1. MOTIVATION

2. 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.

3. 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.

4. So what Motivates People?
NEEDS
Needs can be:
Biogenic
Psychogenic
Utilitarian
Hedonic

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

6. 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

7. 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

8. 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.

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

10. Motivational Direction
Approach Approach

11. Approach Avoidance

12. Avoidance Avoidance

13. Cognitive Dissonance

14. 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

15. 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?

16. 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)

17. 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

18. 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

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

20. 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

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

22. Values

23. 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.

24. 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

25. Values Change

26. 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

27. 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

28. 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

29. 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

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

31. 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

32. 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

34. 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

35. HVM for toothpaste

36. 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?

37. 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

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