motivation & cb

7/31/2019 Motivation & CB

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Copyright Atomic Dog Publishing, 2002

Motivation, Emotion, Mood, and

Involvement


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Chapter Spotlights How human needs motivate consumers to

buy What specific motives play a role in

marketplace behavior How marketers can elicit specific emotions to

sell products and services How moods affect consumption patterns How consumer involvement with products

and services changes the effects of marketinginformation


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Consumer Motivation It is the drive to satisfy needs

and wants, both physiologicaland psychological, through

the purchase and use ofproducts and services.

Stages of the motivationprocess: Latent need

Drive

Want or desire

Goal

Behavior


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Needs: Need has been defined as felt state ofdeprivation (deficiency) of some basic

satisfaction.Some of these needs are basic to sustaining life and

are born with individuals, these basic needs arecalled physiological needs or biogenic needswhich includes the needs for air, water, food,shelter, sleep and clothing. These needs areprimary needs because they are essential tosurvive.


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Acquired Needs arelearned needs that we

acquire as a result ofbrought up in a cultureand society.

Ex. Need for self esteem,prestige, affection,power andachievement.

These needs are generally

physiological needs andare considered assecondary needs.

Utilitarian Needsfocuson some practical

benefits and areidentified with productattributes that defineproduct performance

such as economy ordurability, etc.

Hedonic Needs relate toachieving pleasure from

the consumption ofproduct or service andare often associatedwith emotions orfantasies.


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Classifying Needs Maslow


7/29Copyright Atomic Dog Publishing, 2002

Behavioral Models of

Motivation Maslows hierarchy of needs

Motivation as a means of satisfying human needs Five types of needs:

Physiological: food, water, sleep, exercise, sex Safety: security, shelter, normalcy in daily life Love and belongingness: affection and acceptance as part of a

family or group Esteem or status: respect from others; need to feel competent,

confident, important, and appreciated; self-respect Self-actualization: the need to realize ones own potential, to

achieve dreams and ambitions; hunger for knowledge andunderstanding; to do things for the sake of doing them

Marketing implications



Motivational Strength

Biological vs. Learned Needs

(innate instinct vs. learned behaviour)

Drive Theory

(achieving homeostasis by satiating tension

caused by the arousal of unpleasantstates)

Expectancy Theory

pulled by positive incentives (goals) ratherthan pushed from within



Motivational Direction

MOTIVES tend to be directional Needs vs. Wants

Need = unsatisfied requirement (hunger) Want = the way a person satisfies a need which ultimately is

dependent on their historical reality (cheeseburger vs. trailmix)

Types of Needs Biogenic or psychogenic

Motivational Conflicts (see next slide)



Motivational Conflict

Motivational conflict can take one of the principal forms.

1. Approach Approach Conflict

2. Approach Avoidance Conflict3. Avoidance Avoidance Conflict



Approach _ Approach Conflict

This type of conflict occurs when consumer is facedwith two desirable alternatives such as either to buy

a good music system or a computer. Here theconsumer may experience some dissonance(tension).Ex. , a timely advertisement favoring one or otheraction such as some incentive for buying now couldresolve such a conflict.



Approach Avoidance Conflict

This type of conflict occurs when a consumer is facing apurchase choice that has both positive and negative

consequences. Such a situation may arise when aconsumer is making a purchase or consumptiondecision on a single product in which both positiveand negative aspects are involved. This type of

conflicts tend to be stable. Ex., a consumer may befond of soft drinks but may also be concerned aboutno consuming extra calories. The person concernedwants the taste and emotional satisfaction associatedwith consuming the soft drinks (approach) but doesnot want to take extra calories(avoidance). Pepsi &Coke spotted this opportunity and have introduceddiet drinks.



Avoidance Avoidance Approach

This involves deciding between the two or morealternatives which are perceived as undesirable. Such

situations are somewhat stable and consumers tendto vacillate between the undesirable choice. Ex. If acar is badly damaged in an accident, the alternativesmay be a hefty repair bill or a sustainable expense of

buying a new car. Comprehensive insurance coverand also the availability of low interest auto financeschemes are way of reducing this motivationalconflict



Motivational Direction



Consumer Motivation and

Marketplace Behavior Influence on consumer decision making

Influence on consumer conflict resolution

Approach-approach conflict choosing betweentwo equally attractive options

Approach-avoidance conflict considering anoption that has both good and bad outcomes

Avoidance-avoidance conflict choosing betweentwo undesirable options



Triggering Consumer Motives

Encouraging need recognition

Attempt to move consumer from actual

state to desired state

Triggering motivation through need-benefit segmentation

Understand consumer benefits sought andoffer goods and services to deliver thesebenefits to specific target segments



The Structure of Emotions

Ten Fundamental Emotions PeopleExperience:

Disgust Interest Joy Surprise

Sadness Anger

Fear Contempt Shame Guilt



Emotions

Emotions are affective responses thatreflect the activation within the consumerof beliefs that are deep-seated and value-

laden. Beliefs emotions



Emotions (continued)

Experiencing emotions People purchase products and services to

experience certain emotional states or to achieveemotional goals (emotional arousal)

Emotions and consumer satisfaction: e.g. joyor pleasant surprise yield satisfaction whiledistress or anger yield dissatisfaction

Emotions and communication: e.g. pleasureor displeasure with ad yields similar attitudestoward the ad and the product. Some adsare designed to arouse specific emotions.



How Emotional States areInduced

People have little control over theaffective system Affective responses to environmental cues

are immediate and automatic (e.g. color) Some control is possible through our

behavior Advertising and emotions

Anger Fear Humor Warmth



Mood

It is an affective state that is general andpervasive

Moods are much less intense than emotions Consumers are much less conscious of moods and

the effect of moods on marketplace behavior.

Consumer moods are induced in three different

marketplace settings Service encounters

Point-of-Purchase stimuli

Communications



Effects of Moods

On consumer recall Recall increases if mood at time of

encoding and retrieval match

On consumer evaluation Negative mood negative product or

service evaluation (and vice versa)

On consumer behavior Positive mood increases giving, encourages

consumers to seek variety and theirwillingness to try new things


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Inducing Positive Moods

In service encounters

Transaction mechanics

Service personnel

Physical setting

In marketingcommunications

Media placement medium is

part of the message Message aspects claims,

emotional music, pictures, etc.


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Involvement

A heightened state of awareness based onimportance that motivates consumers to seek

out, attend to, and think about productinformation prior to purchase.

Two types of involvement

Situational tied to a particular

situation/circumstance and specific product Enduring tied to a product category; persistent

over time and across different situations


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Effects of ConsumerInvolvement

Information search High involvement greater information search (more

shopping around)

Information processing Depth of comprehension High involvement deeper comprehension

Extent of cognitive elaboration High involvement more thinking

Extent of external arousal High involvement greater emotional arousal

Information transmission High involvement more frequent information transmission

(talking about products) to others


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Causes of ConsumerInvolvement

Personal factors Products image and needs it serves are congruent with a

consumers self-image, values and needs highinvolvement

Product factors The greater the perceived risk the greater consumer

involvement The more alternatives there are to choose from, the greater

the involvement

The higher the hedonic value of goods, the greater theinvolvement The more socially visible a product is, the greater the

involvement


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Causes (continued)

Situational factors

Social pressure can significantly increase

involvement The imminence of the decision

heightens involvement

Irrevocable purchase decisions heighten

enrollment


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Involvement-based ConsumerBehavior Models

Low-involvement learning model

Replacing old brand perceptions with new beliefs withoutattitude change

Learn (information)-Feel (attitude)-Do (behavior) hierarchy (SeeExhibit 8 14)

High involvement/high thinking (Thinker): Learn-Feel-Do

High involvement/high feeling (Feeler): Feel-Learn-Do

Low involvement/low thinking (Doer): Do-Learn-Feel

Low involvement/low feeling (Reactor): Do-Feel-Learn


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Models (continued)

Level of message processing model Consumer attention to advertising is influenced by

the following four levels of involvement: pre-

attention, focal attention, comprehension, andelaboration

Product versus brand involvement model Brand loyalists

Information seekers Routine brand buyers

Brand switchers

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