Global Consumer Culture Motivation

Consumption People buy products not for what they do, but for what they mean

Motivation & Values

Activation of Tension Attribution Style Locus of Control Motivation Goal Values

Consumer Needs & Wants Products are married to consumer needs & desires Consumers acquire products to solve a particular problem and/or satisfy a need, set of needs, or a desire.

Consumer NEEDS “A discrepancy between the customer’s present state and some ideal state” Maslow’s Hierarchy of Needs

Needs and desires are affected by marketing Physical environment décor, smells, temperature, # of people in the store, aisle width The context of the buying situation amusement parks, shopping malls, farmer’s market 4 P’s of marketing product, price, place, and promotion Time is money! Consumer’s try to maximize satisfaction by allocating time to their appropriate combination of tasks.

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.

The Motivation Process Motivation The process that lead people to behave as they do. It occurs when a need arises that a consumer wishes to satisfy UTILITARIAN Provides a functional or practical benefit HEDONIC An experiential need involving emotional responses or fantasies

The Motivation Process DRIVE The degree of arousal present due to a discrepancy between the consumer’s present state and some ideal state GOAL The end state that is desired by the consumer

Motivational Strength Drive Theory Biological needs produce unpleasant states of arousal. We are motivated to reduce the tension caused by this arousal. (ex. hunger, thirst, etc) Homeostasis: A balanced state of arousal Expectancy Theory Behavior is pulled by expectations of achieving desirable outcomes--positive incentives--rather than pushed from within

Motivational Conflicts

Attributional Style Attributional style refers to how people explain the events of their lives. Attributional styles explain why people react quite differently, but predictably to events and how they explain the causes of those events. People generally tend to have a self-serving bias.

Attributional Style There are three facets of how people can explain a situation that can lean toward optimism or pessimism: Stable vs. Unstable Changing across time or unchanging across time. Global vs. Local Universal throughout one’s life or specific to a part of one’s life. Internal vs. External Cause of an event as within oneself or outside oneself

Locus of Control External Locus of Control Individual believes that his/her behavior is guided by fate, luck, or other external circumstances Internal Locus of control Individual believes that his/her behavior is guided by his/her personal decisions and efforts

Locus of Control Internal attributions about themselves when they succeed (I did it myself) Internal attributions about themselves when they fail (it was their fault) External attributions about themselves when they fail (something else made me fail) External attributions about themselves when they succeed (they got lucky)

Finding your Locus of Control

Locus of Control Score 1 point for each of the following: 2a, 3b, 4b, 5b, 6a, 7a, 9a, 10b, 11b, 12b, 13b, 15b, 16a, 17a, 18a, 20a, 21a, 22b, 23a, 25a, 26b, 28b, 29a

Why do we care? The Value of an Internal Locus of Control Students with an internal locus of control will show higher achievement motivation than students with an external locus of control

How to Develop an Internal Locus of Control Become a positive thinker Accept responsibility for motivating yourself Accept the fact that success results from effort Start listening to yourself talk