CONSUMER MOTIVATIONAFFECT, & VALUES

Motivation: reason for behavior

Emotion: feelings

Values: underlying belief systems

Purchasing a golden retriever puppy?

What are the various motives that people might have for purchasing this product?

How do motives differ if the consumer is:

1) Father or mother of a family of two children, both under 6 years of age

2) A 20 year old single man or woman who is very independent and outdoor oriented

3) An older couple, retired, with children or grandchildren living near them

Explore Your Motivation??

What motivates your consumption behavior?

Think about 2 or 3 products/services you consumed this past weekend – what and why did you purchase/consume?

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: consumer’s desired end state

Drive: degree of consumer arousal

Want: manifestation of consumer need

Consumer Motivation

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

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

Opponent Process Theory

• Desire to maintain an optimal level of stimulation motivates action

Optimum Stimulation Theory

• Consumption of products/services designed to create fantasies, enhance sensory stimulation, or elicit emotional reactions

• Related to optimum stimulation levels

Hedonic Experiences

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

Psychological Reactance• negative motivational state that results when a person’s

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

Maintain Behavioral Freedom

Perceived Risk – consumer’s perception of the overall negativity of a course of action - consists of negative outcomes and probability of these outcomes occurring

Risks include:- financial - social- physical - time- performance - opportunity- psychological

Avoid or Seek Risk

People seek out reasons to explain why things turn out as they do

Negative Product or Service ExperiencesWas the cause internal or external?Your fault or the company’s?

BIRGing and CORFing- Attributions towards sports teams

Motivation to Attribute Causality

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

Maslow’s Hierarchy of Needs – Marketing Strategies

Motivation Theory and Marketing StrategyMotivation Theory and Marketing Strategy

Consumers do not buy products; instead they buy motive motive satisfactionsatisfaction or problem solutionsproblem 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: Beck’s, Heineken

- Spaghetti Sauce: Classico, Newman’s Own

Motivation Theory and Marketing StrategyMotivation Theory and Marketing Strategy

Consumed by confident, upscale, professional men

Desire for status Desire for individuality

Motivated by indulgence and romance

Motivated by ambition and individuality

Consumed by upscale,

sophisticated adults

Motivation Theory and Marketing Strategy

Discovering Purchase MotivesDiscovering Purchase Motives

Manifest motivesManifest motives are motives that are known and freely admitted.

Consumers don’t always readily admit their motives

Latent 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?Manifest motives?

Latent motives?Latent motives?

Manifest motives?Manifest motives?

Latent motives?Latent motives?

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

Motivation, Emotion & Marketing Research

Consumer InvolvementWhat are some examples of products that you

are attached to? Not at all attached to?Involvement: perceived relevance of an object based

on one’s needs, values, and interests

Level of Involvement:– Inertia: consumption at the low end of involvementto– Cult product: command fierce consumer loyalty,

devotion, and even worship by consumers who are highly involved

Product vs. Situational Involvement

List all the emotions you can think of

If you’re 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?

Identify emotions

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. The experiential nature of consumption

2. Attitude formation

3. Information processing

4. Postpurchase processes

5. Communication processes

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

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 InformationAffect as Information• Information becomes “marked” with affective meaningInformation becomes “marked” with affective meaning

– positive feelings draws us toward the option (approach behavior)positive feelings draws us toward the option (approach behavior)

– negative feelings draws us away from an option (avoidance behavior)negative feelings draws us away from an option (avoidance behavior)

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

What do you see when you look at …

Affect as Common Currency: Comparing apples to oranges

Should we remodel the kitchen …

or, should we go to …

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.

Emotion and Marketing Strategy

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 AdvertisingEmotions and Advertising

Let’s 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 BrandingEmotions 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 BrandingEmotions 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 people’s 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 ValuesValue General Features Relevance to CB

Achievement/Success Hard work is good, success flows from it

Acts as justification of acquisition of goods

Efficiency/Practicality Keeping busy is healthy and natural

Stimulates interest in products that are time-savers and enhance leisure time

Material Comfort “The Good Life” Fosters acceptance of luxury products that make life more comfortable and enjoyable

Individualism Being oneself Stimulates acceptance of customized product that enable consumers to express their personality

Freedom Freedom of choice Fosters interest in wide product lines and differentiated products

Summary of American Core ValuesValue General Features Relevance to CB

External Conformity Uniformity of observable behavior

Interest in products that are used or owned by others in the same social group

Humanitarianism Caring for others, particularly the underdog

Patronage of firms that compete with market leaders

Youthfulness A state of mind that stresses being “young at heart” and having a youthful appearance

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

Fitness and Health Caring about one’s body, including the desire to be physically fit and healthy

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

Sustainability: New Core Value?

• Conscientious consumerism: consumer’s 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