Week 3 Lecture Flashcards
Motivation
an activated inner state of tension that drives a person to pursue a goal (desired end state)
The motivation process
- Recognition of a need that a consumer wishes to satisfy
- Need in discrepancy between actual and desired state
- Once a need has been activated, the inner tension (motivation) drives a consumer to reduce or eliminate the need
Motivation and marketing
Products/services produce desired and end states and reduce tension
4 types of needs
- Biogenic needs –> needs necessary to maintain life (water, shelter)
- Psychogenic needs –> culture-related needs (need for status, power)
- Utilitarian needs –> needs to provide practical needs (filling a gas tank)
- Hedonic needs –> an experiential need involving emotional responses or fantasies (excitement, pleasure)
2 ways to classify human needs
- Thematic apperception technique (TAT)
20 psychogenic needs - Maslow’s hierarchy of needs
Hierarchical structure of biogenic and psychogenic needs
One must satisfy basic needs before progressing up the ladder
Order of development is fixed
Criticisms of Maslow’s hierarchy
It is too culture-bound bound –> may be restricted by Western culture
It emphasizes individual needs over group needs –> individuals in some cultures place more value on the welfare of the group (belongingness) than the needs of the individual (esteem needs)
Self-determination theory (SDT)
- Competence –> need to gain mastery and feel competent (personal growth)
- Autonomy –> need to feel in control of their life, behavior, goals (need for choice)
- Relatedness –> need to experience a sense of belonging, connection (feeling cared for by others; to care for others)
Consumer goals
Positive value –> pursuing positive outcome = approach motivation
Negative value –> avoiding negative outcome = avoidance motivation
Purchase situations may include more than one source of motivation; may conflict with each other
3 types of motivational conflicts
- Approach-Approach
- Approach-Avoidance
- Avoidance-Avoidance
Approach-Approach
A choice between 2 desirable states
Example: choosing between buying a new car or going on vacation
Marketers try to resolve this conflict by combining the 2 components (non-alcoholic beer; candy with fruit and liquorice
Cognitive dissonance may occur:
State of tension bc only one desirable alternative can be purchased
Feel happy about the purchased product
Feel sad about the non-purchased product
Reduction:
Generate positive ideas about the purchased product and negative about the non-purchased product
Approach-Avoidance
to desire and avoid a goal at the same time
Example: choices between smth positive (going to a party) that has negative valence (being grounded for going to a party)
Marketers try to resolve the problem –> want the chips but don’t want calories (low-calorie chips)
Avoidance-Avoidance
The choice between 2 undesirable alternatives
Example: saving money to fix your old car or buy a new one
Interpersonal conflicts (Avoidance-Avoidance)
Want conflicts –> the feeling that one wants to do smth else and occurs more during routine, study or work-related activities
Affective conflict bc affect-loaded desires (enjoying a party) must be ignored
Should conflicts –> the feeling that one should be doing smth else and occurs more during leisure times
Cognitive conflict bc cognitive-based goals (graduate successfully) must be ignored
Why don’t we do what we prefer to do?
Motivations prevent us!
Motivations as an affective drive-in want conflicts
Motivation as directed by cognitive goals in should conflicts
The self-regulatory challenge is best framed in terms of (a lack of) self-control, where long-term cognitive goal representations are more or less successfully shielded against more short-term emotional desires
3 factors that trigger involvement
- Personal factors (interest, expertise)
- Product factors (alternatives, source of communication)
- Situational factors (context, occasion)
Consumer involvement
Perceived personal relevance or interest attached to an object
Personal factors
- Values –> brand message is closely connected to values (sustainability)
- Needs –> specific life stage needs for you as a person (buy a bigger house bc got a child)
- Importsanace –> important reasons to purchase (wedding ring)
- Interest –> in production category
Product factors
- Differentiation of alternatives –> the extent to which options are available (best phones)
- Source of communication –> medium through which info is conveyed to customers (celebrities)
- Content of communication –> the way info is presented; the content of communication serves to inform, inspire, and engage customers
Situational factors
- Product purchase situations –> time constraints or urgency (Christmas)
- Product usage situations –> context in which product will be used (computer for gaming)
- Occasion and purpose –> for which the product or service will be used (sink)
Low vs High Involvement
Involvement as a continuum
Ranges from disinterest to obsession
Consumption at the low end of involvement:
Brand switches
Interia (decisions made out of habit; lack of considering alternatives)
High end:
Loyal to brand
Flow state; almost absorbed by the product; true involvement
Cult product
Marketing implications for involvement
High:
Are interested in product categories
Are persuaded with detailed info about a brand –> discuss both positive and negative aspects of the brand
Low:
Do not want to process a lot of info
Short duration messages, few key points
Visual and non-visual components
Use strategies to increase involvement
Increase reach –TV, print, online media combined
How to attract low-involvement customers
- Price –> price reductions, coupons, free samples
- In-store stimuli –> coupons, displays, large shelf space
- Distribution –> widespread
Strategies to increase involvement
- Appeal to hedonistic needs –> use sensory appeals to generate attention
- Use novel stimuli –> unusual cinematography, sudden silences
- Use celebrity endorses
- Build a bond with customers
Elaboration likelihood model (ELM)
(Petty; Cacioppo, 1986)
2 routes to persuasion/attitude change:
1. Central route (conscious thinking)
Consumer is involved/motivated
Consumer uses arguments to evaluate the message (message is strong, credible)
- Peripheral route (little/no conscious thinking)
Consumer is not involved/motivated
Consumer uses peripheral cues to evaluate the message (attractive source; use of color)
Central cues
Central route
Informativeness, credibility, economic value
Peripheral cues
Peripheral route
Entertainment, interactive features of the site and the materialism
