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CB 1

Uploaded by

aneesaslatch
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Consumer Behaviour

Chapter 4
Motivation & Values
Are you motivated?
What motivates you?
The Motivation Process
Motivation
The processes that lead people to behave
as they do. It occurs when a need arises
that a consumer wishes to satisfy.
The Motivation Process
Drive
The degree of arousal present due to a
discrepancy between the consumer’s
present state and some ideal state
Want
A expression of a need created by personal
and cultural factors.
Motivational Strength
Biological vs. Learned Needs
Instinct: Natural behavior
Tautology: Circular explanation
Drive Theory
Biological needs produce unpleasant states of
arousal.
Homeostasis: A balanced state of arousal
Expectancy Theory
Behavior is pulled by expectations of achieving
desirable outcomes – positive incentives –
rather than pushed from within
Ads Reinforce Desired States
Motivational Direction
Types of Needs
Biogenic needs: Needs necessary to
maintain life
Psychogenic needs: Culture-related
needs (e.g. need for status, power,
affiliation, etc.)
Utilitarian needs: Implies that
consumers will emphasize the objective,
tangible aspects of products
Hedonic needs: Subjective and
experiential needs (e.g. excitement, self-
confidence, fantasy, etc.)
Instant Gratification of Needs

We expect today’s technical products to


satisfy our needs – instantly.
Arousal of Motives
Physiological arousal
Emotional arousal
Cognitive arousal
Environmental
arousal
Motivational Conflicts
Approach-Approach Conflict
A person must choose between two desirable
alternatives.
Theory of Cognitive Dissonance: A state of
tension occurs when beliefs or behaviors
conflict with one another.
Cognitive Dissonance Reduction: Process
by which people are motivated to reduce
tension between beliefs or behaviors.

How can the marketers help reduce


pre/post purchase dissonance?
Contd.
Approach-Avoidance Conflict
Exists when consumers desire a goal but wish
to avoid it at the same time.
Avoidance-Avoidance Conflict
Consumers face a choice between two
undesirable alternatives.
Improving the Store Environment:
Do Olfactory Cues Affect
Evaluations and Behaviors?
Stimulus-Organism-Response
(S-O-R) paradigm
Consumers’ Need for Uniqueness
Creative Choice Counterconformity
Unpopular Choice Counterconformity
Avoidance of Similarity
Approach-avoidance conflicts
in online & offline settings
Solutions of Motivational Conflicts
Classifying Consumer Needs

Henry Murray need dimensions:


Autonomy: Being independent

Defendance: Defending the self against

criticism
Play: Engaging in enjoyable activities
Maslow’s Hierarchy of Needs
Criticisms of Maslow’s Hierarchy
The application is too simplistic
It is possible for the same product or activity to
satisfy every need.

It is too culture-bound
The assumptions of the hierarchy may be
restricted to Western culture

It emphasizes individual needs over


group needs
Individuals in some cultures place more value
on the welfare of the group (belongingness
needs) than the needs of the individual (esteem
needs)
Conceptualizing Involvement
Consumer Involvement (cont.)
Involvement as a Continuum
Ranges from disinterest to obsession

Inertia (Low involvement consumption)


Consumer lacks the motivation to consider
alternatives
Flow State (High involvement consumption):
Consumer is truly involved with the product, ad
or web site
Cult Products
Command fierce consumer loyalty and perhaps
worshiped by consumers who are highly
involved in the product
Can customization enhance product
involvement?
What are some of your Core Values?
Application of Values to Consumer
Behavior
Cultural Values (e.g. security or

happiness)
Consumption-Specific Values (e.g.

convenient shopping or prompt service)


Product-Specific Values (e.g. ease-of-use

or durability)
What are some of the online
shopping values?
Information search values
Values of Materialists

Materialists value visible symbols of success such


as expensive watches.
Discussion question
Materialists are more
likely to consume for
status. Can you think
of products and
brands that convey
status?
There is a movement
away from
materialism in our
culture. Can you
think of products,
ads, or brands that

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