Chapter 2 Motivation and Involvement Consumer Behaviour.
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Transcript of Chapter 2 Motivation and Involvement Consumer Behaviour.
Chapter 2Motivation and Involvement
Consumer Behaviour
Class Agenda Administrative Item
– Policy on Group Work Grades• Students need to be able to demonstrate their ability to pass the
individual components of the course to receive credit for this course. Therefore, a grade of 50% is required on individual work in order to qualify for the team-based points in this course.
Info on Hands-On Assignment Sign-Up Critical Thinking Question Sign-Up Discuss motivation concepts in preparation
for ad presentation next day
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Critical Thinking Question Sign-Up
Get into groups of 4 or 5 individuals As a group, discuss which critical
thinking exercise you would like to prepare for class Wednesday
Each group will present their ads during class
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Why are you here?
Consider your motives for attending StFX University. Take a few moments to put them in a list.
Motivation as a Psychological Force
• Motivation is the driving force within individuals that impels them to action.• Produced by a state of
tension due to an unfulfilled need.
• Leads to conscious/subsonscious attempts to reduce the tension.
• Needs are the essence of the marketing concept. • Marketers do not create
needs but can make consumers aware of needs.
Model of the Motivation Process
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Needs and Motives
NEEDS
Innate Needs– Physiological (or
biogenic) needs that are considered primary needs or motives
Acquired needs– Generally psychological
(or psychogenic) needs that are considered secondary needs or motives
NEEDS
Innate Needs– Physiological (or
biogenic) needs that are considered primary needs or motives
Acquired needs– Generally psychological
(or psychogenic) needs that are considered secondary needs or motives
MOTIVES
Rational Motives– Goals based on objective criteria
(e.g., price)
Emotional Motives– Goals based on subjective criteria
(e.g., desire for social status)
Manifest Motives– Motives that the consumer is aware
of and willing to express
Latent Motives– Motives that the consumer is
unaware of or unwilling to recognize
– Harder to identify
MOTIVES
Rational Motives– Goals based on objective criteria
(e.g., price)
Emotional Motives– Goals based on subjective criteria
(e.g., desire for social status)
Manifest Motives– Motives that the consumer is aware
of and willing to express
Latent Motives– Motives that the consumer is
unaware of or unwilling to recognize
– Harder to identify
Motivations and Goals
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 8Chapter Four Slide
Olay ExampleMotivational conflict (See Notes Page)
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The Dynamic Nature of Motivation Needs are never fully satisfied New needs emerge as old needs are satisfied Consumers have multiple needs Motives may conflict with each other
– Approach-approach; Approach-avoidance; Avoidance-avoidance Motives are difficult to infer from behaviour Motives can be aroused in many ways
– Physiological - hunger, thirst; Emotional – daydreaming; Cognitive – rational needs assessment; Environmental - Cues in the environment (e.g. smell of food)
– Behaviourist School v. Cognitive School A given need may lead to totally different goals
– Consumer values, personality and self-concept influence consumer goals– Consumers are more aware of their goals than their needs– Past experiences (success/failure) influence goals
• Defence Mechanisms
Maslow’s Hierarchy of Needs Figure 4
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall
Examples…
Mayhem 1 Mayhem 2
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Both Physiological and Social Needs
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 1313Chapter Four
Slide
Egoistic Needs
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 1414Chapter Four
Slide
Self-Actualization
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 1515Chapter Four
Slide
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McClelland’s Trio of Needs
Power– individual’s desire to control
environment Affiliation
– need for friendship, acceptance, and belonging
Achievement– need for personal accomplishment
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Murray’s List of Psychogenic Needs
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 20Chapter Four Slide
Murray’s List of Psychogenic Needs (continued)
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 21Chapter Four Slide
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Mid-range Theories of Motivation
Psychological Reactance– Motivational arousal due to threat of behavioural freedom– Eg New Coke,
Opponent Process Theory– Extreme initial reactions may be followed by extreme opposite
reaction– Priming
• Small amounts of initial stimuli will lead to desire for more• extreme amounts of exposure to same stimulus will lead to withdrawal
Hedonic Consumption– Need to gain pleasure through the senses– Explains attraction to scary rides, adventure tours, etc
Optimum Stimulation Level– Desire to maintain a certain level of stimulation that the consumer
considers to be optimal
Optimal Stimulation
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Motivation and Marketing Strategy
Identify the needs and goals of the target market– Identify both latent and manifest motives
Use knowledge of needs to segment the market and to position the product
Use knowledge of needs to develop promotional strategies
Reduce motivational conflict
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Consumer Involvement
The level of personal relevance that a consumer sees in a productTypes: Enduring Involvement
– long-lasting involvement that arises out of a sense of high personal relevance
Situational involvement Short-term involvement in a product of low personal relevance
Cognitive Involvement– Rational level involvement in products that are considered to be
major purchases Affective Involvement
– Emotional level involvement in products
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Factors Leading to High Involvement
Level of perceived risk (social, financial or physical)
Level of personal interest in product category Probability of making a mistake or buying the
wrong product Extent of pleasure in buying and using a
product Number and similarity of competitive brands
available
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Measures of Involvement
Brand involvement Ego involvement Importance of purchase Product involvement Situational Vs Enduring Vs Response
involvement Involvement Profile
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Involvement and Marketing Strategy
Choose media according to level of involvement– Print media for high involvement– Television for low involvement
Choose messages according to level of involvement
Find ways to raise level of involvement