MKT201 - Week 5 Motivation and Values (Ch. 4)

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.

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).

The Motivation Process Drive: – –The degree of arousal present due to a discrepancy between the consumer’s 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

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

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.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.

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) Motivational Strength

The Degree to Which a Person is Willing to Expend Energy to Reach One Goal as Opposed to Another. Expectancy Theory Drive Theory Biological Vs. Learned Needs 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.

Motivational Direction Needs Versus Wants Specific Way a Need is Satisfied (the Want) Depends on: Individual’s Unique History, Learning Experiences and Cultural Environment. Needs Versus Wants Specific Way a Need is Satisfied (the Want) Depends on: Individual’s Unique History, Learning Experiences and Cultural Environment. Types of Needs Hedonic Utilitarian Psychogenic Biogenic Food, water, air, shelter Power, affiliation Calories, miles per L Excitement, fantasy Objective, tangible  product attributes

Instant Gratification of Needs We expect today’s technical products to satisfy our needs – instantly.We expect today’s technical products to satisfy our needs – instantly.

Motivational Conflicts Goal valence (+ve or –ve)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 anotherPositive and negative motives often conflict with one another

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

Solutions to Approach-Avoidance Conflict (good food without the calories)

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

Classifying Consumer Needs Henry Murray’s 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)

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 one’s environment – –Need for uniqueness: To assert one’s individual identity Maslow’s Hierarchy of Needs: – –A hierarchy of biogenic and psychogenic needs that specifies certain levels of motives. (gardening may satisfy needs at every level!!)

Maslow’s Hierarchy of Needs Figure 4.2

Criticisms of Maslow’s Hierarchy The application is too simplistic:The application is too simplistic: –It is possible for the same product or activity to satisfy every need. It is too culture-bound:It is too culture-bound: –The assumptions of the hierarchy may be restricted to Western culture It emphasizes individual needs over group needsIt 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)

Classifying Consumer Needs (cont.) S5 Paradise: Satisfying Needs? – –Distinct differences regarding the conceptualization of paradise between American and Dutch college students

Dutch Conception of Paradise A Dutch respondent’s collage emphasizes this person’s conception of paradise as a place where there is interpersonal harmony and concern for the environment.

Consumer Involvement Involvement: – –Defined as a person’s 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

Conceptualizing Involvement Figure 4.3

Consumer Involvement Levels of Involvement: Inertia (resistance) to Passion – –Type of information processing depends on the consumer’s level of involvement Simple processing: Only the basic features of the message are considered Elaboration: Incoming information is linked to preexisting knowledge

Increasing Involvement through Ads The Swiss Potato Board is trying to increase involvement with its product. The ad reads, “Recipes against boredom.”The Swiss Potato Board is trying to increase involvement with its product. The ad reads, “Recipes against boredom.”

Consumer Involvement (cont’d) 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)

Example of a Cult Product: Jones Soda

The Many Faces of Involvement 1. Product Involvement Related to a Consumer’s Level of Interest in a Particular Product. 1. Product Involvement Related to a Consumer’s Level of Interest in a Particular Product. 2. Message-Response Involvement Refers to a Consumer’s Interest in Processing Marketing Communications. 2. Message-Response Involvement Refers to a Consumer’s Interest in Processing Marketing Communications. 3. Purchase Situation Involvement Refers to the differences That may occur when buying The same object for different context 3. Purchase Situation Involvement Refers to the differences That may occur when buying The same object for different context 4. Ego-Involvement Refers to the Importance of a Product to a Consumer’s Self-Concept. TV – low involvement; Print ad – high involvement (Advertising Involvement) wedding gift, someone you like, someone you don’t like

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

Customizing for Product Involvement

Measuring Involvement: Developing Involvement Profiles Personal Interest in a Product Category Personal Interest in a Product Category Negative Consequences of a Poor Product Choice Negative Consequences of a Poor Product Choice Probability of Making a Bad Purchase Pleasure Value of the Product Category Sign Value of the Product Category (? Related to self or not) Sign Value of the Product Category (? Related to self or not)

Table 4.1 A Scale to Measure Involvement 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

High Involvement (personal interest)

Strategies to Increase Involvement 3. Use Prominent Stimuli 3. Use Prominent Stimuli 5. Build a Bond With the Consumer 5. Build a Bond With the Consumer 2. Use Novel Stimuli 2. Use Novel Stimuli 1. Appeal to Hedonic Needs 1. Appeal to Hedonic Needs Increasing Consumers’ Attention 4. Include Celebrity Endorsers (relationship & loyalty) (e.g. large & loud)

Consumer Values Value: a belief that some condition is preferable to its oppositeValue: 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 goalProducts/services = help in attaining value-related goal We seek others that share our values/beliefsWe seek others that share our values/beliefs –Thus, we tend to be exposed to information that supports our beliefs

Core Values Every culture has its own set of valuesEvery culture has its own set of values –E.g., individualism vs. collectivism Value systemValue system Enculturation (learning of values and systems of own culture) vs. Acculturation (learning of … another culture)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 3–5 core values that best describe Hong Kong today?Discussion: Core values evolve over time. What do you think are the 3–5 core values that best describe Hong Kong today?

Core Values Cleanliness is a core value in many cultures.Cleanliness is a core value in many cultures.

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.

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.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.

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.

Measuring Cultural Values (cont’d) (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)

Laddering Technique: Secretaries’ Hierarchical Value Map for Overnight Delivery Services (Federal Express)

Measuring Cultural Values (cont’d) (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: US$50,000 earners are happier than US$100,000 earners) Examples: – –VALS 2 – –GlobalScan – –New Wave – –Lifestyles Study

Applications of Values to Consumer Behavior Means-End Conceptualization of the Components of Advertising Strategy (MECCAS) Means-End Conceptualization of the Components of Advertising Strategy (MECCAS) Message Elements Message Elements Consumer Benefit Consumer Benefit Executional Framework Executional Framework Leverage Point Leverage Point Driving Force Driving Force List of Values (LOV) Identifies Nine Consumer Segments Based on Values They Endorse List of Values (LOV) Identifies Nine Consumer Segments Based on Values They Endorse Syndicated Surveys VALS 2 Syndicated Surveys VALS 2 Featuresstyle/tone value-product end value in ad

Some Advertisements Appeal to People’s Values to Persuade Them to Change Their Behaviors

Cask & Cream Reversing a Trend of Self-Denial, This Ad Illustrates a Shift in Values Toward Pleasure and Self-indulgence (lenient, easy)

Harley-Davidson motorcycles davidson.com/wcm/Content/Pages/home.jsp?locale=en_US

Harley-Davidson motorcycles Brand Images: Independent Freedom Individuality Self expression Adventurous Experience of life

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

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

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

There is a movement away from materialism in our culture. Can you think of products, ads, or brands that are anti- materialistic?There is a movement away from materialism in our culture. Can you think of products, ads, or brands that are anti- materialistic? Discussion Question Flamp (fosfor Lamp), 1998 Design: Martí Guixé Production: H20 (Home-2-Office)

Consumer Behavior in the Aftermath of 9/11 Need for balance…Need for balance… –9/11 & consumer values Redirecting focus from luxury goods to community/familyRedirecting focus from luxury goods to community/family Terror Management TheoryTerror Management Theory Consumer privacy vs. securityConsumer privacy vs. security

Discussion How do you think consumers have changed as a result of 9/11?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?