Motivation and Values

Chapter 5
 Motivation & Values
• The forces that drive us to buy/use
products…
– Are usually straightforward
– Can be related to wide-spread beliefs
– Are emotional & create deep commitment
– Are sometimes not immediately recognizable
to us

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 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
– - Need may be utilitarian or hedonic
– Desired end state = consumer’s goal
– Products/services provide desired end
state and reduce tension
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The Motivation Process (Cont’d)

• Need = discrepancy between

present state & ideal state
– Discrepancy creates tension
– Drive: the larger the discrepancy, the
more urgency felt

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 Motivational Strength
• Degree of willingness to expend energy to
reach a goal people are motivated to take certain actions in order to reduce the internal tension that is
caused by unmet needs. For example, you might be motivated to drink a glass of water in
order to reduce the internal state of thirst.

– Biological vs. learned needs

– Drive Theory focuses on biological needs that
produce unpleasant states of arousal.
• - unable to explain some facets of human
behaviour like delay gratification
– Expectancy Theory
Expectancy theory (or expectancy theory of motivation) proposes that an individual will behave or act in a certain way
because they are motivated to select a specific behavior over others due to what they expect the result of that selected
behavior will be.

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 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

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 Types of Needs
• Biogenic: food, water, air, shelter
• Psychogenic: culture, status, power,
affiliation
• Utilitarian: objective and tangible attributes
of products
• Hedonic: subjective and experiential –
excitement, self confidence or fantasy

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 Motivational Conflicts
• Goal valence
– Positively-valued goal: approach
– Negatively-valued goal: avoid
• Deodorants & mouthwash
• Positive and negative motives
often conflict with one another

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 Motivational Conflicts (Cont’d)
• Approach-Approach
– Two desirable alternatives
– Cognitive dissonance
• Approach-Avoidance
– Positive & negative aspects of desired
product
– Guilt of desire occurs
• Avoidance-Avoidance
– Facing a choice with two undesirable
alternatives
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 Classifying Consumer Needs
• Murray’s 20 psychogenic needs
– Thematic Apperception Technique
(TAT)
• Specific needs and buying behavior
– Need for achievement
– Need for affiliation
– Need for power
– Need for uniqueness

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 Classifying Consumer Needs
(Cont’d)
• Maslow’s Hierarchy of Needs
UPPER-LEVEL NEEDS

Self-Actualization)

Ego

Belongingness

Safety

Physiological

LOWER-LEVEL NEEDS 4-11

 Consumer Involvement
• We can get pretty attached to
products…
– “All in One” tattoo on consumer’s head
– A man tried to marry his car!
• Involvement: perceived relevance of an
object based on one’s needs, values,
and interests
– The motivation to process information

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 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

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

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 Product Involvement
• Consumer’s level of interest in a product
• Many sales promotions attempt to
increase product involvement
• Mass customization enhances product
involvement

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 Message-Response Involvement
• Also called as advertising involvement
• Consumer’s interest in processing
marketing communications
• TV = low involvement medium; print = high
involvement
• Marketers experiment with novel ways to
increase consumers’ involvement
• Rapid growth of interactive mobile
marketing 4-17
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

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 Table 4.1: Involvement Scale
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
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 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)

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 Dimensions of Involvement
(Cont’d)
• Product class involvement may vary
across cultures
• Involvement profile components as basis
for market segmentation

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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

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 Consumer Generated Content
• Rebirth of internet as a social, interative
medium from its original roots as a form of
one-way transmission from producers to
consumers.
• Companies can no longer solely rely on a
“push method”.
• They need to encourage a vibrant two-way
dialogue that allows consumers to
contribute their evaluations of products.
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 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
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 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

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 Using Values to Explain
Consumer Behavior
• Cultural values
• Consumption specific values
• Product specific values

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 Using Values to Explain
Consumer Behavior (Cont’d)
• 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

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 Using Values to Explain
Consumer Behavior (Cont’d)
• List of Values (LOV)
– Nine consumer segments/endorsed values
– Values by consumer behaviors
– E.g., those who endorse sense of belonging
read Reader’s Digest & TV Guide, drink &
entertain more, and prefer group activities

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 Consumer Behavior in the
Aftermath of 9/11
• Need for balance…
– 9/11 & consumer values
• Redirecting focus from luxury goods to
community/family
• Terror Management Theory
• Consumer privacy vs. security

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