1. Chapter 4
Motivation and Values

2. Motivation
Motivation refers to the processes that cause people to behave as they do.
Once a need is aroused, a state of tension exists that drives the consumer to attempt to reduce or eliminate the need.
Needs can be:
Utilitarian: a desire to achieve some functional or practical benefit.
Hedonic: an experiential need, involving emotional responses or fantasies.

3. The Motivation Process
Tension
The Motivation Process
Drive Strength
Drive Direction
Behavior
Want
Goal

4. Motivational Strength
The Degree to Which a Person is Willing to Expend Energy to Reach One Goal as Opposed to Another.
Biological Vs. Learned Needs
(Instinct Drives Behavior)
Drive Theory
Expectancy Theory
Focuses on Biological Needs that Produce Unpleasant States of Arousal, i.e. Hunger.
Homeostasis: Behavior Which Tries to Reduce or Eliminate This Unpleasant State and Return to Balance.
Behavior is Largely Pulled by Expectations of Achieving Desirable Outcomes - Positive Incentives - Rather Than Pushed From Within.

5. Motivational Direction
Needs Versus Wants
Specific Way a Need is Satisfied Depends on:
Individual’s Unique History, Learning Experiences
and Cultural Environment.
Motivational Direction
Types of Needs
Biogenic
Psychogenic
Utilitarian
Hedonic

6. Motivational Direction
Motivational Conflicts
Motivational Direction
Approach-Approach
Two Desirable
Alternatives
(The Theory of
Cognitive Dissonance)
Other Consumer Needs
Approach-Avoidance
Negative
Consequences
Avoidance-Avoidance
Two Undesirable
Consequences
Achievement
Affiliation
Power
Uniqueness

7. Maslow’s Hierarchy of Needs
Self
Actualization
Esteem
Social
Safety
Physiological

8. Consumer Involvement Involvement Involvement Levels of Involvement
The Level of Perceived Personal Importance
and/or Interest Evoked by a Stimulus
Involvement
The Motivation to Process Information
Levels of Involvement
Simple Processing
“Inertia” (Habit)
Elaboration

9. Conceptualizing Involvement

10. The Many Faces of Involvement
Message (Advertising)-
Response:
Refers to a Consumer’s
Interest in Processing
Marketing
Communications.
Product:
Related to a Consumer’s
Level of Interest in
a Particular
Product.
Purchase Situation:
Refers to the Importance
of the Situational
Context of Buying.

11. Strategies to Increase Involvement
Appeal to
Hedonic Needs
Build a Bond
With the
Consumer
Increasing Consumers’ Attention
Use Novel
Stimuli
Include Celebrity Endorsers
Use Prominent
Stimuli

12. Values A belief that some condition is preferable to its opposite.
Every culture has a set of values that it imparts to its members called Core Values.
The process of learning the beliefs and behaviors endorsed by one’s own culture is Enculturation.
Acculturation is the process of learning the value system and behaviors of another culture.

13. American Core Values Individualism Freedom Efficiency and Practicality
Humanitarianism
Youthfulness
Fitness and Health
Material Comfort

14. Applications of Values to Consumer Behavior
Research has tended to classify values as being:
Cultural such as security or happiness,
Consumption-specific such as convenient shopping or prompt service,
Product-specific such as ease of use or durability.
The Rokeach Value Survey identified:
Terminal Values - desired end-states that apply to many cultures,
Instrumental Values - composed of actions needed to achieve these terminal values.

15. Applications of Values to Consumer Behavior
List of Values (LOV)
Identifies Nine Consumer Segments Based on Values They Endorse
Means-End Chain Model
Message
Elements
Consumer
Benefit
Executional
Framework
Leverage
Point
Driving
Force
Syndicated Surveys - VALS 2

16. Means-End Chain Model
Suggests that consumers define product attributes in personal, subjective terms – “What does this attribute do for me?”
In other words, consumers see a product attribute as a means to some end, which could be a consequence or a value.
That is, consumers create knowledge structures of linked meanings that connect tangible product attributes to more abstract attributes and consequences, which in turn are associated with more subjective, self-relevant values and goals.

17. Means-End Chain Model Attributes Consequences Values Concrete Abstract
Functional
Psychosocial
Instrumental
Terminal

18. Example of Means-End Chain Model
Concrete
Abstract
Functional
Psychosocial
Instrumental
Terminal
Hair
Spray
Pump
Dispenser
Light
Mist
Hair Not
Sticky
Feel More
Attractive
Impress
Others
Self
Esteem
(Product class level)
Scope
Mouth
Wash
Fluoride
Avoid
Bad Breath
Feel Confident
In Social Situation
Perform
Better
Social
Recognition
(Brand level)

19. Materialism
Materialism refers to the importance people attach to worldly possessions.
America is a highly materialistic society.
40% of all U.S. households have two or more cars,
Over $200 billion is spent on vacations in a year
Materialists are more likely to value possessions for their status and appearance-related meanings.
However, there are signs that many Americans are developing a different value system that balances work with personal relationships.