Chapter 5 - Motivation, Affect and Involvement Flashcards
Motivation process
the processes that lead people to behave as they do.
Utilitarian (practical uses) vs Hedonic (luxurious purposes)
-> Goal: the desired end state.
Motivational strenght
- Drive theory: in circle
Lack of Hemeostasis -> need -> drive -> Motivation to act -> Hemeostasis -> … - Expectancy theory:
Motivation
-> Expectancy: Will my effort lead to high performance?
-> Instrumentality: Will my performance lead to outcomes?
-> Valence: Do I find the outcomes desirable?
Classifying consumer needs
Murray’s psychogenic needs
- > specific needs:
- need fo affiliation (feeling a sense of belonging)
- need for power
- need for uniqueness
Maslow’s hierarchy of needs
- Self actualization: Hobbies, travel, education.
- Ego needs: cars, credit cards, stores, country clubs.
- Belongingness: Clothing, clubs, drinks.
- Safety: Insurance, retirement, investments.
- Physiological: (basic needs) medicines, food.
Types of affective responses
- Differs according to intensity (arousal level), the presence of target, duration, etc.
–Evaluations: are positive or negative reactions to events and objects that are accompanied by low levels of physiological arousal. (excitation)
–Moods: involve temporary positive or negative affective states accompanied by moderate levels of arousal. Moods tends to be diffuse and not necessarily linked to a particular event.
–Emotions such as happiness or anger tend to be more intense and often relate to a specific triggering event such as receiving an awesome gift.
Affect and marketing applications
- Lovemark
- Material accumulation
- Negative state relief
- Sadvertising
- Mood congruency
Consumer involvement
- Involvement: perceived relevance of an object based on one’s needs, values, and interests.
- -product involvement
- -message (adv.) involvement
- -Purchase situation involvement
- Inertia (Low involvement) vs Flow
- Brand loyalty vs variety seeking
Conceptualizing involvement
- Person factors: needs, interest
- Object factors: differentiation of alternatives, source and content of communication.
- Situational factors: purchase/ use
-> the level of involvement may be influenced by one or more of these three factors. Interaction among person, situation and object factors are likely to occur.
Product involvement
- Perceived risk affects the level of involvement.
- Marketers use mass customization to increase the level of involvement.
Five types of perceived risk
- Monetary risk: is associated with high-ticket items like a car purchase.
- Functional risk: is associated with products that must perform in order to satisfy.
- Physical risk: pharmaceutical products are an example of product choices associated with fuctional risk.
- Social risk: symbolic goods such as clothes, jewelry, etc are associated to social risk. It consists of self-esteem and self-confidence.
- Psychological risk: personal luxuries are associated with psychological risks. It consists of affiliations and status.
Message Involvement
How to increase it?
- Use novel stimuli
- Use prominent stimuli
- Include celebrity endorsers
- Provie value that target appreciate
- Invent new media platform
- Encourage viewers to think about actually using the product.
- Create a spectacle.
Situational Involvement
Place:
- “My” café
- “My” pub
Time:
- Rite of passage
- (Cultural) Holidays
- (Commercial) Holidays eg. 11/11 black friday in China.