5 Motivation Flashcards
Motivation
Motivation is the reason for behavior (why we do what we do)
- A need the consumer wants to satisfy is aroused
- State of tension
- Reduction or elimination of tension between need and desired end state (goa
Motivational Strength
Drive Theory • Biological needs cerate an unpleasant state of arousal • Homeostasis: balanced state (stability) within the biological system • Retail therapy: shopping can restore a sense of personal control over one’s environment
Expectancy Theory
• Expectations of achieving a desirable
outcome motivate behavior
• Placebo effect: tendency of the brain to
convince you that a fake treatment is real
Motivational Direction (needs vs wants)
Needs - Wants Necessities/essentials - Desires Essential for survival - Not essential for survival Do not change over time - Change over time Non-fulfillment can lead to adverse outcomes Non-fulfilment may result in mental distress Same across people - Differ between people Clothing, shelter,, medicine, food, education, social contact,… Fancy suit, leather shoes, pool, television, ferrari, home
Motivational Conflict
- Approach-Approach
- Approach-Avpidance
- Avoidance-Avoidance
Maslow’s Hierarchy of Needs
Physiological: “I eat what I grow”
Safety: “I feel safe in the garden”
Social: “I can share my produce with others”
Esteem: “I can create something of beautyful”
Self-actualization: “My garden gives me a
sense of peace”
McGuire’s Psychological Motives
Classification system that organizes theories of motives into 16 categories
• Cognitive or affective mode of motivation
• Focused on preservation of the status quo or on growth
• Behavior actively initiated or in response to the environment (passive)
• Behavior helps achieve a new internal or external relationship to the environment
Cognitive Preservation motives
Need for consistency Need to categorize
Need for attribution Need for objectification
Cognitive Growth motives
Need for autonomy Teleological need
Need for stimulation Utilitarian need
Affective Preservation motives
Need for tension reduction Need for ego defense
Need for expression Need for reinforcement
Affective Growth motives
Need for assertion Need for Identification
Need for affiliation Need for Modeling
Purchase Motives
- Manifest Motives (linkage between behavior and motives known and freely admitted)
- Consumption Behavior
- Latent Motives (linkage reluctant to admit)
Involvement
Involvement is influenced by interactions between people, situation and object factors
Antecedents of involvement:
- PERSON FACTORS (needs/importance/interest/values)
- OBJECT OR STIMULUS FACTORS (differentiation of alternatives/source of communication/content of communication)
- SITUATIONAL FACTORS (purchase / occasion)
Involvement:
- with: advertisement / products / purchase decisions
Possible results of involvement:
- counter arguments to ad
- effectivenes of ad in inducing purchase
- relative importance of product class
- perceived differences in product attributes
- preference for a particular brand
- influence of price on brand choice
- amount of info search
- time spent deliberating alternatives
- type of decision rules used in choice
Increasing Product Involvement
Mass Customization
DIY
Co-Creation
Gamification
Increasing Message Involvement
Prominent Stimuli
Celebrity Endorsers
New Media
Provide value
Increasing Situational Involvement
Personalization
High-Tech
Subscription Boxes
