MOTIVATION & VALUES SOLOMON Chapter 4 Chapter outline

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MOTIVATION VALUES

• SOLOMON
• Chapter 4

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Chapter outline

• Motivation Process
• Motivational Strength
• Motivation Direction
• Consumer Involvement
• Measuring involvement

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Motivation

• The processes that cause people to behave as they
  do
• Need State of tensionDrives
• Goal desired end state
• Strength direction

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Needs

• Utilitarian
• Desire to achieve some functional or practical
  benefit
• Hedonic
• Experiential need
• Emotional responses or fantasies

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Wants

• Combining Personal cultural factors
• Needs manifest into wants
• Through satisfaction of need

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Motivation Strength

• Willingness to expend energy
• To reach one goal rather than another

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Theories

• Tautology
• Instinctual needs
• Drive theory
• Biological needs that produce unpleasant states
  of arousal
• Homeostasis Drive
• Expectation theory
• Re achieving desirable outcomes
• incentives

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Motivational Direction

• Reaching goals by various pathways
• Needs vs. Wants
• Types of needs
• Motivational conflicts

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Needs vs. Wants

• Way a need is satisfied
• Individuals unique history
• Learning experiences
• Cultural environment
• Want form of consumption used to satisfy a need

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Types of needs

• Biological needs
• Food-water-air-shelter
• Psychological needs
• Power-status-affiliation
• Utilitarian needs
• Objective tangible attributes
• Hedonic needs
• Subjective experiential

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Motivational Conflicts

• Theory of Cognitive Dissonance
• Wanting to reduce conflict
• Valence
• Positive or negative outcomes
• 3 types of conflict
• Approach/approach
• Approach/avoidance
• Avoidance/Avoidance

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Approach / approach

• 2 desirable alternatives
• Examples????

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Approach / Avoidance

• Negative consequences to desired products
  services
• Examples????

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Avoidance / Avoidance

• Choice between 2 undesirable alternatives
• Examples???

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Need Classifications

• Need for achievement
• Need for affiliation
• Need for power
• Need for uniqueness

• Maslows hierarchy
• Physiological
• Safety
• Social
• Esteem
• Self-actualization

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Consumer Involvement

• A persons perceived relevance of the object
  based on their inherent needs, values interests
  evoked by a stimulus within a specific situation.
• Motivation to process information
• Impact of increasing involvement

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Levels of involvement

• Continuum of involvement
• Inertia flow state
• Simple processing
• Elaborate processing

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Types of Broad Involvement

• Cognitive vs. emotional
• Product involvement
• Message-response involvement
• Purchase situation involvement

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Measuring involvement

• Involvement profile
• Levels
• Strategies
• Sensory
• Novel stimuli
• Prominent stimuli
• Celebrity endorsers
• Building a bond with consumers

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VALUE

• A belief that some condition is preferable to its
  opposite
• Core values
• Materialism

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CORE VALUES

• Relative importance
• Endorsement of value system
• Taught by socialization agents
• Enculturation
• Learning ones own cultural values
• Acculturation
• Learning another cultures set of values

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Value classification research

• Cultural
• Consumption specific
• Product specific
• Rokeach Value survey
• LOV
• Means-end chain model
• Syndicated surveys

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Rokeach Value Survey

• 2 values
• Terminal values
• Instrumental values

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Materialism

• He who dies with the most toys wins
• Importance attached to possessions

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Value shifting

• In light of some incident
• 9/11
• Personal privacy vs. security

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