CONSUMER BEHAVIOR Michael R. Solomon 4 C H A P T E R MOTIVATION and VALUES CONSUMER BEHAVIOR Michael R. Solomon Lectured By: Mr. Phorn Much, BEC, MBA

Ch4: Motivation and Values Chapter Objectives When you finish this chapter, you should understand why: It’s important for marketers to recognize that products can satisfy a range of consumer needs. The way we evaluate and choose a product depends upon our degree of involvement with the product, the marketing message, and/or the purchase situation. Ch4: Motivation and Values Lectured By: Mr. Phorn Much, BEC, MBA

Ch4: Motivation and Values Chapter Objectives Our deeply held cultural values dictate the types of products and services we seek out or avoid. Consumers vary in the importance they attach to worldly possessions, and this orientation in turn has an impact on their priorities and behaviors. Ch4: Motivation and Values Lectured By: Mr. Phorn Much, BEC, MBA

Ch4: Motivation and Values The Motivation Process Motivation refers to the process that cause people to behave as they do. It occurs when a need is aroused Ch4: Motivation and Values 1 arouse interest/expectations etc to make you become interested, expect something etc : Matt’s behavior was arousing the interest of the neighbors. 2 to make someone feel sexually excited SYN excite : She felt aroused by the pressure of his body so close to hers. Lectured By: Mr. Phorn Much, BEC, MBA

Ch4: Motivation and Values Needs and Motivation Needs may be utilitarian or hedonic The desired end state is the goal The degree of arousal is drive Personal and cultural factors combine to create a want – one manifestation of a need Motivation is described in terms of strength and direction Ch4: Motivation and Values _utilitarian= ដែលគិតតែពីប្រយោជន៍ hedonic= ដែលត្រេកត្រអាល, ដែលមានតម្រេក Manifestation= ការបញ្ចេញឲ្យឃើញ, ជាក់ស្តែង Lectured By: Mr. Phorn Much, BEC, MBA

Ch4: Motivation and Values Motivational Strength Motivational strength: degree of willingness to expend energy to reach a goal Drive theory: biological needs that produce unpleasant states of arousal (e.g., hunger) Expectancy theory: behavior is pulled by expectations of achieving desirable outcomes Ch4: Motivation and Values Lectured By: Mr. Phorn Much, BEC, MBA

Ch4: Motivation and Values Types of needs Biogenic Needs Psychogenic Needs Ch4: Motivation and Values Utilitarian Needs - Utilitarian= ដែលគិតតែខាងប្រយោជន៍ Hedonic Needs Lectured By: Mr. Phorn Much, BEC, MBA

Ch4: Motivation and Values Motivational Conflicts Goal valence (value): consumer will: Approach positive goal Avoid negative goal Example: Partnership for a Drug-Free America communicates negative consequences of drug addiction for those tempted to start Ch4: Motivation and Values Lectured By: Mr. Phorn Much, BEC, MBA

Ch4: Motivation and Values Types of Motivational Conflicts Two desirable alternatives Cognitive dissonance Ch4: Motivation and Values Positive & negative aspects of desired product Guilt of desire occurs - dissonance= ការស្តាប់គ្នាមិនបាន, ភាពមិនចុះសម្រុងនឹងគ្នា Facing a choice with two undesirable alternatives Lectured By: Mr. Phorn Much, BEC, MBA

Ch4: Motivation and Values Classify Consumer Needs NEED FOR ACHIEVEMENT Value personal accomplishment Place a premium on products that signify success (luxury brands, technology products) NEED FOR AFFILIATION Want to be with other people Focus on products that are used in groups (alcoholic beverages, sports bars) Ch4: Motivation and Values NEED FOR POWER Control one’s environment Focus on products that allow them to have mastery over surroundings (muscle cars, loud boom-boxes) NEED FOR UNIQUENESS Assert one’s individual identity Enjoy products that focus on their unique character (perfumes, clothing) - affiliation= សាខា, ការជាប់ទាក់ទងគ្នា... Quiz Lectured By: Mr. Phorn Much, BEC, MBA

Levels of Needs in the Maslow Hierarchy Upper level Needs Relevant Product Example Self- actualization Esteem Social Safety Physiological Hobbies, travel US Amy ”Be all you can be” self- fulfillment enriching, Experiences cars, furniture, credit card, stores, What the rich gives me the wealthy prestige, status, accommodation clothing , grooming products, clubs, drinks Pepsi, you’re in the Pesi generation love, friendship, acceptance, by the other Groom= សំអិតសំអាង infinity= you’re in good hand with infinity Insurance, alarm systems retirement, investment Security, shelter, protection Medicines Nutritious Food water, food, sleep Lower level Needs

Ch4: Motivation and Values Consumer Involvement Involvement: perceived relevance of an object based on their inherent needs, values, and interests Involvement can be viewed as a motivation to process information As involvement increases, people devote more attention to ads. Ch4: Motivation and Values Inherent= ជាប់លាប់ Process= យកទៅរចនា Lectured By: Mr. Phorn Much, BEC, MBA

Ch4: Motivation and Values Levels of Involvement: From Inertia to Passion The type of information processing that will occur depends upon the consumer’s level of involvement. From Simple to Elaboration Decisions are made out of habit. (lack of information to the consider the alternatives) To the contrary decision (carry great meaning for a person) In consumer situations of high involvement (focus and concentrate) Ch4: Motivation and Values inertia = no power Lectured By: Mr. Phorn Much, BEC, MBA

Ch4: Motivation and Values Product Involvement Product involvement is the consumer’s level of interest in a particular product Ch4: Motivation and Values Sales promotion increase this involvement, the powerful way to enhance product involvement is through mass customization (ការប្តូរតាមបំណង) Lectured By: Mr. Phorn Much, BEC, MBA

Ch4: Motivation and Values Message- response involvement Message- response involvement or advertising involvement refers to the consumer’s interest in processing marketing communications Television is considered a low- involvement medium Print is considered a high- involvement medium In digital age, the quest to heighten message involvement (mobile marketing ) Ch4: Motivation and Values Quest= a long search for sth that is difficult to find Lectured By: Mr. Phorn Much, BEC, MBA

Ch4: Motivation and Values Purchase Situation Involvement Purchase situation involvement: differences that occur when buying the same object for different contexts. Example: wedding gift For boss: purchase expensive vase to show that you want to impress boss For cousin you don’t like: purchase inexpensive vase to show you’re indifferent Ch4: Motivation and Values Indifferent = not at all interest in someone or something Quiz Lectured By: Mr. Phorn Much, BEC, MBA

AGENDA 29/ 04/ 14 Measuring and Enhancing Involvement Strategies that can be used to increase involvement Consumer- Generated Content Core Values How Values link to consumer Behavior Materialism Quiz

Ch4: Motivation and Values Measuring and Enhancing Involvement An involvement Profile: Personal interest in a product category Perceived importance of the potential negative consequences associated with poor product choice. The probability of making a bad purchase The pleasure value of the product category The sign value of the product category. Ch4: Motivation and Values Lectured By: Mr. Phorn Much, BEC, MBA

Ch4: Motivation and Values Strategies that can be used to increase involvement Appeal to hedonic needs (sensory appeals) Use novel stimuli (cinematography, unexpected movements in commercials) Use prominent stimuli (loud music, large ads, fast action, color) Include celebrity endorsers. Build a bond with the consumers (relationship marketing) Ch4: Motivation and Values Cinematography = skill or study of making films Prominent = ដែលលយចេញឮ Endorse = អ្នកចារលើខ្នងសម្បុត Lectured By: Mr. Phorn Much, BEC, MBA

Ch4: Motivation and Values Consumer- Generated Content People are able to voice their opinions about product, brands, and companies on blogs, podcast, and social networking sites. Consumers are able to generate videos and showcase them at youtube.com Marketers force to share ownership of their brands with users although not always positive. Ch4: Motivation and Values - content= the ideas, facts, or opinions, that are contained in a speech, piece of writing, film, program etc. Lectured By: Mr. Phorn Much, BEC, MBA

Ch4: Motivation and Values Core Values Core values: values shared within a culture The sets of cultures apart is a relative importance Socialization agents (parents, friends and teachers) Acculturation: the process of learning the value system and behaviors of another culture. Ch4: Motivation and Values Lectured By: Mr. Phorn Much, BEC, MBA

Ch4: Motivation and Values How Values link to consumer Behavior Many values are very general or relative by nature. Values drive much of consumer behavior Research has tended to classify values as being: Cultural Value (such as security) Consumption- specific (convenient shopping or prompt service) Product- specific (ease of use or durability) Ch4: Motivation and Values Lectured By: Mr. Phorn Much, BEC, MBA

Ch4: Motivation and Values Milton Rokeach’s Values The psychologist Milton identified two sets of values: Terminal values: desired end-states that apply to many different cultures Instrumental Values: composed of actions needed to achieve these terminal values. Ch4: Motivation and Values Compose= សមាសភាព - TERMINAL VALUES In our personal lives, Terminal Values are those things that we can work towards or we think are most important and we feel are most desirable – terminal values are desirable states of existence.  Terminal Values include things like happiness, self respect, family security, recognition, freedom, inner harmony, comfortable life, professional excellence.. - INSTRUMENTAL VALUES Instrumental Values are core values, permanent in nature, comprise personal characteristics and character traits. Instrumental Values refer to preferable modes of behaviour and include values like honesty, sincerity, ambition, independence, obedience, imaginativeness, courageousness, competitiveness, and also some negative traits too.  Lectured By: Mr. Phorn Much, BEC, MBA

Ch4: Motivation and Values Materialism Materialism: the importance people attach to worldly possessions “The good life”...“He who dies with the most toys, wins” America is a highly materialistic society Materialists are more likely to value possession for their status and appearance- related meaning. Ch4: Motivation and Values Quiz Lectured By: Mr. Phorn Much, BEC, MBA

Ch4: Motivation and Values Chapter Summary Products address a wide range of consumer needs. How we evaluate a product depends on our involvement with that product, the marketing message, and the purchase situation. Our cultural values dictate the products we seek out and avoid. Consumers vary in how important possessions are to them. Ch4: Motivation and Values Lectured By: Mr. Phorn Much, BEC, MBA