CONSUMER MOTIVATION AFFECT, & VALUES

Motivation: reason for behavior

Emotion: feelings Values: underlying belief systems

Consumer Motivation
Motivation: It is the reason for behavior!
an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response.

Goal: consumers desired end state Drive: degree of consumer arousal Want: manifestation of consumer need

Three Types of Motivational Conflicts

Two desirable alternatives Cognitive dissonance

Positive & negative aspects of desired product Guilt of desire occurs

Facing a choice with two undesirable alternatives

Classifying Consumer Needs: Types of Needs

Summary of Psychological Motives Relevant to Marketing: Opponent-Process Theory Optimum Stimulation Levels Hedonic Experiences Risk: Seek or Avoid Attribute Causality

Opponent Process Theory

A stimulus eliciting an immediate positive or negative emotion is followed by a feeling opposite to that initial emotion

Optimum Stimulation Theory

Desire to maintain an optimal level of stimulation motivates action

Hedonic Experiences
Consumption of products/services designed to create fantasies, enhance sensory stimulation, or elicit emotional reactions Related to optimum stimulation levels

Maintain Behavioral Freedom

Motivation to Maintain Behavioral Freedom People want to maintain a sense of freedom

Psychological Reactance negative motivational state that results when a persons behavioral freedom has been threatened
Two types of threats can lead to reactance:
a) Social threats involving external pressure from other people to induce a consumer to do something Scarcity appeals: limited time offer, limited supply Pushy salespeople b) Impersonal threats are barriers that restrict the ability to buy a particular product or service Shortage of a product due to the possibility that someone else will buy it Potential rise in the price of a product causes a desire to buy now

Avoid or Seek Risk

Perceived Risk consumers perception of the overall negativity of a course of action - consists of negative outcomes and probability of these outcomes occurring Risks include: - financial - physical - performance - psychological

- social - time - opportunity

Motivation to Attribute Causality

People seek out reasons to explain why things turn out as they do Negative Product or Service Experiences Was the cause internal or external? Your fault or the companys? BIRGing and CORFing - Attributions towards sports teams

Maslows Hierarchy of Needs Marketing Strategies

Physiological? Health foods, medicines, sports drinks, exercise equipment Safety? smoke detectors, preventive medicines, insurance, retirement investments Belongingness? Food, entertainment, clothing Esteem? Clothing, furniture, liquor, hobbies, cars Self-Actualization? Education, hobbies, sports, gourmet foods, museums

Motivation Theory and Marketing Strategy

Consumers do not buy products; instead they buy motive satisfaction or problem solutions.
Managers must discover the motives that their product and brands can satisfy and develop marketing mixes around these motives. Who purchases these products and what are the motives for purchasing: - Imported Beer: Becks, Heineken - Spaghetti Sauce: Classico, Newmans Own

Motivation Theory and Marketing Strategy

Consumed by confident, upscale, professional men Desire for status Consumed by upscale, sophisticated adults Desire for individuality

Motivated by indulgence and romance

Motivated by ambition and individuality

Motivation Theory and Marketing Strategy

Discovering Purchase Motives Manifest motives are motives that are known and freely admitted. Consumers dont always readily admit their motives Latent motives are either unknown to the consumer or are such that he/she is reluctant to admit them.

Motivation Theory and Marketing Strategy

Manifest motives?
Latent motives?

Manifest motives? Latent motives?

Motivation, Emotion & Marketing Research

The Selling of Science
What do you think of the emotion research techniques used at the beginning of the video? Motivational research using projective techniques?
Credible and valid results?

How does Clotaire Rapaille feel about manifest motives? What does Clotaire Rapaille refer to as latent motives? Identify manifest and latent motives

Consumer Involvement
What are some examples of products that you are attached to? Not at all attached to?
Involvement: perceived relevance of an object based on ones needs, values, and interests
Level of Involvement:
Inertia: consumption at the low end of involvement to Cult product: command fierce consumer loyalty, devotion, and even worship by consumers who are highly involved

Product vs. Situational Involvement

Identify emotions

List all the emotions you can think of

If youre a marketer, think about where is your emotional starting point?
How do consumers currently feel about your product? Brand? How do you want them to feel?

What are Emotions? How are they related to Consumer Behavior?

Definition:

Emotion is the identifiable specific feeling, and affect is the liking/disliking aspect of the specific feeling. Emotions are strong, relatively uncontrolled feelings that affect our behavior

Emotion is sometimes the prime determinant of behavior Emotion influences: 1. 2. The experiential nature of consumption Attitude formation

3.
4. 5.

Information processing
Postpurchase processes Communication processes

Emotions and Consumer Behavior

What is your emotional reaction to the following products and brands?

Emotion and Decision Making

Do consumers always make decisions based on rational facts?
Traditional consumer behavior research has emphasized a problem-solving approach
Emphasis is on cognitive reasoning, attribute expectations and goals

Consumers affective reactions to information (product attributes, sales pitch, ads) impacts their judgments, decisions, and purchase choices

Affect as Information
Information becomes marked with affective meaning

What do you see when you look at positive feelings draws us toward the option (approach behavior)
negative feelings draws us away from an option (avoidance behavior)

Affect Heuristic: The immediate affective reaction one experiences in response to an object, person or idea
Affect serves as a cue for many important judgments

Affect as Common Currency: Comparing apples to oranges Should we remodel the kitchen

or, should we go to

Emotion and Marketing Strategy

Marketers have always used emotions to guide the following on an intuitive level: product positioning sales presentations, and advertising However, deliberate, systematic study of the relevance of emotions in marketing strategy is relatively new.

Pop Quiz #1
1. First and Last name 2. Name the topics in the two current event presentations today. 3. What do BIRGing and CORFing stand for? 4. Explain the code on cheese in America. 5. What 3 emotions are you currently feeling?

Emotions and Advertising

Lets go back to perception for a minute Emotional content in ads can enhance attention, attraction, and maintenance capabilities.

Emotional messages may be processed more thoroughly due to their enhanced level of arousal.
Emotional ads may enhance liking of the ad itself.

Repeated exposure to positive-emotion-eliciting ads may increase brand preference through classical conditioning.

Emotions and Branding

What is the motivation behind consumer attachment to brands? Why is emotional branding so important? What constitutes a great brand concept today? Examples?

Emotions and Branding

A great brand concept can change a companies entire future. Biggest misconception in branding is the belief that branding is about market share when it is really about mind and emotions share What constitutes a great brand concept today?
Engages consumers on the level of senses and emotions Comes to life for people and forges a deeper, lasting connection

Understanding peoples emotional needs and desires is key to success.

Values
Value: a belief that some condition is preferable to its opposite (e.g., youth) Core values: values shared within a culture
e.g., honesty, cleanliness, independence, politeness, ambitious, helpful, respect, etc. What do you think are the three to five core values that best describe Americans today?

Summary of American Core Values

Value
Achievement/Success Efficiency/Practicality

General Features
Hard work is good, success flows from it Keeping busy is healthy and natural

Relevance to CB
Acts as justification of acquisition of goods Stimulates interest in products that are timesavers and enhance leisure time Fosters acceptance of luxury products that make life more comfortable and enjoyable Stimulates acceptance of customized product that enable consumers to express their personality Fosters interest in wide product lines and differentiated products

Material Comfort

The Good Life

Individualism

Being oneself

Freedom

Freedom of choice

Summary of American Core Values

Value
External Conformity

General Features
Uniformity of observable behavior

Relevance to CB
Interest in products that are used or owned by others in the same social group Patronage of firms that compete with market leaders

Humanitarianism

Caring for others, particularly the underdog

Youthfulness

A state of mind that stresses being young at heart and having a youthful appearance
Caring about ones body, including the desire to be physically fit and healthy

Acceptance of products that provide the illusion of maintaining or fostering youthfulness

Acceptance of food, products, activities, and equipment perceived to maintain or increase physical fitness

Fitness and Health

Sustainability: New Core Value?

Conscientious consumerism: consumers focus on personal health merging with a growing interest in global health Consumers who:
Worry about the environment Want products to be produced in a sustainable way Spend money to advance what they see as their personal development and potential

Materialism
Materialism: the importance people attach to worldly possessions The good life...He who dies with the most toys, wins Materialists: value possessions for their own status and appearance Non-materialists: value possessions that connect them to other people or provide them with pleasure in using them