CONSUMER MOTIVATION AFFECT, & VALUES Motivation: reason for

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CONSUMER MOTIVATIONAFFECT, VALUES
Motivation reason for behavior Emotion
feelings Values underlying belief systems
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Purchasing a golden retriever puppy?

• What are the various motives that people might
  have for purchasing this product?
• How do motives differ if the consumer is
• Father or mother of a family of two children,
  both under 6 years of age
• A 20 year old single man or woman who is very
  independent and outdoor oriented
• An older couple, retired, with children or
  grandchildren living near them

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Explore Your Motivation??

• What motivates your consumption behavior?
• Think about 2 or 3 products/services you consumed
  this past weekend what and why did you
  purchase/consume?

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Consumer Motivation

• Motivation It is the reason for behavior!
• an unobservable inner force that stimulates and
  compels a behavioral response and provides
  specific direction to that response.
• Goal consumers desired end state
• Drive degree of consumer arousal
• Want manifestation of consumer need

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Three Types of Motivational Conflicts

• Two desirable alternatives
• Cognitive dissonance

• Positive negative aspects
• of desired product
• Guilt of desire occurs

• Facing a choice with two
• undesirable alternatives

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Classifying Consumer NeedsTypes of Needs
Summary of Psychological Motives Relevant to
Marketing Opponent-Process Theory Optimum
Stimulation Levels Hedonic Experiences Risk Seek
or Avoid Attribute Causality
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Opponent Process Theory

• A stimulus eliciting an immediate positive or
  negative emotion is followed by a feeling
  opposite to that initial emotion

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Optimum Stimulation Theory

• Desire to maintain an optimal level of
  stimulation motivates action

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Hedonic Experiences

• Consumption of products/services designed to
  create fantasies, enhance sensory stimulation, or
  elicit emotional reactions
• Related to optimum stimulation levels

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Maintain Behavioral Freedom

• Motivation to Maintain Behavioral Freedom
• People want to maintain a sense of freedom
• Psychological Reactance
• negative motivational state that results when a
  persons behavioral freedom has been threatened
• Two types of threats can lead to reactance
• Social threats involving external pressure from
  other people to induce a consumer to do something
  
• Scarcity appeals limited time offer, limited
  supply
• Pushy salespeople
• b) Impersonal threats are barriers that restrict
  the ability to buy a particular product or
  service
• Shortage of a product due to the possibility that
  someone else will buy it
• Potential rise in the price of a product causes a
  desire to buy now

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Avoid or Seek Risk

• Perceived Risk consumers perception of the
  overall negativity of a course of action
• - consists of negative outcomes and probability
  of these outcomes occurring
• Risks include
• - financial - social
• - physical - time
• - performance - opportunity
• - psychological

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Motivation to Attribute Causality

• People seek out reasons to explain why things
  turn out as they do
• Negative Product or Service Experiences
• Was the cause internal or external?
• Your fault or the companys?
• BIRGing and CORFing
• - Attributions towards sports teams

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Maslows Hierarchy of Needs Marketing Strategies

• Physiological?
• Health foods, medicines, sports drinks, exercise
  equipment
• Safety?
• smoke detectors, preventive medicines, insurance,
  retirement investments
• Belongingness?
• Food, entertainment, clothing
• Esteem?
• Clothing, furniture, liquor, hobbies, cars
• Self-Actualization?
• Education, hobbies, sports, gourmet foods, museums

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Motivation Theory and Marketing Strategy
Consumers do not buy products instead they buy
motive satisfaction or problem solutions. Managers
must discover the motives that their product and
brands can satisfy and develop marketing mixes
around these motives. Who purchases these
products and what are the motives for
purchasing - Imported Beer Becks, Heineken -
Spaghetti Sauce Classico, Newmans Own
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Motivation Theory and Marketing Strategy
Consumed by confident, upscale, professional men
Desire for individuality
Desire for status
Consumed by upscale, sophisticated adults
Motivated by indulgence and romance
Motivated by ambition and individuality
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Motivation Theory and Marketing Strategy
Discovering Purchase Motives
Manifest motives are motives that are known and
freely admitted. Consumers dont always readily
admit their motives Latent motives are either
unknown to the consumer or are such that he/she
is reluctant to admit them.
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Motivation Theory and Marketing Strategy
Manifest motives? Latent motives?
Manifest motives? Latent motives?
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Motivation, Emotion Marketing Research

• The Selling of Science
• What do you think of the emotion research
  techniques used at the beginning of the video?
• Motivational research using projective
  techniques?
• Credible and valid results?
• How does Clotaire Rapaille feel about manifest
  motives?
• What does Clotaire Rapaille refer to as latent
  motives?
• Identify manifest and latent motives

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Consumer Involvement

• What are some examples of products that you are
  attached to? Not at all attached to?
• Involvement perceived relevance of an object
  based on ones needs, values, and interests
• Level of Involvement
• Inertia consumption at the low end of
  involvement
• to
• Cult product command fierce consumer loyalty,
  devotion, and even worship by consumers who are
  highly involved
• Product vs. Situational Involvement

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Identify emotions

• List all the emotions you can think of
• If youre a marketer, think about where is your
  emotional starting point?
• How do consumers currently feel about your
  product? Brand?
• How do you want them to feel?

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What are Emotions?How are they related to
Consumer Behavior?

• Definition
• Emotion is the identifiable specific feeling, and
  affect is the liking/disliking aspect of the
  specific feeling.
• Emotions are strong, relatively uncontrolled
  feelings that affect our behavior
• Emotion is sometimes the prime determinant of
  behavior
• Emotion influences
• 1. The experiential nature of consumption
• 2. Attitude formation
• 3. Information processing
• 4. Postpurchase processes
• 5. Communication processes

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Emotions and Consumer Behavior

• What is your emotional reaction to the following
  products and brands?

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Emotion and Decision Making

• Do consumers always make decisions based on
  rational facts?
• Traditional consumer behavior research has
  emphasized a problem-solving approach
• Emphasis is on cognitive reasoning, attribute
  expectations and goals
• Consumers affective reactions to information
  (product attributes, sales pitch, ads) impacts
  their judgments, decisions, and purchase choices

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Affect as Information

• Information becomes marked with affective
  meaning
• positive feelings draws us toward the option
  (approach behavior)
• negative feelings draws us away from an option
  (avoidance behavior)
• Affect Heuristic The immediate affective
  reaction one experiences in response to an
  object, person or idea
• Affect serves as a cue for many important
  judgments

What do you see when you look at
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Affect as Common Currency Comparing apples to
oranges
Should we remodel the kitchen
or, should we go to
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Emotion and Marketing Strategy

• Marketers have always used emotions to guide the
  following on an intuitive level
• product positioning
• sales presentations, and
• advertising
• However, deliberate, systematic study of the
  relevance of emotions in marketing strategy is
  relatively new.

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Pop Quiz 1

• First and Last name
• Name the topics in the two current event
  presentations today.
• What do BIRGing and CORFing stand for?
• Explain the code on cheese in America.
• What 3 emotions are you currently feeling?

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Emotions and Advertising

• Lets go back to perception for a minute
• Emotional content in ads can enhance attention,
  attraction, and maintenance capabilities.
• Emotional messages may be processed more
  thoroughly due to their enhanced level of
  arousal.
• Emotional ads may enhance liking of the ad
  itself.
• Repeated exposure to positive-emotion-eliciting
  ads may increase brand preference through
  classical conditioning.

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Emotions and Branding

• What is the motivation behind consumer attachment
  to brands?
• Why is emotional branding so important?
• What constitutes a great brand concept today?
• Examples?

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Emotions and Branding

• A great brand concept can change a companies
  entire future.
• Biggest misconception in branding is the belief
  that branding is about market share when it is
  really about mind and emotions share
• What constitutes a great brand concept today?
• Engages consumers on the level of senses and
  emotions
• Comes to life for people and forges a deeper,
  lasting connection
• Understanding peoples emotional needs and
  desires is key to success.

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Values

• Value a belief that some condition is preferable
  to its opposite (e.g., youth)
• Core values values shared within a culture
• e.g., honesty, cleanliness, independence,
  politeness, ambitious, helpful, respect, etc.
• What do you think are the three to five core
  values that best describe Americans today?

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Summary of American Core Values
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Summary of American Core Values
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Sustainability New Core Value?

• Conscientious consumerism consumers focus on
  personal health merging with a growing interest
  in global health
• Consumers who
• Worry about the environment
• Want products to be produced in a sustainable way
• Spend money to advance what they see as their
  personal development and potential

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Materialism

• Materialism the importance people attach to
  worldly possessions
• The good life...He who dies with the most
  toys, wins
• Materialists value possessions for their own
  status and appearance
• Non-materialists value possessions that connect
  them to other people or provide them with
  pleasure in using them