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Chapter 4

Motivation and Values

Consumer BehaviorBuying, Having, and Being

Sixth Edition

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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.

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The Motivation Process

• Drive:

– The degree of arousal present due to a discrepancy between

the consumer’s present state and some ideal state

• 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

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Ads Reinforce Desired States

• These ads show a

desired state for men

and women, and

suggests a solution

(purchase of items) to

attain it.

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Motivational Strength

• Biological vs. Learned Needs:

– Instinct: Innate patterns of behavior universal in a species

• Drive Theory:– Biological needs produce unpleasant states of arousal. We

are motivated to reduce tension caused by this arousal.

• Expectancy Theory:

– Behavior is pulled by expectations of achieving desirable outcomes – positive incentives – rather than pushed from within

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Motivational Direction

• Needs Versus Wants:

– Want: The particular form of consumption used to satisfy a need.

• Types of Needs

– Biogenic needs: Needs necessary to maintain life

– Psychogenic needs: Culture-related needs (e.g. need for status, power, affiliation, etc.)

– Utilitarian needs: Implies that consumers will emphasize the objective, tangible aspects of products

– Hedonic needs: Subjective and experiential needs (e.g. excitement, self-confidence, fantasy, etc.)

4 - 8Utilitarian NeedsHedonic Needs

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• A goal has valence (It can be positive or

negative)

• For positively valued goals, consumers are

motivated to approach

• For negative outcomes, consumers are

motivated to avoid negative outcomes

(Eg: deodorant, mouthwash etc.)

Motivational Conflicts

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Three Types of Motivational Conflicts

Figure 4.14 - 14

Motivational Conflicts

• Approach-Approach Conflict:

– A person must choose between two desirable alternatives.

– Theory of Cognitive Dissonance: A state of tension occurs when beliefs or behaviors conflict with one another.

• Cognitive Dissonance Reduction: Process by which people are motivated to reduce tension between beliefs or behaviors.

• Approach-Avoidance Conflict:– Exists when consumers desire a goal but wish to avoid it at

the same time.

• Avoidance-Avoidance Conflict:

– Consumers face a choice between two undesirable alternatives.

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Vs.

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Old car vs. new car

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Classifying Consumer Needs

• Henry Murray need dimensions:

– Autonomy: Being independent

– Defendance: Defending the self against criticism

– Play: Engaging in pleasurable activities

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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.

• Paradise: Satisfying Needs?– Distinct differences regarding the conceptualization of

paradise between American and Dutch college students

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Maslow’s Hierarchy of Needs

Figure 4.24 - 24

DISCUSSION about

IMPLEMENTATIONS

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Criticisms of Maslow’s Hierarchy

• The application is too simplistic:

– It is possible for the same product or activity to satisfy every need.

• It is too culture-bound:

– The assumptions of the hierarchy may be restricted to Western culture

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

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

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Consumer Involvement

• Involvement:

– A person’s perceived relevance of the object based on his/her inherent needs, values, and interests.

• Object: A product or brand

• Levels of Involvement: Inertia 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

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Conceptualizing Involvement

Figure 4.34 - 36

Increasing Involvement through Ads

• The Swiss Potato

Board is trying to

increase involvement

with its product. The

ad reads, “Recipes

against boredom.”

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Consumer Involvement (cont.)

• 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 consumer loyalty and perhaps worship by

consumers who are highly involved in the product

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Example of a Cult Product

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The Many Faces of Involvement

• Product Involvement:

– Related to a consumer’s level of interest in a particular product

• Message-Response Involvement:

– (a.k.a. advertising involvement) Refers to a consumer’s interest in processing marketing communications

• Purchase Situation Involvement:

– Refers to the differences that may occur when buying the same product for different contexts

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is a low involvement media

is a high involvement media

(provides passively storage

the info for people mind)

(cause the complex

information storage)

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Emotions versus Cognitions

• Many marketing

messages, such as

this ad for a cosmetic

company in Taiwan,

focus on emotions

rather than cognitions.

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Measuring Involvement

• Teasing out the Dimensions of Involvement:

– Involvement Profile:

• Personal interest in a product category

• Risk importance

• Probability of making a bad purchase

• Pleasure value of the product category

• How closely the product is related to the self

• Segmenting by Involvement Levels:

– Involvement is a useful basis for market segmentation

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High Involvement

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Strategies to Increase Involvement

• Appeal to hedonic needs

– e.g. using sensory appeals to generate attention

• Use novel stimuli

– e.g. unusual cinematography, sudden silences, etc.

• Use prominent stimuli

– e.g. larger ads, more color

• Include celebrity endorsers

• Build a bond with consumers

– Maintain an ongoing relationship with consumers

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