Chapter 4 Motivation and Values CONSUMER BEHAVIOR, 9e Michael R. Solomon Dr. Rika Houston CSU-Los Angeles MKT 342: Consumer Behavior

The Motivation Process The process that causes people to behave as they do Occurs when a need is aroused Ad shows desired state and suggests a solution (purchase of equipment)

Motivational Strength Degree of willingness to expend energy to reach a goal Drive theory Expectancy theory

What Do We Need? Biogenic Needs Psychogenic Needs Utilitarian Needs Hedonic Needs

Motivational Conflicts Goal valence We approach positive goals But, we avoid negative goals

Figure 4.1 Types of Motivational Conflicts Two desirable alternatives Cognitive dissonance Positive & negative aspects of desired product Guilt of desire occurs Facing a choice with two undesirable alternatives

Maslow’s Hierarchy of Needs

Consumer Involvement Perceived relevance of an object based on one’s needs, values, and interests We get very attached to products!

Figure 4.3 Conceptualizing Involvement

Levels of Involvement: From Inertia to Passion Flow state occurs when consumers are truly involved

Tactics to Boost Motivation to Process Appeal to consumers’ hedonic needs Use novel stimuli Use prominent stimuli Include celebrity endorsers Provide value that customers appreciate Let customers make messages Create spectacles or performances Develop mobile experiences like alternate reality games

Purchase Situation Involvement Differences that occur when buying the same object for different contexts

Consumer Values A belief that some condition is preferable to its opposite Our deeply held cultural values may dictate the types of products and services we seek out or avoid Examples: Youth versus old age New technology versus old technology

Different Theories About Values Hofstede’s Cultural Dimensions Rokeach’s Value Survey List of Values (LOV) Means-End Chain Model Syndicated Surveys

Conscientious Consumerism A focus on personal health merging with a growing interest in global health An interest in living a more “green” lifestyle LOHAS (lifestyles of health and sustainability) .

Materialism The importance people attach to worldly possessions or “the good life” Materialists Non-materialists

Cosmopolitanism A lifestyle that embraces being open to the world and striving for diverse experiences

Chapter 4: Motivation & Values Key Concepts Motivational process Motivational strength Drive theory Expectancy theory Needs: biogenic, psychogenic, utilitarian, hedonic Motivational conflicts Maslow’s hierarchy of needs Consumer involvement Levels of involvement Cult brands Consumer values Conscientious consumerism Materialism Cosmopolitanism