Chapter 4: motivation and affect Flashcards
motivation is
gap of your ideal (where you want to be ) vs present state (where you are)
- gap leads to tension/ dissonance and we are driven to lower this gap
consumption specific needs
need for affiliation
need for power
need for uniqueness
consumer are motivated to satisfy either—- need
utilitarian needs (practical needs or functional) or
* tangible attributes of products
* ex: KM of gas, amount of fat, calories,
hedonic needs (emotional)
* relies on subjectivity and intangible details
* as the amount of stuff that people accumulate goes up individuals want consumption experiences that give hedonic value
do we all have the same needs?
o Way need is satisfied is based on unique history of individual and culture
want
is the manifestation of a need
motivational theories
drive
expectancy
drive theory
want to get away from unpleasant state by restoring balance
Focuses on biological needs that produce state of arousal
Ex: stomach grumbling
o Individuals are driven to reduce the tension caused by this physiological arousal
o Homeostasis
: body goal to return to a balanced state
o Behaviours that are successful in reducing the drive will tend to be repeated
Ex: eat chips too fast and get indigestion will not repeat this action
o Issues
Does not explain some human behaviour
Ex: going for a fancy dinner later will not eat earlier even if it you are hungry now
expectancy theory
thought are behind behaviour
: behaviour is largely shaped by expectations of achieving desirable outcomes rather then pushed from within
o Cognitive factors
o People choose one consumption over another because they choose one with more positive consequences
o Positive consequences could include money or social status
Ex: buy Rolex because the watch is a status symbol
what is constant if your drive or expectancy theory
individuals motives will have both strength an direction
motivational strength
Degree which a person is willing to expend energy to reach one goal as opposed to another
Motivation depends on distance between present data and goal
* Ex: more motivated to eat if have not in 24 hours vs 2 hours
motivational direction
Sense they are targeted toward some specific goal that is desired to satisfy a need
Most goals can be reached by a number of routes
valance
Goal has valence which can be + or –
+ goal is one toward the consumption experience
- goal as sometimes consumers are motivated to avoid a negative outcome
* Ex; common is social rejection which mouthwash and deodorant rely on
self-regulation
ability to act in long term best interest in way consistent with deepest values
motivational conflicts
Approach-approach conflict
- Must choose between two desirable alternatives
- Ex: going home for the holidays or going on vacation with friends
- Both are positive but decision is made based on which goal the individual is most motivated toward
Approach-Avoidance conflict
- Many consumption experiences we engage in have negative consequences attached to them and positive consequences
- Ex; Accept dream job but get paid less
- Solution is to make the bad thing appear not so bad such as electric cars or weight watchers snacks
Avoidance-avoidance conflict
- 2 undesirable alternatives
- Marketers need to address this conflict giving unseen benefits of choosing one
- Ex: buying new car or putting more money in old car when saving money
o Could emphasize special credit plans to ease paying of new car payment
- Theory of cognitive dissonance
o :people have need for consistency in their lives and that a state of tension is related when beliefs or behaviour conflicts with one another which can be solved by eliminating unpleasant tension
o Ex: animal lover but enjoys meet (2 belief that conflict) could try to satisfy one or buy meat that is humanely raised
- Post decision dissonance
o Can arise when consumer must choose between 2 bad products
o Through having to choose customer does not get the benefit of the other creating an unpleasant state
consumer involvement is based on
inherent needs
values
interests
levels of involvement
high such as cars or computes jewellery sports equipment
low such as groceries cleaners candy liquor
best media for high involvement
print, online, longer videos that are image based
best media for low involvement
short video, point of sale reminder
inertia vs flow state
Inertia
:where decision are made by habit due to consumers lack of motivation to consider alternative
At low end of involvement
Flow state
When consumers are truly involved with an object
- high involvment
how to increase involvement
Appeal to hedonic needs
* Ads with sensory appeal generate higher levels of involvement
Use novel stimuli
* Sudden silence, unusual cinematography, or unexpected moves
Use prominent stimuli
* Loud music or fast action that stand out in print or online format
* Larger ads get more attention and ads in colour do to
Include celebrity
* Give personal relevance
Build a bond with consumers
* Create ongoing relationship with them
Actually get consumers involved
primary vs secondary demand
primary= industry level demand
ex: milk industry
secondary demand = the brands demand
Affect
emotionally laden states at varying intensities
low moderate and high affect
low ; valence (+/ -) evaluation
moderate: mood state
High: emotions (guilt, happiness)
