1. Chapter 3 Motivation and Involvement
Consumer Behaviour
Canadian Edition
Schiffman/Kanuk/Das
Copyright © Pearson Education Canada Inc.

2. Opening Vignette Why do people go to boutique hotels?
Personalized service
Unique experience
Also satisfies consumer’s ego needs
‘as unique as I am’

3. What Is Motivation?
The driving force within individuals that impels them to action
Produced by a state of tension due to an unfulfilled need
Which leads to conscious/subconscious attempts to reduce the tension

5. Types of Needs Innate Needs Acquired needs
Physiological (or biogenic) needs that are considered primary needs or motives
Acquired needs
Generally psychological (or psychogenic) needs that are considered secondary needs or motives

6. Types of Motives Rational Motives Emotional Motives
Goals chosen according to objective criteria (e.g., price)
Emotional Motives
Goals chosen according to personal or subjective criteria (e.g., desire for social status)
continued

7. Types of Motives Latent Motives Manifest Motives
Motives that the consumer is unaware of or unwilling to recognize
Harder to identify
Require projective techniques to identify
Manifest Motives
Motives that the consumer is aware of and willing to express

8. Goals Generic Goals Product-Specific Goals
the general categories of goals that consumers see as a way to fulfill their needs
e.g., “I want to get a graduate degree”
Product-Specific Goals
the specifically branded products or services that consumers select as their goals
e.g., “I want to get an MBA in Marketing from Kellogg School of Management.”

9. The Selection of Goals
The goals selected by an individual depend on their:
Personal experiences
Physical capacity
Prevailing cultural norms and values
Goal’s accessibility in the physical and social environment

10. Motivations and Goals Positive Motivation
A driving force toward some object or condition
Leads to an Approach Goal
A positive goal toward which behaviour is directed
Negative Motivation
A driving force away from some object or condition
Leads to an Avoidance Goal
A negative goal from which behaviour is directed away

11. The Dynamic Nature of Motivation
Needs are never fully satisfied
New needs emerge as old needs are satisfied
A given need may lead totally different goals
Consumers are more aware of their goals than their needs
continued

12. The Dynamic Nature of Motivation
Consumer values, personality and self-concept influence consumer goals
Consumers have multiple needs
Pre-potent need
Motives are difficult to infer from behaviour
Past experiences (success/failure) influence goals
Defence Mechanisms
continued

13. The Dynamic Nature of Motivation
Motives may conflict with each other
Three types of motivational conflict
Approach-approach: when a consumer is drawn towards two positive goals
Approach-avoidance: when the goal object has both positive and negative qualities
You are both drawn toward and away from the object
Avoidance-avoidance: when the consequences of buying an object is unpleasant, but the purchase does not lead to any pleasure
continued

14. The Dynamic Nature of Motivation
Motives can be aroused in many ways
Physiological arousal
Hunger, thirst
Emotional arousal
daydreaming
Cognitive arousal
Random thoughts
Environmental arousal
Cues in the environment (e.g. smell of food)

15. Defence Mechanism
Methods by which people mentally redefine frustrating situations to protect their self-images and their self-esteem.

16. Types of Defence Mechanisms
Aggression
Rationalization
Regression
Withdrawal
Projection
Autism
Identification
Repression

17. Philosophies Concerned With Arousal of Motives
Behaviourist School
Behaviour is response to stimulus
Elements of conscious thoughts are to be ignored
Consumer does not act, but reacts
Cognitive School
Behaviour is directed at goal achievement
Need to consider needs, attitudes, beliefs, etc. in understanding consumer behaviour

19. Murray’s List of Psychogenic Needs
Needs Associated with Inanimate Objects:
Acquisition, Conservancy, Order, Retention, Construction
Needs Reflecting Ambition, Power, Accomplishment, and Prestige:
Superiority, Achievement, Recognition, Exhibition, Infavoidance
Needs Connected with Human Power:
Dominance, Deference, Similance, Autonomy, Contrariance
continued

20. Murray’s List of Psychogenic Needs
Sado-Masochistic Needs :
Aggression, Abasement
Needs Concerned with Affection between People:
Affiliation, Rejection, Nurturance, Succorance, Play
Needs Concerned with Social Intercourse:
Cognizance, Exposition

21. McClelland’s Trio of Needs
Power
individual’s desire to control environment
Affiliation
need for friendship, acceptance, and belonging
Achievement
need for personal accomplishment
closely related to egoistic and self-actualization needs

22. Mid-range Theories of Motivation
Psychological Reactance
Motivational arousal due to threat of behavioural freedom
Opponent Process Theory
Extreme initial reactions may be followed by extreme opposite reaction
Priming
Small amounts of initial stimuli will lead to desire for more
extreme amounts of exposure to same stimulus will lead to withdrawal
continued

23. Mid-range theories Hedonic Consumption Optimum Stimulation Level
Need to gain pleasure through the senses
Explains attraction to scary rides, adventure tours, etc
Optimum Stimulation Level
Desire to maintain a certain level of stimulation that the consumer considers to be optimal

24. Motivational Research
Qualitative research designed to uncover consumers’ subconscious or hidden motivations. Consumers are not always aware of, or may not wish to recognize, the basic reasons underlying their actions.

25. Projective Techniques
Metaphor analysis
Story telling
Picture drawing
Photo sorts
Thematic Apperception Tests
Word Association
Sentence Completion
Third-person technique

26. Motivation and Marketing Strategy
Identify the needs and goals of the target market
Identify both latent and manifest motives
Use knowledge of needs to segment the market and to position the product
Use knowledge of needs to develop promotional strategies
Reduce motivational conflict

27. Consumer Involvement
The level of personal relevance that a consumer sees in a product

28. Types of Involvement Enduring Involvement Situational involvement
long-lasting involvement that arises out of a sense of high personal relevance
Situational involvement
Short-term involvement in a product of low personal relevance

29. Types of Involvement- Cont’d
Cognitive Involvement
Rational level involvement in products that are considered to be major purchases
Affective Involvement
Emotional level involvement in products

30. Factors Leading to High Involvement
Level of perceived risk (social, financial or physical)
Level of personal interest in product category
Probability of making a mistake or buying the wrong product
Extent of pleasure in buying and using a product
Number and similarity of competitive brands available

31. Measures of Involvement
Brand involvement
Ego involvement
Importance of purchase
Product involvement
Situational Vs Enduring Vs Response involvement
Involvement Profile

32. Involvement and Marketing Strategy
Choose media according to level of involvement
Print media for high involvement
Television for low involvement
Choose messages according to level of involvement
Find ways to raise level of involvement