MOTIVATION

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.

Motivation is about finding out what your customers really want and need and what they are willing to do to get it. What would you do for a Klondike bar?

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

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

 Powerful underlying motives can influence consumer behaviour.  Products and services that relate, or might relate, to attraction of the opposite sex, to personal adornment, to status or self-esteem, to power, to death, to fears, or to social taboos are all likely candidates for motivational research  Why do women tend to increase their expenditures on clothing and personal adornment products as they approach the age of 50 to 55?

Maslow’s Hierarchy of Needs Abraham Maslow  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

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 fulfilment  Ego/Esteem  Belongingness/Social  Safety  Physiological Is there one level of need that is satisfied more than the others?

 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 NEEDDRIVE GOAL  Want: the particular form of consumption used to satisfy a need.  Needs are universal  Needs can be met in a variety of ways  The goals are culturally and personally determined Needs and Goals

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

Motivational Direction Approach

Approach Avoidance

Avoidance

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. Cognitive Dissonance to eliminate cognitive dissonance Marketer's goal?

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?

What is Involvement?  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) 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.

When are you involved? When the product or service: 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

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

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

How would you Increase Involvement? 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 Link to high involvement issue

Philips Panasonic How would you go about marketing your brand of HDTV against a competitor?

Values

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.

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

Values Change

 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 The List of Values (LOV) Scale

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

 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

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

The Means-End Chain Large engine Fast acceleration Performance Feeling of power Self-esteem Aim promotion/ positioning at higher levels of chain! Attributes Benefits Values

F I G U R E 7. 3 Means End Chain for Milk

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

HVM for toothpaste

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?

 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 Implications of Consumer Values for Marketing Strategy

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