Buyer Behaviour Lecture 4

7/18/2019 Buyer Behaviour Lecture 4

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Slide 6.1

Solomon, Bamossy, Askegaard and Hogg, Consumer Behaviour: A European Perspective, 4thEdition, Pearson Education Limited !1!

Chapter 6

Motivation, values and lifestyle


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Slide 6.


"t is im#ortant $or marketers to recogni%e that #roducts can

satis$y a range o$ consumer needs. &arketers try to satis$y

consumer needs, 'ut the reasons #eo#le #urchase any

#roduct can (ary )idely. *he identi$ication o$ consumer

moti(es is an im#ortant ste# in ensuring that a #roduct )illsatis$y a##ro#riate needs. *raditional a##roaches to

consumer 'eha(iour ha(e $ocused on the a'ilities o$ #roducts

to satis$y rational needs +utilitarian moti(es, 'ut hedonic

moti(es +e.g. the need $or e-#loration and $un also #lay a key

role in many #urchase decisions. Hence, there has 'een a

shi$t a)ay $rom talking a'out needs to)ards talking a'out

)ants and desires.

Motivation


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Slide 6.


/ &oti(ation re$ers to the #rocesses that cause #eo#le

to 'eha(e as they do.

/ &oti(ation occurs )hen a need is aroused that the

consumer )ishes to satis$y. 0nce a need has 'eenacti(ated, a state o$ tension e-ists that dri(es the

consumer to attem#t to eliminate or reduce the need.

/ nderstanding moti(ation is to understand )hy

consumers do )hat they do.

The motivation process:

a psychological perspective


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Slide 6.4


/ &oti(ation satis$ies either utilitarian or hedonic needs.

2 Satis$ying utilitarian needsim#lies that consumers

em#hasi%e the o'3ecti(e, tangi'le attri'utes o$

#roducts, e.g. $uel economy in a car.2 Satis$ying hedonic needsim#lies that consumers

em#hasi%e su'3ecti(e and e-#eriential as#ects,

e.g. sel$ con$idence, e-citement, etc.

The motivation process


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Slide 6.


Motivational strength

*he degree to )hich a #erson is )illing to e-#end

energy to reach one goal as o##osed to another

re$lects their underlying moti(ation to attain that goal.


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Slide 6.6


/ Biological

2 Drive theory$ocuses on 'iological needs that #roduce

un#leasant states o$ arousal, e.g. stomach rum'ling

)hen you are hungry. 5e are moti(ated to reduce the

tension caused 'y such arousal.

/ Learned

2 Expectancy theory suggests that 'eha(iour is largely

go(erned 'y e-#ectations o$ achie(ing desira'leoutcomes 2 #ositi(e incenti(es rather than #ushed $rom

)ithin.

Biological vs. learned needs


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Slide 6.


Motivational direction

&oti(es ha(e direction as )ell as strength. *hey aregoal oriented in that they dri(e us to satis$y s#eci$ic

needs. &ost goals can 'e reached 'y a num'er o$

routes, and the o'3ecti(e o$ a com#any is to con(ince

consumers that the alternati(e it o$$ers #ro(ides the'est chance to attain the goal.


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Slide 6.7


/ *he #articular $orm o$ consum#tion used to satis$y a

need is called a )ant.

/ Biogenic needs2 #eo#le are 'orn )ith a need $or

certain elements necessary to maintain li$e, e.g. $ood,)ater, shelter, etc.

/ Psychogenic needs2 are ac8uired in the #rocess o$

'ecoming a mem'er o$ a culture, e.g. status, #o)er,

a$$iliation, etc.

Needs vs. wants


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Slide 6.9


/ Positively valued goals2 consumers are moti(ated to

a##roach the goal and )ill seek out #roducts that )ill

'e instrumental in attaining it.

/ Avoiding negative goals consumers are moti(atedto a(oid a negati(e outcome structuring their

#urchases or consum#tion acti(ities.

Motivational conflicts


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Slide 6.1!


:igure 6.1 *hree ty#es o$ moti(ational con$lict

Motivational conflicts Continued!


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Slide 6.11


Classifying consumer needs

/ Much research has been done on classifyinghuman needs. Henry Murray delineated a set

of 20 psychogenic needs that result in specicbehaviours.

/ Other motivational approaches have focusedon specic needs and their ramications forbehaviour.

2 Need for achievement.

2 Need for aliation.

2 Need for poer.

2 Need for uni!ueness.

Slid 6 1


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Slide 6.1


:igure 6. Le(els o$ need in the &aslo) hierarchy

Maslow"s hierarchy of needs

Slid 6 1


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Slide 6.1


As &aslo);s hierarchy o$ needs demonstrates, the same

#roduct can satis$y di$$erent needs, de#ending on the

consumer;s state at the time. "n addition to his o'3ecti(e

situation +e.g. ha(e 'asic #hysiological needs already

'een satis$ied


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Slide 6.14


/ *he ideathat much o$ human 'eha(iour stems $rom a$undamental con$lict 'et)een a #erson;s desire to

grati$y his=her #hysical needs and the necessity to

$unction as a res#onsi'le mem'er o$ society.

/ *he struggle is carried out in three internal systems>

2"d +immediate grati$ication, directing a #erson;s

#sychic

energy to)ards #leasura'le acts )ithout regard to the

conse8uences.

2Su#erego +the #erson;s conscience )orking to #re(ent

the id seeking sel$ish grati$ication.

2Ego +mediating 'et)een the other t)o.

#idden motives: the psychoanalytical

perspective

Slide 6 1


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Slide 6.1


*a'le 6.1 &a3or moti(es $or consum#tion as identi$ied 'y Ernest ?ichterSource:Ada#ted $rom @e$$rey :. ?urgee, "nter#reting ?ichter;s "nter#retations> An Analysis o$ onsum#tion Sym'olism in The Handoo! o" Consumer #otivation$% #ar!eting and

Semiotics: Selected Papers "rom the Copenhagen Symposium, ed. Hanne Hart(igCLarsen, ?a(id Dlen &ick and hristian Alsted +o#enhagen> Handelsh3skolens $orlag, 1991

Motivational research

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Slide 6.16


/ ?esire ca#tures the seducti(e s#irit o$ the #ositioningo$ many contem#orary 'rands.

/ ?esire has interesting relationshi#s )ith control 2

control can kill desire or it can cause e-cess and lacko$ control o(er onesel$.

/ ?esire is one )ay o$ dealing )ith (ery #assionate

consumers, stressing the emotional or irrational side

o$ consumer 'eha(iour.

Consumer desire

Slide 6 1


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Slide 6.1


*he )ay )e e(aluate and choose a #roduct de#ends onour degree o$ in(ol(ement )ith the #roduct, the

marketing message and=or the #urchase situation.

Product in(ol(ement can range $rom (ery lo) to (ery

high. "n addition to considering the degree to )hichcustomers are in(ol(ed )ith the #roduct, marketing

strategists also need to assess their e-tent o$

in(ol(ement )ith marketing messages and )ith the

#urchase situation.

Consumer involvement

Slide 6 17


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Slide 6.17


:igure 6. once#tuali%ing com#onents o$ in(ol(ement

Consumer involvement

Slide 6.19


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Slide 6.19


/ Cognitive involvement2 )here a #erson is moti(atedto learn all she=he can a'out the #roduct.

/ Product involvement2 the consumer;s le(el o$ interest

in making a #articular #urchase, )hich can range $rominertia to (ery high in(ol(ement.

/ #essage&response involvement+ad(ertising

in(ol(ement 2 the consumer;s interest in #rocessing

marketing communications.

/ Ego involvement+enduring in(ol(ement 2 the

im#ortance o$ a #roduct to a consumer;s sel$Cconce#t.

Types of consumer involvement

Slide 6.!


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Slide 6.!


/ *he #ersonal interest a consumer has in a #roductcategory. "ts #ersonal meaning or im#ortance.

/ *he #ercei(ed im#ortance o$ the #otential negati(e

conse8uence o$ a 'ad #urchase.

/ *he #ro'a'ility o$ making a 'ad #urchase.

/ *he #leasure (alue o$ the #roduct category.

/ *he sign (alue o$ the #roduct category.

Such #ro$iles allo) consumer researchers to ca#ture the

di(ersity o$ the in(ol(ement, construct and use

in(ol(ement as segmentation 'ase. &arketing strategists

can assess the e-tent o$ the in(ol(ement )ith marketing

messages and )ith the #urchase situation.

$n involvement profile

Slide 6.1


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/ A##eal to the consumer;s hedonic needs.

/ se no(el stimuli.

/ se #rominent stimuli.

/ "nclude cele'rity endorsers./ Build a 'ond )ith consumers 'y maintaining an

ongoing relationshi# )ith them.

/ *he internet has #ro(ided com#anies )ith ne)

o##ortunities $or creating loyal 'onds )ith customersand the #ossi'ility to #ersonali%e #roducts and

ser(ices.

%trategies to increase involvement

Slide 6.


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onsumerCgenerated content is )here ordinary #eo#le(oice their o#inions a'out #roducts, 'rands and

com#anies on 'logs, #odcasts and social net)orking

sites. "t is #ro'a'ly the 'iggest marketing #henomenon

o$ the last $e) years.

Consumer&generated content C'C!

Slide 6.


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/ 0ur dee#ly held culturallyCin$ormed (alues dictate the

ty#es o$ #roducts and ser(ices )e seek out or a(oid.Falues are 'asic, general #rinci#les used to 3udge thedesira'ility o$ endCstates. nderlying (alues o$ten dri(econsumer moti(ations. Products thus take on meaning

'ecause they are seen as 'eing instrumental in hel#ingthe #erson to achie(e some goal that is linked to a (alue,such as indi(iduality or $reedom.

/ All cultures $orm a (alue system )hich sets them a#art$rom other cultures. Each culture is characteri%ed 'y a set

o$ core (alues to )hich many o$ its mem'ers adhere.Some researchers ha(e de(elo#ed lists to account $orsuch (alue systems and used them in crossCculturalcom#arisons.

(alues

Slide 6.4


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/ 0ne a##roach to the study o$ (alues is the means2end chain, )hich tries to link #roduct attri'utes to

consumer (alues (ia the conse8uences that usage o$

the #roduct )ill ha(e $or the consumer.

/ Since consumers are not necessarily )illing or a'le to

communicate their underlying desires to marketers,

(arious other techni8ues such as #ro3ecti(e tests can

'e em#loyed to assess desires.

(alues Continued!

Slide 6.


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/ E$$iciency 2 re$erring to all #roducts aimed at #ro(iding(arious kinds o$ con(enience $or the consumer.

/ E-cellence 2 addressing situations )here the e-#erience

o$ 8uality is the #rime moti(ation.

/ Status 2 )here the consumer #ursues success andengages in im#ression management and cons#icuous

consum#tion.

/ Sel$Cesteem 2 situations )here the satis$action o$

#ossessing is in $ocus./ Aesthetics 2 searching $or 'eauty in one;s consum#tion.

/ Ethics and s#irituality.

Types of consumer values

Slide 6.6


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:igure 6.4 *he moti(ational domains o$ the Sch)art% (alue sur(ey

(alue survey

Slide 6.


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The means)end chain model

*his a##roach assumes that #eo#le link (ery s#eci$ic#roduct attri'utes +indirectly to terminal (aluesG )e

choose among alternati(e means to attain some end

state )e (alue +such as $reedom or sa$ety. *hus, )e

(alue #roducts to the e-tent that they #ro(ide the meansto some end )e desire.

Slide 6.7


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:igure 6. +a Hierarchical (alue ma#s $or (egeta'le oil in three countriesSource> .A. ielsen, *. BechCLarsen and I.D. Drunert, onsumer #urchase moti(es and #roduct #erce#tions> a laddering study on (egeta'le oil in three countries;, 'ood (uality and

Pre"erence 9+6 +1997> 4266

The means)end chain model *enmar+!

Slide 6.9


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:igure 6. +' Hierarchical (alue ma#s $or (egeta'le oil in three countriesSource> .A. ielsen, *. BechCLarsen and I.D. Drunert, onsumer #urchase moti(es and #roduct #erce#tions> a laddering study on (egeta'le oil in three countries;, 'ood (uality and

Pre"erence 9+6 +1997> 4266

The means)end chain model ngland!

Slide 6.!


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:igure 6. +c Hierarchical (alue ma#s $or (egeta'le oil in three countriesSource> .A. ielsen, *. BechCLarsen and I.D. Drunert, onsumer #urchase moti(es and #roduct #erce#tions> a laddering study on (egeta'le oil in three countries;, 'ood (uality and

Pre"erence 9+6 +1997> 4266

The means)end chain model -rance!

Slide 6.1


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Materialism: another perspective on

the why" of consumption

/ onsumer (ary in the im#ortance they attach to)orldly #ossessions, and this orientation in turn has

an im#act on their #riorities and 'eha(iours.

/ &aterialism re$ers to the im#ortance #eo#le attach to)orldly #ossessions.

/ &aterialism may 'e considered a more general (alue

underlying other consumer (alues, thus reassuring us

that an o'(ious )ay o$ reali%ing one;s (alues isthrough consum#tion.

Slide 6.


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%ustaina/ility: a new core value0

*here are indications o$ a (alue shi$t )ithin a si%a'le#ro#ortion o$ the di$$erent #o#ulation grou#s 2 and this is

currently o$ten accom#anied 'y much greater interest in

en(ironmentally sustaina'le #roducts and ser(ices.

Slide 6.


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:igure 6.6 1 I go(ernment headline 'eha(iour goals +#roCen(ironmental

'eha(ioursSource> ?e$ra Je#ort A $rame)ork $or #roCen(ironmental 'eha(iours; +@an !!7 London htt#>==))).de$ra.go(.uk=e(idence=social='eha(iour= #age , accessed August 16 !!7

%ustaina/ility

Slide 6.4

1 l ti % t


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:igure 6. *he se(en #o#ulation segmentsSource> ?e$ra Je#ort A $rame)ork $or #roCen(ironmental 'eha(iours; +@an !!7 London htt#>==))).de$ra.go(.uk=e(idence=social='eha(iour= #. 7, accessed August 16 !!7

1opulation %egments

Slide 6.

' l / t


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:igure 6.7Acce#ta'ility o$ headline goals 'y segmentSource> ?e$ra Je#ort A $rame)ork $or #roCen(ironmental 'eha(iours; +@an !!7 London htt#>==))).de$ra.go(.uk=e(idence=social='eha(iour= #. 9, accessed August 16 !!7

'oals /y segment

Slide 6.6


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1roduct disposal

onsumer 'eha(iours around getting rid o$ #roducts)hich )e no longer need or )ant are a ma3or concern

'oth to marketers and to #u'lic #olicymakers. Product

disposal is an increasingly im#ortant #ro'lem.

Jecycling is one o#tion that )ill 'ecome more crucial asconsumers; en(ironmental a)areness gro)s. )ateral

cycling occurs )hen )e 'uy, sell or 'arter secondChand

o'3ects.

Slide 6.


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:igure 6.9 onsumers; dis#osal o#tionsSource> Ada#ted $rom @aco' @aco'y, arol I. Berning and *homas :. ?iet(orst, 5hat a'out dis#osition


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:igure 6.1! onte-tuali%ing the )hy; o$ consum#tionSource> Ada#ted $rom S. Jatnesh)ar, ?.D. &ick and . Hu$$man, "ntroduction;, in S. Jatnesh)ar, ?.D. &ick and . Hu$$man, eds, The +hy o" Consumption +London> Joutledge, !!!> 127

The 2why3 of consumption

Buyer Behaviour Lecture 4

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