Chapter 3: Motivation and...

Copyright © 2006

Pearson Education Canada Inc.

Chapter 3/4

Motivation and Involvement/

Consumer Motivation

Consumer Behaviour

Canadian Edition

Schiffman/Kanuk/Das

Copyright © 2006 Pearson Education Canada Inc.

www.freeuniversitybd.weebly.com

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Opening Vignette

Why do people go to boutique hotels?

Personalized service

Unique experience

Also satisfies consumer’s ego needs

‘as unique as I am’

http://www.listel-vancouver.com/



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What Is Motivation?

The driving force within individuals that

impels them to action

– Produced by a state of tension due to an

unfulfilled need

– Which leads to conscious/subconscious

attempts to reduce the tension



Motivation:

• Motivation the energizing force that

causes behavior that satisfies a need.

• Needs are hierarchical.

• Once basic physiological needs are

met, people seek to satisfy learned

needs.

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Types of Needs

Innate Needs

– Physiological (or biogenic) needs that are

considered primary needs or motives

Acquired needs

– Generally psychological (or psychogenic) needs

that are considered secondary needs or motives



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Types of Motives

Rational Motives

– Goals chosen according to objective criteria

(e.g., price)

Emotional Motives

– Goals chosen according to personal or

subjective criteria (e.g., desire for social status)» continued



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Types of Motives

Latent Motives

– Motives that the consumer is unaware of or

unwilling to recognize

– Harder to identify

– Require projective techniques to identify

Manifest Motives

– Motives that the consumer is aware of and

willing to express



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Goals

Generic Goals

– the general categories of goals that consumers see as a way to fulfill their needs

– e.g., “I want to get a graduate degree”

Product-Specific Goals

– the specifically branded products or services that consumers select as their goals

– e.g., “I want to get an MBA in Marketing from Kellogg School of Management.”



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The Selection of Goals

The goals selected by an individual depend on their:

– Personal experiences

– Physical capacity

– Prevailing cultural norms and values

– Goal’s accessibility in the physical and social environment



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Motivations and Goals

Positive Motivation

A driving force

toward some object

or condition

Leads to an

Approach Goal

A positive goal toward

which behaviour is

directed

Negative Motivation

A driving force away

from some object or

condition

Leads to an

Avoidance Goal

A negative goal from

which behaviour is

directed away



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The Dynamic Nature of

Motivation

Needs are never fully satisfied

New needs emerge as old needs are satisfied

A given need may lead totally different goals

Consumers are more aware of their goals than their needs

» continued



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Motivation

Consumer values, personality and self-concept influence consumer goals

Consumers have multiple needs

– Pre-potent need

Motives are difficult to infer from behaviour

Past experiences (success/failure) influence goals

– Defence Mechanisms» continued



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Motivation

Motives may conflict with each other

– Three types of motivational conflict

• Approach-approach: when a consumer is drawn towards

two positive goals

• Approach-avoidance: when the goal object has both

positive and negative qualities

– You are both drawn toward and away from the object

• Avoidance-avoidance: when the consequences of buying

an object is unpleasant, but the purchase does not lead to

any pleasure

» continued



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Motivation

Motives can be aroused in many ways

– Physiological arousal

• Hunger, thirst

– Emotional arousal

• daydreaming

– Cognitive arousal

• Random thoughts

– Environmental arousal

• Cues in the environment (e.g. smell of food)



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Defence Mechanism

Methods by which people mentally redefine

frustrating situations to protect their self-

images and their self-esteem.



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Types of Defence Mechanisms

Aggression

Rationalization

Regression

Withdrawal

Projection

Autism

Identification

Repression



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Philosophies Concerned With

Arousal of Motives

Behaviourist School

– Behaviour is response to stimulus

– Elements of conscious thoughts are to be ignored

– Consumer does not act, but reacts

Cognitive School

– Behaviour is directed at goal achievement

– Need to consider needs, attitudes, beliefs, etc. in understanding consumer behaviour



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Murray’s List of

Psychogenic Needs

Needs Associated with Inanimate Objects:

Acquisition, Conservancy, Order, Retention, Construction

Needs Reflecting Ambition, Power, Accomplishment, and Prestige:Superiority, Achievement, Recognition, Exhibition,

Infavoidance

Needs Connected with Human Power:Dominance, Deference, Similance, Autonomy,

Contrariancecontinued



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Murray’s List of

Psychogenic Needs

Sado-Masochistic Needs :Aggression, Abasement

Needs Concerned with Affection between

People:Affiliation, Rejection, Nurturance, Succorance, Play

Needs Concerned with Social Intercourse:Cognizance, Exposition



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McClelland’s Trio of Needs

Power

– individual’s desire to control environment

Affiliation

– need for friendship, acceptance, and belonging

Achievement

– need for personal accomplishment

– closely related to egoistic and self-

actualization needs



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Mid-range Theories of

Motivation Psychological Reactance

– Motivational arousal due to threat of behavioural freedom

Opponent Process Theory– Extreme initial reactions may be followed by

extreme opposite reaction

– Priming• Small amounts of initial stimuli will lead to desire for

more

• extreme amounts of exposure to same stimulus will lead to withdrawal

» continued



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Mid-range theories

Hedonic Consumption

– Need to gain pleasure through the senses

– Explains attraction to scary rides, adventure tours, etc

Optimum Stimulation Level

– Desire to maintain a certain level of stimulation that the consumer considers to be optimal



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Motivational Research

Qualitative research designed to uncover

consumers’ subconscious or hidden

motivations. Consumers are not always

aware of, or may not wish to recognize, the

basic reasons underlying their actions.



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Projective Techniques Metaphor analysis

Story telling

Picture drawing

Photo sorts

Thematic Apperception Tests

Word Association

Sentence Completion

Third-person technique



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Motivation and Marketing

Strategy Identify the needs and goals of the

target market

– Identify both latent and manifest motives

Use knowledge of needs to segment

the market and to position the product

Use knowledge of needs to develop

promotional strategies

Reduce motivational conflict



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Consumer Involvement

The level of personal relevance that a

consumer sees in a product



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Types of Involvement

Enduring Involvement

– long-lasting involvement that arises out of

a sense of high personal relevance

Situational involvement

Short-term involvement in a product of low

personal relevance



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Types of Involvement- Cont’d

Cognitive Involvement

– Rational level involvement in products that

are considered to be major purchases

Affective Involvement

– Emotional level involvement in products



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Factors Leading to High

Involvement

Level of perceived risk (social, financial or physical)

Level of personal interest in product category

Probability of making a mistake or buying the wrong product

Extent of pleasure in buying and using a product

Number and similarity of competitive brands available



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Measures of Involvement

Brand involvement

Ego involvement

Importance of purchase

Product involvement

Situational Vs Enduring Vs Response

involvement

Involvement Profile



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Involvement and Marketing

Strategy

Choose media according to level of

involvement

– Print media for high involvement

– Television for low involvement

Choose messages according to level of

involvement

Find ways to raise level of involvement

Chapter 3: Motivation and...

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