Motivation

Question 1

Why Do We Care about Consumer Motivation?

Answer 1

High-effort behavior
High-effort information processing and decision making
Motivation to process info accurately vs. Biased (Motivated Reasoning)
Evokes involvement

Question 2

What increases consumer motivation?

Answer 2

Personally relevant
Related to self-concepts
Consistent with values & goals
Needs are unsatisfied
Perceived risk is high (uncertain about the consequences)
Moderately inconsistent with our prior attitudes

Question 3

Maslow’s Hierarchy of Needs

Answer 3

Physiological, safety, social, egotistic, self actualization

Question 4

Types of needs

Answer 4

Functional, symbolic, experiential

Question 5

Types of motivational conflict

Answer 5

Approach-avoidance conflict
Approach-approach conflict
Avoidance-avoidance conflict

Question 6

Approach-avoidance conflict

Answer 6

Approach-avoidance conflicts occur when there is one goal or event that has both positive and negative effects or characteristics that make the goal appealing and unappealing simultaneously
example: eating dessert
marketing solution: weight watchers

Question 7

Approach-approach conflict

Answer 7

psychological conflict that results when a choice must be made between two desirable alternatives
example: go to Australia or Bali
marketing solution: bundle benefits together

Question 8

Avoidance-avoidance conflict

Answer 8

psychological conflict that results when a choice must be made between two undesirable alternatives
example: spending more on an old car or buying a new car
marketing solution: stress the unforeseen benefits of choosing one option

Question 9

cognitive dissonance

Answer 9

the excessive mental stress and discomfort[1] experienced by an individual who holds two or more contradictory beliefs, ideas, or values at the same time.

Question 10

Problems with identifying motivation

Answer 10

• lack of awareness of their needs or wants (or trouble explaining them)
• problems inferring needs from behaviors

Question 11

Solutions for identifying motivation

Answer 11

Observations
Interviews
Storytelling
Projective techniques
Means-end chain method

Question 12

Projective Techniques to Measure Needs

Answer 12

An unstructured and indirect form of questioning which encourages the respondents to project their underlying motivations, beliefs, attitudes, or feelings regarding the issues of concern.

Word Association
Sentence Completion
Picture Interpretation- picture response–duncan hines vs. pillsbury user, milk exercise
Collage Making
Role Playing/Third Person Techniques: shopping cart–what does a woman’s choice of coffee say about her as a person,
Dream Analysis

Question 13

Advantages and disadvantages of projective techniques

Answer 13

Advantages
may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study
helpful when underlying motivations, beliefs and attitudes are operating at a subconscious level
Disadvantages
skilled interpreters for analysis
risk of interpreter bias

Question 14

Means-Ends Chain Method to Measure Needs

Answer 14

Attributes (Concrete, Abstract)–> Consequences
(Functional, Psychosocial)–> Values (Instrumental, Terminal)

First, Identify or elicit the product attributes that are most important to each consumer when she makes a purchase decision then use laddering to learn why that is important ie beer vs. wine cooler chat
Laddering

Question 15

Intrinsic vs. Extrinsic Motivation

Answer 15

Intrinsic (extrinsic) motivation: the desire to pursue an activity or goal for its own sake (to receive a reward, such as money or praise)

Question 16

Social vs market norms at the day care

Answer 16

Parents were less likely to show up on time when they knew they’d be billed for being late–same as when it switched back to social norms