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CHAPTER 4 : MOTIVATION AND VALUES, The motivation process, Motivational…
CHAPTER 4 : MOTIVATION AND VALUES
Motivation
Specific Needs and Buying Behavior
NEED FOR ACHIEVEMENT
Place a premium on products
NEED FOR AFFILIATION
Focus on products that are used
in groups
NEED FOR UNIQUENESS
Enjoy products that focus on
their unique character
NEED FOR POWER
Focus on products that allow them to have mastery over surroundings
Consumer Involvement
perceived relevance of an object based on one’s needs, values,interests
Levels of Involvement
Flow state
Sense of control
Concentration
Mental enjoyment
Distorted sense of time
Inertia
Cult Products
Needs and Motivation
Needs may be utilitarian or hedonic
The desired end state is the goal
The degree of arousal is drive
Motivation is described in terms of strength
and direction
What Do We Need?
Biogenic Needs
Psychogenic Needs
Utilitarian Needs
Hedonic Needs
Motivational Conflicts
Goal valence (value)
Approach positive goal
Avoid negative goal
Types of Motivational Conflicts
Approach-Approach
Two desirable alternatives
Cognitive dissonance
Approach-Avoidance
Positive & negative aspects
of desired product
Guilt of desire occurs
Avoidance-Avoidance
Facing a choice with two
undesirable alternatives
Product Involvement
Tactics to Boost Motivation to Process
Appeal to consumers’ hedonic needs
Use novel stimuli
Use prominent stimuli
Include celebrity endorsers
Provide value customers appreciate
Let customers make messages
Create spectacles or performances
Develop mobile experiences like alternate
reality games
Purchase Situation Involvement
Purchase situation involvement:
differences that occur when buying the
same object for different contexts.
Measuring Involvement
Values
Consumer Values
Values
Products/services = help in attaining value-related goal
We seek others that share our values/ beliefs
Core Values
values shared within a culture
Enculturation
Acculturation
Hofstede’s Cultural Dimensions
Power distance
Individualism
Collectivism
Masculinity
Feminity
Uncertainty avoidance
Long-term orientation
Short-term orientation
List of Values (LOV)
Identifies nine consumer segments based on values they endorse
Relates each value to differences in consumption behaviors
Means-End Chain Model
Very specific product attributes are linked at levels of increasing abstraction to terminal values
Alternative means to attain valued end states
Laddering technique uncovers consumers’ associations between specific attributes and general consequences
Conscientious Consumerism
a focus on personal health merging with a growing interest in global health
LOHAS
Worry about the environment
Want products to be produced in a sustainable way
Spend money to advance what they see as their personal development and potential
Materialists
Non-materialists
The motivation process
Define
refers to the process that leads people to behave as they do
occurs when a need is
aroused
The ad shows desired state and suggests a solution
Motivational Strength
Define
degree of willingness
to expend energy to reach a goal
Drive theory
biological needs that produce
unpleasant states of arousal
Expectancy theory
behavior is pulled by expectations of achieving desirable outcomes
Materialism