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Chapter 4

Motivation and Values

CONSUMER BEHAVIOR, 9eMichael R. Solomon

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The Motivation Process

• Motivation refers to the process that leads people to behave as they do

• It occurs when a need is aroused

• The ad shows desired state and suggests a solution (purchase of equipment)

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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

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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

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What Do We Need?

Biogenic Needs

Psychogenic Needs

Utilitarian Needs

Hedonic Needs

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Motivational Conflicts

• Goal valence (value): consumer will:

• Approach positive goal

• Avoid negative goal

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Figure 4.1 Types of Motivational Conflicts

• Two desirable alternatives• Cognitive dissonance

• Positive & negative aspects of desired product• Guilt of desire occurs

• Facing a choice with two undesirable alternatives

Types of Motivational Conflicts

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Specific Needs and Buying Behavior

NEED FOR ACHIEVEMENT

Value personal accomplishment

Place a premium on products that signify success (luxury brands, technology products)

NEED FOR AFFILIATION

Want to be with other people

Focus on products that are used in groups (alcoholic beverages, sports bars)

NEED FOR POWER

Control one’s environment

Focus on products that allow them to have mastery over surroundings (muscle cars, loud boom-boxes)

NEED FOR UNIQUENESS

Assert one’s individual identity

Enjoy products that focus on their unique character (perfumes, clothing)

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Specific Needs and Buying Behavior

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Levels of Needs in the Maslow Hierarchy

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Discussion

• Create an advertising slogan for a pair of jeans, which stresses one of the levels of Maslow’s hierarchy of needs.

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Consumer Involvement

• Involvement: perceived relevance of an object based on one’s needs, values, and interests

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Figure 4.3 Conceptualizing Involvement

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Tactics to Boost Motivation to Process

• Appeal to consumers’ hedonic needs

• Use novel stimuli

• Use prominent stimuli

• Include celebrity endorsers

• Provide value customers appreciate

• Let customers make messages

• Create spectacles or performances

• Develop mobile experiences like alternate reality games

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Consumer Values

• Value: a belief that some condition is preferable to its opposite• Example: looking younger is preferable

to looking older

• Products/services = help in attaining value-related goal

• We seek others that share our values/ beliefs• Thus, we tend to be exposed to

information that supports our beliefs

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Core Values

• Core values: values shared within a culture

• Enculturation: learning the beliefs and values of one’s own culture

• Acculturation: learning the value system and behaviors of another culture

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Discussion

• What do you think are the three to five core values that best describe Bangladeshis today?

• How are these core values relevant to the following product categories:

• Cars?

• Clothing?

• Higher education?

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Hofstede’s Cultural Dimensions

• Power distance

• Individualism

• Masculinity

• Uncertainty avoidance

• Long-term orientation

Cultural values – Geert Hofstede

• Power Distance (PDI) • This dimension expresses the degree to which the less

powerful members of a society accept and expect that power is distributed unequally.

• Individualism versus collectivism (IDV) • The high side of this dimension, called Individualism, can

be defined as a preference for a loosely-knit social framework in which individuals are expected to take care of themselves and their immediate families only.

• Masculinity versus femininity (MAS) • The masculinity side of this dimension represents a

preference in society for achievement, heroism, assertiveness and material reward for success.

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Cultural values – Geert Hofstede

• Uncertainty avoidance (UAI) • The uncertainty avoidance dimension expresses the degree to

which the members of a society feel uncomfortable with uncertainty and ambiguity.

• Long-term versus short-term orientation (LTO) • The long-term orientation dimension can be interpreted as

dealing with society’s search for virtue. Societies with a short-term orientation generally have a strong concern with establishing the absolute Truth.

• Indulgence versus Restraint (IVR) • Indulgence stands for a society that allows relatively free

gratification of basic and natural human drives related to enjoying life and having fun. 

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Hofstede’s Indexes Language, and Linguistic Distance

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High PDI: people accept a hierarchical order in which everybody has a place and which needs no further justification

Hofstede’s Indexes Language, and Linguistic Distance

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Low IDV: Bangladesh, with a score of 20 is considered a collectivistic society. This is manifest in a close long-term commitment to the member 'group', be that a family, extended family, or extended relationships.

Hofstede’s Indexes Language, and Linguistic Distance

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Bangladesh scores 55 on this dimension and can be considered a slightly masculine society.

Hofstede’s Indexes Language, and Linguistic Distance

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Uncertainty Avoidance: Bangladesh scores 60 on this dimension and thus has a high preference for avoiding uncertainty. Countries exhibiting high uncertainty avoidance maintain rigid codes of belief and behaviour and are intolerant of unorthodox behaviour and ideas.

Hofstede’s Indexes Language, and Linguistic Distance

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Bangladesh scores 40, making it a short term orientation culture. Societies with a short-term orientation generally exhibit great respect for traditions, a relatively small propensity to save,

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Table 4.2 Terminal and Instrumental Values

Instrumental Value Terminal Value

Ambitious A comfortable life

Capable A sense of accomplishment

Self-controlled Wisdom

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Materialism

• Materialism: the importance people attach to worldly possessions

• “The good life”...“He who dies with the most toys, wins”

• Materialists: value possessions for their own status and appearance

• Non-materialists: value possessions that connect them to other people or provide them with pleasure in using them