:_:_:_:__:_:_:_:_:_:_ mundanemundane

8.8. worthlessworthless _:_:_:_:_:_:__:_:_:_:_:_:_ valuablevaluable

9.9. involvinginvolving _:_:_:_:_:_:__:_:_:_:_:_:_ uninvolvinguninvolving

10.10. not needednot needed _:_:_:_:_:_:__:_:_:_:_:_:_ neededneeded

High Involvement (personal interest)

Strategies to Increase Involvement

Strategies to Increase Involvement

3. Use ProminentStimuli

3. Use ProminentStimuli

5. Build a BondWith the

Consumer

5. Build a BondWith the

Consumer

2. Use NovelStimuli

2. Use NovelStimuli

1. Appeal to Hedonic Needs1. Appeal to

Hedonic Needs

Increasing Consumers’

Attention4. Include Celebrity

Endorsers

(relationship & loyalty)

(e.g. large & loud)

Consumer Values

• Value:Value: a belief that some a belief that some condition is preferable to its condition is preferable to its oppositeopposite– E.g., freedom is preferable to E.g., freedom is preferable to

slavery; looking younger is slavery; looking younger is preferable to looking olderpreferable to looking older

• Products/services = help in Products/services = help in attaining attaining value-related goalvalue-related goal

• We seek others that share our We seek others that share our values/beliefsvalues/beliefs– Thus, we tend to be exposed to Thus, we tend to be exposed to

information that supports our information that supports our beliefsbeliefs

Core Values

• Every culture has its own set of valuesEvery culture has its own set of values– E.g., individualism vs. collectivismE.g., individualism vs. collectivism

• Value systemValue system• Enculturation (learning of values and systems of own Enculturation (learning of values and systems of own

culture)culture) vs. vs. Acculturation (learning of … another culture)Acculturation (learning of … another culture)

– Socialization agents: parents, friends, teachersSocialization agents: parents, friends, teachers

– Media as agentMedia as agent

• DiscussionDiscussion:: Core values evolve over time. What do Core values evolve over time. What do you think are the 3–5 core values that best describe you think are the 3–5 core values that best describe Hong Kong today?Hong Kong today?

Core Values

• CleanlinessCleanliness is a core is a core value in many cultures.value in many cultures.

Application of Values to Consumer Behavior

• Useful distinctions in values for consumer behavior research– Cultural Values (e.g. security or happiness)– Consumption-Specific Values (e.g. convenient

shopping or prompt service)– Product-Specific Values (e.g. ease-of-use or

durability)

• Virtually all consumer research is ultimately related to identification and measurement of values.

Emotions versus Cognitions

• The positive value we place on the activities of large The positive value we place on the activities of large corporations is changing among some consumers who prefer corporations is changing among some consumers who prefer to go “to go “anticorporateanticorporate.” This ad for a coffee shop in Boulder, .” This ad for a coffee shop in Boulder, Colorado reflects that sentiment.Colorado reflects that sentiment.

Measuring Cultural Values- Attempts to measure cultural values and apply the

knowledge to marketing strategy

(1) The Rokeach Value Survey – Terminal Values (comfortable life, …),

the desired end states

– Instrumental Values (ambitious, …) composed of actions needed to achieve the terminal values.

Measuring Cultural Values (cont’d)

(2) The List of Values (LOV) Scale• Isolate values endorsed by different consumer

segments (sense of belonging, excitement, security, etc.)

(3) The Means-End Chain Model • Technique - Laddering (associations

between product attributes and desired end states)

– Means-End Conceptualizations of the Components of Advertising (MECCAS)

(one application of laddering technique)

Laddering Technique: Secretaries’ Hierarchical Value Map for Overnight Delivery Services (Federal Express)

Measuring Cultural Values (cont’d)

(4) Syndicated Surveys • Track changes in values • Large-scale commercial surveys

• Voluntary simplifiers:– Believe that once basic needs are sated/satisfied, additional

income does not add to happiness. (Time Magazine: US$50,000 earners are happier than US$100,000 earners)

• Examples:– VALS 2

– GlobalScan

– New Wave

– Lifestyles Study

Applications of Values to Consumer Behavior

Applications of Values to Consumer Behavior

Means-End Conceptualization of the Components of Advertising Strategy (MECCAS)

Means-End Conceptualization of the Components of Advertising Strategy (MECCAS)

MessageElements

MessageElements

ConsumerBenefit

ConsumerBenefit

ExecutionalFramework

ExecutionalFramework

LeveragePoint

LeveragePoint

DrivingForce

DrivingForce

List of Values (LOV)Identifies Nine Consumer Segments Based on Values They Endorse

List of Values (LOV)Identifies Nine Consumer Segments Based on Values They Endorse

Syndicated SurveysVALS 2

Syndicated SurveysVALS 2

Features style/tone value-product end value in ad

Some Advertisements Appeal to People’s Values to Persuade Them to Change Their Behaviors

Cask & CreamReversing a Trend of Self-Denial, This Ad Illustrates a Shift in Values Toward Pleasure and Self-indulgence (lenient, easy)

Harley-Davidson motorcycles

http://www.harley-davidson.com/wcm/Content/Pages/home.jsp?locale=en_US

Harley-Davidson motorcycles

Brand Images:

Independent

Freedom

Individuality

Self expression

Adventurous

Experience of life

Materialism

• Materialism:– The importance people attach to worldly

possessions– Tends to emphasize the well-being of the

individual versus the group– People with highly material values tend to be less

happy– America is a highly materialistic society– There are a number of anti-materialism

movements

Values of Materialists

• Materialists value Materialists value visible symbols of successvisible symbols of success such as such as expensive watches.expensive watches.

• MaterialistsMaterialists are more are more likely to consume for likely to consume for status. Can you think of status. Can you think of products and brands that products and brands that convey status?convey status?

• There is a movement There is a movement away from materialism away from materialism in our culture. Can you in our culture. Can you think of products, ads, think of products, ads, or brands that are or brands that are anti-anti-materialisticmaterialistic??

Discussion Question

• There is a movement There is a movement away from materialism away from materialism in our culture. Can you in our culture. Can you think of products, ads, think of products, ads, or brands that are or brands that are anti-anti-materialisticmaterialistic??

Discussion Question

Flamp (fosfor Lamp), 1998Design: Martí GuixéProduction: H20 (Home-2-Office)

Consumer Behavior in the Aftermath of 9/11

• Need for balance…Need for balance…– 9/11 & consumer values9/11 & consumer values

• Redirecting focus from Redirecting focus from luxury goods to luxury goods to community/familycommunity/family

• Terror Management Terror Management TheoryTheory

• Consumer privacy vs. Consumer privacy vs. securitysecurity

Discussion

• How do you think consumers have changed How do you think consumers have changed as a result of 9/11?as a result of 9/11?– Are these long-term changes or will we start to Are these long-term changes or will we start to

revert back to our pre-2001 mindset?revert back to our pre-2001 mindset?