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Copyright © 2006 Pearson Education Canada Inc.
Chapter 3Motivation and Involvement
Consumer Behaviour
Canadian Edition
Schiffman/Kanuk/Das
3-2 Copyright © 2006 Pearson Education Canada Inc.
Opening Vignette Why do people go to boutique hotels?
Personalized service Unique experience
Also satisfies consumer’s ego needs ‘as unique as I am’
3-3 Copyright © 2006 Pearson Education Canada Inc.
What Is Motivation?
The driving force within individuals that impels them to action– Produced by a state of tension due to an
unfulfilled need– Which leads to conscious/subconscious
attempts to reduce the tension
3-4 Copyright © 2006 Pearson Education Canada Inc.
3-5 Copyright © 2006 Pearson Education Canada Inc.
Types of Needs
Innate Needs– Physiological (or biogenic) needs that are
considered primary needs or motives
Acquired needs– Generally psychological (or psychogenic) needs
that are considered secondary needs or motives
3-6 Copyright © 2006 Pearson Education Canada Inc.
Types of Motives
Rational Motives– Goals chosen according to objective criteria
(e.g., price)
Emotional Motives– Goals chosen according to personal or
subjective criteria (e.g., desire for social status)» continued
3-7 Copyright © 2006 Pearson Education Canada Inc.
Types of Motives Latent Motives
– Motives that the consumer is unaware of or unwilling to recognize
– Harder to identify– Require projective techniques to identify
Manifest Motives– Motives that the consumer is aware of and
willing to express
3-8 Copyright © 2006 Pearson Education Canada Inc.
Goals Generic Goals
– the general categories of goals that consumers see as a way to fulfill their needs
– e.g., “I want to get a graduate degree” Product-Specific Goals
– the specifically branded products or services that consumers select as their goals
– e.g., “I want to get an MBA in Marketing from Kellogg School of Management.”
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The Selection of Goals
The goals selected by an individual depend on their:– Personal experiences– Physical capacity– Prevailing cultural norms and values– Goal’s accessibility in the physical and social
environment
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Motivations and Goals
Positive Motivation
A driving force toward some object or condition
Leads to an Approach Goal
A positive goal toward which behaviour is directed
Negative Motivation
A driving force away from some object or condition
Leads to an Avoidance Goal
A negative goal from which behaviour is directed away
3-11 Copyright © 2006 Pearson Education Canada Inc.
The Dynamic Nature of Motivation
Needs are never fully satisfied New needs emerge as old needs are
satisfied A given need may lead totally different
goals Consumers are more aware of their goals
than their needs» continued
3-12 Copyright © 2006 Pearson Education Canada Inc.
The Dynamic Nature of Motivation
Consumer values, personality and self-concept influence consumer goals
Consumers have multiple needs– Pre-potent need
Motives are difficult to infer from behaviour Past experiences (success/failure) influence goals
– Defence Mechanisms» continued
3-13 Copyright © 2006 Pearson Education Canada Inc.
The Dynamic Nature of Motivation
Motives may conflict with each other– Three types of motivational conflict
• Approach-approach: when a consumer is drawn towards two positive goals
• Approach-avoidance: when the goal object has both positive and negative qualities
– You are both drawn toward and away from the object
• Avoidance-avoidance: when the consequences of buying an object is unpleasant, but the purchase does not lead to any pleasure
» continued
3-14 Copyright © 2006 Pearson Education Canada Inc.
The Dynamic Nature of Motivation
Motives can be aroused in many ways– Physiological arousal
• Hunger, thirst
– Emotional arousal• daydreaming
– Cognitive arousal• Random thoughts
– Environmental arousal• Cues in the environment (e.g. smell of food)
3-15 Copyright © 2006 Pearson Education Canada Inc.
Defence MechanismDefence Mechanism
Methods by which people mentally redefine frustrating situations to protect their self-images and their self-esteem.
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Types of Defence Mechanisms
Aggression Rationalization Regression Withdrawal Projection Autism Identification Repression
3-17 Copyright © 2006 Pearson Education Canada Inc.
Philosophies Concerned With Arousal of Motives
Behaviourist School– Behaviour is response to stimulus– Elements of conscious thoughts are to be
ignored– Consumer does not act, but reacts
Cognitive School– Behaviour is directed at goal achievement– Need to consider needs, attitudes, beliefs, etc. in
understanding consumer behaviour
3-18 Copyright © 2006 Pearson Education Canada Inc.
3-19 Copyright © 2006 Pearson Education Canada Inc.
Murray’s List of Psychogenic Needs
Needs Associated with Inanimate Objects:Acquisition, Conservancy, Order, Retention,
Construction
Needs Reflecting Ambition, Power, Accomplishment, and Prestige:Superiority, Achievement, Recognition, Exhibition,
Infavoidance
Needs Connected with Human Power:Dominance, Deference, Similance, Autonomy,
Contrariancecontinued
3-20 Copyright © 2006 Pearson Education Canada Inc.
Murray’s List of Psychogenic Needs
Sado-Masochistic Needs :Aggression, Abasement
Needs Concerned with Affection between People:Affiliation, Rejection, Nurturance, Succorance, Play
Needs Concerned with Social Intercourse:Cognizance, Exposition
3-21 Copyright © 2006 Pearson Education Canada Inc.
McClelland’s Trio of Needs
Power– individual’s desire to control environment
Affiliation– need for friendship, acceptance, and belonging
Achievement– need for personal accomplishment– closely related to egoistic and self-
actualization needs
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Mid-range Theories of Motivation
Psychological Reactance– Motivational arousal due to threat of
behavioural freedom Opponent Process Theory
– Extreme initial reactions may be followed by extreme opposite reaction
– Priming• Small amounts of initial stimuli will lead to desire for
more• extreme amounts of exposure to same stimulus will
lead to withdrawal» continued
3-23 Copyright © 2006 Pearson Education Canada Inc.
Mid-range theories
Hedonic Consumption– Need to gain pleasure through the senses– Explains attraction to scary rides,
adventure tours, etc Optimum Stimulation Level
– Desire to maintain a certain level of stimulation that the consumer considers to be optimal
3-24 Copyright © 2006 Pearson Education Canada Inc.
Motivational ResearchMotivational Research
Qualitative research designed to uncover consumers’ subconscious or hidden motivations. Consumers are not always aware of, or may not wish to recognize, the basic reasons underlying their actions.
3-25 Copyright © 2006 Pearson Education Canada Inc.
Projective Techniques Metaphor analysis Story telling Picture drawing Photo sorts Thematic Apperception Tests Word Association Sentence Completion Third-person technique
3-26 Copyright © 2006 Pearson Education Canada Inc.
Motivation and Marketing Strategy
Identify the needs and goals of the target market– Identify both latent and manifest motives
Use knowledge of needs to segment the market and to position the product
Use knowledge of needs to develop promotional strategies
Reduce motivational conflict
3-27 Copyright © 2006 Pearson Education Canada Inc.
Consumer Involvement
The level of personal relevance that a consumer sees in a product
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Types of Involvement
Enduring Involvement – long-lasting involvement that arises out of
a sense of high personal relevance Situational involvement
Short-term involvement in a product of low personal relevance
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Types of Involvement- Cont’d
Cognitive Involvement– Rational level involvement in products that
are considered to be major purchases Affective Involvement
– Emotional level involvement in products
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Factors Leading to High Involvement
Level of perceived risk (social, financial or physical)
Level of personal interest in product category Probability of making a mistake or buying the
wrong product Extent of pleasure in buying and using a
product Number and similarity of competitive brands
available
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Measures of Involvement
Brand involvement Ego involvement Importance of purchase Product involvement Situational Vs Enduring Vs Response
involvement Involvement Profile
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Involvement and Marketing Strategy
Choose media according to level of involvement– Print media for high involvement– Television for low involvement
Choose messages according to level of involvement
Find ways to raise level of involvement