Solomon Cb09 PPT 04 B

Chapter 4
Motivation and Values
CONSUMER BEHAVIOR, 9e
Michael R. Solomon
4/5/2012 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
4-1
Why consumer motivation is a major marketing

initiative?
In Purchasing Products require enough motivation

to generate urgency, energy and drive to satisfy that need
4-2
eGo Bikes - YouTube

4-3
Understanding the nature of CM is fundamental in appreciating the demand of target market

Marketer Intervention Motivation
Satisfying Need
4-4
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.
4-5
Model of the Motivation Process
Degree of Arousal
4-6 6
Motivation as a Psychological Force
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.
4-7 7
4-8
Instinct Theory of Motivation The 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.
4-9
Drive Theory of Motivation: A Push

Suggests that behavior is pushed from within by drive stemming from basic biological needs
Homeostasis
A state of Physiological balance within the body
4-10
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.
4-11
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?
4-12
Customers Are People, Too! They Have expectations
4-13
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 4-14
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 McDonalds instead of an equally attractive and price-competitive JOES Eats, which of the two theories (expectancy or drive) would probably be at work? How would JOES combat this?
4-15
Goal-Relevant Behavior
Example: If you are motivated to lose weight, you

exercise, buy low calorie foods and measure food portions.
4-16
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
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall
Chapter Four 4-17 17 Slide
How Does this Ad Appeal to Ones Goals?
It Appeals to Several Physical Appearance-related goals.
Motivating Consumer
Connecting products
Overcoming Price Barriers

Premiums Contests Sweepstakes Loyalty Program
Customer Motivation
Reducing P Risk
Arousing Cons. Curiosity
4-20
Needs can Conflict
Choice I
Money Time Energy
Choice 2
Trade Off is the Cause of Conflict

4-21
Motivational Conflicts
Goal valence (value): consumer will: Approach positive goal Avoid negative goal
4-22
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

4-23
Resolving Conflicts Requires Prioritizing needs Maslow Hierarchy
Evaluative Criteria is changed (Benefit Segmentation) 4-24
An Appeal to Ones Need for Safety
4-25
To Which of Maslows Needs Does This Ad Appeal?
Chapter Four Slide
4-26 26
Both Physiological and Social Needs
Chapter Four Slide
4-27 27
Chapter Four Slide
4-28 28
Egoistic Needs
Chapter Four Slide
4-29 29
Chapter Four Slide
4-30 30
Self-Actualization
Chapter Four Slide
4-31 31
Research
The notion that these needs must be satisfied in a

specific order has not been verified by research Allyn & Bacon 2008
4-32
Motivation Research Discovering Purchase Motives
Latent motives Manifest motives
4-33
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
4-34
Without Involvement? Motivation creates involvement.

Motivational Intensity Involvement Amount of Effort
4-35
Consumer Involvement
Involvement: perceived relevance of an

object based on ones needs, values, and interests
We get attached to products: All in One restaurant tattoo on

consumers head Lucky magazine for women who obsess over shopping A man tried to marry his car when his fiance dumped him
4-36
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.
4-37
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
4-38
Figure 4.3 Conceptualizing Involvement
4-39
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
4-40
Cult Products
Cult products command fierce consumer loyalty, devotion, and worship. Examples include Apple, Harley-Davidson, Jones Soda, and Manolo Blahnik.
4-41
Product Involvement
Product involvement is the consumers

level of interest in a product
4-42
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.
4-43
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
4-44
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 dont like: purchase inexpensive vase to show youre indifferent
4-45
Table 4.1 Measuring Involvement

To me (object to be judged) is:
1. important
2. boring 3. relevant
_:_:_:_:_:_:_
_:_:_:_:_:_:_ _:_:_:_:_:_:_
unimportant
interesting irrelevant
4. exciting
5. means nothing 6. appealing 7. fascinating
_:_:_:_:_:_:_
_:_:_:_:_:_:_ _:_:_:_:_:_:_ _:_:_:_:_:_:_
unexciting
means a lot unappealing mundane
8. worthless
9. involving 10. not needed
_:_:_:_:_:_:_
_:_:_:_:_:_:_ _:_:_:_:_:_:_
valuable
uninvolving needed
4-46
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 valuerelated goal
We seek others that share our values/

beliefs Thus, we tend to be exposed to information that supports our beliefs
4-47
Core Values
Core values: values

shared within a culture
Enculturation: learning the

beliefs and values of ones own culture
Acculturation: learning the

value system and behaviors of another culture
4-48
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?
4-49
Hofstedes Cultural Dimensions
Power distance Individualism Masculinity Uncertainty avoidance Long-term orientation
4-50
Table 4.2 Terminal and Instrumental Values
Instrumental Value
Ambitious Capable Self-controlled
Terminal Value
A comfortable life A sense of accomplishment Wisdom
4-51
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 Readers Digest and TV Guide drink and entertain more, and prefer group activities
4-52
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
4-53
Figure 4.4 Hierarchical Value Maps for Vegetable Oil in Three Countries
4-54
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
4-55
Figure 4.5 Carbon Footprint Breakdown
4-56
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
4-57
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.
4-58

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Chapter 4

Motivation and Values

4/5/2012 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

Why consumer motivation is a major marketing

In Purchasing Products require enough motivation

eGo Bikes - YouTube

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

4/5/2012 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

There are differences and similarities in motivation

CM can change and marketer needs to assess CM

Motivation is described in terms of strength and

Marketer must understand that Forces that drive

Model of the Motivation Process

4/5/2012 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

Motivation as a Psychological Force

Motivation is the driving force within

The motivated consumer is energized, ready and

Consumers can be motivated to engage in

4/5/2012 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

Instinct Theory of Motivation The Story of Cats

4/5/2012 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

Drive Theory of Motivation: A Push

4/5/2012 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

Drive Theory of Motivation

Drive theory argues that motivated behaviors serve to reduce

A key problem with drive theory is that we also engage in

4/5/2012 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

Assignment: ( The Motivation Process/ Motivational Strength) Consumer Group

Bring in examples of magazine ads that demonstrate

4/5/2012 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

Customers Are People, Too! They Have expectations

4/5/2012 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

Expectancy Theory: A Pull

Expectancy theory argues that humans can set future

4/5/2012 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

Copyright Allyn & Bacon 2008 4-14

Assignment ( Motivational Strength) Behavior Group

Which one of the theories do you think is superior?

4/5/2012 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

Example: If you are motivated to lose weight, you

4/5/2012 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

Product-specific goals are specifically branded

4/5/2012 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Four 4-17 17 Slide

How Does this Ad Appeal to Ones Goals?

4/5/2012 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Four 4-18 18 Slide

It Appeals to Several Physical Appearance-related goals.

4/5/2012 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Four 4-19 19 Slide

Overcoming Price Barriers

Needs can Conflict

Money Time Energy

Trade Off is the Cause of Conflict

4/5/2012 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

Figure 4.1 Types of Motivational Conflicts

Positive & negative aspects of desired product Guilt of desire occurs

Facing a choice with two undesirable alternatives

Resolving Conflicts Requires Prioritizing needs Maslow Hierarchy