Consumer motivation

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Consumer motivation experience Culture
Consumption 19.09.07

• Creolization - examples
• Motivation
• Consumer motivation in context
• Maslows hierarchy of needs
• Motivation in view of culture
• Experiences experience economy
• on the political, business research agenda
• what is it?
• linear evolution or not?

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Motivational Dynamics(Arnould et al. p.266)
Comparison
Differentiation
Affiliation
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Consumer Motivation in Context (Arnould et. al
p.263)
Macro-environmental factors Global
context Consumer culture Cultural production
systems
Local Context/Social Networks Family sign.
Others Organisations communities Economic
social structures
Consumer as Interpreter Personal
history Circumstances Life themes values Life
projects
Current concerns
Consumption goals
Consumer involv. / goal-striving
Brand / feature prefs.
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Self- actualization Ego Social Safety
Security Physiological
Maslows need hierarchy Arnould et al. p.270
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Consumer motives in view of culture

• Independent vs. interdependent goals
• Achievement motive
• individually vs. socially oriented
• Power motive (to control/influence)
• primary vs. secondary control
• Uniqueness/novelty motive
• integration vs. standing out
• Affiliation motive
• important in all cultures but interpreted
  differently
• Self-esteem motive
• self-enhancement vs. self-restraint

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Experience economy on important agendas

• Politics
• White paper
• Research funds
• Business
• Product development
• Consultancy firms
• Research
• Centres at CBS, RUC, AAU

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What is an experience / exp. economy?

• Experiences are personal, subjectively perceived,
  intangible, continuously on-going (ODell)
• Creating frameworks for experiences
  (experience-scapes)
• holitistic solutions based on well-defined themes
  
• believable memorable experiences
• Putting the customer in focus
• Involving the customer mentally, emotionally,
  sensuously
• The customer as co-producer not receiver

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(Pine Gilmore 1999 p.6)
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Absorption
Entertainment
Educational
Active Participation
Passive Participation
Esthetic
Escapist
Immersion
(Pine Gilmore, 1999 p.30)
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Further readings

• Pine Gilmore (1999) The Experience Economy.
  Work is theatre every business a stage. Harvard
  Business School Press
• ODell Billing (2005)(eds). Experiencescapes.
  Tourism, Culture and Economy. Copenhagen
  Copenhagen Business School Press