Copyright  2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski MOTIVATION AND EMOTION

Copyright  2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 8-2 ACTIVITY Discuss with your group your reasons for doing this course. What motivated you? Was it ego, or a social benefit, or a self development need, or some other reason?

Copyright  2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 8-3 Motivation and emotion At the end of this session, you should understand: The nature of motivation Types of buying motives Motivational conflict and the purchase decision process Rational vs emotional motives Tactics in motivation research The nature and role of emotion on marketing strategy

Copyright  2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 8-4 What motivates you? If you were given twenty thousand dollars, what would you do with it?

Copyright  2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 8-5 What is motivation? The internal drives of an individual which arouse, maintain and direct human behaviour towards a goal It is action orientated It reflects the relationship between beliefs, values and goals It reflects internal processes Marketers want to know what causes people to act, in order to direct action

Copyright  2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 8-6 Need arousal

Copyright  2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 8-7 ACTIVITY Identify a need you have experienced and the related motivation for each type of arousal. Discuss your answer with a friend. Be prepared to explain your answer to the class.

Copyright  2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 8-8 Major theories of motivation Main theories – Hull’s basic drive reduction – McClelland’s theory of three basic needs – Maslow’s hierarchy of needs – McGuire's internal and external motives theory

Copyright  2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 8-9 Drive and primary and secondary motives Primary drive - motivation based on biological needs (hunger, thirst) – Also known as homeostatic needs, internal energy Secondary drives - tension and anxiety – Learned secondary needs, such as competitiveness Drive reduction - working to reduce anxiety by ‘steering’ towards a goal that will reduce tension or anxiety

Copyright  2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 8-10 McClelland’s secondary needs theory Individuals have three major needs that are learned through reward and punishment – Achievement need – Affiliation need – Power need See EXHIBIT 8.1 Rolex appeals to the need for achievement, page 226.

Copyright  2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 8-11 Maslow’s hierarchy of needs theory Self actualisation Need for self fulfilment Esteem Need for self respect, reputation, prestige and status Belonging and love Needs for affection, belonging to a group and acceptance Safety Needs for security, protection and order Physiological Needs for food, sex, shelter

Copyright  2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 8-12 McGuire’s psychological motivation theory

Copyright  2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 8-13 Motivational roles Reasons for purchase: – Functional - practical based on utility of product – Self expressive - intangible social and emotional needs

Copyright  2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 8-14 Organisational buying Situational needs – Needs that are unique to a particular buying situation, e.g. new battery for taxi Functional needs – Particular attributes e.g. starts first time every time Social needs – Enhancing the organisation’s image Knowledge needs – Training and development, after sales advice

Copyright  2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 8-15 Functional vs psychological attributes

Copyright  2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 8-16 Motivational conflict Avoidance–avoidance – Two undesirable choices Approach–avoidance – Desire but with negative consequence Approach–approach – Two desirable choices but fear that the wrong choice may be made

Copyright  2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 8-17 Motivational conflict EXHIBIT 8.6 Nad’s appeals to women who want to reduce the mess and fuss associated with hair removal, page 234.

Copyright  2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 8-18 ACTIVITY Have you experienced motivational conflict in any purchases you have made recently? How did you deal with it? Discuss with your group and present your answer to the class.

Copyright  2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 8-19 Social marketing and motivation Messages relating to social issues; ideas rather than products Four main motivators appear to work in message development: – Problem removal – Problem avoidance – Self-approval – Sensory gratification Positive appeals tended to work better than fear

Copyright  2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 8-20 Motivational research Looks at identifying and understanding underlying motives that reflect cultural, sociological and other factors that influence consumer behaviour

Copyright  2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 8-21 Techniques of research Observation – In person, video, time consuming, can be costly, various levels of invasiveness Focus group – Nondirective in style, encourage spontaneous interaction, group reinforcement of underlying motives Depth interview – Interviewer must be skilled, let the consumer talk

Copyright  2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 8-22 Projective techniques Researcher will get respondent to draw, role play, associate words with a stimulus, complete sentences or apply other techniques to achieve understanding of motivators

Copyright  2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 8-23 ACTIVITY Think about a major purchase that you have made recently. What motives did you use to make the decision? Prepare a group answer to present to the class.

Copyright  2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 8-24 EMOTION Is a powerful force in communication and learning.