1. Chapter 3 Motivation and Involvement
Consumer Behaviour
Canadian Edition
Schiffman/Kanuk/Das
Copyright © Pearson Education Canada Inc.

2. What Is Motivation?
The driving force within individuals that impels them to action
Produced by a state of tension due to an unfulfilled need or unachieved goals
Which leads to conscious/subconscious attempts to reduce the tension

4. Needs The discrepancy between expected condition and actual condition
Want is specific need or need that is addressed to specific object
Desire is a want in which the subject is flown

5. Types of Needs Innate Needs Acquired needs
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

6. Types of Motives
Motives: Minimal level of needs or goals required to produce motivation
Rational Motives
Goals chosen according to objective criteria (e.g., price)
Emotional Motives
Goals chosen according to personal or subjective criteria (e.g., desire for social status)
continued

7. Types of Motives Latent Motives Manifest Motives
Motives that the consumer is unaware of or unwilling to recognize
Harder to identify
Require projective techniques to identify
Manifest Motives
Motives that the consumer is aware of and willing to express

8. Goals Generic Goals Product-Specific Goals
the general categories of goals that consumers see as a way to fulfill their needs
e.g., “I want to get a graduate degree”
Product-Specific Goals
the specifically branded products or services that consumers select as their goals
e.g., “I want to get an MBA in Marketing from Kellogg School of Management.”

9. GOALS Suatu keadaan di masa depan yang ingin dicapai atau dihindari
Positive goal: Keadaan positif yang ingin dicapai dengan: (1) melakukan atau (2) tidak melakukan suatu perilaku.
Negative goal: Keadaan negatif yang ingin dihindari dengan: (1) melakukan atau (2) tidak melakukan suatu perilaku.

10. Negative goalsNegative motivation
Positive goalsPositive motivation

11. The Selection of Goals
The goals selected by an individual depend on their:
Personal experiences
Physical capacity
Prevailing cultural norms and values
Goal’s accessibility in the physical and social environment

12. Motivations and Goals Positive Motivation
A driving force toward some object or condition
Leads to an Approach Goal
A positive goal toward which behaviour is directed
Negative Motivation
A driving force away from some object or condition
Leads to an Avoidance Goal
A negative goal from which behaviour is directed away

13. Positive motivation, efektif kalau:
Dampak yang dijanjikan dapat segera terjadi atau terlihat atau terealisasi
Keadaan positif itu bermanfaat bagi diri sendiri atau orang lain
Kalau orangnya lebih suka membayangkan hal-hal positif tentang dirinya
Kalau produknya merupakan produk pemberi nilai (kosmetik)

14. Motivasi positif
Tenaga penggerak dalam diri individu yang diarahkan untuk mencapai tujuan positif (a driving force within individuals directed to achieve positive goals)
Tujuan positif: kondisi positif di masa depan yang dapat diperoleh dengan melakukan atau tidak melakukan suatu perilaku

15. Motivasi negatif
A driving force within individuals directed to avoid negative goals, i.e. future condition that an individual wants to avoid

16. Negative motivation, efektif kalau:
Waktu terjadinya dampak negative, kalau segera maka motivasi negative efektif, kalau tidak segera motivasi negative tidak efektif.
Keadaan negative yang diprediksi akan terjadi berbahayakah untuk diri sendiri atau orang lain? Kalau berbahaya  motivasi negative tinggi
Orangnya mudah merasakan rasa takut, gelisah, atau kuatir atau tidak? Kalau mudah (high neurotism), motivasi negative efektif. Kalau emosi stabil, seseorang itu sulit dimotivasi dengan motivasi negative.
Tergantung produk, apakah produk itu sebagai produk pencegah (contoh sun block) ataukah pemberi nilai (contoh suplemen).

17. Question
Which one is the best in marketing: Stimulating negative motivation or positive motivation?

18. The Dynamic Nature of Motivation
Needs are never fully satisfied
New needs emerge as old needs are satisfied
A given need may lead totally different goals
Consumers are more aware of their goals than their needs
continued

19. The Dynamic Nature of Motivation
Consumer values, personality and self-concept influence consumer goals
Consumers have multiple needs
Pre-potent need
Motives are difficult to infer from behaviour
Past experiences (success/failure) influence goals
Defence Mechanisms
continued

20. The Dynamic Nature of Motivation
Motives may conflict with each other
Three types of motivational conflict
Approach-approach: when a consumer is drawn towards two or more positive goals
Approach-avoidance: when the goal object has both positive and negative qualities
You are both drawn toward and away from the object
Avoidance-avoidance: when the consequences of buying an object is unpleasant, but the purchase does not lead to any pleasure
continued

21. The Dynamic Nature of Motivation
Motives can be aroused in many ways
Physiological arousal
Hunger, thirst
Emotional arousal
daydreaming
Cognitive arousal
Random thoughts
Environmental arousal
Cues in the environment (e.g. smell of food)

22. Philosophies Concerned With Arousal of 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

23. Defence Mechanism
Methods by which people mentally redefine frustrating situations to protect their self-images and their self-esteem.

24. Types of Defence Mechanisms
Aggression: to protect self-esteem
Rationalization: look for reasons for self comfort
Regression: childish behavior
Withdrawal: withdraw from the process
Projection: blame others or object
Autism: do nothing
Identification: learn how others solve their frustation
Repression: Repress unsatisfied need

26. 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, Deference, Similance, Autonomy, Contrariance
continued

27. Murray’s List of Psychogenic Needs
Sado-Masochistic Needs :
Aggression, Abasement
Needs Concerned with Affection between People:
Affiliation, Rejection, Nurturance, Succorance, Play
Needs Concerned with Social Intercourse:
Cognizance, Exposition

28. McClelland’s Trio of Needs
Power
individual’s desire to control environment
Affiliation
need for friendship, acceptance, and belonging
Achievement
need for personal accomplishment
closely related to egoistic and self-actualization needs

29. Mid-range Theories of Motivation
Psychological Reactance
Motivational arousal due to threat of behavioural freedom
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
continued

30. Mid-range theories Hedonic Consumption Optimum Stimulation Level
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

31. 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

32. Consumer Involvement
The level of personal relevance that a consumer sees in a product

33. Types of Involvement Enduring Involvement Situational 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

34. Types of Involvement- Cont’d
Cognitive Involvement
Rational level involvement in products that are considered to be major purchases
Affective Involvement
Emotional level involvement in products

35. 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

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

37. 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