Chapter 4 Motivation and Values By Michael R. Solomon

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Chapter 4Motivation and Values
By Michael R. Solomon
Consumer Behavior Buying, Having, and Being Sixth
Edition
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Opening Vignette Paula

• What are Paulas motivations for being a
  vegetarian?
• How is vegetarianism being promoted and who is
  promoting it?
• How is the beef industry responding to this
  movement toward a meatless diet?
• How are values influencing individuals choices
  in consumption?

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The Motivation Process

• Motivation
• The processes that lead people to behave as they
  do. It occurs when a need arises that a consumer
  wishes to satisfy.
• Utilitarian need Provides a functional or
  practical benefit
• Hedonic need An experiential need involving
  emotional responses or fantasies
• Goal
• The end state that is desired by the consumer.

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The Motivation Process

• Drive
• The degree of arousal present due to a
  discrepancy between the consumers present state
  and some ideal state
• Want
• A manifestation of a need created by personal and
  cultural factors.
• Motivation can be described in terms of
• Strength The pull it exerts on the consumer
• Direction The particular way the consumer
  attempts to reduce motivational tension

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Ads Reinforce Desired States

• This ad for exercise shows men a desired state
  (as dictated by contemporary Western culture),
  and suggests a solution (purchase of equipment)
  to attain it.

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Motivational Strength

• Biological vs. Learned Needs
• Instinct Innate patterns of behavior universal
  in a species
• Tautology Circular explanation (e.g. instinct
  is inferred from the behavior it is supposed to
  explain)
• 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
• Expectancy Theory
• Behavior is pulled by expectations of achieving
  desirable outcomes positive incentives rather
  than pushed from within

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Motivational Direction

• Needs Versus Wants
• Want The particular form of consumption used to
  satisfy a need.
• Types of Needs
• Biogenic needs Needs necessary to maintain life
• Psychogenic needs Culture-related needs (e.g.
  need for status, power, affiliation, etc.)
• Utilitarian needs Implies that consumers will
  emphasize the objective, tangible aspects of
  products
• Hedonic needs Subjective and experiential needs
  (e.g. excitement, self-confidence, fantasy, etc.)

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Instant Gratification of Needs

• We expect todays technical products to satisfy
  our needs instantly.

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Motivational Conflicts

• Approach-Approach Conflict
• A person must choose between two desirable
  alternatives.
• 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.
• Avoidance-Avoidance Conflict
• Consumers face a choice between two undesirable
  alternatives.

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Three Types of Motivational Conflicts
Figure 4.1
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Solutions to Approach-Avoidance Conflict
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Discussion Question

• Do sporting events, such as a college football
  game, satisfy utilitarian or hedonic needs?
  Which specific needs do they address?
• Give some other examples of utilitarian and
  hedonic needs.

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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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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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Classifying Consumer Needs (cont.)

• Specific Needs and Buying Behavior
• Need for achievement To attain personal
  accomplishment
• Need for affiliation To be in the company of
  others
• Need for power To control ones environment
• Need for uniqueness To assert ones individual
  identity
• Maslows Hierarchy of Needs
• A hierarchy of biogenic and psychogenic needs
  that specifies certain levels of motives.
• Paradise Satisfying Needs?
• Distinct differences regarding the
  conceptualization of paradise between American
  and Dutch college students

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Maslows Hierarchy of Needs
Figure 4.2
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Dutch Conception of Paradise

• A Dutch respondents collage emphasizes this
  persons conception of paradise as a place where
  there is interpersonal harmony and concern for
  the environment.

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Criticisms of Maslows 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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Consumer Involvement

• Involvement
• A persons perceived relevance of the object
  based on his/her inherent needs, values, and
  interests.
• Object A product or brand
• Levels of Involvement Inertia to Passion
• Type of information processing depends on the
  consumers level of involvement
• Simple processing Only the basic features of the
  message are considered
• Elaboration Incoming information is linked to
  preexisting knowledge

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Conceptualizing Involvement
Figure 4.3
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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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Consumer Involvement (cont.)

• Involvement as a Continuum
• Ranges from disinterest to obsession
• Inertia (Low involvement consumption)
• Consumer lacks the motivation to consider
  alternatives
• Flow State (High involvement consumption)
• Consumer is truly involved with the product, ad
  or web site
• Cult Products
• Command fierce consumer loyalty and perhaps
  worship by consumers who are highly involved in
  the product

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Example of a Cult Product
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The Many Faces of Involvement

• Product Involvement
• Related to a consumers level of interest in a
  particular product
• Message-Response Involvement
• (a.k.a. advertising involvement) Refers to a
  consumers interest in processing marketing
  communications
• Purchase Situation Involvement
• Refers to the differences that may occur when
  buying the same product for different contexts

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Emotions versus Cognitions

• Many marketing messages, such as this ad for a
  cosmetic company in Taiwan, focus on emotions
  rather than cognitions.

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Customizing for Product Involvement
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Measuring Involvement

• Teasing out the Dimensions of Involvement
• Involvement Profile
• Personal interest in a product category
• Risk importance
• Probability of making a bad purchase
• Pleasure value of the product category
• How closely the product is related to the self
• Zaichkowskys Personal Involvement Inventory
  Scale
• Segmenting by Involvement Levels
• Involvement is a useful basis for market
  segmentation

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High Involvement
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Strategies to Increase Involvement

• Appeal to hedonic needs
• e.g. using sensory appeals to generate attention
• Use novel stimuli
• e.g. unusual cinematography, sudden silences,
  etc.
• Use prominent stimuli
• e.g. larger ads, more color
• Include celebrity endorsers
• Build a bond with consumers
• Maintain an ongoing relationship with consumers

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Values

• Value
• A belief that some condition is preferable to its
  opposite (e.g. freedom is better than slavery)
• Core Values
• General set of values that uniquely define a
  culture
• Value system A cultures unique set of rankings
  of the relative importance of universal values.
• Enculturation
• Process of learning the value systems of ones
  own culture
• Acculturation
• Process of learning the value system of another
  culture
• Cultural beliefs are taught by socialization
  agents (i.e., parents, friends, and teachers)

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Core Values

• Cleanliness is a core value in many cultures.

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Application of Values to Consumer Behavior

• Useful distinctions in values for consumer
  behavior research
• Cultural Values (e.g. security or happiness)
• Consumption-Specific Values (e.g. convenient
  shopping or prompt service)
• Product-Specific Values (e.g. ease-of-use or
  durability)
• Virtually all consumer research is ultimately
  related to identification and measurement of
  values.

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Emotions versus Cognitions

• The positive value we place on the activities of
  large corporations is changing among some
  consumers who prefer to go anticorporate. This
  ad for a coffee shop in Boulder, Colorado
  reflects that sentiment.

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Measuring Cultural Values

• The Rokeach Value Survey
• Terminal Values Desired end states
• Instrumental Values Actions needed to achieve
  terminal values
• The List of Values (LOV) Scale
• Developed to isolate values with more direct
  marketing applications
• Identifies nine (9) consumer segments based on
  the values they endorse
• Relates each value to differences in consumption

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The Means-End Chain Model

• Laddering
• A technique that uncovers consumers
  associations between attributes and consequences
• Hierarchical value maps
• Show how product attributes are linked to
  desired end states
• Means-End Conceptualization of the Components of
  Advertising Strategy (MECCAS)
• Message Elements
• Consumer Benefits
• Executional Framework
• Leverage Point
• Driving Force

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Syndicated Surveys

• Large-scale commercial surveys
• Voluntary simplifiers
• Believe that once basic needs are sated,
  additional income does not add to happiness.
• Examples
• VALS 2
• GlobalScan
• New Wave
• Lifestyles Study

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Materialism

• Materialism
• The importance people attach to worldly
  possessions
• 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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Values of Materialists

• Materialists value visible symbols of success
  such as expensive watches.

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Discussion Question

• Materialists are more likely to consume for
  status. Can you think of products and brands
  that convey status?
• There is a movement away from materialism in our
  culture. Can you think of products, ads, or
  brands that are anti-materialistic?

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Consumer Behavior in the Aftermath of 9/11

• Following 9/11, ads addressed peoples fears in
  various ways. This ad was created as part of the
  Advertising Community Together initiative.