Unit 2 - Motivation Flashcards
What is Motivation?
Motivation is the driving force that impels people to act and reflects the reason or reasons one has for acting or behaving in a particular way.
What are Needs?
Needs are circumstances in which something is necessary or requires some course of action.
In consumer behaviour unfulfilled needs
form motivational desires that impel consumers to purchase goods and services.
Unfulfilled needs create
tensions which consumers strive to relieve, both consciously and subconsciously, by forming purchase-related goals and subsequent behaviour that they anticipate will fulfil their needs.
Personality
represents inner psychological characteristics that both determine and reflect how we think and act, which together form an individual’s distinctive character.
Brand personification
assigning a brand human attributes and creating sentiments for it among consumers.
Anthropomorphism
means attributing human characteristics to something that is not human.
Example: El algodón no engaña Michelin man Duracell bunny Don Limpio
Consumers’ needs do not change over time although
the manners of how they satisfy needs, including the products they buy, change over time, sometimes frequently as new and better products that satisfy their needs are launched.
This ensures companies to stay in the forefront of the search for new and effective solutions to fulfil consumers’ desires
types of needs
biogenic & psychogenic
biogenic needs
sustain physical experience
example: food, water, air, protection of the body
psychogenic needs
learned from our parents, social environment and interactions with others
example: self-esteem, prestige, affection, power and achievement
needs arousal
Most of individuals’ needs are dormant much of the time.
The arousal of that need may be cause by different factors:
- biological stimuli
- emotional processes
- cognitive processes
- stimuli in the outside environment
Goals are
the sought-after results of motivated behaviour.
In the context of consumer behaviour, buyers’ actions are driven by two sets of goals:
• Generic goals
• Product-specific goals
Example:
Generic goal: “I want to become an entrepreneur”
Product-specific goals: “I want to earn an MBA from Stanford”.
Usually consumers set
purchase-related goals that satisfy more than one need.
Example:
Clothes. Protection but also recognition and acceptance by others.
The motivation to select goals can be either
positive or negative. We may feel a driving force towards some object of a driving force away from some object or condition.
Positive outcomes that we seek are called
approach objects
Negative outcomes that we want to prevent are called
avoidance objects
needs and goals
the are independent; however, people are often not aware of their needs as they are of their goals
Human needs are
never fully or permanently satisfied. As individuals attain their goals, they develop new ones.
Higher-order needs emerge as lower-order needs are fulfilled. A man covers his basic physiological needs (e.g. house, food, etc.) and then, he may seek for others.
A good product
will not be repurchased if it fails to live up to unrealistic expectations created by ads that overpromise.
- Similarly, consumers often regard mediocre products with greater satisfaction than is really warranted if the products’ performance exceeds their expectations.
When people cannot attain their primary goals,
they often set substitute goals. Although the substitute goal my not be as satisfactory as the primary goal it may be sufficient to dispel uncomfortable tension.
Example:
Someone who has stopped drinking whole milk because he/she is on a diet may begin to prefer skimmed milk.
frustration is
the feeling of not achieving a goal. Individuals react differently to frustrating situations and people cope with frustration differently.
Defense mechanisms are
cognitive and behavioural ways to handle frustration.
The primary defences that people use to cope with frustration are:
- Aggression: agressive behavior
- Rationalization: inventing plausible reasons for not reaching the goal
- Regression: reaction with childish or immature behavior
- Withdrawal:frustration resolved by withdrawing from the situation
- Projection: blaming others for your own failure
- Daydreaming: fantasizing to attain imaginary gratification
- Identification: identifying with other people’s situation
Classification of Consumer Needs
- need for achievement
- need for affiliation (to be in the company of other people)
- need for power
- need for uniqueness
Need for achievement.
These people strongly value personal accomplishment. They place a premium on products and services that signify success because these consumption items provide feedback about the realization of their goals.
Example: Stanford University
Need for affiliation (to be in the company of other people).
This need is relevant to products and services that are ‘consumed’ in groups and alleviate loneliness, such as team sports, bars and shopping centres.
Example: Disneyland Paris
Need for power (to control one’s environment).
Many products and services allow consumers to feel that they have mastery over their surroundings like loud sound systems that impose the driver’s musical tastes on others, to luxury resorts that promise to respond to every whim of their pampered guests.
Example: Lamborghini and Bose
Need for uniqueness (to assert one’s individual identity).
Products can satisfy this need by pledging to accentuate a consumer’s distinctive qualities.
Example: Chanel Haute Couture
Marlow’s hierarchy of needs
five levels of human needs ranked in order of importance from lower to most important;
when that need is fairly satisfied, the individual is motivated to fulfil a need in the next level of the hierarchy
Consumer Involvement
Involvement: a person’s perceived relevance of the object based on their inherent needs, values and interests.
We tend to find higher levels of involvement in
product categories that demand a big investment of money (like houses) or self-esteem (like clothing) and lower levels for mundane categories like household cleaners.
Products such as Apple, Harley-Davidson, Manolo Blahnik designer shoes of football clubs such as Manchester United, Paris Saint-Germain, Bayern Munich, Juventus, A.C. Milan, Real Madrid or Barcelona command fierce consumer loyalty and devotion by consumers.
levels of involvement
- product involvement
- message involvement
- situational involvement
product involvement
related to a consumer’s level of interest in a particular product
perhaps the most powerful way to enhance product involvement is to invite consumers to play a role in designing or personalising what they buy
mass customization
is the personalisation of products and services for individual customers at a mass-production price
brand loyalty
repeated purchasing behavior which reflects a conscious decision to continue buying the same brand
the consumer has a strong positive attitude toward the brand
variety-seeking
desire to choose new alternatives over more familiar ones.
it influences us to switch from our favourite products to others we like less
message involvement
refers to the consumer ’s interest in processing marketing communications
strategies to increase message involvement
- novel stimuli use: unusual cinematography, sudden silence
- prominent stimuli: loud music, fast action
- celebrity endorsers
- provide value
- invent new media
- encourage viewers to think about using the product
- create spectacles
- let customers make messages
narrative transportation
some messages (including really well-made advertisements) are so involving that they trigger a stage of narrative transportation, where people become immersed in the storyline.
situational involvement
differences that may occur when buying the same object from different contexts
here the person may perceive a great deal of social risk or none at all
Consumers choose products, services and activities that help them define
a unique lifestyle.
psychographics are used
to obtain a more nuanced picture of consumer behavior
This is when marketers combine personality variables with a knowledge of lifestyle preferences and they have a powerful lens that they can focus on consumer segments.
lifestyle refers to
pattern of consumption that reflects a person’s choices about how they spend time and money
A lifestyle marketing perspective implies that
we must look a patterns of behaviour to understand consumers.
Psychographics involves the use of
psychological, sociological and anthropological factors
on AIOs
Most contemporary psychographic research attempts to group consumers according to some combination of three categories of variables:
• Activities
• Interest
• Opinions
