1. Chapter 4 Motivation and Values
CONSUMER BEHAVIOR, 9e Michael R. Solomon
Dr. Rika Houston
CSU-Los Angeles
MKT 342: Consumer Behavior

2. The Motivation Process
The process that causes people to behave as they do
Occurs when a need is aroused
Ad shows desired state and suggests a solution (purchase of equipment)

3. Motivational Strength
Degree of willingness to expend energy to reach a goal
Drive theory
Expectancy theory

4. What Do We Need? Biogenic Needs Psychogenic Needs Utilitarian Needs
Hedonic Needs

5. Motivational Conflicts
Goal valence
We approach positive goals
But, we avoid negative goals

6. Figure 4.1 Types of Motivational Conflicts
Two desirable alternatives
Cognitive dissonance
Positive & negative aspects
of desired product
Guilt of desire occurs
Facing a choice with two
undesirable alternatives

7. Maslow’s Hierarchy of Needs

8. Consumer Involvement
Perceived relevance of an object based on one’s needs, values, and interests
We get very attached to products!

9. Figure 4.3 Conceptualizing Involvement

10. Levels of Involvement: From Inertia to Passion
Flow state occurs when consumers are truly involved

11. Tactics to Boost Motivation to Process
Appeal to consumers’ hedonic needs
Use novel stimuli
Use prominent stimuli
Include celebrity endorsers
Provide value that customers appreciate
Let customers make messages
Create spectacles or performances
Develop mobile experiences like alternate reality games

12. Purchase Situation Involvement
Differences that occur when buying the same object for different contexts

13. Consumer Values
A belief that some condition is preferable to its opposite
Our deeply held cultural values may dictate the types of products and services we seek out or avoid
Examples:
Youth versus old age
New technology versus old technology

14. Different Theories About Values
Hofstede’s Cultural Dimensions
Rokeach’s Value Survey
List of Values (LOV)
Means-End Chain Model
Syndicated Surveys

15. Conscientious Consumerism
A focus on personal health merging with a growing interest in global health
An interest in living a more “green” lifestyle
LOHAS (lifestyles of health and sustainability) .

16. Materialism
The importance people attach to worldly possessions or “the good life”
Materialists
Non-materialists

17. Cosmopolitanism
A lifestyle that embraces being open to the world and striving for diverse experiences

18. Chapter 4: Motivation & Values Key Concepts
Motivational process
Motivational strength
Drive theory
Expectancy theory
Needs: biogenic, psychogenic, utilitarian, hedonic
Motivational conflicts
Maslow’s hierarchy of needs
Consumer involvement
Levels of involvement
Cult brands
Consumer values
Conscientious consumerism
Materialism
Cosmopolitanism