1. Chapter 4 Motivation and Values
CONSUMER BEHAVIOR, 8e Michael Solomon

2. Learning Objectives
When you finish this chapter you should understand why:
It’s important for marketers to recognize that products can satisfy a range of consumer needs.
The way we evaluate and choose a product depends upon our degree of involvement with the product, the marketing message, and/or the purchase situation.
Our deeply held cultural values dictate the types of products and services we seek out or avoid.
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3. Learning Objectives (cont.)
Consumers vary in the importance they attach to worldly possessions, and this orientation in turn has an impact on their priorities and behaviors.
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4. The Motivation Process
Motivation: process that leads people to behave as they do
Also, the forces that drive us to buy/use products
Goal: consumer’s desired end state
Drive: degree of consumer arousal
Want: manifestation of consumer need
The ad shows desired state and suggests solution (purchase of equipment)
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5. The Motivation Process
Need creates tension
Tension creates drive to reduce/eliminate need
Desired end state = consumer’s goal
Products/services provide desired end state and reduce tension
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6. Motivational Strength
Motivational strength: degree of willingness to expend energy to reach a goal
Drive theory: biological needs that produce unpleasant states of arousal (e.g., hunger)
Expectancy theory: behavior is pulled by expectations of achieving desirable outcomes
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7. Drive Theory
Biological needs produce unpleasant states of arousal. We are motivated to reduce tension caused by this arousal.
Homeostasis: A balanced state of arousal
We learn to repeat behavior that reduce tension. remember???
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8. Expectancy Theory Focuses on cognitive factors.
Behavior is pulled by expectations of achieving desirable outcomes – positive incentives – rather than pushed from within
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9. Types of Needs Types of needs:
Biogenic: biological needs, such as for air, water, food
Psychogenic: need for status, power, affiliation
Utilitarian: need for tangible attributes of a product, such as miles per gallon in a car or calories in a cheeseburger
Hedonic: needs for excitement, self-confidence, fantasy
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10. Motivational Conflicts
Goal valence (value): consumer will:
Approach positive goal
Avoid negative goal
Example: Deodorant & mouthwash
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11. Motivational Conflicts
Approach-Approach Conflict:
A person must choose between two desirable alternatives (two CDs).
Theory of Cognitive Dissonance: A state of tension occurs when beliefs or behaviors conflict with one another.
Cognitive Dissonance Reduction: Process by which people are motivated to reduce tension between beliefs or behaviors.
Approach-Avoidance Conflict:
Exists when consumers desire a goal but wish to avoid it at the same time.
Guilt of desire occurs
Avoidance-Avoidance Conflict:
Consumers face a choice between two undesirable alternatives.
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12. Negative Consequences
The Partnership for a Drug-Free America points out the negative consequences of drug addiction for those who are tempted to start.
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13. Three Types of Motivational Conflicts
Two desirable alternatives
Cognitive dissonance
Positive & negative aspects
of desired product
Guilt of desire occurs
Facing a choice with two
undesirable alternatives
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Figure 4.1

14. Classifying Consumer Needs
Henry Murray need dimensions:
Autonomy: Being independent
Defendance: Defending the self against criticism
Play: Engaging in pleasurable activities
Thematic Apperception Technique (TAT):
(1) What is happening?
(2) What led up to this situation?
(3) What is being thought?
(4) What will happen?
People freely project their subconscious needs onto the stimulus
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15. In the TAT, the test subject (the boy shown here) examines a set of cards that portray human figures in a variety of settings and situations, and is asked to tell a story about each card. The story includes the event shown in the picture, preceding events, emotions and thoughts of those portrayed, and the outcome of the event shown. The story content and structure are thought to reveal the subject's attitudes, inner conflicts, and views
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16. Specific Needs and Buying Behavior
NEED FOR ACHIEVEMENT
Value personal accomplishment
Place a premium on products that signify success (luxury brands, technology products)
NEED FOR AFFILIATION
Want to be with other people
Focus on products that are used in groups (going out, food & beverages, sports…etc)
NEED FOR POWER
Control one’s environment
Focus on products that allow them to have mastery over surroundings (muscle cars, loud boom-boxes)
NEED FOR UNIQUENESS
Assert one’s individual identity
Enjoy products that focus on their unique character (perfumes, clothing)
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17. Levels of Needs in the Maslow Hierarchy
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Figure 4.2

18. Criticisms of Maslow’s Hierarchy
The application is too simplistic:
It is possible for the same product or activity to satisfy every need.
It is too culture-bound:
The assumptions of the hierarchy may be restricted to Western culture
It emphasizes individual needs over group needs
Individuals in some cultures place more value on the welfare of the group (belongingness needs) than the needs of the individual (esteem needs)
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19. Discussion
Create an advertising slogan for a pair of jeans, which stresses one of the levels of Maslow’s hierarchy of needs.
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20. Consumer Involvement
Involvement: perceived relevance of an object based on one’s needs, values, and interests
We get attached to products:
“All in One” restaurant tattoo on consumer’s head
Lucky magazine for women who obsess over shopping
A man tried to marry his car when fiancée dumped him
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21. Conceptualizing Involvement
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Figure 4.3

22. Levels of Involvement: From Inertia to Passion
Inertia: consumption at the low end of involvement
Decisions made out of habit (lack of motivation)
Ad shows how Swiss potato board tries to increase product involvement
Cult product: command fierce consumer loyalty, devotion, and even worship by consumers who are highly involved
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23. Product Involvement
Product involvement: consumer’s level of interest in a product
Many sales promotions attempt to increase product involvement
Mass customization enhances product involvement
Nikeid.nike.com
 Click image for
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24. Message-Response Involvement
Vigilante marketing: freelancers and fans film their own commercials for favorite products
Consumer’s interest in processing marketing communications
Marketers experiment with novel ways to increase consumers’ involvement, such as games on Web sites
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25. Purchase Situation Involvement
Purchase situation involvement: differences that occur when buying the same object for different contexts.
Example: wedding gift
For boss: purchase expensive vase to show that you want to impress boss
For cousin you don’t like: purchase inexpensive vase to show you’re indifferent
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26. Emotions versus Cognitions
Cognitive involvement: spec of product (computer, car)
Emotional involvement: when you think of Armani suit/perfumes/watches…etc
Many marketing messages, such as this ad for a cosmetic company in Taiwan, focus on emotions rather than cognitions.
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27. Measuring Involvement: Involvement Scale
To me (object to be judged) is: 1.
important
_:_:_:_:_:_:_
unimportant 2.
boring
interesting 3.
relevant
irrelevant 4.
exciting
unexciting 5.
means nothing
means a lot 6.
appealing
unappealing 7.
fascinating
mundane 8.
worthless
valuable 9.
involving
uninvolving
10.
not needed
needed
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Table 4.1

28. Dimensions of Involvement
The amount of consumer involvement depends on:
Personal interest in product category
Risk importance (Social risk, Self image)
Probability of bad purchase
Pleasure value of product category
Sign value of product category (self-concept relevance)
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29. Consumer-Generated Content
Consumer-generated content: everyday people voice their opinions about products, brands, and companies on blogs, podcasts, and social networking sites
Examples:
Facebook
MySpace
Youtube
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30. Strategies to Increase Involvement
Appeal to hedonistic needs
Use novel stimuli in commercials (e.g. unusual cinematography, sudden silences, etc)
Use prominent stimuli in commercials (larger ads, more color)
Include celebrity endorsers in commercials
Build consumer bonds via ongoing consumer relationships
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31. Increasing Involvement through Ads
The Swiss Potato Board is trying to increase involvement with its product. The ad reads, “Recipes against boredom.”
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32. Consumer Values
Value: a belief that some condition is preferable to its opposite
Example: looking younger is preferable to looking older, freedom is preferable to slavery.
Products/services = help in attaining value-related goal
We seek others that share our values/beliefs
Thus, we tend to be exposed to information that supports our beliefs
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33. Core Values Core values: values shared within a culture
Example: individualism versus collectivism
Enculturation: learning the beliefs and values of one’s own culture
Acculturation: learning the value system and behaviors of another culture
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34. Discussion
What do you think are the three to five core values that best describe JORDANIANS today?
How are these core values relevant to the following product categories:
Cars?
Clothing?
Higher education?
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35. Using Values to Explain Consumer Behavior
Cultures have terminal values, or desired end states
Rokeach Value Survey measures these values
Survey uses instrumental values, actions needed to achieve these terminal states
Examples:
Instrumental Value
Terminal Value
Ambitious
A comfortable life
Capable
A sense of accomplishment
Self-controlled
Wisdom
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Table 4.3 (abridged)

36. Using Values to Explain Consumer Behavior (cont.)
List of Values (LOV) scale:
Identifies nine consumer segments based on values they endorse (e.g. sense of belonging, excitement, warm relationship, security…etc); and
Relates each value to differences in consumption behaviors.
Example: those who endorse sense of belonging read Reader’s Digest and TV Guide, drink and entertain more, and prefer group activities
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37. Using Values to Explain Consumer Behavior (cont.)
Means-End Chain Model assumes:
Very specific product attributes are linked at levels of increasing abstraction to terminal values
Alternative means to attain valued end states
Laddering technique: uncovers consumers’ associations between specific attributes and general consequences
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38. Hierarchical Values Maps for Vegetable Oil in Three Countries
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Figure 4.4

39. Using Values to Explain Consumer Behavior (cont.)
Means-End Conceptualization of the Components of Advertising Strategy (MECCAS):
Message Elements (specific attributes to depict)
Consumer Benefits (positive consequences)
Executional Framework (overall style and tune)
Leverage Point (the way message will activate terminal by linking specifications)
Driving Force (end value on which the ad will focus)
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40. Using Values to Explain Consumer Behavior (cont.)
Syndicated surveys: track changes in values via large-scale surveys
Example: Yankelovich MonitorTM >>>Americans moving toward simplification & reduce concerns about gaining others’ approval (Purchases)…
Voluntary simplifiers: once basic material needs are satisfied, additional income does not add to happiness, <> community building, public service, spiritual pursuits
 Click image for
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41. Sustainability: New Core Value?
Conscientious consumerism: consumer’s focus on personal health merging with a growing interest in global health
LOHAS (lifestyles of health and sustainability): Consumers who:
Worry about the environment
Want products to be produced in a sustainable way
Spend money to advance what they see as their personal development and potential
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42. Sustainability: New Core Value? (cont.)
Carbon footprint: measures, in units of carbon dioxide, the impact human activities have on the environment in terms of the amount of greenhouse gases they produce
Primary footprint is a measure of our direct emissions of CO2 from the burning of fossil fuels
Secondary footprint is a measure of the indirect CO2 emissions from the whole lifecycle of products we use
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43. Materialism
Materialism: the importance people attach to worldly possessions
“The good life”...“He who dies with the most toys, wins”
Materialists: value possessions for their own status and appearance
Non-materialists: value possessions that connect them to other people or provide them with pleasure in using them
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44. Materialism
Tends to emphasize the well-being of the individual versus the group
People with highly material values tend to be less happy
America is a highly materialistic society
There are a number of anti-materialism movements
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45. Team work Within your team, 1) Choose a product,
2) Try to establish the Means-End Chain Model/ Hierarchical Values Maps.
3) According to your findings, establish a “concept(S) of an advertisement” for that product!!
Advertisement concept can be written as a paragraph describing what the ad will look like.
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46. Individual homework (Measuring Involvement)
Using the involvement scale in this chapter;
Choose an object (product, Ad, situation…etc)
Choose a person to apply the measurement on (could be YOU)
Expand the scale to 10 spaces, number them, 1 is low involvement, and 10 is the high involvement.
After filling in, calculate the total and that would be level of involvement.
What can you do as a marketer to increase involvement??!
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