Solomon Cb09 Ppt 04 b

4-104/07/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Chapter 4

Motivation and Values

CONSUMER BEHAVIOR, 9eMichael R. Solomon


• Why consumer motivation is a major marketing initiative?

• In Purchasing Products require enough motivation to generate urgency, energy and drive to satisfy that need

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Understanding the nature of CM is fundamental in appreciating the demand of target market

Motivation

Satisfying Need

Marketer Intervention Consumer


• 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.


Model of the Motivation Process

6

Degree of

Arousal


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.


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.


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


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.


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?


Customer’s Are People, Too!They Have expectations


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


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?


Goal-Relevant Behavior

• Example: If you are motivated to lose weight, you exercise, buy low calorie foods and measure food portions.


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

17Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide


How Does this Ad Appeal to One’s Goals?



It Appeals to Several Physical Appearance-related goals.



Connecting products

Motivating Consumer

Overcoming Price Barriers

Premiums

Contests

Sweepstakes

Loyalty ProgramReducing P Risk

Arousing Cons. Curiosity

Customer Motivation


Needs can Conflict

MoneyTime

Energy

ChoiceI

Choice2

Trade Off is the Cause of Conflict


Motivational Conflicts

• Goal valence (value): consumer will:• Approach positive goal• Avoid negative goal


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


Resolving Conflicts Requires Prioritizing needs Maslow Hierarchy

Evaluative Criteria is changed (Benefit Segmentation)


An Appeal to One’s Need for Safety


To Which of Maslow’sNeeds Does This Ad Appeal?



Both Physiological and Social Needs



Egoistic Needs



Self-Actualization



Research

• The notion that these needs must be satisfied in a specific order has not been verified by research

• Allyn & Bacon 2008


Motivation ResearchDiscovering Purchase Motives

Manifest motives

Latent motives


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


Without Involvement?Motivation creates involvement.

MotivationalIntensity

InvolvementAmount of

Effort


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


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.


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


Figure 4.3 Conceptualizing Involvement


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


Cult Products

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


Product Involvement

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


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.


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


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


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


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


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


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?


Hofstede’s Cultural Dimensions

• Power distance

• Individualism

• Masculinity

• Uncertainty avoidance

• Long-term orientation


Table 4.2 Terminal and Instrumental Values

Instrumental Value Terminal Value

Ambitious A comfortable life

Capable A sense of accomplishment

Self-controlled Wisdom


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


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


Figure 4.4 Hierarchical Value Maps for Vegetable Oil in Three Countries


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


Figure 4.5 Carbon Footprint Breakdown


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


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.

Solomon Cb09 Ppt 04 b

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