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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3-4
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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3-5
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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3-6
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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3-8
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
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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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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3-18
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
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
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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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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