MKT201 - Week 5

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MKT201 - Week 5

• Motivation and Values (Ch. 4)

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Motivation Introduction

• What are the forces that drive people to buy and
  use products (or Not to buy/use)?
• ? Emotional response
• ? Values
• ? Priorities
• ? Beliefs?
• To under Motivation is to understand why
  consumers do what they do.

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The Motivation Process

• Motivation
• The processes that lead people to behave as they
  do. It occurs when a need arises that a consumer
  wishes to satisfy.
• Utilitarian need Provides a functional or
  practical benefit
• Hedonic need An experiential need involving
  emotional responses or fantasies
• Goal
• The end state that is desired by the consumer
  (desired end state).

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The Motivation Process

• Drive
• The degree of arousal present due to a
  discrepancy between the consumers present state
  and some ideal state
• (note the discrepancy leads to a creation of
  tension )
• Want
• A manifestation of a need created by personal and
  cultural factors
• Motivation can be described in terms of
• Strength The pull it exerts on the consumer
• Direction The particular way the consumer
  attempts to reduce motivational tension

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The Motivation Process
Tension
Motivational Strength
To fulfill a need
Motivational Direction
Drive degree of arousal
Behavior
The way to reduce the tension
Want
Creation of want is affected by personal and
cultural factors
Goal
Desired end state
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Ads Reinforce Desired States

• This ad for exercise shows men a desired state
  (as dictated by contemporary Western culture),
  and suggests a solution (purchase of equipment)
  to attain it.

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Motivational Strength

• Biological Versus Learned Needs
• Early work attribute behaviour to instinct
• Tautology (circular explanation for behavior
  related to instinct e.g. buying
  status-associated products because motivated to
  attain status)
• Drive Theory
• Focus on biological needs
• Homeostasis (balance eliminate unpleasant
  state)
• Expectancy Theory
• Focus on cognitive factors (expectations of
  achieving desirable outcomes)

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Motivational Strength
The Degree to Which a Person is Willing to Expend
Energy to Reach One Goal as Opposed to Another.
Biological Vs. Learned Needs
Expectancy Theory
Drive Theory
Focuses on Biological Needs that Produce
Unpleasant States of Arousal, i.e.
Hunger. Homeostasis Behavior Which Tries to
Reduce or Eliminate This Unpleasant State and
Return to Balance.
Behavior is Largely Pulled by Expectations of
Achieving Desirable Outcomes - Positive
Incentives - Rather Than Pushed From Within.
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Motivational Direction
Needs Versus Wants Specific Way a Need is
Satisfied (the Want) Depends on Individuals
Unique History, Learning Experiences and
Cultural Environment.
Types of Needs
Biogenic
Food, water, air, shelter
Psychogenic
Power, affiliation
Utilitarian
Calories, miles per L
Objective, tangible ? product attributes
Hedonic
Excitement, fantasy
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Instant Gratification of Needs

• We expect todays technical products to satisfy
  our needs instantly.

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Motivational Conflicts

• Goal valence (ve or ve)
• Positively-valued goal approach
• Negatively-valued goal avoid
• (socially disapproved products e.g. deodorant,
  mouthwash)
• Positive and negative motives often conflict with
  one another

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Motivational Direction
Types of Motivational Conflicts
Approach-Approach Two Desirable Alternatives
Approach-Avoidance Negative Consequences
Avoidance-Avoidance Two Undesirable Consequences

Burger Vs Noodle
Ice-Cream Vs Slim body
Repairing old car Vs Buying new car
Theory of Cognitive Dissonance (psychological
inconsistency between 2 or more beliefs/behaviors
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Solutions to Approach-Avoidance Conflict(good
food without the calories)
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Negative Consequences

• The Partnership for a Drug-Free America points
  out the negative consequences of drug addiction
  for those who are tempted to start.

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Classifying Consumer Needs

• Henry Murrays NEED dimensions
• Autonomy Being independent
• Defendance Defending the self against criticism
• Play Engaging in pleasurable activities
• Thematic Apperception Technique (TAT)
  (personality tests with ambiguous pictures)
• (1) What is happening?
• (2) What led up to this situation?
• (3) What is being thought?
• (4) What will happen?
• People freely project their subconscious needs
  onto the stimulus (or picture)

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Classifying Consumer Needs (cont.)

• Specific Needs and Buying Behavior
• Need for achievement To attain personal
  accomplishment
• Need for affiliation To be in the company of
  others
• Need for power To control ones environment
• Need for uniqueness To assert ones individual
  identity
• Maslows Hierarchy of Needs
• A hierarchy of biogenic and psychogenic needs
  that specifies certain levels of motives.
• (gardening may satisfy needs at every level!!)

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Maslows Hierarchy of Needs
Figure 4.2
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Criticisms of Maslows Hierarchy

• The application is too simplistic
• It is possible for the same product or activity
  to satisfy every need.
• It is too culture-bound
• The assumptions of the hierarchy may be
  restricted to Western culture
• It emphasizes individual needs over group needs
• Individuals in some cultures place more value on
  the welfare of the group (belongingness needs)
  than the needs of the individual (esteem needs)

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Classifying Consumer Needs (cont.) S5

• Paradise Satisfying Needs?
• Distinct differences regarding the
  conceptualization of paradise between American
  and Dutch college students

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Dutch Conception of Paradise

• A Dutch respondents collage emphasizes this
  persons conception of paradise as a place where
  there is interpersonal harmony and concern for
  the environment.

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Consumer Involvement

• Involvement
• Defined as a persons perceived relevance of the
  object based on his/her inherent needs, values,
  and interests.
• Object A product or brand, an ad, or a purchase
  situation

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Conceptualizing Involvement
Figure 4.3
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Consumer Involvement

• Levels of Involvement Inertia (resistance) to
  Passion
• Type of information processing depends on the
  consumers level of involvement
• Simple processing Only the basic features of the
  message are considered
• Elaboration Incoming information is linked to
  preexisting knowledge

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Increasing Involvement through Ads

• The Swiss Potato Board is trying to increase
  involvement with its product. The ad reads,
  Recipes against boredom.

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Consumer Involvement (contd)

• Involvement as a Continuum
• Ranges from disinterest to obsession
• Inertia (Low involvement consumption)
• Consumer lacks the motivation to consider
  alternatives
• Flow State (High involvement consumption)
• Consumer is truly involved with the product, ad
  or web site
• Cult Products
• Command fierce (intensive) consumer loyalty,
  devotion, and perhaps even worship by consumers
  who are highly involved in the product or with a
  brand
• (from Apple computers to Harley-Davidson
  motorcycles)

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Example of a Cult Product Jones Soda
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The Many Faces of Involvement
(Advertising Involvement)
2. Message-Response Involvement Refers to a
Consumers Interest in Processing Marketing
Communications.
1. Product Involvement Related to a
Consumers Level of Interest in a Particular
Product.
3. Purchase Situation Involvement Refers to the
differences That may occur when buying The same
object for different context
TV low involvement Print ad high involvement
4. Ego-Involvement Refers to the Importance of a
Product to a Consumers Self-Concept.
wedding gift, someone you like, someone you dont
like
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Emotions versus Cognitions

• Many marketing messages, such as this ad for a
  cosmetic company in Taiwan, focus on emotions
  rather than cognitions.

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Customizing for Product Involvement
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Measuring Involvement Developing Involvement
Profiles
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Table 4.1 A Scale to Measure Involvement
To Me (Object to be Judged) Is To Me (Object to be Judged) Is To Me (Object to be Judged) Is To Me (Object to be Judged) Is
1. important _______ unimportant
2. boring _______ interesting
3. relevant _______ irrelevant
4. exciting _______ unexciting
5. means nothing _______ means a lot
6. appealing _______ unappealing
7. fascinating _______ mundane
8. worthless _______ valuable
9. involving _______ uninvolving
10. not needed _______ needed
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High Involvement (personal interest)
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Strategies to Increase Involvement
(relationship loyalty)
1. Appeal to Hedonic Needs
5. Build a Bond With the Consumer
Increasing Consumers Attention
2. Use Novel Stimuli
4. Include Celebrity
Endorsers
3. Use Prominent Stimuli
(e.g. large loud)
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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 (learning of values and systems of
  own culture) vs. Acculturation (learning of
  another culture)
• 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 Hong Kong today?

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Core Values

• Cleanliness is a core value in many cultures.

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Application of Values to Consumer Behavior

• Useful distinctions in values for consumer
  behavior research
• Cultural Values (e.g. security or happiness)
• Consumption-Specific Values (e.g. convenient
  shopping or prompt service)
• Product-Specific Values (e.g. ease-of-use or
  durability)
• Virtually all consumer research is ultimately
  related to identification and measurement of
  values.

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Emotions versus Cognitions

• The positive value we place on the activities of
  large corporations is changing among some
  consumers who prefer to go anticorporate. This
  ad for a coffee shop in Boulder, Colorado
  reflects that sentiment.

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• Measuring Cultural Values
• - Attempts to measure cultural values and apply
  the knowledge to marketing strategy
• (1) The Rokeach Value Survey
• Terminal Values (comfortable life, ), the
  desired end states
• Instrumental Values (ambitious, ) composed of
  actions needed to achieve the terminal values.

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Measuring Cultural Values (contd)

• (2) The List of Values (LOV) Scale
• Isolate values endorsed by different consumer
  segments (sense of belonging, excitement,
  security, etc.)
• (3) The Means-End Chain Model
• Technique - Laddering (associations between
  product attributes and desired end states)
• Means-End Conceptualizations of the Components of
  Advertising (MECCAS)
• (one application of laddering technique)

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Laddering Technique Secretaries Hierarchical
Value Map for Overnight Delivery Services
(Federal Express)
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Measuring Cultural Values (contd)

• (4) Syndicated Surveys
• Track changes in values
• Large-scale commercial surveys
• Voluntary simplifiers
• Believe that once basic needs are
  sated/satisfied, additional income does not add
  to happiness. (Time Magazine US50,000 earners
  are happier than US100,000 earners)
• Examples
• VALS 2
• GlobalScan
• New Wave
• Lifestyles Study

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Applications of Values to Consumer Behavior
List of Values (LOV) Identifies Nine Consumer
Segments Based on Values They Endorse
Means-End Conceptualization of the Components of
Advertising Strategy (MECCAS)
Message Elements
Consumer Benefit
Executional Framework
Leverage Point
Driving Force
Features style/tone value-product
end value in ad
Syndicated Surveys VALS 2
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Some Advertisements Appeal to Peoples Values to
Persuade Them to Change Their Behaviors
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Cask CreamReversing a Trend of Self-Denial,
This Ad Illustrates a Shift in Values Toward
Pleasure and Self-indulgence (lenient, easy)
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Harley-Davidson motorcycles
http//www.harley-davidson.com/wcm/Content/Pages/h
ome.jsp?localeen_US
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Harley-Davidson motorcycles
Brand Images Independent Freedom Individuality Se
lf expression Adventurous Experience of life
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Materialism

• Materialism
• The importance people attach to worldly
  possessions
• Tends to emphasize the well-being of the
  individual versus the group
• People with highly material values tend to be
  less happy
• America is a highly materialistic society
• There are a number of anti-materialism movements

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Values of Materialists

• Materialists value visible symbols of success
  such as expensive watches.

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Discussion Question

• Materialists are more likely to consume for
  status. Can you think of products and brands
  that convey status?
• There is a movement away from materialism in our
  culture. Can you think of products, ads, or
  brands that are anti-materialistic?

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Discussion Question

• There is a movement away from materialism in our
  culture. Can you think of products, ads, or
  brands that are anti-materialistic?

Flamp (fosfor Lamp), 1998Design Martí
GuixéProduction H20 (Home-2-Office)
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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?