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Copyright © 2006
Pearson Education Canada Inc.
Chapter 3/4
Motivation and Involvement/
Consumer Motivation
Consumer Behaviour
Canadian Edition
Schiffman/Kanuk/Das
Copyright © 2006 Pearson Education Canada Inc.
www.freeuniversitybd.weebly.com
3-2
Opening Vignette
Why do people go to boutique hotels?
Personalized service
Unique experience
Also satisfies consumer’s ego needs
‘as unique as I am’
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3-3
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
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Motivation:
• Motivation the energizing force that
causes behavior that satisfies a need.
• Needs are hierarchical.
• Once basic physiological needs are
met, people seek to satisfy learned
needs.
3-4
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3-5
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3-6
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
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3-7
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
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3-8
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
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3-9
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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3-10
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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3-11
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
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3-12
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
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3-13
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
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3-14
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
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3-15
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)
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3-16
Defence Mechanism
Methods by which people mentally redefine
frustrating situations to protect their self-
images and their self-esteem.
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3-17
Types of Defence Mechanisms
Aggression
Rationalization
Regression
Withdrawal
Projection
Autism
Identification
Repression
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3-18
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
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3-19
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3-20
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
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3-21
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
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3-22
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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3-23
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
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3-24
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
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3-25
Motivational 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.
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3-26
Projective Techniques Metaphor analysis
Story telling
Picture drawing
Photo sorts
Thematic Apperception Tests
Word Association
Sentence Completion
Third-person technique
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3-27
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
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3-28
Consumer Involvement
The level of personal relevance that a
consumer sees in a product
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3-29
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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3-30
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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3-31
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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3-32
Measures of Involvement
Brand involvement
Ego involvement
Importance of purchase
Product involvement
Situational Vs Enduring Vs Response
involvement
Involvement Profile
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3-33
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