Motivation and Values

Motivation and Values

• Motivation refers to the processes that lead people

to behave as they do.
• It occurs when a need is aroused that the consumer
wishes to satisfy.
• The desired end state is the consumer’s goal .
Motivation: 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. Objective and tangible attributes
• Hedonic: an experiential need, involving emotional
responses or fantasies. Subjective and experiential
aspects.

Understanding motivation is to understand why

consumers do what they do.
Motivation and Values
• Can an emotional response stimulate a purchase?

üIn everyday language, motivation is the

characteristic that helps us achieve our goals.
üIt drives us towards something!
üIt gives us a kind of energy and strength to do
something or get something.
Motivational Process
Marketers Role
• Tension is the difference between the consumer’s
present state and some ideal state.
• The magnitude of the tension it creates determines the
urgency the consumer feels to reduce it - The degree
of arousal a drive
• Marketers try to create products and services that will
provide the desired benefits that permit the consumer to
reduce the tension
Motivational Strength: The degree of
willingness to expend energy to reach a goal

Biological vs. Learned Needs

Drive Theory Expectancy Theory

Focuses on biological needs Behavior is largely pulled
that produce unpleasant by expectations of
states of arousal, i.E. achieving desirable
Hunger. outcomes - positive
incentives - rather than
Homeostasis: The arousal pushed from within.
this tension causes moti-
vates us to reduce it and We choose one product
return to a balanced state over another because we
called homeostasis expect this choice to have
more positive
consequences for us.
Motivational Direction

• Motives have direction as well as strength.

• They are goal-oriented in that they drive us to
satisfy a specific need.
• We can reach most goals by a number of
routes
• The objective of a company is to convince
consumers that the alternative it offers provides
the best chance to attain the goal.
Motivational Direction: Needs vs Wants

• A want is the way a need is satisfied.

• How a need is satisfied depends on a person's
own history, experiences and cultural
environment.
Two people may be hungry. They both have a need. How each satisfies the need may
be different.
One person wanst a Big Mac and the other wants a healthy salad.
Motivational Direction

Needs Versus Wants

Types of Needs

People are born with a need for certain elements

Biogenic necessary to maintain life, e.g. food, water, shelter, etc.

Needs are acquired in the process of becoming a

Psychogenic member of a culture, e.g. status, power, affiliation, etc.

A desire to achieve some functional or practical

Utilitarian benefit. Objective and tangible attributes of products

An experiential need, involving emotional responses or

Hedonic fantasies. Subjective, exciting and experiential aspects.
Needs?

Hedonic needs. -Emotional & Sensory Utilitarian Needs – Rational & Practical
Needs?

Hedonic needs. -Emotional & Sensory Utilitarian Needs – Rational & Practical
Needs?
Motivational Conflicts
• Consumers experience different kinds of motivational
conflicts that can impact their purchase decisions.
• A goal has valence (value): consumer will seek:
• Approach positive goal: We direct our behaviour
toward goals we value positively; we are motivated to
approach the goal and to seek out products that will
help us to reach it.
• Avoid negative goal: we’re also motivated to avoid a
negative outcome – socially disapproved

Products such as deodorants and

mouthwash fre- quently rely on consumers’
negative motivation when ads depict the
onerous social conse- quences of
underarm odor or bad breath.
Types of Motivational Conflicts
• Choose between two desirable
alternatives
• Cognitive dissonance -
Dissonance occurs when a
consumer must choose between
two products

• Positive & negative aspects

of desired product
• Guilt of desire occurs
• Negative consequences

• Facing a choice with two

undesirable alternatives
• Consumer is forced to
choose between 2 more less
equally undesirable goals.
How we classify consumer needs?
Murray's Theory of Psychogenic Needs
American psychologist Henry Murray (1893-1988)
developed a theory of personality that was organized in
terms of motives, presses, and needs.

Murray identified needs as one of two types:

1.Primary Needs: Primary needs are basic needs that are
based upon biological demands, such as the need for
oxygen, food, and water.
2.Secondary Needs: Secondary needs are generally
psychological, such as the need for nurturing,
independence, and achievement. While these needs might
not be fundamental for basic survival, they are essential for
psychological well-being.
Murray's Theory of Psychogenic Needs
According to Murray, these psychogenic needs function
mostly on the unconscious level BUT play a major role in
our personality.
Specific Needs and Buyer Behavior
NEED FOR ACHIEVEMENT NEED FOR AFFILIATION
Value personal accomplishment Want to be with other people – I belong
Place a premium on products that Focus on products that are used in
signify success (luxury brands, groups activities (alcoholic
technology products) beverages, sports bars)
(products that say success)

NEED FOR POWER NEED FOR UNIQUENESS

Control one’s environment. - I am the Assert one’s individual identity – I am
master of my domain! different
Focus on products that allow them to Enjoy products that focus on their
have mastery over surroundings unique character (perfumes,
and situtation clothing)

Nike Commercial - Believe in

Bud Light Motivation Skydivers
Something
https://youtu.be/NkRqB5yea6U https://www.youtube.com/watch?v=jBnseji3tBk
Levels of Needs in the Maslow Hierarchy
• Physiological—“I like to work in the
soil.”
• Safety—“I feel safe in the garden.”
• Social—“I can share my produce with
others.”
• Esteem—“I can create something of
beauty.”
• Self-actualization—“My garden gives
me a sense of peace.”
Maslow Hierarchy in Marketing
Winner Stays On -- Nike Risk Everything
https://www.youtube.com/watch?v
=eGUor824a74
Mercedes-Benz Commercial
https://www.youtube.com/results?s
earch_query=Mercedes-
Benz+Commercial+
Michael Jackson Pepsi Generation
https://youtu.be/po0jY4WvCIc

Michelin The Tyre

https://youtu.be/bnG4KHa0DgA

Bayer Aspirin commercial - Wake Up Call

https://youtu.be/j-loSFOPDlc
Consumer Involvement

Imagine this conversation between two shoppers at a car

dealership:

Consumer #1: I want the one I read about in the latest issue
of Car and Driver magazine: It has a six-cylinder turbo
engine, a double-clutch transmission, a 90 stroke bore, and
10:1 compression ratio.

Consumer #2: I want a red one.

Consumer Involvement
• The way we evaluate and choose a product depends
upon our degree of involvement with the product, the
marketing message, and/or the purchase situation.

• Involvement: perceived relevance of an object based on

one’s needs, values, and interests

• Involvement reflects our level of motivation to process

information about a product or service we believe will
help us to solve a problem or reach a goal.
Different factors may create involvement.
These factors can be something about the person, something about the
object, or something about the situation.
Levels of Involvement:
From Inertia to Passion
• Inertia is consumption at the low end of involvement;
decisions made out of habit (lack of motivation)
• When consumers are truly involved with something, they
enter a flow state.
• Flow is an optimal experience with several qualities such
as
• a sense of playfulness,
• a feeling of being in control,
• concentration and highly focused attention,
• a mental enjoyment of the activity for its own sake,
• a distorted sense of time.
Measuring Involvement
Measuring involvement is important for many marketing applications.

To me (object to be judged) is:

1. important _:_:_:_:_:_:_ unimportant
2. boring _:_:_:_:_:_:_ interesting
3. relevant _:_:_:_:_:_:_ irrelevant
4. exciting _:_:_:_:_:_:_ unexciting
5. means nothing _:_:_:_:_:_:_ means a lot
6. appealing _:_:_:_:_:_:_ unappealing
7. fascinating _:_:_:_:_:_:_ mundane
8. worthless _:_:_:_:_:_:_ valuable
9. involving _:_:_:_:_:_:_ uninvolving
10. not needed _:_:_:_:_:_:_ needed
Types of Involvement
• Product Involvement: Consumer’s level of interest in a particular
product.
• High Involvement
• Low Involvement

• Purchase situation involvement: differences that occur when

buying the same object for different contexts.
• Example: wedding gift
• For boss: purchase expensive vase to show that you want
to impress boss
• For cousin you don’t like: purchase inexpensive vase to
show you’re indifferent
Values
• Our deeply held cultural values dictate the types
of products and services we seek out or avoid.
• Does a person's values determine her/his choice
of product?
Consumer Values
• Value: a belief that some condition is preferable to its
opposite
• Example: looking younger is preferable to looking
older
• Consumers purchase many products and services
because they believe that these products will help to
attain a value-related goal.
• A person’s set of values plays a very important role in
consumption activities.
• We seek others that share our values/ beliefs
• Thus, we tend to be exposed to information that
supports our beliefs
Core Values
• Core values: values shared within
a culture such as such as
freedom, youthfulness,
achievement, materialism etc.
• Enculturation: learning the beliefs
and values of one’s own culture
• Acculturation: learning the value
system and behaviors of another
culture
• Socialization agents, including
parents, friends, and teachers,
the media help us to learn about
a culture’s priorities.
Values & Culture
• Consumers vary in the importance they
attach to worldly possessions, and this
orientation in turn has an impact on their
priorities and behaviors.
• Products that succeed in one culture may
fail in another if marketers fail to
understand the differences among
consumers in each place.
Hofstede’s Cultural Dimensions
One of the most widely used measures of cross-cultural values is an instrument
developed by Geert Hofstede.
This measure scores a country in terms of its standing on five dimensions so
that users can compare and contrast values:

• • Power Distance is the extent to which the less powerful members of

organizations and institutions (like the family) accept and expect that power
is distributed unequally.
• • Individualism is the degree to which individuals are integrated into
groups.
• • Masculinity is the distribution of roles between the genders.
• • Uncertainty Avoidance is a society’s tolerance for uncertainty and
ambiguity.
• • Long-Term Orientation is values associated with Long-Term Orientation
are thrift and perseverance. Values associated with Short-Term Orientation
are respect for tradition, fulfilling social obligations, and protecting one’s
“face.”
Hofstede’s Cultural Dimensions
Hofstede’s Cultural Dimensions TURKEY
Hofstede’s Cultural Dimensions Example
The Rokeach Value Survey –
Milton Rokeach to explain the value states that apply to
different cultures
Terminal and Instrumental Values:
The terminal values are desired end states.
The instrumental values are actions we need to take
to achieve these terminal values.

Instrumental Value Terminal Value

Ambitious A comfortable life

Capable A sense of
accomplishment
Self-controlled Wisdom
List of Values (LOV)
• Identifies nine consumer segments based on values they endorse;
and
• Relates each value to differences in consumption behaviors
Means-End Chain Model
• This approach assumes that people link very specific product
attributes to terminal values.
• We choose among alternative means to attain some end state we
value. Thus we value products to the extent that they provide the
means to some end we desire
• Laddering technique uncovers consumers’ associations between
specific attributes and general consequences