Consumers Rule

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Motivation and Values Chapter 4
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Motivation Values

• The forces that drive us to buy/use products
• Are usually straightforward
• Can be related to wide-spread beliefs
• Are emotional create deep commitment
• Are sometimes not immediately recognizable to us

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The Motivation Process

• Motivation the process that leads us to behave
  they way we do
• Need creates tension
• Tension creates drive to reduce/eliminate need
• Desired end state consumers goal
• Products/services provide desired end state and
  reduce tension

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The Motivation Process (Contd)

• Need discrepancy between present state ideal
  state
• Discrepancy creates tension
• Drive the larger the discrepancy, the more
  urgency felt

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Motivational Strength

• Degree of willingness to expend energy to reach a
  goal
• Biological vs. learned needs
• Drive Theory
• Expectancy Theory

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Motivational Direction

• Most goals can be reached by a number of routes
• Marketers products/services provide best chance
  to attain goal
• Needs vs. wants
• Want particular form of consumption used to
  satisfy a need

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Types of Needs

• Biogenic
• Psychogenic
• Utilitarian
• Hedonic

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Motivational Conflicts

• Goal valence
• Positively-valued goal approach
• Negatively-valued goal avoid
• Deodorants mouthwash
• Positive and negative motives often conflict with
  one another

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Motivational Conflicts (Contd)

• 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

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Classifying Consumer Needs

• Murrays 20 psychogenic needs
• Thematic Apperception Technique (TAT)
• Specific needs and buying behavior
• Need for achievement
• Need for affiliation
• Need for power
• Need for uniqueness

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Classifying Consumer Needs (Contd)

• Maslows Hierarchy of Needs

UPPER-LEVEL NEEDS
Figure 4.2 (Abridged)
Self-Actualization (US Army)
Ego (BMW)
Belongingness (Pepsi Generation)
Safety (Allstate Insurance)
Physiological (Quaker Oats Bran)
LOWER-LEVEL NEEDS
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Discussion

• Devise separate promotional strategies for an
  article of clothing, each of which stresses one
  of the levels of Maslows hierarchy of needs.

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Consumer Involvement

• We can get pretty attached to products
• All in One tattoo on consumers head
• Lucky magazine for women
• A man tried to marry his car!
• Involvement perceived relevance of an object
  based on ones needs, values, and interests
• The motivation to process information

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Inertia and Flow State

• Inertia consumption at the low end of
  involvement
• We make decisions out of habit (lack of
  motivation)
• Flow state true involvement with a product
• Playfulness
• Being in control
• Concentration/focused attention

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Inertia and Flow State (Contd)

• Flow state (contd)
• Mental enjoyment of activity for its own sake
• Distorted sense of time
• Match between challenge at hand and ones skills

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Cult Products

• Command fierce consumer loyalty, devotion, and
  worship
• High involvement in a brand
• E.g., Apple computers, Harley-Davidson

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Product Involvement

• Consumers level of interest in a product
• Many sales promotions attempt to increase product
  involvement
• Mass customization enhances product involvement

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Discussion

• Interview each other about a particular
  celebrity.
• Describe your level of involvement with the
  product and devise some marketing opportunities
  to reach this group.

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Message-Response Involvement

• Consumers interest in processing marketing
  communications
• Vigilante marketing
• TV low involvement medium print high
  involvement
• Marketers experiment with novel ways to increase
  consumers involvement

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Net Profit

• Creating your own skin
• Graphical interface that acts as both the face
  and the control panel of a computer program
• This can increase message-response involvement

CUSTOMIZE YOUR OWN COMPUTER SKIN!
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Purchase Situation Involvement

• Differences that may occur when buying the same
  object for different contexts
• Social risk is a consideration
• Gift as symbol of involvement

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Table 4.1 Involvement Scale
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Dimensions of Involvement

• Involvement profile components
• Personal interest in product category
• Risk importance
• Probability of bad purchase
• Pleasure value of product category
• Sign value of product category (self-concept
  relevance)

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Dimensions of Involvement (Contd)

• Product class involvement may vary across
  cultures
• Involvement profile components as basis for
  market segmentation

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Strategies to Increase Involvement

• Appeal to hedonistic needs
• Use novel stimuli in commercials
• Use prominent stimuli in commercials
• Include celebrity endorsers in commercials
• Build consumer bonds via ongoing consumer
  relationships

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Consumer Values

• Value a belief that some condition is preferable
  to its opposite
• E.g., freedom is preferable to slavery looking
  younger is preferable to looking older
• Products/services help in attaining
  value-related goal
• We seek others that share our values/beliefs
• Thus, we tend to be exposed to information that
  supports our beliefs

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Core Values

• Every culture has its own set of values
• E.g., individualism vs. collectivism
• Value system
• Enculturation vs. acculturation
• Socialization agents parents, friends, teachers
• Media as agent
• Discussion Core values evolve over time. What do
  you think are the 35 core values that best
  describe Americans today?

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Using Values to ExplainConsumer Behavior

• LOHAS
• Worry about environment
• Want products produced in sustainable way
• Advance personal development/potential
• Discussion College students concerns about the
  environment and vegetarianism are just a passing
  fad a way to look cool.
• Do you agree?

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Using Values to ExplainConsumer Behavior (Contd)

• Rokeach Value Survey
• Terminal values (e.g., comfortable life)
• Instrumental values (e.g., ambitious)
• Marketing researchers have not widely used this
  survey
• Consumption microcultures within larger culture

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Using Values to ExplainConsumer Behavior (Contd)

• List of Values (LOV)
• Nine consumer segments/endorsed values
• Values by consumer behaviors
• E.g., those who endorse sense of belonging read
  Readers Digest TV Guide, drink entertain
  more, and prefer group activities

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Using Values to ExplainConsumer Behavior (Contd)

• 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
• Products means to an end
• Laddering technique
• Hierarchical value maps

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Using Values to ExplainConsumer Behavior (Concd)

• Syndicated Surveys
• Track changes in values via large-scale surveys
  (e.g., Yankelovich MonitorTM)
• Materialism vs. voluntary simplifiers
• The good life...He Who Dies with the Most
  Toys, Wins
• Those with highly material values tend to be less
  happy
• Burning Man project

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Consumer Behavior in the Aftermath of 9/11

• Need for balance
• 9/11 consumer values
• Redirecting focus from luxury goods to
  community/family
• Terror Management Theory
• Consumer privacy vs. security

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Discussion

• How do you think consumers have changed as a
  result of 9/11?
• Are these long-term changes or will we start to
  revert back to our pre-2001 mindset?