Motivation and Values

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Chapter 4

• Motivation and Values

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Motivation

• Motivation refers to the processes that cause
  people to behave as they do.
• Once a need is aroused, a state of tension exists
  that drives the consumer to attempt to reduce or
  eliminate the need.
• Needs can be
• Utilitarian a desire to achieve some functional
  or practical benefit.
• Hedonic an experiential need, involving
  emotional responses or fantasies.

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The Motivation Process
Tension
Drive Strength
Drive Direction
Behavior
Want
Goal
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Motivational Strength
The Degree to Which a Person is Willing to Expend
Energy to Reach One Goal as Opposed to Another.
Biological Vs. Learned Needs (Instinct Drives
Behavior)
Expectancy Theory
Drive Theory
Focuses on Biological Needs that Produce
Unpleasant States of Arousal, i.e.
Hunger. Homeostasis Behavior Which Tries to
Reduce or Eliminate This Unpleasant State and
Return to Balance.
Behavior is Largely Pulled by Expectations of
Achieving Desirable Outcomes - Positive
Incentives - Rather Than Pushed From Within.
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Motivational Direction
Needs Versus Wants Specific Way a Need is
Satisfied Depends on Individuals Unique
History, Learning Experiences and Cultural
Environment.
Types of Needs
Biogenic
Psychogenic
Utilitarian
Hedonic
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Motivational Direction
Motivational Conflicts
Approach-Approach Two Desirable
Alternatives (The Theory of Cognitive
Dissonance)
Other Consumer Needs
Approach-Avoidance Negative Consequences
Avoidance-Avoidance Two Undesirable Consequences

Achievement
Affiliation
Power
Uniqueness
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Maslows Hierarchy of Needs
Self Actualization
Esteem
Social
Safety
Physiological
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Consumer Involvement
Involvement The Level of Perceived Personal
Importance and/or Interest Evoked by a Stimulus
Involvement The Motivation to Process Information
Levels of Involvement
Simple Processing Inertia (Habit)
Elaboration
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Conceptualizing Involvement
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The Many Faces of Involvement
Message (Advertising)- Response Refers to a
Consumers Interest in Processing Marketing
Communications.
Product Related to a Consumers Level of
Interest in a Particular Product.
Purchase Situation Refers to the Importance of
the Situational Context of Buying.
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Strategies to Increase Involvement
Appeal to Hedonic Needs
Build a Bond With the Consumer
Increasing Consumers Attention
Use Novel Stimuli
Include Celebrity
Endorsers
Use Prominent Stimuli
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Values

• A belief that some condition is preferable to its
  opposite.
• Every culture has a set of values that it imparts
  to its members called Core Values.
• The process of learning the beliefs and behaviors
  endorsed by ones own culture is Enculturation.
• Acculturation is the process of learning the
  value system and behaviors of another culture.

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American Core Values

• Individualism
• Freedom
• Efficiency and Practicality
• Humanitarianism
• Youthfulness
• Fitness and Health
• Material Comfort

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Applications of Values to Consumer Behavior

• Research has tended to classify values as being
• Cultural such as security or happiness,
• Consumption-specific such as convenient shopping
  or prompt service,
• Product-specific such as ease of use or
  durability.
• The Rokeach Value Survey identified
• Terminal Values - desired end-states that apply
  to many cultures,
• Instrumental Values - composed of actions needed
  to achieve these terminal values.

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Applications of Values to Consumer Behavior
List of Values (LOV) Identifies Nine Consumer
Segments Based on Values They Endorse
Means-End Chain Model
Message Elements
Consumer Benefit
Executional Framework
Leverage Point
Driving Force
Syndicated Surveys - VALS 2 http//future.sri.co
m/VALS/VALSindex.shtml
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Means-End Chain Model

• Suggests that consumers define product attributes
  in personal, subjective terms What does this
  attribute do for me?
• In other words, consumers see a product attribute
  as a means to some end, which could be a
  consequence or a value.
• That is, consumers create knowledge structures of
  linked meanings that connect tangible product
  attributes to more abstract attributes and
  consequences, which in turn are associated with
  more subjective, self-relevant values and goals.

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Means-End Chain Model
Attributes
Consequences
Values
Concrete
Abstract
Functional
Psychosocial
Instrumental
Terminal
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Example of Means-End Chain Model
Concrete
Abstract
Functional
Psychosocial
Instrumental
Terminal
Hair Spray
Pump Dispenser
Hair Not Sticky
Feel More Attractive
Impress Others
Self Esteem
Light Mist
(Product class level)
Scope Mouth Wash
Fluoride
Avoid Bad Breath
Feel Confident In Social Situation
Perform Better
Social Recognition
(Brand level)
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Materialism

• Materialism refers to the importance people
  attach to worldly possessions.
• America is a highly materialistic society.
• 40 of all U.S. households have two or more cars,
• Over 200 billion is spent on vacations in a year
• Materialists are more likely to value possessions
  for their status and appearance-related meanings.
• However, there are signs that many Americans are
  developing a different value system that balances
  work with personal relationships.