Consumer Behaviour Motivation

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Consumer Behaviour Motivation Values

• Week 3
• With Duane Weaver

IS..perception reality?
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OUTLINE

• Motivation Process
• Motivational Strength
• Motivational Direction
• Classifying Needs
• Involvement
• Values

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Is Perception Reality?

• Watch each of these two ads and take notes
• What behaviour do you think they are trying to
  motivate?
• What is your overall perceptioni.e. what is the
  message to you?
• What is the target market segment each is going
  after?
• http//www.youtube.com/watch?vSkELRp4wKPs
• http//www.youtube.com/watch?vogetBqMgau0

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Motivation Process

• Motivation
• the processes that cause people to behave as they
  do, involving needs, goals and drives.

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Motivational Strength

• Biological vs. Learned Needs
• (innate instinct vs. learned behaviour)
• Drive Theory
• (achieving homeostasis by satiating tension
  caused by the arousal of unpleasant states)
• Expectancy Theory
• pulled by positive incentives (goals) rather
  than pushed from within

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Motivational Direction

• MOTIVES tend to be directional
• Needs vs. Wants
• Need unsatisfied requirement (hunger)
• Want the way a person satisfies a need which
  ultimately is dependent on their historical
  reality (cheeseburger vs. trail mix)
• Types of Needs
• Biogenic or psychogenic
• Motivational Conflicts (see next slide)

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Motivational Direction

• Motivational Conflicts (contd)
• theory of cognitive dissonance

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Classifying Needs

• Biogenic vs. Psychogenic
• Needs and Buying Behaviour
• Maslow

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Classifying NeedsBio vs. Psycho
Biogenic Vs. Psychogenic
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Classifying NeedsNeeds Buyer Behaviour

• Needs and Buying Behaviour
• AFFILIATION I belong!!
• POWER MASTER of my DOMAIN!
• UNIQUENESS I am different!!

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Classifying NeedsMaslow
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Involvement -Ways to Measure it

• Type of Involvement Matrix

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Involvement -Ways to Measure it

• Likert Scale
• ImportantUnimportant
• Exciting...Unexciting

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Values

• VALUE
• A belief that one condition is preferable to
  its opposite
• VALUE SYSTEM
• Rankings of importance of values in a culture
• ENCULTURATION
• Learning beliefs and values endorsed by ones
  own culture
• ACCULTURATION
• Learning the beliefs and values endorsed by
  another culture

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Measuring Value

• Rokeach Value Survey
• (notates cultural value differences)
• Pairs Instrumental Values
• with Terminal Values
• Ambitious..A comfortable life
• Broadminded.An exciting life

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THANKS!
PERCEPTION IS REALITY