Consumer Behaviour

1
Consumer Behaviour

• Class 3 Motivation and Values
• Dr. John Nadeau
• September 22, 2007

2
Cola Taste Test Results

• Pepsi was preferred to Coke at a ratio of 21

• 21 respondents out of a total of 31 correctly
  identified the samples

3
Chapter 4 Outcomes Motivation and Values

• Recognize that products can satisfy a range of
  consumer needs.
• Know that product choice depends upon our degree
  of involvement with the product, the marketing
  message, and/or the purchase situation.
• Appreciate that cultural values dictate the types
  of products and services we seek out or avoid.
• Recognize that consumers vary in the importance
  they attach to worldly possessions, and this
  orientation in turn has an impact on their
  priorities and behaviours.

4
The Motivation Process

• Motivation the process that leads us to behave
  they way we do
• Need discrepancy between present state and
  ideal state
• Degree of willingness to expend energy to reach a
  goal

5
Motivational Conflicts

• Goal valence
• Positive and negative motives often conflict with
  one another
• Approach-Approach
• Approach-Avoidance
• Avoidance-Avoidance

6
Class Exercise

• Look at the following picture
• Answer the following questions
• What is happening?
• What has lead to this situation?
• What is being thought?
• What will happen?

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Class Exercise Answer Questions for this Picture
Photo by John Nadeau, 2008
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Classifying Consumer Needs

• Different ways to do this
• Murrays 20 psychogenic needs
• Specific needs and buying behaviour
• Need for achievement
• Need for affiliation
• Need for power
• Need for uniqueness

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Class Exercise

• In groups, discuss the responses to the questions
• Each group will present their findings

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Levels of Needs in the Maslow Hierarchy
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Consumer Involvement

• Involvement perceived relevance of an object
  based on ones needs, values, and interests
• Inertia consumption at the low end of
  involvement
• Flow state true involvement with a product

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Cult Products

• Command fierce consumer loyalty, devotion, and
  worship
• High involvement in a brand
• Can you think of some examples from your own
  experience?

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Application Motivation in Promotional Appeals
Self-Oriented
Hedonic
Utilitarian
Affect
Cognition
Altruism
Justice
Source Nadeau Heslop 2008
Other-Oriented
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Justice

• Equality for those who are equal, and not for all
  (Aristotle)
• Justice as fairness (Rawls 1971)
• Justice as a motivator (Lerner and Meindl 1981)
• Requirements for justice as a motivator
• Clear identification of an injustice
• A response is obviously about justice
• Deliberation and the potential for public
  scrutiny

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Justice Example - Terrapass

• Injustice polluting environment without cost to
  the individual
• About justice rectifies the injustice by
  associating a cost to fossil fuel consumption and
  investing revenues into green energy production.

3. Deliberation encouraged throughout the
website Public Scrutiny enabled through public
display of auto window decals and bumper stickers.
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Group Exercise

• Watch the video about the fur industry.
• In groups, formulate some justice
  motivation-based promotional appeals (in radio or
  print format)
• Each group should present their best appeal to
  compete for a prize

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FCB Grid
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Product Involvement

• Consumers level of interest in a product
• Many sales promotions attempt to increase product
  involvement
• Mass customization enhances product involvement

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Message-Response Involvement

• Consumers interest in processing marketing
  communications
• Vigilante marketing
• TV low involvement medium print high
  involvement
• Marketers experiment with novel ways to increase
  consumers involvement

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Purchase Situation Involvement

• Differences that may occur when buying the same
  object for different contexts
• Social risk is a consideration
• Gift as symbol of involvement

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Dimensions of Involvement

• Involvement profile components
• Product class involvement may vary across
  cultures
• Involvement profile components as basis for
  market segmentation

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Consumer Values

• Value a belief that some condition is preferable
  to its opposite
• Products/services help in attaining
  value-related goal
• We seek others that share our values/beliefs

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Core Values

• Every culture has its own set of values
• Value system
• Enculturation vs. acculturation
• Discussion Core values evolve over time. What do
  you think are the 35 core values that best
  describe Canadians today?

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Using Values to ExplainConsumer Behaviour

• Rokeach Value Survey
• List of Values (LOV)
• Means-End Chain Model
• Syndicated Surveys
• Materialism vs. voluntary simplifiers

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Discussion Question

• How do you think consumers have changed as a
  result of 9/11?
• Are these long-term changes or will we start to
  revert back to our pre-2001 mindset?

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CBC Video Electric Cars

• Describe the values and motivations of the
  consumer who would most likely buy an electric
  car?
• How satisfactorily does the electric car fulfill
  a consumers desire to (a) reduce pollution and
  (b) have access to personal transportation?
• What has to happen before a company, such as
  General Motors, will find viable demand for
  electric cars?

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Chapter 4 Outcomes Motivation and Values

• Recognize that products can satisfy a range of
  consumer needs.
• Know that product choice depends upon our degree
  of involvement with the product, the marketing
  message, and/or the purchase situation.
• Appreciate that cultural values dictate the types
  of products and services we seek out or avoid.
• Recognize that consumers vary in the importance
  they attach to worldly possessions, and this
  orientation in turn has an impact on their
  priorities and behaviours.

28
Next Class

• The Self, Personality and Lifestyles
• Read Chapters 5 6
• Reminder see me before the midterm to discuss
  your research project
• Submit a sheet with your chosen topic and list
  of team members