MOTIVATION

1
MOTIVATION
2
Motivation What is a motive?

• from the Latin motus - to move
• A motive is something that causes a person to
  act (or move). It answers the question Why?

What is Motivation?

• An inner drive or process that causes a person to
  act to fulfil a want or need.

3
What would you do for a Klondike bar?
Motivation is about finding out what your
customers really want and need and what they are
willing to do to get it.
4
So what Motivates People?
NEEDS
Needs can be

• Biogenic

• Psychogenic

• Utilitarian

• Hedonic

5
Cask CreamReversing a Trend of Self-Denial,
This Ad Illustrates a Shift in Values Toward
Pleasure and Self-indulgence
6
Maslows Hierarchy of Needs

• categorizes human needs into a pyramid
• a person's lower-level needs are met before
  higher level needs
• Different priorities exist at each level in
  terms of product benefits a consumer is looking
  for.
• Many products will satisfy

needs at all levels
Abraham Maslow
7

• Different product benefits will satisfy different
  levels of need.
• Assume a mother is shopping for a new pair of
  trainers with her 5-year old daughter. What
  features/benefits satisfy each level?
  Self-Actualization/self fulfilment
• Ego/Esteem
• Belongingness/Social
• Safety
• Physiological

Is there one level of need that is satisfied more
than the others?
8
Needs and Goals

• Needs are universal

• When people move to satisfy a need (i.e. they are
  motivated) the satisfaction of the need becomes
  a goal

• Between the need and the goal there exists a
  tension
• The degree of urgency to fill that goal results
  in a drive

• Needs can be met in a variety of ways
• The goals are culturally and personally
  determined

• Want the particular form of consumption used to
  satisfy a need.

9
you're thirsty - you need a drink
The Marketers Objective?
THIRST QUENCHER
Obey your thirst
10
Motivational Direction
Approach Approach
11
Approach Avoidance
12
Avoidance Avoidance
13
Cognitive Dissonance
14
Cognitive Dissonance

• inconsistency between beliefs one holds or
  between ones beliefs and actions.
• Consumers are motivated to reduce dissonance or
  tension by either changing their actions or their
  beliefs.
• Almost all major purchases result in cognitive
  dissonance, also known as buyer's remorse.
• Often consumers are faced with two or more
  alternatives. Choosing one may leave us wondering
  if we should have purchased the other.
• Marketer's goal?

to eliminate cognitive dissonance
15
You've spent months shopping for a new car,
comparing features and narrowing down the
alternatives. Finally, you make your decision and
purchase one that's just the right car for you.
But now youre feeling anxious about the
decision, second-guessing the wisdom of your
choice., i.e. youre experiencing cognitive
dissonance.
What could a marketer do to make you feel better
about your purchase?
16
Involvement
What is Involvement?

• The strength of a consumer's motivation to attain
  a goal.
• The importance a consumer places on an object
  based on inherent needs and interests.

• The amount of time and effort a buyer invests in
  the decision processes (e.g to process
  information)
• Motivational level
• Low (inertia, habit)
• High (passion)

17
When are you involved?

• When the product or service
• Is important to your self-image.
• Is of continual interest to you -
  fashion/computers
• Entails significant risks
• Has emotional appeal
• Is identified with group norms or is socially
  visible

18
A Comparison of Low High Involvement Hierarchies
Low Involvement Inertia
High Involvement Elaboration
1. Brand beliefs formed by passive learning 2. A
purchase decision is made 3. The brand may or may
not be evaluated afterwards
1. Brand beliefs are formed first by active
learning 2. Brands are evaluated. 3. A purchase
decision is made
19
How would you go about marketing a Jersey Milk
bar against Cadburys Dairy Milk bar based on
involvement level?
20
How would you Increase Involvement More Powerful
if Relevant

• Appeal to hedonic needs
• using sensory appeals to generate attention
• Use novel stimuli
• 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
• Link to high involvement issue

21
How would you go about marketing your brand of
luxury speedboat against a competitor?
22
Values
23
What is a Value?

• That which one acts to gain or keep.
• Presupposes the question of value to whom and
  for what.
• Eg. Youth, Freedom
• culturally relative eg. Canada India on
  equality
• every culture has a set of core values
• change over time
• Many products are bought because they are
  believed to help attain a more abstract value.

24
What are some Canadian/American core values?

• Achievement and Success
• Individualism
• Equality
• Life
• Religious tolerance
• Freedom/Liberty
• pursuit of happiness
• Democracy
• Efficiency and Practicality
• Progress
• Materialism and Material comfort
• Humanitarianism
• Family
• Independence
• Youthfulness
• Fitness Health

• faith
• charity
• hope
• justice
• mercy
• Humility
• chastity
• obedience
• poverty
• prayer

25
Values Change
1896 1918 1924 1935
1955
1960 1970 1986
1990 2000
26
The List of Values (LOV) Scale

• Individual values
• 1. Selffulfilment,
• 2. excitement,
• 3. sense of accomplishment
• 4. selfrespect
• Focus on the external world
• 5. belonging
• 6. being wellrespected
• 7. security
• Interpersonal orientation
• 8. fun and Enjoyment,
• 9. warm relationships with others

What do you look for or want from life? Rank each
value on how important it is in your daily life,
where 1 very important, and 9 very unimportant
27
Typical North American Rankings 1. Self Respect
2. Warm Relationships 3. Self-fulfilment 4. Fun
and enjoyment in life 5. Security 6. Being Well
Respected 7. A Sense of Accomplishment 8. A
Sense of Belonging 9. Excitement
28

• The values consumers endorse relate to
  differences in consumption behaviours --
  segmentation
• What sort of products or service are consumers
  likely to buy/use who endorse excitement?
• What marketing communications media would you use
  to reach them?

What values do readers of Readers digest have
29
The Means End Chain Model

• Assumes specific product attributes are linked to
  terminal values.
• Products are thus valued as the means to an end
• products are consumed because they are
  instrumental in attaining more abstract values.
• Three levels
• Attributes concrete and tangible characteristics
  e.g 1 fat in milk
• Benefits/Consequences what the product is
  perceived as doing or providing to the consumer.
  May be related to use or socio-psychological
  consequences of consumption. E.g. lose weight.
• Values intangible outcomes or ends eg. long
  life, good health

30
The Means-End Chain
Aim promotion/ positioning at higher levels of
chain!
Self-esteem
Values
Feeling of power
Benefits
Performance
Attributes
Fast acceleration
Large engine
31
(No Transcript)
32
B-to-B Means-End Chain for Greenfield Online
33
(No Transcript)
34
F I G U R E 7 . 3
Means End Chain for Milk
35

• In MEC theory the three concepts are linked
  hierarchically
• 1 milk fat loose weight
  long life
• Attributes (A) lead to benefits (B), to produce
  value satisfaction (V)
• Linking the intermediate elements in the chain to
  reveal their relationships to the terminal value
  called laddering
• Data are gathered for a MEC analysis by
  interviewing consumers about which attributes
  are most important for them in differentiating
  among the types or brands of a given product.
• By doing it for many attributes leads to
  hierarchical value map which represents the
  associations among the key concepts
• marketers can decide which attributes are most
  important for achieving the values that the
  consumers want

36
HVM for toothpaste
37
Construct a hypothetical means end- chain model
for the purchase of a bouquet of roses.
How might a florist use this approach to
construct a promotional strategy?
38
Implications of Consumer Values for Marketing
Strategy

• Knowledge of what attributes and benefits are
  important to consumer
• Marketing communications eg advertising to
  appeal to certain values
• Cultural changes can impact demand for goods and
  services - environmental scanning and market
  research necessary.
• Need for marketers who operate globally to
  appreciate and take into consideration
  cross-cultural differences

39
A dietary supplement that emphasizes the value of
longer life even in the product name