Chap 2 Motivation

8/8/2019 Chap 2 Motivation

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Consumer

Behavior

Motives & Emotions


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CONSUMER MOTIVATION

Drive

Energy That Impels Us to Act

Human Drive

Effort to Attain a Goal Object

Goal Object

Something We Seek

That Which We Judge Will Bring UsComfort/Value

Purposive Behavior

Expenditure of Energy toward a Goal Object


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Socially Acceptable Responses

What is a good person supposed to be?

What's society's collective prescription?

Should we be humble or proud?

Restrained or self-indulgent?

Self-sacrificing or self-seeking?

Independent or dependent?

Serious or frivolous?

Hard-working or lazy?


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Pluralistic Ignorance

Often consumers don't report their realmotives, even when they know very wellwhat they are.

They may think everybody else's motivesare more noble or valid.

Each thinks he or she is the only one whowants the product for such

"unacceptable" reasons.


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Structure of Motives

Motives have two main parts:

Direction

The product, brand, service, or store.

Intensity

A strong, moderate, or weak drive.


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Guiding Direction of Motives

Marketers have few choices:

Shift the motives to focus on the goods inquestion, or

Realign the product or service offering to putit in line with the motives, or

Both shift the focus and realign the brand,product, service or store, or

Abandon those particular motives in favor ofsome others.


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WorkingWith Motive Intensity

Price is the enemy of purchase motives

Marketers have two basic choices:

Increase the intensity of buying motives

Make needs and benefits more salient

Provide incentives to purchase

Make the goods less dear by reducing price


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Motive Direction and Conflict

Approach Motivation

The Object or Condition Is Attractive

Avoid Motivation

The Object or Condition Is Repulsive

Approach-Avoid Conflict

Both Attractive and Repulsive Attributes

Approach-Approach Conflict Exclusive Objective Are Both Attractive

Avoid-Avoid Conflict

Exclusive Objective Are Both Repulsive


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Murrays List ofNeeds

Autonomy

Dominance

Nurturance

Exhibition

Cognizance

Exposition


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Dichters Subconscious Motives

Mastery over Environment

Masculinity

Individuality

Status

Love and Affection


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Motivation Research

Undisguised Questioning

Disguised Questioning

Third Person

Mason Haire Method

Word Association

Sentence Completion

Story Completion


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Consumer Emotions

Sudden Surge of Feelings

May Produce a Strong Drive

To Approach the Source of that Feeling

or

To Avoid the Source of that Feeling

Thus, Emotions Serve as Motivation


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Open Mentis 2007

ATypology of Emotions

Plutchniks Circle


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Consumer Moods

Mild Emotional States

Transient, Short-Lived

May be Background or Foreground

May Arise From

Internal Sources

External Stimuli

May be Background or Foreground

MoodsMay

Produce Consumer Activity or

Inhibit Consumer Activity

May be Created by the Retail Atmosphere

Consumers may Linger

Consumers may Leave


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Hedonic Motives

Seeking Recreation

Seeking Pleasure

Modes of Intrinsic

Motivation

Sensory Pleasure

Aesthetic pleasure

Emotional Experience

Fun and Play


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Consumer Involvement

Degree of Interest

In a Product

In a Service

In a Brand

In an Outlet

Types of Involvement

Enduring Involvement Situational Involvement

Purchase Decision Involvement

Deep Involvement

Chap 2 Motivation

Documents

Transcript of Chap 2 Motivation