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WEEK 8: Motivation & Attitude and attitude change - Coggle Diagram
WEEK 8: Motivation & Attitude and attitude change
Topic 10: Motivation
McGuire theory: Psychological motives
Cognitive growth motives or needs
Novelty
The need for variety and difference.
Teleogical
The need to achieve desired outcomes or end states.
Independence
The need for a feeling of self-governance or self-control.
Utilitarian
The need to learn new information to solve problems.
Affective preservation motives or needs
Self-expression
The need to express self-identity to others.
Ego-defence
The need to defend or protect our identities or egos.
Tension reduction
The need to reduce stress
Reinforcement
The need to act in such a way that others will reward us.
Cognitive preservation motives or needs
Causation
The need to determine who or what cause the things that happen to us
Categorization
The need to establish categories or mental partitions that provide frames of reference.
Consistency
The need for internal equilibrium or balance.
Cues
The need for observable cues or symbols that enable us to infer what we feel and know.
Affective growth motives or needs
Affiliation
The need to develop mutually satisfying relationships with others
Identification
The need to adopt new roles.
Assertion
The need to increase self-esteem
Modelling
The need to base behaviours on those of others
The need for consistency
A desire is to have facets or parts of oneself consistent with each other
The need of attribute causation
Attribution theory
Deals with the need to determine who or what causes the things that happen to us.
Salesperson’s advice tends to be discounted due to attribution of causality
If friends give same advice then consumers attribute causality to friends’ desire to be helpful
The need to categorise
Need to be able to categorise and organise information and experiences in some meaningful manageable way.
How is your product categorised by consumers?
Frames and references to process a large quantity of information
Related to cognitive reasoning learning
The need for cues
Motives reflect our need for observable cues or symbols, to enable us to infer what is felt and known.
Marketing implication: The need for cues
Staff uniform to be consistent with company image as uniforms project more professional image
Clothes, cars, accessories give a cue of a desired image and consumer lifestyle
Maslow’s hierarchy of needs
Physiological need
Food, water, sleep, and to some extent, sex are physiological motives
Safety needs
Physical safety
Security
Stability
Familiar surroundings
Self-actualisation need
Desire for self-fulfillment, for becoming all that one is capable of becoming.
Full potential of yourself (able to give to others/help others)
McGuire theory: Psychological motives
Mental activities, processes and meaning
Cognitive growth
Cognitive preservation
Emotions, feelings and personal goals
Affective growth
Affective preservation
The need for independence
Need for independence or feeling of self-governance is derived from a need to establish a sense of self-worth and self-actualization.
Want to stand out from the crowd
“Just do it’’ from Nike
“Be who you want to be’’ from Weight Watcher
Need for novelty
Variety-seeking behavior
Individuals experiencing rapid change generally become satiated and desire stability, while those in stable environments become “bored” and desire change.
Provide variety
New experiences
New product
Brand extensions
Teleological need
Propels individual to prefer movies, television programs and books with outcomes that match their view of how the world should work.
Philosophy and beliefs
Fit your product into the world consumers want.
Movie example = Good characters always win over bad ones
The need of tension reduction
We encounter situations in our lives that create uncomfortable stress. Are motivated to find ways to reduce arousal.
Leisure/holiday products are often promoted this way in order to match the need to reduce stress
The need for self-expression
The need to express one’s identity to others.
Product that is “conspicuously consumed”
Clothes, jewellery, cars, etc. allow customers to express their identity
The need for ego-defense
Need to defend our identity or ego is another important social motive.
The need for reinforcement
People are quite often motivated to act in certain ways because they are rewarded for doing so.
People will respond positively to you
Positive reinforcement
Operant learning
The need for assertion
Reflects the desire to engage in those types of activities that will bring about an increase in self-esteem, as well as esteem in the eyes of others.
The need for affiliation
To develop mutually helpful and satisfying relationship with others and to share with and be accepted by others.
“Stop smoking if not for yourself, do it for your family’’
“Your kids will love you for it’’
The need for identification
Pleasure for adding new, satisfying roles, and by increasing the significant roles already adopted.
Mercedes using Federer as a ‘tennis legend’, ‘international superstar’ and ‘father’
The need for modelling
Tendency to base behavior on that of others.
Marketers use this motive by showing successful people - in sports, performance and industry.
Use of celebrities
Vicarious learning/modelling
Topic 11: Attitude and attitude change
Attitudes are important because . . .
Weak attitudes
Not highly correlated with behavior
So, not predictive.
Implications
Focus of a marketing and advertising strategy
Strong Attitudes
Highly accessible from memory
Maintained with confidence
Held confidently
Often predicts behaviour
Objectives
Nature of attitudes
The main components of attitudes
The strategies that can be used to change attitudes
The main components of attitudes
Component consistency
The three components of attitude tend to be consistent.
A change in one component will have a flow-on effect on the other components.
Cognitive or behavioral component
Attitude
Intention
Behaviour
Measuring attitude components
Qualitative Research Methods
In depth interviews, focus group etc
Observation of Behaviour
A subjective method of measuring
Attitude Scales
Rank order scales, Constant sum, Likert scale, Semantic differential scale
Attitude-change strategies
Affective component
Behavioural component
Cognitive component
The strategies that can be used to change attitudes
Strategies aimed at the affective component
Classical conditioning learning
Positive affect towards the advertisement
Mere exposure or familiarity effect
Strategies aimed at the cognitive component
Change the beliefs about the attributes of the brand
Change the relative importance of these beliefs
Add new beliefs
Change the beliefs about the attributes of the ‘ideal’ brand
Strategies aimed at the behavioral component
Strategies focusing on behaviour usually rely on trial or re-trial sales promotions
This is an example of operant conditioning
sampling
trial of website (leads to cognitive learning/higher involvement levels)
Communication and types of appeals
Humour Appeal
Good mood. Like the ad like the brand.
Emotional Appeal
Message designed to elicit a positive response/feeling rather than information
Fear Appeal
Unpleasant consequences if attitude and/or behavior is not altered
Comparative advertisement
Comparing attributes of the brand to competitor/s
