CHAPT ER 4 MOTIVATION and VALUES CONSUMER BEHAVIOR

CHAPT ER 4 MOTIVATION and VALUES CONSUMER BEHAVIOR Michael R. Solomon Lectured By: Mr. Phorn Much, BEC, MBA 4 -1

h 4: Motivation and Values Chapter Objectives When you finish this chapter, you should understand why: • It’s important for marketers to recognize that products can satisfy a range of consumer needs. • The way we evaluate and choose a product depends upon our degree of involvement with the product, the marketing message, and/or the purchase situation. Lectured By: Mr. Phorn Much, BEC, MBA 4 -2

h 4: Motivation and Values Chapter Objectives • Our deeply held cultural values dictate the types of products and services we seek out or avoid. • Consumers vary in the importance they attach to worldly possessions, and this orientation in turn has an impact on their priorities and behaviors. Lectured By: Mr. Phorn Much, BEC, MBA 4 -3

h 4: Motivation and Values The Motivation Process • Motivation refers to the process that cause people to behave as they do. • It occurs when a need is aroused Lectured By: Mr. Phorn Much, BEC, MBA 4 -4

h 4: Motivation and Values Needs and Motivation • Needs may be utilitarian or hedonic • The desired end state is the goal • The degree of arousal is drive • Personal and cultural factors combine to create a want – one manifestation of a need • Motivation is described in terms of strength and direction Lectured By: Mr. Phorn Much, BEC, MBA 4 -5

h 4: Motivation and Values Motivational Strength • Motivational strength: degree of willingness to expend energy to reach a goal • Drive theory: biological needs that produce unpleasant states of arousal (e. g. , hunger) • Expectancy theory: behavior is pulled by expectations of achieving desirable outcomes Lectured By: Mr. Phorn Much, BEC, MBA 4 -6

h 4: Motivation and Values Types of needs Biogenic Needs Psychogenic Needs Utilitarian Needs Hedonic Needs Lectured By: Mr. Phorn Much, BEC, MBA 4 -7

h 4: Motivation and Values Motivational Conflicts • Goal valence (value): consumer will: • Approach positive goal • Avoid negative goal • Example: Partnership for a Drug-Free America communicates negative consequences of drug addiction for those tempted to start Lectured By: Mr. Phorn Much, BEC, MBA 4 -8

h 4: Motivation and Values Types of Motivational Conflicts Lectured By: Mr. Phorn Much, BEC, MBA • Two desirable alternatives • Cognitive dissonance • Positive & negative aspects of desired product • Guilt of desire occurs • Facing a choice with two undesirable alternatives 4 -9

h 4: Motivation and Values Classify Consumer Needs NEED FOR ACHIEVEMENT NEED FOR AFFILIATION Value personal accomplishment Want to be with other people Place a premium on products that signify success (luxury brands, technology products) Focus on products that are used in groups (alcoholic beverages, sports bars) NEED FOR POWER NEED FOR UNIQUENESS Control one’s environment Assert one’s individual identity Focus on products that allow them to have mastery over surroundings (muscle cars, loud boom-boxes) Enjoy products that focus on their unique character (perfumes, clothing) Lectured By: Mr. Phorn Much, BEC, MBA Quiz 4 -10

Levels of Needs in the Maslow Hierarchy Relevant Product Hobbies, travel cars, furniture, credit card, stores, Upper level Needs Example Self. US Amy ”Be all you can actualization be” self- fulfillment enriching, Experiences Esteem prestige, status, accommodation What the rich gives me the wealthy clothing , grooming Pepsi, you’re in Social products, clubs, drinkslove, friendship, acceptance, by the other the Pesi generation infinity= you’re in good hand Insurance, alarm systems Safety with infinity retirement, investment Security, shelter, protection Medicines Physiological Nutritious Food water, food, sleep Lower level Needs 11

h 4: Motivation and Values Consumer Involvement • Involvement: perceived relevance of an object based on their inherent needs, values, and interests • Involvement can be viewed as a motivation to process information • As involvement increases, people devote more attention to ads. Lectured By: Mr. Phorn Much, BEC, MBA 4 -12

h 4: Motivation and Values Levels of Involvement: From Inertia to Passion • The type of information processing that will occur depends upon the consumer’s level of involvement. • From Simple to Elaboration ü Decisions are made out of habit. (lack of information to the consider the alternatives) ü To the contrary decision (carry great meaning for a person) ü In consumer situations of high involvement (focus and concentrate) Lectured By: Mr. Phorn Much, BEC, MBA 4 -13

h 4: Motivation and Values Product Involvement • Product involvement is the consumer’s level of interest in a particular product Lectured By: Mr. Phorn Much, BEC, MBA 4 -14

h 4: Motivation and Values Message- response involvement • Message- response involvement or advertising involvement refers to the consumer’s interest in processing marketing communications ü Television is considered a low- involvement medium ü Print is considered a high- involvement medium ü In digital age, the quest to heighten message involvement (mobile marketing ) Lectured By: Mr. Phorn Much, BEC, MBA 4 -15

h 4: Motivation and Values 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 don’t like: purchase inexpensive vase to show you’re indifferent Lectured By: Mr. Phorn Much, BEC, MBA Quiz 4 -16

AGENDA 29/ 04/ 14 �Measuring and Enhancing Involvement �Strategies that can be used to increase involvement �Consumer- Generated Content �Core Values �How Values link to consumer Behavior �Materialism �Quiz 17

h 4: Motivation and Values Measuring and Enhancing Involvement • An involvement Profile: ü Personal interest in a product category ü Perceived importance of the potential negative consequences associated with poor product choice. ü The probability of making a bad purchase ü The pleasure value of the product category ü The sign value of the product category. Lectured By: Mr. Phorn Much, BEC, MBA 4 -18

h 4: Motivation and Values Strategies that can be used to increase involvement • Appeal to hedonic needs (sensory appeals) • Use novel stimuli (cinematography, unexpected movements in commercials) • Use prominent stimuli (loud music, large ads, fast action, color) • Include celebrity endorsers. • Build a bond with the consumers (relationship marketing) Lectured By: Mr. Phorn Much, BEC, MBA 4 -19

h 4: Motivation and Values Consumer- Generated Content • People are able to voice their opinions about product, brands, and companies on blogs, podcast, and social networking sites. • Consumers are able to generate videos and showcase them at youtube. com • Marketers force to share ownership of their brands with users although not always positive. Lectured By: Mr. Phorn Much, BEC, MBA 4 -20

h 4: Motivation and Values Core Values • Core values: values shared within a culture ü The sets of cultures apart is a relative importance ü Socialization agents (parents, friends and teachers) ü Acculturation: the process Lectured By: Mr. Phorn Much, BEC, MBA of learning the value system and behaviors of another culture. 4 -21

h 4: Motivation and Values How Values link to consumer Behavior • Many values are very general or relative by nature. • Values drive much of consumer behavior • Research has tended to classify values as being: üCultural Value (such as security) üConsumption- specific (convenient shopping or prompt service) üProduct- specific (ease of use or durability) Lectured By: Mr. Phorn Much, BEC, MBA 4 -22

h 4: Motivation and Values Milton Rokeach’s Values • The psychologist Milton identified two sets of values: üTerminal values: desired end-states that apply to many different cultures üInstrumental Values: composed of actions needed to achieve these terminal values. Lectured By: Mr. Phorn Much, BEC, MBA 4 -23

h 4: Motivation and Values Materialism • Materialism: the importance people attach to worldly possessions • “The good life”. . . “He who dies with the most toys, wins” • America is a highly materialistic society • Materialists are more likely to value possession for their status and appearance- related meaning. Lectured By: Mr. Phorn Much, BEC, MBA Quiz 4 -24

h 4: Motivation and Values 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. Lectured By: Mr. Phorn Much, BEC, MBA 4 -25