Global Consumer Culture

Motivation

Consumption

People buy products not for

what they do, but for what

they mean

Motivation & Values

Activation of Tension

Attribution StyleLocus of Control

Motivation

Goal

Values

Consumer Needs & Wants

Products are married to consumer needs & desires

Consumers acquire products to solve a particular problem and/or satisfy a need, set

of needs, or a desire.

Consumer NEEDS“A discrepancy between the customer’s present

state and some ideal state”

Maslow’s Hierarchy of

Needs

Needs and desires are affected by marketing

Physical environment

décor, smells, temperature, # of people in the store, aisle width

The context of the buying situation amusement parks, shopping malls, farmer’s market

4 P’s of marketing

product, price, place, and promotion

Time is money! Consumer’s try to maximize satisfaction by allocating time to their appropriate combination of tasks.

Ads Reinforce Desired States

This ad for exercise shows men a desired state (as dictated by contemporary Western culture), and suggests a solution (purchase of equipment) to attain it.

The Motivation ProcessMotivationThe process that lead people to behave as they do. It occurs when a need arises that a consumer wishes to satisfy

UTILITARIANProvides a functional or practical benefit

HEDONICAn experiential need involving emotional responses or fantasies

The Motivation Process

DRIVE

The degree of arousal present due to a discrepancy between the consumer’s present state and some ideal state

GOAL

The end state that is desired by the consumer

Motivational Strength

Drive Theory Biological needs produce unpleasant states of arousal. We are motivated to reduce the tension caused by this arousal. (ex. hunger, thirst, etc)

Homeostasis: A balanced state of arousal

Expectancy Theory Behavior is pulled by expectations of achieving desirable outcomes--positive incentives--rather than pushed from within

Motivational Conflicts

Attributional Style

Attributional style refers to how people explain the events of their lives.

Attributional styles explain why people react quite differently, but predictably to events and how they explain the causes of those events. People generally tend to have a self-serving bias.

Attributional StyleThere are three facets of how people can explain a situation that can lean toward optimism or pessimism: • Stable vs. Unstable

Changing across time or unchanging across time.

• Global vs. LocalUniversal throughout one’s life or specific to a part of one’s life.

• Internal vs. External Cause of an event as within oneself or outside oneself

Locus of Control

External Locus of Control Individual believes that his/her behavior is guided by fate, luck, or other external circumstances

Internal Locus of control Individual believes that his/her behavior is guided by his/her personal decisions and efforts

Locus of Control

• Internal attributions about themselves when they succeed (I did it myself)

• Internal attributions about themselves when they fail (it was their fault)

• External attributions about themselves when they fail (something else made me fail)

• External attributions about themselves when they succeed (they got lucky)

Finding your Locus of Control

Locus of ControlScore 1 point for each of the following:2a, 3b, 4b, 5b, 6a, 7a, 9a, 10b,

11b, 12b, 13b, 15b, 16a, 17a,

18a, 20a, 21a, 22b, 23a, 25a,

26b, 28b, 29a

Why do we care?

The Value of an Internal Locus of Control

Students with an internal locus of control will show higher achievement motivation than students with an external locus of

control

How to Develop an Internal Locus of Control

Become a positive thinker

Accept responsibility for motivating yourself

Accept the fact that success results from effort

Start listening to yourself talk