CB 1
CB 1
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
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
happiness)
Consumption-Specific Values (e.g.
or durability)
What are some of the online
shopping values?
Information search values
Values of Materialists