Consumer Behaviour Motivation & Values Week 3 With Duane Weaver

OUTLINE  Motivation Process  Motivational Strength  Motivational Direction  Classifying Needs  Involvement  Values

Is Perception Reality?  Watch each of these two ads and take notes: 1.What behaviour do you think they are trying to motivate? 2.What is your overall perception…i.e.: what is the message to you? 3.What is the target market segment each is going after?  

Motivation Process Motivation  the processes that cause people to behave as they do, involving needs, goals and drives.

Motivational Strength  Biological vs. Learned Needs (innate instinct vs. learned behaviour) (innate instinct vs. learned behaviour)  Drive Theory (achieving homeostasis by satiating tension caused by the arousal of unpleasant states) (achieving homeostasis by satiating tension caused by the arousal of unpleasant states)  Expectancy Theory pulled by positive incentives (goals) rather than pushed from within pulled by positive incentives (goals) rather than pushed from within

Motivational Direction  MOTIVES tend to be directional  Needs vs. Wants  Need = unsatisfied requirement (hunger)  Want = the way a person satisfies a need which ultimately is dependent on “their historical reality” (cheeseburger vs. trail mix)  Types of Needs  Biogenic or psychogenic  Motivational Conflicts (see next slide)

Motivational Direction  Motivational Conflicts (cont’d) “theory of cognitive dissonance” “theory of cognitive dissonance”

Classifying Needs  Biogenic vs. Psychogenic  Needs and Buying Behaviour  Maslow

Classifying Needs Bio vs. Psycho Biogenic Vs. Psychogenic

Classifying Needs Needs & Buyer Behaviour  Needs and Buying Behaviour  AFFILIATION – I belong!!  POWER – “MASTER of my DOMAIN!”  UNIQUENESS – “I am different!!”

Classifying Needs Maslow

Involvement - Ways to Measure it  Type of Involvement Matrix

Involvement - Ways to Measure it  Likert Scale Important…UnimportantExciting...Unexciting

Values  VALUE A belief that one condition is preferable to its opposite A belief that one condition is preferable to its opposite  VALUE SYSTEM Rankings of importance of values in a culture Rankings of importance of values in a culture  ENCULTURATION Learning beliefs and values endorsed by one’s own culture Learning beliefs and values endorsed by one’s own culture  ACCULTURATION Learning the beliefs and values endorsed by another culture Learning the beliefs and values endorsed by another culture

Measuring Value  Rokeach Value Survey  (notates cultural value differences) Pairs Instrumental Values with Terminal Values Ambitious…..A comfortable life Broadminded….An exciting life

THANKS! PERCEPTION IS REALITY