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B206 Week 15 Motivational processes - Coggle Diagram
B206 Week 15 Motivational processes
15.1 Motivational strength and direction
Task 1 : Motivational strength
once a need is aroused, a state of tension occurs which we then have a desire to reduce or eliminate. The amount of time and energy we are prepared to put in to reducing/eliminating the tension is our motivation
needs = either hedonic or utilitarian
Drive theory
the extent (urgency/necessity) we want to reduce tension (caused by unfulfilled need) and return to homeostasis
Expectancy theory
consciously making choices which will enhance pleasure and reduce pan (Vroom, 1964)
The effort we put in is dependant on the reward we think it will create
Needs and wants
Need = a basic goal/unsatisfied requirement e.g. hunger
want = the route chosen to satisfy the need (depends on characteristics/personality, culture etc) e.g. the route to satisfy hunger could be eat a pizza or eat a salad, two different routes satisfy the same need
Task 2 Motivational direction
motivational direction = the behaviour/ way we choose to satisfy a need. Organisations need to convince customers that their offering is the best solution to satisfying the need
Utilitarian and hedonic needs
Hedonic need = subjective and experiential, satisfies emotional needs of fun, excitement e.g. bungee jumping
Utilitarian need = objective, tangible, a need of necessity e.g. food
Dhar and Wertenbroch (200) use the terms luxury and pleasure to describe hedonic consumption, while customers purchasing utilitarian products are most likely to do so out of necessity
does this cover all types of needs? can a product be a mixture of both?
example of both = Burberry jacket, warm (utilitarian) and stylish (hedonic)
article reading summary points: hedonic choices are more appealing but create more guilt and need more justification, utilitarian choices are easier to justify. The choice between the 2 creates 2 behaviour pathways 1) when presented singularly (Separate evaluation) = hedonic wins, when presented together = utilitarian wins 2) people prefer to invest time in hedonic choices and money in to utilitarian choices. We choose the option which create the least psychological tension - but is what causes tension cultural?
Task 3: Motivational conflicts
2 types of motivation (positive and negative)
sometimes a purchase involves conflicting motivations
positive motivation
aka approach. A behaviour which creates a positive effect on life e.g. horse riding
negative motivation
aka avoidance. a behaviour to avoid something negative e.g. dancing to avoid bad mood
part 1
Approach-Approach Conflict
conflict arising from wanting two things but only being able to have one
marketers use comparative advertising, highlighting benefits of their products, to reduce cognitive dissonance
e.g. i want both the samsung and the apple phone
part 2
approach-avoidance conflict
conflict arising from wanting something but dont want it at the same time. most difficult conflict to resolve
marketers can use ways to reduce /avoid negative impact e.g. low sugar or salt versions of food
e.g. i want cake (approach) but i dont want to get fat (avoidance)
part 3
avoidance-avoidance conflict
conflict arising from not wanting to do something but the alternative of not doing it is also negative
marketers help reduce/resolve conflict by reassuring that doing it is a good idea. they help in the decision making process by suggesting why doing it is a good idea
e.g. i don't want to take the bins out but if i dont take them out the consequence is that they won't get emptied which is also bad
15.2 Customer needs
Task 1 Murrays psychogenic needs (theory)
who: Henry Murray
when 1938
The theory that we all have psychogenic needs which result in specific behaviours. psychogenic needs are psychological/emotional needs. they are needs for our well-being rather than our survival. Psychogenic needs affect how we fulfil basic needs (like eating)
The psychogenic needs (everyone has to varying degrees)
need for achievement
indicators of success
e.g. guitar app "stop playing games, start playing guitar" indicate successful guitar player
need for affiliation
desire for friendship, group acceptance/affiliation
e.g. coke cola "have a break with a friend" advert
need for power
autonomy, control
e.g. linx advert =power over womes attention
need for uniqueness
different from others
e.g. mercedes benz customisation
Task 2 Maslows hierarchy of needs (theory)
Who: Abraham Maslow (US Psychologist)
when: 1943
A fixed sequence of human development. A human must fulfil needs in one stage before they are able to progress on to the next
Marketers use this model as it helps to understand that customers may have varied prioritisation of needs in different consumption contexts/stages in their lives
too dogmatic. some activities can fulfil more than one need. does not necessarily mean you have to climb up the pyramid sequentially
may be too culture specific to western culture
identifying customers needs is important to create appropriate messaging to motivate action
e.g. anti smoking advert use fear appeal, affecting the safety segment in Maslow's hierarchy of needs. IS THIS APPROPRIATE FOR SSIGNMENT? CLIMATE CHANGE
15.3 Personality
Task 1 Customers personality and their behaviours
"personality is an individuals unique psychological make-up. it consistently affects the way an individual responds to their environment (Solomon, 2006)
personalities are unique to everyone. we do not demonstrate fixed personalities as they vary situationally but they are stable enough for marketers to categorise personality types based on behaviour and traits, and use this to create messages appealing to those pertinent traits
"personality is one of the main psychological factors perceived to influence customers purchase behaviour" (Tsao and chang, 2010)
Task 2 Big 5 personality traits: OCEAN
The big 5
openness
open to new experience, creative, fun etc unfocused unpredictable people
conscientiousness
how thoughtful, considerate. dependable, plan in advance, considerate people
extraversion
outgoing, high-level of expressiveness. attention seeking behaviour
agreeableness
compassionate, friendly. socially successful
neuroticism
emotional instability, moody, depressed
the big 5 personality types help marketers draw conclusions on customers habits, preferences and motivations.
Marketers tailor offerings and brand personality to allow 'self-congruity'. the customer identifies with the brand/product personality/values
a weak idea but an effect does appear to link the two according to article
consumers do use brands to express their personality
conscientious types prefer trusted brands, in liner with their own reliability
neurotics prefer trusted brands too - they like the reassurance
males more self expressive with brands than females
example : a family car - likely customers = parents demonstrating conscientious and neurotic traits = position the car as trusted, safe, sensible features, reliable
Task 3 Freudian theory
the idea that the unconscious drives our personality and motivations. There is a conflict between our desires and needing to behave socially acceptably. The conflict develops in 3 systems:
ID
- Our unconscious hedonistic desires. seeking pleasure and avoiding pain. little regard for consequences. primitive/instinctual
e.g. Sexual advertising. Perfume adverts made sexy!
Superego
- internalisation of society's rule, values and moral. learned from parents and authority figures. It is the opposite of ID and tries to prevent perusal of selfish pleasure
e.g. FAIR TRADE PRODUCUTS - APPROPRIATE FOR ASSIGNMENT
Ego
- mediates between ID and Superego. tries to satisfy ID in a way superego finds acceptable
e.g. diet coke sugar free
