chapter 04 motivation and values

8/2/2019 Chapter 04 Motivation and Values

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Chapter 4

Motivation and Values

By Michael R. Solomon

Consumer BehaviorBuying, Having, and Being

Sixth Edition


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The Motivation Process

Motivation:The processes that lead people to behave as they do.

It occurs when a need arises that a consumer

wishes to satisfy. Utilitarian need: Provides a functional or practicalbenefit

Hedonic need: An experiential need involving emotionalresponses or fantasies

Goal:The end state that is desired by the consumer.


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The Motivation Process

Drive:

The degree of arousal present due to a discrepancy between

the consumers present state and some ideal state

Want: A manifestation of a need created by personal and cultural

factors.

Motivation can be described in terms of:

Strength: The pull it exerts on the consumer

Direction: The particular way the consumer attempts to

reduce motivational tension


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Motivational Strength

Biological vs. Learned Needs:Instinct: Innate patterns of behavior universal in a species

Tautology: Circular explanation (e.g. instinct is inferredfrom the behavior it is supposed to explain)

Drive Theory: Biological needs produce unpleasant states of arousal. We

are motivated to reduce tension caused by this arousal.

Homeostasis: A balanced state of arousal

Expectancy Theory: Behavior is pulled by expectations of achieving desirable

outcomes positive incentives rather than pushed fromwithin


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Motivational Direction

Needs Versus Wants: Want: The particular form of consumption used to satisfy a

need.

Types of NeedsBiogenic needs: Needs necessary to maintain lifePsychogenic needs: Culture-related needs (e.g. need for

status, power, affiliation, etc.)

Utilitarian needs: Implies that consumers will emphasizethe objective, tangible aspects of products

Hedonic needs: Subjective and experiential needs (e.g.excitement, self-confidence, fantasy, etc.)


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Motivational Conflicts

Approach-Approach Conflict: A person must choose between two desirable alternatives.

Theory of Cognitive Dissonance: A state of tension occurswhen beliefs or behaviors conflict with one another.

Cognitive Dissonance Reduction: Process by whichpeople are motivated to reduce tension betweenbeliefs or behaviors.

Approach-Avoidance Conflict:

Exists when consumers desire a goal but wish to avoid it atthe same time.

Avoidance-Avoidance Conflict: Consumers face a choice between two undesirable

alternatives.


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Three Types of Motivational Conflicts

Figure 4.1


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Classifying Consumer Needs

Henry Murray need dimensions:Autonomy: Being independent

Defendance: Defending the self against criticism

Play: Engaging in pleasurable activities

Thematic Apperception Technique (TAT):(1) What is happening?

(2) What led up to this situation?

(3) What is being thought?(4) What will happen?

People freely project their subconscious needs ontothe stimulus


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Classifying Consumer Needs (cont.)

Specific Needs and Buying Behavior:Need for achievement: To attain personal accomplishment

Need for affiliation: To be in the company of others

Need for power: To control ones environment

Need for uniqueness: To assert ones individual identity

Maslows Hierarchy of Needs: A hierarchy of biogenic and psychogenic needs that

specifies certain levels of motives.

Paradise: Satisfying Needs? Distinct differences regarding the conceptualization of

paradise between American and Dutch college students


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Maslows Hierarchy of Needs

Figure 4.2


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Criticisms of Maslows Hierarchy

The application is too simplistic:It is possible for the same product or activity to satisfy every

need.

It is too culture-bound:

The assumptions of the hierarchy may be restricted toWestern culture

It emphasizes individual needs over groupneeds

Individuals in some cultures place more value on the welfareof the group (belongingness needs) than the needs of theindividual (esteem needs)


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Consumer Involvement

Involvement:A persons perceived relevance of the object based on

his/her inherent needs, values, and interests.

Object: A product or brand Levels of Involvement: Inertia to Passion

Type of information processing depends on theconsumers level of involvement

Simple processing: Only the basic features of themessage are considered

Elaboration: Incoming information is linked topreexisting knowledge


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Conceptualizing Involvement

Figure 4.3


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Consumer Involvement (cont.)

Involvement as a Continuum:

Ranges from disinterest to obsession

Inertia (Low involvement consumption):

Consumer lacks the motivation to consider alternatives

Flow State(High involvement consumption):

Consumer is truly involved with the product, ad or web site

Cult Products: Command fierce consumer loyalty and perhaps worship by

consumers who are highly involved in the product


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The Many Faces of Involvement

Product Involvement:Related to a consumers level of interest in a

particular product

Message-Response Involvement:(a.k.a. advertising involvement) Refers to a

consumers interest in processing marketingcommunications

Purchase Situation Involvement:Refers to the differences that may occur when buying

the same product for different contexts


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Measuring Involvement

Teasing out the Dimensions of Involvement:

Involvement Profile:

Personal interest in a product category

Risk importance Probability of making a bad purchase

Pleasure value of the product category

How closely the product is related to the self

Zaichkowskys Personal Involvement Inventory Scale

Segmenting by Involvement Levels:

Involvement is a useful basis for market segmentation


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Strategies to Increase Involvement

Appeal to hedonic needse.g. using sensory appeals to generate attention

Use novel stimulie.g. unusual cinematography, sudden silences, etc.

Use prominent stimulie.g. larger ads, more color

Include celebrity endorsers Build a bond with consumers

Maintain an ongoing relationship with consumers


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Values

Value: A belief that some condition is preferable to its opposite (e.g.

freedom is better than slavery)

Core Values: General set of values that uniquely define a culture

Value system: A cultures unique set of rankings of therelative importance of universal values.Enculturation:

Process of learning the value systems of ones ownculture

Acculturation: Process of learning the value system of another culture

Cultural beliefs are taught bysocializationagents (i.e., parents,friends, and teachers)


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Application of Values

to Consumer Behavior

Useful distinctions in values forconsumer behavior researchCultural Values (e.g. security or happiness)

Consumption-Specific Values (e.g. convenientshopping or prompt service)

Product-Specific Values (e.g. ease-of-use or

durability) Virtually all consumer research is

ultimately related to identification andmeasurement of values.


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Measuring Cultural Values

The Rokeach Value SurveyTerminal Values: Desired end states

Instrumental Values: Actions needed to achieveterminal values

The List of Values (LOV) ScaleDeveloped to isolate values with more direct

marketing applicationsIdentifies nine (9) consumer segments based on the

values they endorse

Relates each value to differences in consumption


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The Means-End Chain Model

Laddering: A technique that uncovers consumers associations between

attributes and consequences

Hierarchical value maps: Show how product attributes are linked to desired end states

Means-End Conceptualization of theComponents of Advertising Strategy(MECCAS):

Message Elements Consumer Benefits

Executional Framework

Leverage Point

Driving Force

chapter 04 motivation and values

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