Lectured By: Mr. Phorn Much, BEC, MBA 4-1

C H A P T E R 4 MOTIVATION and

VALUESCONSUMER BEHAVIOR

Michael R. Solomon

Lectured By: Mr. Phorn Much, BEC, MBA 4-2

Chapter ObjectivesC

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understand why:

• It’s important for marketers to recognize that products can satisfy a range of consumer needs.

• The way we evaluate and choose a product depends upon our degree of involvement with the product, the marketing message, and/or the purchase situation.

Lectured By: Mr. Phorn Much, BEC, MBA 4-3

Chapter Objectives

• Our deeply held cultural values dictate the types of products and services we seek out or avoid.

• Consumers vary in the importance they attach to worldly possessions, and this orientation in turn has an impact on their priorities and behaviors.

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The Motivation Process

• Motivation refers to the process that cause people to behave as they do. • It occurs when a

need is aroused

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Needs and Motivation

• Needs may be utilitarian or hedonic• The desired end state is the goal• The degree of arousal is drive• Personal and cultural factors combine to create a

want – one manifestation of a need

• Motivation is described in terms of strength and direction

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Motivational Strength

• Motivational strength: degree of willingness to expend energy to reach a goal

• Drive theory: biological needs that produce unpleasant states of arousal (e.g., hunger)

• Expectancy theory: behavior is pulled by expectations of achieving desirable outcomesC

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Types of needs

Biogenic Needs

Psychogenic Needs

Utilitarian Needs

Hedonic Needs

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Motivational Conflicts

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

• Example: Partnership for a Drug-Free America communicates negative consequences of drug addiction for those tempted to start

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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

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Classify Consumer Needs

NEED FOR ACHIEVEMENT

Value personal accomplishment

Place a premium on products that signify success (luxury brands, technology products)

NEED FOR AFFILIATION

Want to be with other people

Focus on products that are used in groups (alcoholic beverages, sports bars)

NEED FOR POWER

Control one’s environment

Focus on products that allow them to have mastery over surroundings (muscle cars, loud boom-boxes)

NEED FOR UNIQUENESS

Assert one’s individual identity

Enjoy products that focus on their unique character (perfumes, clothing)Quiz

Levels of Needs in the Maslow Hierarchy

Self- actualization

Esteem

Social

Safety

Physiological

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Upper level Needs

Lower level Needs

ExampleRelevant Product

Hobbies, travel

self- fulfillmentenriching,

Experiences

prestige, status, accommodation

love, friendship, acceptance, by the other

Security, shelter, protection

water, food, sleep

US Amy ”Be all you can be”

What the rich gives me the wealthy

cars, furniture, credit card, stores,

clothing , grooming products, clubs, drinks

Pepsi, you’re in the Pesi generation

Insurance, alarm systemsretirement, investment

infinity= you’re in good hand with infinity

Medicines Nutritious Food

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Consumer Involvement

• Involvement: perceived relevance of an object based on their inherent needs, values, and interests• Involvement can be viewed as a motivation to

process information

• As involvement increases, people devote more attention to ads.

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Levels of Involvement: From Inertia to Passion

• The type of information processing that will occur depends upon the consumer’s level of involvement.

• From Simple to Elaboration Decisions are made out of habit. (lack of information to

the consider the alternatives)

To the contrary decision (carry great meaning for a person)

In consumer situations of high involvement (focus and

concentrate)

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Product Involvement

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

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Message- response involvement

• Message- response involvement or advertising involvement refers to the consumer’s interest in processing marketing communications

Television is considered a low- involvement medium

Print is considered a high- involvement medium

In digital age, the quest to heighten message involvement (mobile marketing )

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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

Quiz

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AGENDA 29/ 04/ 14

Measuring and Enhancing InvolvementStrategies that can be used to increase

involvementConsumer- Generated ContentCore ValuesHow Values link to consumer BehaviorMaterialismQuiz

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Measuring and Enhancing Involvement

• An involvement Profile:

Personal interest in a product category

Perceived importance of the potential negative consequences associated with poor product choice.

The probability of making a bad purchase

The pleasure value of the product category

The sign value of the product category.

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Strategies that can be used to increase involvement

• Appeal to hedonic needs (sensory appeals)• Use novel stimuli (cinematography, unexpected

movements in commercials)• Use prominent stimuli (loud music, large ads,

fast action, color)• Include celebrity endorsers.• Build a bond with the consumers (relationship

marketing)

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Consumer- Generated Content

• People are able to voice their opinions about product, brands, and companies on blogs, podcast, and social networking sites.

• Consumers are able to generate videos and showcase them at youtube.com

• Marketers force to share ownership of their brands with users although not always positive.

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Core Values

• Core values: values shared within a cultureThe sets of cultures apart is

a relative importance

Socialization agents (parents, friends and teachers)

Acculturation: the process of learning the value system and behaviors of another culture.

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How Values link to consumer Behavior

• Many values are very general or relative by nature.

• Values drive much of consumer behavior

• Research has tended to classify values as being:

Cultural Value (such as security)Consumption- specific (convenient shopping

or prompt service)Product- specific (ease of use or durability)

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Milton Rokeach’s Values

• The psychologist Milton identified two sets of values:Terminal values: desired end-states that

apply to many different culturesInstrumental Values: composed of actions

needed to achieve these terminal values.

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Materialism

• Materialism: the importance people attach to worldly possessions

• “The good life”...“He who dies with the most toys, wins”

• America is a highly materialistic society

• Materialists are more likely to value possession for their status and appearance- related meaning.

Quiz

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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.