1. CONSUMER BEHAVIOR Michael R. Solomon4
C H A P T E R
MOTIVATION
and
VALUES
CONSUMER BEHAVIOR Michael R. Solomon
Lectured By: Mr. Phorn Much, BEC, MBA

2. Ch4: Motivation and Values
Chapter Objectives
When you finish this chapter, you should understand why:
It’s important for marketers to recognize that products can satisfy a range of consumer needs.
The way we evaluate and choose a product depends upon our degree of involvement with the product, the marketing message, and/or the purchase situation.
Ch4: Motivation and Values
Lectured By: Mr. Phorn Much, BEC, MBA

3. Ch4: Motivation and Values
Chapter Objectives
Our deeply held cultural values dictate the types of products and services we seek out or avoid.
Consumers vary in the importance they attach to worldly possessions, and this orientation in turn has an impact on their priorities and behaviors.
Ch4: Motivation and Values
Lectured By: Mr. Phorn Much, BEC, MBA

4. Ch4: Motivation and Values
The Motivation Process
Motivation refers to the process that cause people to behave as they do.
It occurs when a need is aroused
Ch4: Motivation and Values
1 arouse interest/expectations etc to make you become interested, expect something etc : Matt’s behavior was arousing the interest of the neighbors.
2 to make someone feel sexually excited SYN excite : She felt aroused by the pressure of his body so close to hers.
Lectured By: Mr. Phorn Much, BEC, MBA

5. Ch4: Motivation and Values
Needs and Motivation
Needs may be utilitarian or hedonic
The desired end state is the goal
The degree of arousal is drive
Personal and cultural factors combine to create a want – one manifestation of a need
Motivation is described in terms of strength and direction
Ch4: Motivation and Values
_utilitarian= ដែលគិតតែពីប្រយោជន៍
hedonic= ដែលត្រេកត្រអាល, ដែលមានតម្រេក
Manifestation= ការបញ្ចេញឲ្យឃើញ, ជាក់ស្តែង
Lectured By: Mr. Phorn Much, BEC, MBA

6. Ch4: Motivation and Values
Motivational Strength
Motivational strength: degree of willingness to expend energy to reach a goal
Drive theory: biological needs that produce unpleasant states of arousal (e.g., hunger)
Expectancy theory: behavior is pulled by expectations of achieving desirable outcomes
Ch4: Motivation and Values
Lectured By: Mr. Phorn Much, BEC, MBA

7. Ch4: Motivation and Values
Types of needs
Biogenic Needs
Psychogenic Needs
Ch4: Motivation and Values
Utilitarian Needs
- Utilitarian= ដែលគិតតែខាងប្រយោជន៍
Hedonic Needs
Lectured By: Mr. Phorn Much, BEC, MBA

8. Ch4: Motivation and Values
Motivational Conflicts
Goal valence (value): consumer will:
Approach positive goal
Avoid negative goal
Example: Partnership for a Drug-Free America communicates negative consequences of drug addiction for those tempted to start
Ch4: Motivation and Values
Lectured By: Mr. Phorn Much, BEC, MBA

9. Ch4: Motivation and Values
Types of Motivational Conflicts
Two desirable alternatives
Cognitive dissonance
Ch4: Motivation and Values
Positive & negative aspects
of desired product
Guilt of desire occurs
- dissonance= ការស្តាប់គ្នាមិនបាន, ភាពមិនចុះសម្រុងនឹងគ្នា
Facing a choice with two
undesirable alternatives
Lectured By: Mr. Phorn Much, BEC, MBA

10. Ch4: Motivation and Values
Classify Consumer Needs
NEED FOR ACHIEVEMENT
Value personal accomplishment
Place a premium on products that signify success (luxury brands, technology products)
NEED FOR AFFILIATION
Want to be with other people
Focus on products that are used in groups (alcoholic beverages, sports bars)
Ch4: Motivation and Values
NEED FOR POWER
Control one’s environment
Focus on products that allow them to have mastery over surroundings (muscle cars, loud boom-boxes)
NEED FOR UNIQUENESS
Assert one’s individual identity
Enjoy products that focus on their unique character (perfumes, clothing)
- affiliation= សាខា, ការជាប់ទាក់ទងគ្នា...
Quiz
Lectured By: Mr. Phorn Much, BEC, MBA

11. Levels of Needs in the Maslow Hierarchy
Upper level Needs
Relevant Product
Example
Self-
actualization
Esteem
Social
Safety
Physiological
Hobbies, travel
US Amy ”Be all you can be”
self- fulfillment
enriching, Experiences
cars, furniture, credit card, stores,
What the rich gives me the wealthy
prestige, status, accommodation
clothing , grooming products, clubs, drinks
Pepsi, you’re in the Pesi generation
love, friendship, acceptance, by the other
Groom= សំអិតសំអាង
infinity= you’re in good hand with infinity
Insurance, alarm systems
retirement, investment
Security, shelter, protection
Medicines
Nutritious Food
water, food, sleep
Lower level Needs

12. Ch4: Motivation and Values
Consumer Involvement
Involvement: perceived relevance of an object based on their inherent needs, values, and interests
Involvement can be viewed as a motivation to process information
As involvement increases, people devote more attention to ads.
Ch4: Motivation and Values
Inherent= ជាប់លាប់
Process= យកទៅរចនា
Lectured By: Mr. Phorn Much, BEC, MBA

13. Ch4: Motivation and Values
Levels of Involvement: From Inertia to Passion
The type of information processing that will occur depends upon the consumer’s level of involvement.
From Simple to Elaboration
Decisions are made out of habit. (lack of information to the consider the alternatives)
To the contrary decision (carry great meaning for a person)
In consumer situations of high involvement (focus and concentrate)
Ch4: Motivation and Values
inertia = no power
Lectured By: Mr. Phorn Much, BEC, MBA

14. Ch4: Motivation and Values
Product Involvement
Product involvement is the consumer’s level of interest in a particular product
Ch4: Motivation and Values
Sales promotion increase this involvement, the powerful way to enhance product involvement is through mass customization (ការប្តូរតាមបំណង)
Lectured By: Mr. Phorn Much, BEC, MBA

15. Ch4: Motivation and Values
Message- response involvement
Message- response involvement or advertising involvement refers to the consumer’s interest in processing marketing communications
Television is considered a low- involvement medium
Print is considered a high- involvement medium
In digital age, the quest to heighten message involvement (mobile marketing )
Ch4: Motivation and Values
Quest= a long search for sth that is difficult to find
Lectured By: Mr. Phorn Much, BEC, MBA

16. Ch4: Motivation and Values
Purchase Situation Involvement
Purchase situation involvement: differences that occur when buying the same object for different contexts.
Example: wedding gift
For boss: purchase expensive vase to show that you want to impress boss
For cousin you don’t like: purchase inexpensive vase to show you’re indifferent
Ch4: Motivation and Values
Indifferent = not at all interest in someone or something
Quiz
Lectured By: Mr. Phorn Much, BEC, MBA

17. AGENDA 29/ 04/ 14 Measuring and Enhancing Involvement
Strategies that can be used to increase involvement
Consumer- Generated Content
Core Values
How Values link to consumer Behavior
Materialism
Quiz

18. Ch4: Motivation and Values
Measuring and Enhancing Involvement
An involvement Profile:
Personal interest in a product category
Perceived importance of the potential negative consequences associated with poor product choice.
The probability of making a bad purchase
The pleasure value of the product category
The sign value of the product category.
Ch4: Motivation and Values
Lectured By: Mr. Phorn Much, BEC, MBA

19. Ch4: Motivation and Values
Strategies that can be used to increase involvement
Appeal to hedonic needs (sensory appeals)
Use novel stimuli (cinematography, unexpected movements in commercials)
Use prominent stimuli (loud music, large ads, fast action, color)
Include celebrity endorsers.
Build a bond with the consumers (relationship marketing)
Ch4: Motivation and Values
Cinematography = skill or study of making films
Prominent = ដែលលយចេញឮ
Endorse = អ្នកចារលើខ្នងសម្បុត
Lectured By: Mr. Phorn Much, BEC, MBA

20. Ch4: Motivation and Values
Consumer- Generated Content
People are able to voice their opinions about product, brands, and companies on blogs, podcast, and social networking sites.
Consumers are able to generate videos and showcase them at youtube.com
Marketers force to share ownership of their brands with users although not always positive.
Ch4: Motivation and Values
- content= the ideas, facts, or opinions, that are contained in a speech, piece of writing, film, program etc.
Lectured By: Mr. Phorn Much, BEC, MBA

21. Ch4: Motivation and Values
Core Values
Core values: values shared within a culture
The sets of cultures apart is a relative importance
Socialization agents (parents, friends and teachers)
Acculturation: the process of learning the value system and behaviors of another culture.
Ch4: Motivation and Values
Lectured By: Mr. Phorn Much, BEC, MBA

22. Ch4: Motivation and Values
How Values link to consumer Behavior
Many values are very general or relative by nature.
Values drive much of consumer behavior
Research has tended to classify values as being:
Cultural Value (such as security)
Consumption- specific (convenient shopping or prompt service)
Product- specific (ease of use or durability)
Ch4: Motivation and Values
Lectured By: Mr. Phorn Much, BEC, MBA

23. Ch4: Motivation and Values
Milton Rokeach’s Values
The psychologist Milton identified two sets of values:
Terminal values: desired end-states that apply to many different cultures
Instrumental Values: composed of actions needed to achieve these terminal values.
Ch4: Motivation and Values
Compose= សមាសភាព
- TERMINAL VALUES
In our personal lives, Terminal Values are those things that we can work towards or we think are most important and we feel are most desirable – terminal values are desirable states of existence. 
Terminal Values include things like happiness, self respect, family security, recognition, freedom, inner harmony, comfortable life, professional excellence..
- INSTRUMENTAL VALUES
Instrumental Values are core values, permanent in nature, comprise personal characteristics and character traits.
Instrumental Values refer to preferable modes of behaviour and include values like honesty, sincerity, ambition, independence, obedience, imaginativeness, courageousness, competitiveness, and also some negative traits too. 
Lectured By: Mr. Phorn Much, BEC, MBA

24. Ch4: Motivation and Values
Materialism
Materialism: the importance people attach to worldly possessions
“The good life”...“He who dies with the most toys, wins”
America is a highly materialistic society
Materialists are more likely to value possession for their status and appearance- related meaning.
Ch4: Motivation and Values
Quiz
Lectured By: Mr. Phorn Much, BEC, MBA

25. Ch4: Motivation and Values
Chapter Summary
Products address a wide range of consumer needs.
How we evaluate a product depends on our involvement with that product, the marketing message, and the purchase situation.
Our cultural values dictate the products we seek out and avoid.
Consumers vary in how important possessions are to them.
Ch4: Motivation and Values
Lectured By: Mr. Phorn Much, BEC, MBA