Motivation, Values and Involvement

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Motivation, Values and Involvement
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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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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
Drive Theory
Expectancy Theory
Behavior is largely pulled by expectations of
achieving desirable outcomes - positive
incentives - rather than pushed from within.
Focuses on biological needs that produce
unpleasant states of arousal, i.e. hunger.
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Motivational Direction
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.)
Needs
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Motivational Direction

• Wants
• Specific way a need is satisfied, depends on
• Individuals unique history, learning experiences
  
• And cultural environment.

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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.
• 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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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.)

• Maslows Hierarchy of Needs
• A hierarchy of biogenic and psychogenic needs
  that specifies certain levels of motives.
• 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

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Maslows Hierarchy of Needs
Figure 4.2