Chapter 2 Motivation and Involvement Consumer Behaviour

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

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

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

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.

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.

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

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

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

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 www.maslow.com 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

Mayhem 1 Mayhem 2

physiological

Both Physiological and Social Needs Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 13 Chapter Four Slide

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

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

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

Affiliation

Power

Achievement

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

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

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

Optimal Stimulation

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

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

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

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

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