MOTIVATION

Motivation What is a motive?  from the Latin motus - to move  A motive is something that causes a person to act (or move) What is Motivation? An inner drive or process that causes a person to fulfil a want or need.

Motivation is about finding out what your customers really want and need and what they are willing to do to get it.

So what Motivates People? NEEDS Needs can be:  Biogennic  Psychogenic  Cognitive/utilitarian: functional needs of the consumer  Hedonic - needs that relate to how people feel about themselves.

Maslow’s Hierarchy of Needs Abraham Maslow  categorizes human needs into a pyramid  a person's lower-level needs are met before higher level needs  Different priorities exist at each level in terms of product benefits a consumer is looking for.  Many products will satisfy needs at all levels

A Mother is going shopping for a new pair of trainers for her 5- year old daughter. What features/benefits satisfy each level  Self-Actualization/self fulfillment  Ego/Esteem  Belongingness/Social  Safety  Physiological

When people move to satisfy a need - the need becomes a goal Between the need and the goal there exists a tension The degree of urgency to fill that goal results in a drive NEEDDRIVE GOAL Want: the particular form of consumption used to satisfy a need. needs are universal but can be met in a variety of ways The goals are culturally and personally determined

Marketer’s objective is to convince consumers that their product or service can best meet that need Obey your thirst

Motivational Direction  approach – approach choice between two desirable alternatives

 approach – avoidance

 avoidance – avoidance choice between 2 undesirable alternatives

 inconsistency between beliefs one holds or between one’s beliefs and actions.  Consumers are motivated to reduce dissonance or tension by either changing their actions or their beliefs.  Almost all major purchases result in cognitive dissonance, also known as buyer's remorse.  Often consumers are faced with two or more alternatives. Choosing one may leave us wondering if we should have purchased the other.  Marketer's goal is to eliminate cognitive dissonance Cognitive Dissonance

You've spent months shopping for a new car, comparing features and narrowing down the alternatives. Finally, you make your decision and purchase one that's just the right car for you. But now you’re feeling anxious about the decision, second-guessing the wisdom of your choice., i.e. you’re experiencing cognitive dissonance. What could a marketer do to make you feel better about your purchase?

What is Involvement?  The importance a consumer places on an object based on inherent needs and interests.  The amount of time and effort a buyer invests in the decision processes.  Motivational level -- the motivation to process information Low (inertia, habit) High (passion) Involvement

What factors determine whether a person has a high or low involvement with a product? How would you go about marketing a Jersey Milk bar versus a luxury speed boat based on involvement level?

Six Factors Affecting Involvement Level  Previous Experience - Tends to lead to low involvement.  Interest - High level of interest in leads to high-involvement decision making.  Perceived risk of negative consequences High perceived risk of making the decision, the more involved the consumer will be.  Situation The circumstances of the situation may change a low- involvement situation into a high-involvement situation because of increased risks.  Social visibility Involvement increases as the social visibility of the product increases.  Relevance

Implications for Marketing  Offer extensive and informative promotion for high- involvement products.  In-store promotion and placement is important for low- involvement products.  Linking a low-involvement product to a higher- involvement issue can increase sales. E.g, breath mints  Cater ads to the estimated level of involvement of the target audience.  Appeal to consumers hedonic needs. eg. ads using sensory appeals generate higher levels of involvement e.g.. SEX  personalize

Values

What is a Value?  That which one acts to gain or keep.  Presupposes the question of value to whom and for what.  Eg. Youth, Freedom  culturally relative eg. Canada & India on equality  every culture has a set of core values  change over time

What are some Canadian/American core values?  Achievement and Success  Activity  Individualism  Equality  Life  Religious tolerance  Freedom/Liberty  pursuit of happiness  Democracy  Efficiency and Practicality  Progress  Materialism and Material comfort  Humanitarianism  Family  Independence  Youthfulness  Fitness & Health  faith  charity  hope  justice  mercy  Humility  chastity  obedience  poverty  prayer

Some Recent Cultural Changes in Values Shift from valuing youth to youthfulness - you can grow old gracefully Greater traditionalism More emphasis on self-fulfilment new materialism Security

 Individual values 1. Self­fulfilment, 2. excitement, 3. sense of accomplishment 4. self­respect  Focus on the external world 5. belonging 6. being well­respected 7. security  Interpersonal orientation 8. fun and Enjoyment, 9. warm relationships with others What do you look for or want from life? Rank each value on how important it is in your daily life, where 1 = very important, and 9 = very unimportant The List of Values (LOV) Scale

Typical North American Rankings 1. Self Respect 2. Warm Relationships 3. Self-fulfilment 4. Fun and enjoyment in life 5. Security 6. Being Well Respected 7. A Sense of Accomplishment 8. A Sense of Belonging 9. Excitement

The values consumers endorse relate to differences in consumption behaviours -- segmentation What sort of products or service are consumers likely to buy/use who endorse excitement? What marketing communications media would you use to reach them? What values do readers of Reader’s digest have

products are consumed because they are instrumental in attaining more abstract values.

The Means End Chain Model Assumes specific product attributes are linked to terminal values. Products are thus valued as the means to an end products are consumed because they are instrumental in attaining more abstract values. Three levels:  Attributes: concrete and tangible characteristics e.g 1% fat in milk  Benefits: what the product is perceived as doing or providing to the consumer. May be related to use or socio- psychological consequences of consumption. E.g. lose weight.  Values: intangible outcomes or ends eg. long life, good health Thus, product attributes are a means for consumers to obtain desired value

In MEC theory the three concepts are linked hierarchically 1% milk fat loose weight long life Attributes (A) lead to benefits (B), to produce value satisfaction (V):  Linking the intermediate elements in the chain to reveal their relationships to the terminal value called laddering  Data are gathered for a MEC analysis by interviewing consumers about which attributes are most important for them in differentiating among the types or brands of a given product.  By doing it for many attributes leads to hierarchical value map which represents the associations among the key concepts  marketers can decide which attributes are most important for achieving the values that the consumers want

HVM for toothpaste

Construct a hypothetical means end- chain model for the purchase of a bouquet of roses. How might a florist use this approach to construct a promotional strategy?

 Knowledge of what attributes and benefits are important to consumer  Marketing communications eg advertising to appeal to certain values  Cultural changes can impact demand for goods and services - environmental scanning and market research necessary.  Need for marketers who operate globally to appreciate and take into consideration cross-cultural differences Implications of Consumer Values for Marketing Strategy

A dietary supplement that emphasizes the value of longer life – even in the product name