MOTIVATION

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

What would you do for a Klondike bar? 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: Biogenic Psychogenic Utilitarian Hedonic

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

Maslow’s Hierarchy of Needs 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 Abraham Maslow

Different product benefits will satisfy different levels of need. Assume a mother is shopping for a new pair of trainers with her 5-year old daughter. What features/benefits satisfy each level Self-Actualization/self fulfillment Ego/Esteem Belongingness/Social Safety Physiological

Needs and Goals Needs are universal When people move to satisfy a need (i.e. they are motivated) – the satisfaction of 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 NEED DRIVE GOAL Needs can be met in a variety of ways The goals are culturally and personally determined Want: the particular form of consumption used to satisfy a need.

you're thirsty - you need a drink The Marketer’s Objective? THIRST QUENCHER Obey your thirst

Motivational Direction Approach Approach

Approach Avoidance

Avoidance Avoidance

Cognitive Dissonance

Cognitive Dissonance 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? to eliminate 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?

Involvement What is Involvement? The strength of a consumer's motivation to attain a goal. 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 (e.g to process information) Motivational level Low (inertia, habit) High (passion)

You are involved when? When the product: Is important to your self-image. Is of continual interest to you - fashion/computers Entails significant risks Has emotional appeal Is identified with group norms or is socially visible

A Comparison of Low & High Involvement Hierarchies Low Involvement: Inertia High Involvement: Elaboration 1. Brand beliefs formed by passive learning 2. A purchase decision is made 3. The brand may or may not be evaluated afterwards 1. Brand beliefs are formed first by active learning 2. Brands are evaluated. 3. A purchase decision is made

How would you go about marketing a Jersey Milk bar against Cadbury’s Dairy Milk bar based on involvement level?

How would you Increase Involvement: More Powerful if Relevant Appeal to hedonic needs using sensory appeals to generate attention Use novel stimuli unusual cinematography, sudden silences, etc. Use prominent stimuli e.g. larger ads, more color Include celebrity endorsers Build a bond with consumers Maintain an ongoing relationship with consumers

How would you go about marketing your brand of luxury speedboat against a competitor?

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 Many products are bought because they are believed to help attain a more abstract value.

What are some Canadian/American core values? Achievement and Success 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

Values Change 1896 1918 1924 1935 1955 1960 1970 1986 1990 2000

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

The List of Values (LOV) Scale 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

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

Values in Canadian Advertising Practical Family New Cheap Sexy/ vain Unique Wisdom Healthy

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/Consequences: 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

The Means-End Chain Aim promotion/ positioning at higher levels of chain! Self-esteem Values Feeling of power Consequences Performance Attributes Fast acceleration Large engine

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?

Implications of Consumer Values for Marketing 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

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