Chapter 3

Motivation and Involvement

Consumer Behaviour
Canadian Edition
Schiffman/Kanuk/Das
Copyright 2006
Pearson Education Canada Inc.

Opening Vignette

Why do people go to boutique hotels?

Personalized service
Unique experience

Also satisfies consumers ego needs

as unique as I am

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What Is Motivation?
The

driving force within individuals that

impels them to action
Produced by a state of tension due to an
unfulfilled need
Which leads to conscious/subconscious
attempts to reduce the tension

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Copyright 2006 Pearson Education Canada Inc.

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Types of 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
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Types of Motives
Rational

Motives

Goals chosen according to objective criteria

(e.g., price)
Emotional

Motives

Goals chosen according to personal or

subjective criteria (e.g., desire for social status)
continued

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Types of Motives
Latent

Motives

Motives that the consumer is unaware of or

unwilling to recognize
Harder to identify
Require projective techniques to identify
Manifest

Motives

Motives that the consumer is aware of and

willing to express
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Goals
Generic

Goals

the general categories of goals that

consumers see as a way to fulfill their needs
e.g., I want to get a graduate degree
Product-Specific

Goals

the specifically branded products or services

that consumers select as their goals
e.g., I want to get an MBA in Marketing
from Kellogg School of Management.
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The Selection of Goals

The

goals selected by an individual depend

on their:

Personal experiences
Physical capacity
Prevailing cultural norms and values
Goals accessibility in the physical and social
environment

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Motivations and Goals

Positive Motivation
A driving force
toward some object
or condition
Leads to an
Approach Goal

Negative Motivation
A driving force away
from some object or
condition
Leads to an
Avoidance Goal

A positive goal toward

which behaviour is
directed

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A negative goal from

which behaviour is
directed away

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The Dynamic Nature of

Motivation
Needs

are never fully satisfied

New needs emerge as old needs are satisfied
A given need may lead totally different
goals
Consumers are more aware of their goals
than their needs
continued

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The Dynamic Nature of

Motivation

Consumer values, personality and self-concept influence

consumer goals
Consumers have multiple needs
Pre-potent need

Motives are difficult to infer from behaviour

Past experiences (success/failure) influence goals
Defence Mechanisms
continued

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The Dynamic Nature of

Motivation

Motives may conflict with each other

Three types of motivational conflict
Approach-approach: when a consumer is drawn towards
two positive goals
Approach-avoidance: when the goal object has both
positive and negative qualities
You are both drawn toward and away from the object
Avoidance-avoidance: when the consequences of buying
an object is unpleasant, but the purchase does not lead to
any pleasure
continued

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The Dynamic Nature of

Motivation
Motives

can be aroused in many ways

Physiological arousal
Hunger, thirst

Emotional arousal
daydreaming

Cognitive arousal
Random thoughts

Environmental arousal
Cues in the environment (e.g. smell of food)
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Defence Mechanism
Methods by which people mentally redefine
frustrating situations to protect their selfimages and their self-esteem.

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Types of Defence Mechanisms

Aggression
Rationalization
Regression
Withdrawal
Projection
Autism
Identification
Repression
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Philosophies Concerned With

Arousal of Motives

Behaviourist School
Behaviour is response to stimulus
Elements of conscious thoughts are to be
ignored
Consumer does not act, but reacts
Cognitive School
Behaviour is directed at goal achievement
Need to consider needs, attitudes, beliefs, etc. in
understanding consumer behaviour
Copyright 2006 Pearson Education Canada Inc.

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Copyright 2006 Pearson Education Canada Inc.

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Murrays List of
Psychogenic Needs

Needs Associated with Inanimate Objects:

Acquisition, Conservancy, Order, Retention,
Construction

Needs Reflecting Ambition, Power,

Accomplishment, and Prestige:

Superiority, Achievement, Recognition, Exhibition,

Infavoidance

Needs Connected with Human Power:

Dominance, Deference, Similance, Autonomy,

Contrariance
continued

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Murrays List of
Psychogenic Needs

Sado-Masochistic Needs :
Aggression, Abasement

Needs Concerned with Affection between

People:
Affiliation, Rejection, Nurturance, Succorance, Play

Needs Concerned with Social Intercourse:

Cognizance, Exposition

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McClellands Trio of Needs

Power
individuals desire to control environment

Affiliation
need for friendship, acceptance, and belonging

Achievement
need for personal accomplishment
closely related to egoistic and selfactualization needs

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Mid-range Theories of
Motivation

Psychological Reactance
Motivational arousal due to threat of
behavioural freedom

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
continued
Copyright 2006 Pearson Education Canada Inc.

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Mid-range theories
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
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Motivational Research
Qualitative research designed to uncover
consumers subconscious or hidden
motivations. Consumers are not always
aware of, or may not wish to recognize, the
basic reasons underlying their actions.

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Projective Techniques
Metaphor

analysis
Story telling
Picture drawing
Photo sorts
Thematic Apperception Tests
Word Association
Sentence Completion
Third-person technique
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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 product

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Types of Involvement
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

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Types of Involvement- Contd

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
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