Arnould

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Chapter
7
Consumer Motives, Goals Involvement
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Objectives

• Explain relationships among consumer involvement,
  motivation, needs, and goals
• Explain involvement and how it influences CB
• Understand how marketers use the concept of
  involvement
• Explain different types of human motivations and
  need
• Understand how marketers uncover needs
• Understand why motivational conflict occurs
• Explain consumer goals and how they differ
  cross-culturally

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Key Terms

• Involvement
• Personal importance
• Motivation
• Inner drive goal striving
• Needs
• People are motivated by their needs
• Biological
• Psychological
• Goals
• ends or aspirations that direct action.

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Consumer Involvement

• the perceived personal importance and/or
  interest attached to the acquisition,
  consumption, and disposition of a product.

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Can be Involved with Any Number of Phenomena

• Possessions (act of having)
• Shopping activities (act of doing)
• Experience (act of being)
• Brand
• Product or product class
• Celebrity or sports team
• Place
• Affiliation groups
• People
• Pets
• Job/career

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Consumer involvement varies in intensity (or
level)

• Involvement exists on a continuum of low to high
• Low ?-----?high
• Low involvement (less important, relevant)
• High involvement (more important, relevant)

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Consumers Level of Involvement Depends Upon

• Lower Involvement ???? Higher Involvement
• Personal Factors
• Symbolic meanings regarding self
• few self meanings many self meanings
• Time commitment to the purchase
• short long

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Consumers Level of Involvement Depends Upon

• Lower Involvement ???? Higher Involvement
• Product Factors
• Price
• low high
• Potential harm to self and others
• low high
• Potential for poor performance
• small larger

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Consumers Level of Involvement Depends Upon

• Lower Involvement ???? Higher Involvement
• Situational Factors
• Receiver of purchase
• Social visibility of consumption
• not visible visible

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As Involvement Levels Increase

• Consumers perceive more RISK in their actions,
  decisions and their consequences
• Consumers have a greater motivation to comprehend
  and elaborate on information (e.g., thinking
  about sales attempts or advertising messages)
• Consumers give more diligent consideration and
  attention (care more, think more).
• More likely to search more, evaluate more
  alternatives

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Marketing Implications of Different Levels of
Involvement

• High-Involvement Purchase and Consumption
• Complex purchase process by highly involved
  consumers
• Attention is increased and more importance is
  attached to the stimulus object.
• Low-Involvement Purchase and Consumption
• Minimal decision making for low-involvement
  products
• Attention is low and less importance is attached
  to the stimulus object

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Low-Involvement Marketing Strategies

• Strategies that increase consumers involvement
  with a product or brand over a short period or
  for longer period
• Use creative marketing strategies, such as
  effective advertising or product usage campaigns
• Link low-involvement products with
  high-involvement issues
• Adapt the advertising medium to the product
  category.
• Use extensive distribution networks, clever
  in-store displays.

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Two Main Types of Involvement

• Situational
• Occurs over a short time period and is usually
  associated with a specific situation (e.g., the
  need to replace something that broke)
• Varies low to high, depending on situational
  factors
• Enduring
• Occurs when consumers show a high-level of
  interest in a product and frequently spend time
  thinking about the product
• Represents a TYPE of high involvement with a
  product

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Measuring Involvement

• Focused on different types of involvement as well
  as behaviors or outcomes of involvement
• Different quantitative measures
• use of multi-item scales.
• Revised Personal Involvement Inventory (RPII)
• contains only 10 items easy to include in a
  survey
• divided into two overall factors--cognitive and
  affective
• can measure involvement with a wide variety of
  stimulus objects, including products, ads, or
  purchase decisions.

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Exhibit 7.4The Revised Personal Involvement
Inventory
Arnould et al. slide 2004
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Involvement Scale on Importance of Corporate
Partnership Decisions

• Assume you are asked to make a decision about how
  you feel about a corporate partnership involving
  UW, please mark the space that describes how you
  would evaluate this decision.
• Very important Very unimportant
• Decision __ __ __ __ __ __ __ __ decision
• Decision requires Decision requires
• a lot of thought __ __ __ __ __ __ __ __ little
  thought
• A lot to love if Little to lose if
• wrong decision __ __ __ __ __ __ __ __ wrong
  decision

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Involvement as a Segmentation Variable

• Brand loyalists
• those who are highly involved both with the
  product category and with particular
  brands.
• Information seekers
• those who are highly involved with a product
  category but who do not have a
  preferred brand.
• Routine brand buyers
• those who are not highly involved with the
  product category but are involved with a
  particular brand in that category.
• Brand switchers
• those who are not involved with the product
  category or with particular brands.

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Consumer Motivation

• Represents the drive to satisfy both
  physiological and psychological needs through
  product purchase and consumption
• Drive is an internal stimulus directed by
  consumer needs
• Gives insights into why people buy certain
  products

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Consumer Needs

• Marketing seeks to satisfy consumers needs by
  creating value
• Marketing researchers seek to uncover unmet needs
  (e.g., through ethnography and laddering)
• Entire industries have been built around
  fulfilling consumers needs

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Types of Motives and Needs

• Motive/Need Example Product
• The Achievement Motive
• The Power Motive
• The Uniqueness/Novelty Motive
• Need for Variety
• The Affiliation Motive
• Love and Companionship Needs
• Need to Give
• The Self Esteem Motive

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Types of Motives and Needs

• Motive/Need Example Product
• Physiological Needs
• Safety and Health Needs
• Financial Resources Security
• Pleasure
• To Possess
• Need for Information
• Social Image

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Social Image Needs

• Powerful motivator desire status and social
  acceptance
• Conspicuous consumption
• Trickle down sometimes trickle up

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Maslows Hierarchy of Needs
Arnould et al. slide 2004
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Implications of Maslows Theory of Marketing

• Reminds us that people prioritize their needs
• Provides useful summary of human needs that may
  guide marketing managers to understand consumer
  behavior and needs.
• List of needs can serve as a key input for
  product design
• Marketing communications can be designed to
  appeal to one or more of the needs

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Murrays Theory of Motivation and Its
Implications for Marketing

• Basic list of 22 major human needs
• People differ in their priority ranking of these
  needs.
• Criticism
• Lengthy inventory of needs makes it difficult and
  impractical for marketers to use.
• Murrays detailed list identifies several needs
  specifically associated with objects
• Acquisition needs
• Order needs
• Retention needs

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Motivational hierarchy, conflict intensity

• People tend to satisfy their most basic needs
  first.but not always
• Sometimes our motives conflict with one another
  motivational conflict
• Approach approach
• Avoidance avoidance
• Approach avoidance
• The intensity of our motivation depends upon our
  involvement

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Exhibit 7.3Motivational Dynamics and Conflict
Arnould et al. slide
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Consumer Goal Hierarchies

• Goals can be thought of at many different levels
• Focal goal what the consumer is striving for
• Superordinate goals reasons why consumer wants
  to achieve the focal goal
• Subordinate goals actions that contribute to
  the focal goal
• Varies among consumers and situations
• Marketing managers can learn what goals to
  emphasize in advertising and personal selling by
  identifying goals and linkages that relate best
  to consumer preferences or intentions

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A Cross-Cultural Examination of Goals

• One important difference among how consumers
  interpret their world is whether they grew up in
  a culture that stresses
• Independent goals (Americans and many western
  Europeans)
• Interdependent goals (Japanese, other Asians,
  Africans, Latin-Americans, and some southern
  Europeans)

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Life Themes and Life Projects

• Life themes
• Basic concerns that consumers address in everyday
  life (e.g., being educated, being
  cosmopolitan, showing good taste)
• Life projects
• The construction and maintenance of key life
  roles and identities (e.g., being a responsible
  mother, a loyal employee, a successful
  teacher)

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Student Life Themes and Projects

• Can you name some life themes or projects that
  are important to you?
• Can you think of ways they influence your
  consumption behavior?
• Can you see your life themes in your consumer
  collage?

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Why Haggle? Case

• How might Maslows hiearchy help to position
  Priceline and other similar services more
  effectively?
• How might Murrays theory be used to improve
  marketing communications for Priceline and other
  similar services?
• In what ways will a knowledge of consumer
  involvement be relevant to the success of
  offerings such as Priceline and other similar
  services?