Motivation and Values 4 Motivation Values The forces

Motivation and Values 4 -

Motivation & Values The forces that drive us to buy/use products… cuz they believe ◦ ◦ Are usually straightforward Can be related to wide-spread beliefs (Chick-fil—a) Are emotional & create deep commitment (Spurs) Are sometimes not immediately recognizable to us 4 -2

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 ◦ Desired end state = consumer’s goal ◦ Products/services provide desired end state and reduce tension 4 -3

The Motivation Process (Cont’d) Need = discrepancy between present state & ideal state ◦ Discrepancy creates tension ◦ Drive: the larger the discrepancy, the more urgency felt 4 -4

Motivational Strength Degree of willingness to expend energy to reach a goal ◦ Biological vs. learned needs ◦ Drive Theory ◦ Expectancy Theory 4 -5

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 4 -6

Types of Needs Biogenic Psychogenic Utilitarian Hedonic 4 -7

Motivational Conflicts Goal valence ◦ Positively-valued goal: approach ◦ Negatively-valued goal: avoid Deodorants & mouthwash Positive and negative motives often conflict with one another 4 -8

Motivational Conflicts (Cont’d) Approach-Approach ◦ Two desirable alternatives ◦ Cognitive dissonance (Cars) Approach-Avoidance ◦ Positive & negative aspects of desired product ◦ Guilt of desire occurs (food) Avoidance-Avoidance ◦ Facing a choice with two undesirable alternatives 4 -9

Classifying Consumer Needs Murray’s 20 psychogenic needs Specific needs and buying behavior ◦ ◦ Need for for achievement affiliation power uniqueness 410

Classifying Consumer Needs (Cont’d) Maslow’s Hierarchy of Needs UPPER-LEVEL NEEDS Self-Actualization (US Army) Ego (BMW) Belongingness (“Pepsi Generation”) Safety (Allstate Insurance) Physiological (Quaker Oats Bran) LOWER-LEVEL NEEDS 411

Consumer Involvement 412

Consumer Involvement We can get pretty attached to products… ◦ “All in One” tattoo on consumer’s head ◦ Ecko unlimited ◦ 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 413

Product Involvement Consumer’s level of interest in a product Many sales promotions attempt to increase product involvement Mass customization enhances product involvement CUSTOMIZE YOUR OWN NIKE… 414

Message-Response Involvement Consumer’s interest in processing marketing communications ◦ Vigilante marketing, Doritos TV = low involvement medium; print = high involvement Marketers experiment with novel ways to increase consumers’ involvement (Emperador) NABISCOWORLD. COM 415

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 Administrative assistant day Mother’s day vs Father’s day 416

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 417

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 Mental enjoyment of activity for its own sake Distorted sense of time Match between challenge at hand one’s skills 418

Cult Products Command fierce consumer loyalty, devotion, and worship ◦ High involvement in a brand ◦ E. g. , Apple computers, Harley-Davidson 419

Values 420

Consumer Values Value: a belief that some condition is preferable to its opposite Products/services = help in attaining value-related goal (anti-wrinkle cream) We seek others that share our values/beliefs ◦ Thus, we tend to be exposed to information that supports our beliefs 421

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 Discussion: Core values evolve over time and vary from generation to genertion. What are some Gen-X, Gen-Y values? 422

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 423

Discussion How do you think consumers have changed as a result of 9/11? ◦ Are these long-term changes or will we start to revert back to our pre-2001 mindset? 424