MotivationThe reason for behavior

MotiveConstruct representing an unobservable inner force that stimulates and compels behavior responses and provides specific direction to that response; why a person does something

Maslow's Hierarchy of Needs

Macro theory designed to account for most human behavior in general terms; based on 4 premises

1. All humans acquire a similar set of motives through genetic endowment and social interaction

2. Some motives are more basic or critical than others3. More basic motives must be satisfied to a minimum level before other motives

are activated4. As basic motives become satisfied, more advanced motices come into play

Maslow's Hierarchy Detailed

1. Physiological - food, water, sleep e.g. Band-Aid "blister proof your feet!"2. Safety - physical safety and security e.g. State Street Investing "Precise in a

world that isn't"3. Belongingness - love, friendship, affiliation e.g. Olive Garden "When you're

here, you're family"4. Esteem - desire for status, superiority, self-respect e.g. BMW "The ultimate

driving machine"5. Self-Actualization - desire for self-fulfillment e.g. U.S. Navy "Accelerate Your

Life"

McGuire's Psychological Motives

Detailed set of motives used to account for specific aspects of consumer behavior

Cognitive Preservation Motives

Need for consistency (active, internal)Need for attribution (active, external)Need to categorize (passive, internal)Need for objectification (passive, external)

Need for Consistency

(Active, internal) Basic desire to have all facets of oneself consistent with one anotherInclude:

attitudesbehaviorsopinionsself-imageviews of others

Need for Attribution

(Active, external)

Deals with our need to know who or what causes things to happen to usRelates to attribution theory

Extremely important in regards to credibility of advertisements

Attribution Theory

An approach to understanding the reasons consumers assign particular meanings to the behaviors of others

Need to Categorize

(Passive, internal) Peoples need to categorize and organize the vast array of information and experiences they encounter into meaningful yet manageable way.

e.g. Making your item cost $9.95 so you're not categorized in the over $10 group

Need for Objectification

(Passive, external) reflect the needs for observational cues or symbols that enable people to infer what they feel or know

Cognitive Growth Motives

Need for autonomy (active, internal)Need for stimulation (active, external)Teleological need (passive, internal)Utilitarian need (passive, external)

Need for Autonomy

(Active, internal) need for independence and individuality, particularly seen in American culture

e.g. owning and using products that are unique

Need for Stimulation

(Active, external) people seeking variety and need for something different in their lives - need is curvilinear and changes over time

Teleological Need

(Passive, internal) consumer behavior change as he or she works to get to a desired final state

Utilitarian Need

(passive, external) Consumer is a problem solver approaching situations as opportunities to acquire useful information or new skills

e.g. consumer watching 90210 not for the drama of the show but to learn of fashion styles and trends

Affective Preservation Motives

Need for Tension ReductionNeed for ExpressionNeed for Ego DefenseNeed for Reinforcement

Need for Tension Reduction

(Active, internal) People are motivated to seek ways to reduce stress

Need for Expression

(Active, external) motive dealing with individuals need to express one's self to others

e.g. buying certain clothing or cars

Need for Ego Defense

(passive, internal) Need to defend one's identify or ego

Need for Reinforcement

(passive, external) Motivation to act in a certain way because rewarded for bevaving that way in a similar situation

Affective Growth Motives

Need for assertionNeed for affiliationNeed for IdentificationNeed for Modeling

Need for Assertion

(Active, internal) for competitive achievers who seek success, admiration, dominance

Need for Affiliation

(active, external) need to develop mutually helpful and satisfying relationships with others

Need for Identification

(passive, internal) person finds joy in creating new roles for his or herself, whether it be student, bookstore employee, fiance, etc

Need for Modeling

(passive, external) need to base behavior on that of others

e.g. Laird Hamilton and Tiger Woods for American Express - "My life. My card"

DemandThe willingness to buy a particular product or service; marketers don't necessarily create need, but they do create demand

Manifest Motives

Motives that are known and freely admittedExample - why do you buy J Crew clothes?

Stylish and come in a variety of colors and sizesClothes are high quality and comfortableNumber of my friends wear J Crew

Latent Motives

Motives either unknown to the consumer or were such that she was reluctant to admit themExample - why do you buy J Crew clothes?

It will show I'm sophisticated and trendyIt's an upscale and urban brand that will help make me popular and powerful

Projective Techniques

Designed to provide information on latent motives

Example

Word associations - first word that comes to mind when thinking of brands or behaviors

Laddering Projective technique to construct a means-end or benefit chain

Means End or Benefit Chain

Where a product or brand is repeatedly shown to a consumer who names all the benefits that possession or use of the product might provide until the consumer can no longer identify additional benefits

InvolvementMotivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting

Motivation Conflict

Approach-approachApproach-avoidanceAvoidance-avoidance

Approach-Approach Conflict

When a consumer must choose between two attractive alternatives; the more equal the attraction, the greater the conflict

Approach-Avoidance Conflict

When a consumer must face a purchasing choice that has both positive and negative consequencesExample:

Consumers who want a tan but don't want the negative health risks associated with sun exposure - use Neutrogena's Instant Bronze sunless tanner to resolve conflict

Avoidance-Approach Conflict

A choice involving only undesirable consequences

Marketing Strategies Based on Regulatory Focus

Promotion FocusedPrevention Focused

Promotion-Focused Motives

Revolve around desire for growth and development and are related to consumers hopes and dreams

Prevention-Focused Motives

Revolve around desire for safety and security and are related to the consumers' sense of duties and obligations

Regulatory Focus Theory

Consumers will react differently depending on which set of motives is most salient

Personality An individuals characteristic response tendencies across similar situations

Regulatory Focus Approach to Motivation

Five-Factor Model

Theory identifying five basic traits formed by genetics and early learningInclude:

ExtroversionInstabilityAgreeablenessOpenness to experienceConscientiousness

Extroversion

Prefer to be in a large group rather than aloneTalkative when with othersBold

Instability

MoodyTemperamental

Touchy

Agreeableness

SympatheticKind to othersPolite with others

Openness to experience

ImaginativeAppreciative of artFind novel solutions

Conscientiousness

CarefulPreciseEfficient

Single Trait Theories

Emphasize one personality trait as being particularly relevant to understanding a particular set of behaviorsTraits include:

Consumer ethnocentrismNeed for cognitionConsumers need for uniqueness

Consumer Ethnocentrism

Reflects an individual difference in consumers' propensity to be biased against the purchase of foreign productsConsumers high tend to be less open to other cultures

Need for Cognition

(NFC) Reflects and individual difference in consumers' propensity to engage in and enjoy thinking

Consumers' Need for Uniqueness

Reflects individual differences in consumers' propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods.

Brand Personality

Set of human characteristics that become associated with the brandFive basic dimensions:

SincerityExcitementCompetenceSophisticationRuggedness

Conclusions about Brand Personality

Consumers readily assign personalities to brands whether they like it or notThey create expectations about key characteristics, performance and benefitsOften the basis for a long-term relationship with the brand

Communicating Brand Personality

Celebrity endorsersUser imageryExecutional Factors

Celebrity Endorsers

Characteristics and meaning of the celebrity can be transferred to the brand

User Imagery

Involves showing a typical user along with images of the types of activities they engage in while using the brandExample:

Mountain Dew - features young, active users engaged in fun and exciting activities

Executional Factors

Go beyond the core message to include "how" the brand is communicatedInclude:

ToneMediaPaceLogo

ToneListerine in Canada trying to be lighthearted and powerful, so leveraged an action-hero theme from popular movies

MediaHush Puppies placed ads in fashion magazines such as W and InStyle to establish a more hip, fashionable personality

Pace Molson wanted a "spirited, adventurous and slightly naughty" personality, so it created TV ads in which a "festive Latin beat is punctuated with fast-moving, sexually charged

party scenes".

LogoReebok wanted to invigorate its brand to younger hipper image, so created the new "Rbk" logo

EmotionThe identifiable, specific feeling, and affect to the liking/disliking aspect of that specific feeling

Common Elements of Emotional Experiences

1. Often triggered by environmental events2. Accompanied by physiological changes3. Generally accompanied by cognitive thought4. Have associated behaviors5. Have subjective feelings

Nature of emotions

Dimensions of Emotions

3 basic dimensions that underlie all emotions

PleasureArousalDominance

CopingInvolves consumer thoughts and behaviors in reaction to a stress-inducing situation designed to reduce stress and achieve more desired positive

Active Coping

Thinking of ways to solve the problem, engaging in restraint to avoid rash behavior, and making the best of the situation

Expressive Support Seeking

Venting emotions and seeking emotional and problem focused assistance from others

AvoidanceAvoiding the retailer mentally or physically or engaging in complete self-denial of the event