1. Chapter 2 Motivation and Involvement
Consumer Behaviour

2. Class Agenda Administrative Item Info on Hands-On Assignment Sign-Up
Policy on Group Work Grades
Students need to be able to demonstrate their ability to pass the individual components of the course to receive credit for this course.  Therefore, a grade of 50% is required on individual work in order to qualify for the team-based points in this course. 
Info on Hands-On Assignment Sign-Up
Critical Thinking Question Sign-Up
Discuss motivation concepts in preparation for ad presentation next day

3. Critical Thinking Question Sign-Up
Get into groups of 4 or 5 individuals
As a group, discuss which critical thinking exercise you would like to prepare for class Wednesday
Each group will present their ads during class

4. Why are you here?
Consider your motives for attending StFX University. Take a few moments to put them in a list.

5. Motivation as a Psychological Force
Motivation is the driving force within individuals that impels them to action.
Produced by a state of tension due to an unfulfilled need.
Leads to conscious/subsonscious attempts to reduce the tension.
Needs are the essence of the marketing concept.
Marketers do not create needs but can make consumers aware of needs.
Motivation is produced by a state of tension, by having a need which is unfulfilled. Consumers want to fulfill these needs and reduce the state of tension. For example, when you are very hungry, you are extremely motivated to find food. Perhaps when you need a new pair of pants, you are a bit less motivated to fulfill this need as compared to your need for food. In the case of needing pants, it is important for marketers to help increase your motivation and/or specify your need for their products - perhaps lululemon yoga pants.

6. Model of the Motivation Process
This model highlights the motivation process. We can see that the “drive” toward behavior will often end in the fulfillment of the need. The processes and effects of previous learning tie strongly into choices made when the behavior is defined.

7. Needs and Motives NEEDS Innate Needs Acquired needs MOTIVES
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
MOTIVES
Rational Motives
Goals based on objective criteria (e.g., price)
Emotional Motives
Goals based on subjective criteria (e.g., desire for social status)
Manifest Motives
Motives that the consumer is aware of and willing to express
Latent Motives
Motives that the consumer is unaware of or unwilling to recognize
Harder to identify

8. Motivations and Goals Positive Positive Motivation
A driving force toward some object or condition
Approach Goal
A positive goal toward which behavior is directed
Negative
Negative Motivation
A driving force away from some object or condition
Avoidance Goal
A negative goal from which behavior is directed away
Needs can be positive or negative. The same is true for goals which can be positive or negative. A positive goal would include joining a gym to get strong and train for an upcoming race. Another person, with a negative goal, might join the gym to avoid health problems that will certainly exist if they do not exercise regularly.
Motivational conflict is essentially a conflict between one's motives.  It arises because consumers have many motives that do not always coincide.  This conflict often affects consumption patterns so marketers should be able to identify situations where it is likely to arise and suggest solutions to the conflict. There are three types of motivational conflict: 1. Approach-approach motivational conflict.  In this case the consumer must choose between two attractive alternatives.  For example, a consumer may have recently received a large cash gift for graduation and might be torn between a trip to Hawaii with friends to satisfy a need for affiliation and a new mountain bike that might  satisfy a need for power/achievement. 2. Approach-Avoidance conflict.  A consumer facing a choice with positive and negative consequences faces this type of conflict.  For example, someone who wants to lose weight but really likes snack foods faces this conflict.  Also, someone who wants a tan but is wary of the damaging effects of the sun experiences this conflict. 3. Avoidance-Avoidance conflict.  A choice involving only undesirable outcomes produces this kind of conflict.  For example, when someone needs a root canal they can spend money to have it done or go without.  The root canal is undesirable because they do not want to spend money on a procedure that will cause pain.  Not having the root canal is also undesirable though because of the consequence of constant pain.
Olay Example
Motivational conflict (See Notes Page)
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall
Chapter Four Slide

9. The Dynamic Nature of Motivation
Needs are never fully satisfied
New needs emerge as old needs are satisfied
Consumers have multiple needs
Motives may conflict with each other
Approach-approach; Approach-avoidance; Avoidance-avoidance
Motives are difficult to infer from behaviour
Motives can be aroused in many ways
Physiological - hunger, thirst; Emotional – daydreaming; Cognitive – rational needs assessment; Environmental - Cues in the environment (e.g. smell of food)
Behaviourist School v. Cognitive School
A given need may lead to totally different goals
Consumer values, personality and self-concept influence consumer goals
Consumers are more aware of their goals than their needs
Past experiences (success/failure) influence goals
Defence Mechanisms
Defense Mechanism
Methods by which people mentally redefine frustrating situations to protect their self-images and their self-esteem.
Types:
Aggression
Rationalization
Regression
Withdrawal
Projection
Daydreaming
Identification
Repression
A consumer has a variety of needs but only some of them are aroused at any given time and given top-of-mind priority. Motives become aroused by the consumer’s psychological condition (they get hungry), their emotional state (frustrated), cognitive processes (they read an ad that made them think about their needs), or by events occurring in their general surroundings (the weather becomes cold).
There are two opposing philosophies that deal with the arousal of human motives. The behaviorists see motivation as a mechanical process that results from a stimulus – something prompts the behavior and people behave or react. On the other hand, the cognitive school believes that all behavior is directed toward a fulfilling of goals – consumers think through their 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

10. Maslow’s Hierarchy of Needs Figure 4
Dr. Abraham Maslow is well known for his hierarchy of needs. The web link on this page will bring you to which reports on other publications by Dr. Maslow. The hierarchy presents five basic levels of human needs which rank in order of importance from lower-level needs to higher-level needs. The theory says that consumers will fill lower-level needs before the higher-level needs – they will eat before they enroll in a Master’s program.
Difficulties:
Not empirically tested
Bounded by American culture
Examples…
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

11. Mayhem 1
Mayhem 2

12. physiological

13. Both Physiological and Social Needs
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Chapter Four Slide

14. Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall
Egoistic Needs
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Chapter Four Slide

15. Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall
Self-Actualization
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Chapter Four Slide

16. McClelland’s Trio of Needs
Power
individual’s desire to control environment
Affiliation
need for friendship, acceptance, and belonging
Achievement
need for personal accomplishment

17. Affiliation

18. Power

19. Achievement

20. 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
Deferrence
Similance
Autonomy
Contrariance
This slide and the next provide a list of Murray’s psychogenic needs. He believed that everyone has the same basic set of needs but that individuals differ in their priority of those needs. His needs include many motives that are important when studying consumer behavior, including acquisition, achievement, recognition, and exhibition.
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall
Chapter Four Slide

21. Murray’s List of Psychogenic Needs (continued)
Sado-Masochistic Needs
Aggression
Abasement
Needs Concerned with Affection between People
Affiliation
Rejection
Nurturance
Succorance
Play
Needs Concerned with Social Intercourse
Cognizance
Exposition
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall
Chapter Four Slide

22. Mid-range Theories of Motivation
Psychological Reactance
Motivational arousal due to threat of behavioural freedom
Eg New Coke,
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
Hedonic Consumption
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

23. Optimal Stimulation

24. 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

25. Consumer Involvement
The level of personal relevance that a consumer sees in a product
Types:
Enduring 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
Cognitive Involvement
Rational level involvement in products that are considered to be major purchases
Affective Involvement
Emotional level involvement in products

26. 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

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

28. 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