motivation theory - mktg 672

7/27/2019 Motivation Theory - MKTG 672

1/20

From Chapter 5

Consumer Behavior: A FrameworkJohn C. MowenMichael S. Minor

Consumer Motivation


2/20

Key Concepts Concept of Motivation

Consumer Needs vs.

Wants General (Broad-Range)

Theories of Motivation

Maslows Hierarchy ofNeeds

McClellands Theory ofLearned Needs

Mid-Range Theories ofMotivation

Opponent-process theory Optimum-stimulation level

theory

Need for BehavioralFreedom (Psychological

Reactance theory) Need to Seek or Avoid

Perceived Risk

Need to Attribute Causality(Attribution Theory)


3/20

What is Motivation? Motivation refers to an activated state

within a person, which leads to goal-

directed behavior. It consists of the drives, urges, wishes, or

desires that initiate the sequence of events

leading to a behavior. It explains why human behavior is

purposivebehavior.


4/20

How Does Motivation Work? Motivation begins with the presence of a

stimulus that spurs the recognition of a need.

Need recognition occurs when a perceiveddiscrepancy exists between an actual and adesired state of being Needs can be either innate or learned.

Needs are never fully satisfied. Feelings and emotions (i.e., affect) accompany

needs


5/20

Needs vs. Wants Wants are many. Needs are few.

Many different products can fulfill asingle need.

e.g., the need for esteem can be fulfilledby a Rolex watch, a high-performance

sports car, recognition for charity work). Marketers do not create needs, they

fulfill them with a variety of potential

wants.


6/20

Types of Needs Expressive needs involve desires by

consumers to fulfill social and/or aestheticrequirements.

Utilitarian needs involve desires by consumersto solve basic problems (e.g. filling a cars gastank).


7/20

Some General Theories of Motivation Maslows hierarchy: physiological, security,

social, esteem, and self-actualization.

McClellands Theory of Learned Needs Achievement motivation is seeking to get ahead, to

strive for success, and to take responsibility for solvingproblems.

Need for affiliation motivates people to make friends, tobecome members of groups, and to associate withothers.

Need for power refers to the desire to obtain andexercise control over others.

Need for uniqueness refers to desires to perceiveourselves as original and different.


8/20

Midrange Theories of

Motivation Opponent-Process Theory

Optimum Stimulation Levels

The Desire to Maintain BehavioralFreedom

The Motivation to Avoid Risk

The Motivation to Attribute Causality


9/20

Opponent-Process Theory

. . . explains that two things occur when a personreceives a stimulus that elicits an immediate positiveor negative emotional reaction:

The immediate positive or negative emotionalreaction is felt.

A second emotional reaction occurs that has afeeling opposite to that initially experienced.

The combination of the two emotional reactions

results in the overall feeling experienced by theconsumer.

Explains addictive behaviors.

Explains primingthe effects of a small exposure

to a stimulus.


10/20

Optimum Stimulation Level. . . is a persons preferred amount of

physiological activation or arousal.

Activation may vary from very low levels (e.g. sleep)to very high levels (e.g. severe panic).

Individuals are motivated to maintain an optimumlevel of stimulation and will take action to correct thelevel when it becomes to high or too low.

Accounts for high vs. low sensation-seeking people. Accounts for variety seeking.

Accounts for hedonic consumptioni.e., the need ofpeople to create fantasies, gain feelings through the

senses, and obtain emotional arousal.


11/20

The Desire to Maintain

Behavioral Freedom Psychological reactance is the motivational state

resulting from the response to threats tobehavioral freedom. Two types of threats can lead to reactance:

Social threats involve external pressure from other people toinduce a consumer to do something

Impersonal threats are barriers that restrict the ability to buy

a particular good or service Frequent in marketing: e.g., pushy salesperson

Scarcity effects: scarce products are valued more.Limited time offer, limited supply.


12/20

The Motivation to Seek or

Avoid Risk Perceived risk is a consumers perception

of the overall negativity of a course of

action based upon as assessment of thepossible negative outcomes and of thelikelihood that these outcomes will occur.

Perceived risk consists of two major

concepts - the negative outcomes of adecision and the probability theseoutcomes will occur.


13/20

7 Types of Consumer Risks. Financial

Performance

Physical

Psychological

Social

Time Opportunity Loss


14/20

Factors Influencing Risk Perception Characteristics of the persone.g.,

need for stimulation

Nature of the task

Voluntary risks are perceived as less riskythan involuntary tasks.

Characteristics of the producte.g.,price

Salience of negative outcomes


15/20

Six risk-reduction strategies Be brand loyal and

consistently purchase thesame brand.

Buy through brand imageand purchase a qualitynational brand.

Buy through store imagefrom a retailer that youtrust.

Seek out information inorder to make a wellinformed decision.

Buy the mostexpensive brand,which is likely to havehigh quality.

Buy the leastexpensive brand inorder to reducefinancial risk.


16/20

The Need to Attribute

CausalityAttribution theory describes the processes through

which people make determinations of the causality ofaction.

Internal attribution is when a consumer decides thatan endorser recommended the product because he orshe actually liked the product.

External attribution is when a consumer decides thatan endorser recommended the product because he orshe was paid for endorsing it.

Causality also relates to perceptions of the source ofproduct failure.


17/20

Augmentation-Discounting Model Discounting occurs if external pressures exist that

could provoke someone to act in a particular way - soactions would be expected given the circumstances.

The augmenting principle states that when a personmoves against the forces of the environment to dosomething unexpected, the belief that the actionrepresents the persons actual opinions, feelings, anddesires is increased.

Fundamental Attribution Error: One consistentfinding is that people are biased to make internalattributions to others.


18/20

Applications of Attribution Theory

Endorsers: seek to get consumers toperceive internal motives for makingendorsement.

Satisfaction: seek to get consumers toperceive external reasons for productproblem.

Sales promotion: find ways to avoidconsumers attributing the cause of thepurchase to the promotional tool (e.g.,coupon) rather than to the excellence of

the product.


19/20

Managerial Applications of Motivation

Positioning/differentiation: use discriminativestimuli distinguish one brand from another.

Environmental analysis: identify factors thatinfluence risk perception.

Market research: measure motivational needs(e.g., McClellands needs and need for arousal),

measure risk perception.


20/20

Managerial Applications of Motivation

Marketing mix: use motivational needs to designproducts (e.g., safe cars) and to developpromotional strategy that meets needs. Developmessages to influence consumer attributions.Use in-store promotions to prime consumers.

Segmentation: Segment market based uponmotivational needs.

motivation theory - mktg 672

Documents