Motivation and Values

Are the forces that drive people to buy products always straightforward?
Can an emotional response elicit a purchase?
Does a person's values determine her/his choice of product?

To understand motivation is to understand WHY consumers do what they do.

Bud Motivation

Matt Foley Motivational Speaker
http://www.ebaumsworld.com/videos/original-matt-foley-skit-by-chris-farley/863364/

In everyday language, motivation is the characteristic that helps us achieve our goals. It drives us towards something. It gives us a kind of energy and strength to do something or get something.

THE MOTIVATION PROCESS

Motivation

an internal state that activates or arouses goal-oriented behaviour; a need is aroused that drives person to satisfy it; motivation can be described by- It can be considered a driving force; a psychological drive that compels or reinforces an action toward a desired goal (includes STRENGTH and DIRECTION)

Goal: a consumer's desired end state; end state reduces tension and leads to homeostasis

Drive: the desire to satisfy a biological need in order to reduce physiological arousal

Drive Theory

ocuses on biological and psychological needs that produce unpleasant states of arousal, we are motivated to reduce the tension. (a growling stomach says feed me!) Doesn't explain why some seek to increase tension.

See Reebok Terry Tate Office Linebacker improving employee motivation https://youtu.be/Kg5cdZ-Fnpc

Homeostasis: the state of being where the body is in physiological balance; goal-oriented behaviour attempts to reduce or eliminate an unpleasant motivational state and return to a balanced one

Expectancy Theory:

the perspective that behaviour is largely "pulled" by expectations of achieving desirable outcomes, or positive incentives, rather than "pushed" from within

Motivation Examples

Nike Motivation Colin Kaepernick

Nike Motivation

MOTIVATIONAL Strength and Direction

Motives have both STRENGTH and DIRECTION

Needs versus Wants: A want is the way a need is satisfied. How a need is satisfied depends on a person's own history, experiences and cultural environment.
Two people may be hungry. They both have a need. How each satisfies the need may be different. One person wanst a Big Mac and the other wants a healthy salad.

NEEDS

Biogenic versus Psychogenic Needs:

Biogenic needs-food, water, air, shelter;
Psychogenic needs-status, power, affiliation; psychogenic reflect culture

Utilitarian Needs (practical) versus Hedonic needs: subjective, experiential, exciting

MOTIVATIONAL CONFLICTS

A goal has valance--it can be positive or negative; consumer seeks positive or avoids a negative- example using deodorant and mouthwash to avoid negative

different motives may conflict

TYPES OF CONFLICTS

1. Approach- Approach Conflict: Person has two positive choices- example -go to special sporting event or go out with dream date. Both are good. If you could only choose one, which would you choose?

2. Approach- Avoidance Conflict: choice is both positive and negative--a fur coat luxurious and warm but it's fur, maybe you are against using animals this way.

The use of Social Media can be seen as an approach-avoidance conflict. Social media sites like facebook, snapchat, instagram, and twitter are free. But what is the real cost? If a product or service is free maybe you are what is being sold...your data, your information, your privacy, etc.

3. Avoidance- Avoidance Conflict: two negative alternatives- Example: put more money into used car that is a lemon or buy another used car

Cognitive Dissonance:

Cognitive dissonance is an uncomfortable feeling caused by holding two contradictory ideas simultaneously. The "ideas" or "cognitions" in question may include attitudes and beliefs, the awareness of one's behavior, and facts. The theory of cognitive dissonance proposes that people have a motivational drive to reduce dissonance by changing their attitudes, beliefs, and behaviors, or by justifying or rationalizing their attitudes, beliefs, and behaviors. (wikipedia)

People have need for order and consistency; tension must be reduced; consumer convinces self after purchase they made smart choice- we read material favourable to chosen product and ignore unfavorable information

Classifying Consumer Needs

1. Henry Murray's set of Needs:

Biogenic: food, water, air, sleep,sex, shelter

Psychogenic: dominance, superiority, emotional stability, achievement, compliance, order, autonomy, affiliation, analysis, dependence, self-depreciation, exhibition, assistance, change, endurance, aggression, dependence, play

Murray's needs structure is basis of some personality tests TAT (Thematic Apperception Technique)-subjects shown ambiguous picture and asked to write about it-content is analyzed according to needs mentioned

Murray believed that everyone has same basic needs but differs in priority ranking of needs

Specific Needs and Buying Behaviour

Need for Achievement (products that say success)

Need for Affiliation (products that show need to be in company of others)

Need for Power (products that show control over environment)

Need for Uniqueness (products that assert individual identity)

Motivation Example

Bud Light Motivation Skydivers

2. Maslow's Hierarchy of Needs

Top Level:

SELF ACTUALIZATION

example:"Be all you can be" Army
(hobbies, education, travel, lottery winner)

Be All You can Be 1994 Army http://www.youtube.com/watch?v=DDbNtFL2TUI

2nd From Top

EGO NEEDS Esteem:

prestige, status (cars, furniture, credit cards)

Rolls Royce and Grey Poupon http://www.youtube.com/watch?v=NmannAYiwh0

BELONGINGNESS
"You're in the Pepsi Generation" (clothing,cosmetics, clubs, drinks)

Michael Jackson Pepsi Generation http://www.youtube.com/watch?v=po0jY4WvCIc

SAFETY
(Insurance, alarm system, investments) "You're in good hands" -Tire Company puts baby in Tire

Michelin Baby http://www.youtube.com/watch?v=SdPLf3FoInE

PHYSIOLOGICAL
water, sleep, food, medicine,needed items, generics)

Anacin commercial 60s http://www.youtube.com/watch?v=oeas5jtffpM

Key Points about Maslow's Pyramid

One moves up the pyramid; satisfied needs don't motivate

Is Maslow's hierarchy applicable to all cultures?

see some Demotivational Posters at http://k3hamilton.com/ob/obdemotiv.html

Examples of Motivational Campaigns

US Airforce Motivation

Consumer Involvement (We will be talking a lot about INVOLVEMENT throughout the course!)

What is Involvement?

a person's Involvement depends on the importance of an object based on inherent needs, values and interests; involvement is triggered by person factors, object factors or situational factors

examples of involvement- children- what things do kids love?- toys. games, candy; we could say these are high involvement items for kids

Levels of Involvement : from simple processing to elaboration

Inertia: process where purchase made because of habit; motivation lacking to consider other alternatives

Types of involvement: Cognitive-need to learn all about it; Affective- emotional

See the video on this link on How a great Sale Affects Your Brain

https://www.cbsnews.com/news/how-a-great-sale-affects-your-brain/

Involvement Profiles

personal interest consumer has in product category; meaning/importance
the perceive importance of the potential negative consequence of poor choice
probability of bad purchase
pleasure value of product category
sign value of the product category (relation to self-concept)

Strategies to increase involvement

appeal to senses-sensory appeal
appeal to novel stimuli
prominent stimuli
celebrity
build an ongoing relationship

What examples can you give that show each of the above?

VALUES

Value: an enduring belief that a specific mode of conduct is personally or socially preferable to an opposite mode of conduct

Core Values: each culture has set of values shared to members; cultures values change over time

Value system: a culture's ranking of the relative importance of values

Cultural Effects

Enculturation: the process of learning beliefs and behaviours endorsed by one's native culture

Acculturation: process of learning beliefs and behaviours endorsed by another culture

Consider how enculturation and acculturation affect marketer's plans

To take an online Values and Lifestyles Survey click here; Business Intelligence: VALS Survey online (you must have cookies enabled on your computer to take the survey)

The survey intends to measure attitudes and interests and sorts people into the following categories: Innovators(Actualizers), Fulfilleds, Achievers, Experiencers, Believers, Strivers, Makers Survivors (Strugglers) . We will talk more about this when we cover Chapter 6.

To read an interesting article on the History of Motivational Research see Consuming Interest- Why people Buy Stuff

References as noted above and: Solomon, Michael R., Zaichkowsky, Judith and Rosemary Polegato. Consumer Behaviour: Buying, Having, Being. Fifth Canadian Edition. Toronto: Pearson Education Canada

HOME

PLEASE NOTE:

Information on this site is for use of the students of this course. For copyright information of the linked sites please see the respective authors.

Motivation and Values

THE MOTIVATION PROCESS

Cognitive Dissonance:

Classifying Consumer Needs

2. Maslow's Hierarchy of Needs

Consumer Involvement (We will be talking a lot about INVOLVEMENT throughout the course!)