Motivation and Values Chapter 4 Copyright 2008 Pearson Education Canada

Motivation and Values

Chapter 4

Copyright 2008 Pearson Education Canada

Copyright 2008 Pearson Education Canada 4-2

Motivation and Values

• The forces that drive us to buy/use products…– Are usually straightforward– Can be related to wide-spread beliefs– Are emotional and create deep commitment– Are sometimes not immediately recognizable

to us


The Motivation Process

• Motivation: the process that leads us to behave they way we do– Need creates tension– Tension creates drive to

reduce/eliminate need– Desired end state = consumer’s goal– Products/services provide desired end

state and reduce tension


The Motivation Process (Cont’d)

• Need = discrepancy between present state and ideal state– Discrepancy creates tension– Drive: the larger the discrepancy, the more

urgency felt


Motivational Strength

• Degree of willingness to expend energy to reach a goal– Biological vs. learned needs– Drive Theory– Expectancy Theory


Motivational Direction

• Most goals can be reached by a number of routes…– Marketers: products/services provide best

chance to attain goal

• Needs vs. wants– Want: particular form of consumption used to

satisfy a need


Types of Needs

• Biogenic

• Psychogenic

• Utilitarian

• Hedonic


Motivational Conflicts

• Goal valence– Positively valued goal: approach– Negatively valued goal: avoid

• Deodorant and mouthwash

• Positive and negative motives often conflict with one another


Motivational Conflicts (Cont’d)• Approach-Approach

– Two desirable alternatives– Cognitive dissonance

• Approach-Avoidance– Positive and negative

aspects of desired product– Guilt of desire occurs

• Avoidance-Avoidance– Facing a choice with two

undesirable alternatives


Classifying Consumer Needs• Murray’s 20 psychogenic

needs– Thematic Apperception

Technique (TAT)

• Specific needs and buying behaviour– Need for achievement– Need for affiliation– Need for power– Need for uniqueness


Levels of Needs in the Maslow Hierarchy


Discussion

• Devise separate promotional strategies for an article of clothing, each of which stresses one of the levels of Maslow’s hierarchy of needs.


Consumer Involvement• We can get pretty attached

to products…– “All in One” tattoo on

consumer’s head– Lucky magazine for

women• Involvement: perceived

relevance of an object based on one’s needs, values, and interests– The motivation to

process information


Inertia and Flow State

• Inertia: consumption at the low end of involvement– We make decisions out of habit (lack of

motivation)

• Flow state: true involvement with a product– Playfulness– Being in control– Concentration/focused attention


Inertia and Flow State (Cont’d)

• Flow state (cont’d)– Mental enjoyment of activity for its own sake– Distorted sense of time– Match between challenge at hand and one’s

skills


Cult Products

• Command fierce consumer loyalty, devotion, and worship– High involvement in a brand– E.g., Apple computers, Harley-Davidson


Type of Involvement


Product Involvement

• Consumer’s level of interest in a product

• Many sales promotions attempt to increase product involvement

• Mass customization enhances product involvement

CUSTOMIZE YOUR OWN NIKE…


Message-Response Involvement

• Consumer’s interest in processing marketing communications – Vigilante marketing

• TV = low involvement medium; print = high involvement

• Marketers experiment with novel ways to increase consumers’ involvement

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Purchase Situation Involvement

• Differences that may occur when buying the same object for different contexts– Social risk is a consideration– Gift as symbol of

involvement


Table 4-2: Scale to Measure 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


Dimensions of Involvement

• Involvement profile components– Personal interest in product category– Risk importance– Probability of bad purchase– Pleasure value of product category– Sign value of product category (self-concept

relevance)


Dimensions of Involvement (Cont’d)

• Product class involvement may vary across cultures

• Involvement profile components as basis for market segmentation


Strategies to Increase Involvement• Appeal to hedonistic needs• Use novel stimuli in

commercials• Use prominent stimuli in

commercials• Include celebrity endorsers in

commercials• Build consumer bonds via

ongoing consumer relationships


Consumer Values• Value: a belief that some condition is

preferable to its opposite– E.g., freedom is preferable to slavery; 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

• Every culture has its own set of values– E.g., individualism vs. collectivism

• Value system• Enculturation vs. acculturation

– Socialization agents: parents, friends, teachers– Media as agent

• Discussion: Core values evolve over time. What do you think are the 3–5 core values that best describe Canadians today?


Using Values to ExplainConsumer Behaviour

• Rokeach Value Survey– Terminal values (e.g., comfortable life)– Instrumental values (e.g., ambitious)– Marketing researchers have not widely used

this survey• Consumption microcultures within larger culture


Using Values to ExplainConsumer Behaviour (Cont’d)

• List of Values (LOV)– Nine consumer segments/endorsed values– Values by consumer behaviours– E.g., those who endorse sense of belonging

read Reader’s Digest and TV Guide, drink and entertain more, and prefer group activities


Using Values to ExplainConsumer Behaviour (Cont’d)

• 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• Products = means to an end

– Laddering technique• Hierarchical value maps


Using Values to ExplainConsumer Behaviour (Conc’d)

• Syndicated Surveys– Track changes in values via large-scale

surveys (e.g., Yankelovich MonitorTM)

• Materialism vs. voluntary simplifiers– “The good life”...“He Who Dies with the

Most Toys, Wins”– Those with highly material values tend to

be less happy– Burning Man project


MECCAS

• Gathered information used to develop an advertising strategy by identifying the following elements:– Message elements– Consumer beliefs– Executional framework– Leverage point– Driving force


Consumer Behaviour in the Aftermath of 9/11

• Need for balance…– 9/11 and consumer values

• Redirecting focus from luxury goods to community/family

• Consumer privacy vs. security


Discussion

• How do you think consumers have changed as a result of 9/11?– Are these long-term changes or will we start

to revert back to our pre-2001 mindset?

Documents

Motivation and Values Chapter 4 Copyright 2008 Pearson Education Canada