Chapter

Chapter
44
Motivation and Values
 4-2
Motivation
4-2

Motivation
 Motivation refers to the processes that cause
people to behave as they do.
 Once a need is aroused, a state of tension
exists that drives the consumer to attempt to
reduce or eliminate the need.
 Needs can be:
– Utilitarian: a desire to achieve some functional or
practical benefit.
– Hedonic: an experiential need, involving emotional
responses or fantasies.
 4-3
The
The Motivation
Motivation Process
4-3

Process
Tension
Tension

Drive
Drive Strength
Strength

Drive
Drive Direction
Direction

Behavior
Behavior

Want
Want

Goal
Goal
 4-4
Motivational
Motivational Strength
4-4

Strength
The Degree to Which a Person is Willing to Expend
Energy to Reach One Goal as Opposed to Another.
Biological
BiologicalVs.Vs.Learned
LearnedNeeds
Needs
(Instinct
(Instinct Drives
DrivesBehavior)
Behavior)

Drive
DriveTheory
Theory
Focuses on Biological
Needs that Produce
Unpleasant States of
Arousal, i.e. Hunger.
Homeostasis: Behavior
Which Tries to Reduce or
Eliminate This Unpleasant
State and Return to
Balance.
Expectancy
ExpectancyTheory
Theory
Behavior is Largely
Pulled by Expectations
of Achieving Desirable
Outcomes - Positive
Incentives - Rather Than
Pushed From Within.
 4-5

Motivational
Motivational Direction
4-5

Direction
Needs
Needs Versus
Versus Wants
Wants
Specific
SpecificWay
WayaaNeed
NeedisisSatisfied
SatisfiedDepends
Dependson:
on:
Individual’s
Individual’sUnique
UniqueHistory,
History,Learning
LearningExperiences
Experiences
and
andCultural
CulturalEnvironment.
Environment.

Types
Types of
of Needs
Needs

Biogenic
Biogenic
Psychogenic
Psychogenic
Utilitarian
Utilitarian
Hedonic
Hedonic
 4-6
Motivational
Motivational Direction
4-6

Direction
Motivational
Motivational Conflicts
Conflicts

Approach-Approach
Approach-Approach
Two
TwoDesirable
Desirable
Alternatives
Alternatives Approach-Avoidance
Approach-Avoidance
(The Theory of
(The Theory of Negative
Cognitive Dissonance) Negative
Cognitive Dissonance) Consequences
Consequences
Avoidance-Avoidance
Avoidance-Avoidance
Two
TwoUndesirable
Undesirable
Consequences
Consequences

Other
Other Consumer
Consumer Needs
Needs

Achievement
Achievement Affiliation
Affiliation Power
Power Uniqueness
Uniqueness
 4-7
Maslow’s
Maslow’s Hierarchy
Hierarchy of
4-7

of
Needs
Needs
Self
Actualization

Esteem

Social

Safety

Physiological
 4-8
4-8
Consumer
Consumer Involvement
Involvement
Involvement
Involvement
The
TheLevel
Levelof
ofPerceived
PerceivedPersonal
PersonalImportance
Importance
and/or
and/orInterest
InterestEvoked
Evokedby
byaaStimulus
Stimulus

Involvement
Involvement
The
TheMotivation
Motivationto
toProcess
ProcessInformation
Information

Levels of Involvement

Simple Processing Elaboration

“Inertia” (Habit)
 4-9
Conceptualizing
4-9

Conceptualizing
Involvement
Involvement
 4-10
The
The Many
Many Faces
Faces of
4-10

of
Involvement
Involvement
Message
Message (Advertising)-
(Advertising)-
Product:
Product: Response:
Response:
Related
RelatedtotoaaConsumer’s
Consumer’s Refers
Refersto toaaConsumer’s
Consumer’s
Level
LevelofofInterest
Interestin
in Interest
Interestin
inProcessing
Processing
aaParticular
Particular Marketing
Marketing
Product.
Product. Communications.
Communications.

Purchase
Purchase Situation:
Situation:
Refers
Referstotothe
theImportance
Importance
of
ofthe
theSituational
Situational
Context
Contextof ofBuying.
Buying.
 4-11
Strategies
Strategies to
to Increase
Increase Involvement
4-11

Involvement
Build
BuildaaBond
Bond Appeal
With Appealto
to
Withthe
the Hedonic
HedonicNeeds
Needs
Consumer
Consumer

Increasing
Consumers’
Include Attention Use
UseNovel
Novel
Celebrity Stimuli
Stimuli
Endorsers

Use
UseProminent
Prominent
Stimuli
Stimuli
 4-12
Values
4-12

Values
 A belief that some condition is preferable to its
opposite.
 Every culture has a set of values that it imparts
to its members called Core Values.
 The process of learning the beliefs and
behaviors endorsed by one’s own culture is
Enculturation.
 Acculturation is the process of learning the
value system and behaviors of another culture.
 4-13
4-13

American Core Values

 Individualism
 Freedom
 Efficiency and Practicality
 Humanitarianism
 Youthfulness
 Fitness and Health
 Material Comfort
 4-14
Applications
Applications of
of Values
Values to
4-14

to
Consumer
Consumer Behavior
Behavior
 Research has tended to classify values as being:
– Cultural such as security or happiness,
– Consumption-specific such as convenient shopping
or prompt service,
– Product-specific such as ease of use or durability.
 The Rokeach Value Survey identified:
– Terminal Values - desired end-states that apply to
many cultures,
– Instrumental Values - composed of actions needed to
achieve these terminal values.
 4-15
Applications
Applications of
of Values
Values to
4-15

to
Consumer
Consumer Behavior
Behavior
List
List of
of Values
Values (LOV)
(LOV)
Identifies
IdentifiesNine
NineConsumer
ConsumerSegments
SegmentsBased
Based on
on Values
ValuesThey
TheyEndorse
Endorse

Means-End
Means-End Chain
Chain Model
Model

Message
Message Consumer
Consumer Executional
Executional Leverage
Leverage Driving
Driving
Elements
Elements Benefit
Benefit Framework
Framework Point
Point Force
Force

Syndicated
Syndicated Surveys
Surveys -- VALS
VALS22
http://future.sri.com/VALS/VALSindex.shtml
http://future.sri.com/VALS/VALSindex.shtml
 4-16
Means-End
Means-End Chain
Chain Model
4-16

Model

 Suggests that consumers define product attributes

in personal, subjective terms – “What does this
attribute do for me?”
 In other words, consumers see a product attribute
as a means to some end, which could be a
consequence or a value.
– That is, consumers create knowledge structures of
linked meanings that connect tangible product
attributes to more abstract attributes and consequences,
which in turn are associated with more subjective, self-
relevant values and goals.
 4-17
Means-End
Means-End Chain
Chain Model
4-17

Model

Attributes Consequences Values

Concrete
Concrete Abstract
Abstract Functional
Functional Psychosocial
Psychosocial Instrumental
Instrumental Terminal
Terminal
 4-18
4-18

Example of Means-End Chain

Model
Concrete Abstract
Concrete Abstract Functional
Functional Psychosocial
Psychosocial Instrumental
Instrumental Terminal
Terminal

Hair Pump Light Hair Not Feel More Impress Self

Spray Dispenser Mist Sticky Attractive Others Esteem

(Product class level)

Scope Fluoride Avoid Feel Confident Perform Social

Mouth Bad Breath In Social Situation Better Recognition
Wash
(Brand level)
 4-19
Materialism
4-19

Materialism
 Materialism refers to the importance people
attach to worldly possessions.
 America is a highly materialistic society.
– 40% of all U.S. households have two or more cars,
– Over $200 billion is spent on vacations in a year
 Materialists are more likely to value possessions
for their status and appearance-related meanings.
 However, there are signs that many Americans
are developing a different value system that
balances work with personal relationships.