8f902 module 4b

Rational versus Emotional Motives

• Rationality implies that consumers select goals based on totally objective criteria, such as size, weight, price, or miles per gallon

• Emotional motives imply the selection of goals according to personal or subjective criteria

1Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

The Dynamics of Motivation

• Needs are never fully satisfied• New needs emerge as old needs are satisfied• People who achieve their goals set new and

higher goals for themselves• Frustration– Failure to achieve a goal may result in frustration. – Some adapt; others adopt defense mechanisms to

protect their ego.


Arousal of Motives

• Physiological arousal• Emotional arousal• Cognitive arousal• Environmental arousal


Philosophies Concerned with Arousal of Motives

• Behaviorist School– Behavior is response to stimulus– Elements of conscious thoughts are to be ignored– Consumer does not act, but reacts

• Cognitive School– Behavior is directed at goal achievement– Needs and past experiences are reasoned, categorized,

and transformed into attitudes and beliefs


Types and Systems of Needs

• Henry Murray’s 28 psychogenic needs• Abraham Maslow’s hierarchy of needs• A trio of needs


Motivational Research

• Term coined in the 1950s by Dr. Ernest Dichter• Based on premise that consumers are not

always aware of their motivations• Identifies underlying feelings, attitudes, and

emotions


What Are Attitudes?

• The attitude “object”• Attitudes are a learned predisposition• Attitudes have consistency• Attitudes occur within a situation

7Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide

Structural Models of Attitudes

• Tricomponent Attitude Model• Multiattribute Attitude Model• The Trying-to-Consume Model• Attitude-Toward-the-Ad Model

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 8Chapter Eight Slide

The Tricomponent Model

• Cognitive• Affective• Conative

The knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources

Components




A consumer’s emotions or feelings about a particular product or brand

Components




The likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object

Components


Multiattribute Multiattribute Attitude Attitude ModelsModels

Attitude models that examine the

composition of consumer attitudes in terms of selected product attributes or

beliefs.


Multiattribute Attitude Models

• The attitude-toward-object model

• The attitude-toward-behavior model

• Theory-of-reasoned-action model

• Attitude is function of the presence of certain beliefs or attributes.

• Useful to measure attitudes toward product and service categories or specific brands.

Types






• Is the attitude toward behaving or acting with respect to an object, rather than the attitude toward the object itself

• Corresponds closely to actual behavior

Types


Consumer Characteristics, Attitude, and Online Shopping






• Includes cognitive, affective, and conative components

• Includes subjective norms in addition to attitude

Types


Theory of Theory of Trying to Trying to ConsumeConsume

An attitude theory designed to account for the many cases where the action or

outcome is not certain but instead reflects

the consumer’s attempt to consume

(or purchase).


Attitude-Attitude-Toward-the-Toward-the-

Ad ModelAd Model

A model that proposes that a consumer forms

various feelings (affects) and judgments

(cognitions) as the result of exposure to an

advertisement, which, in turn, affect the

consumer’s attitude toward the ad and attitude toward the

brand.


A Conception of the Relationship Among Elements in an Attitude-Toward-the-Ad Model

- Figure 8.6


Issues in Attitude Formation

• Sources of influence on attitude formation– Personal experience– Influence of family– Direct marketing and mass media

• Personality factors


Strategies of Attitude Change


Changing the Basic Motivational Function


Attitude Change

• Altering Components of the Multiattribute Model– Changing relative evaluation of attributes– Changing brand beliefs– Adding an attribute– Changing the overall brand rating

• Changing Beliefs about Competitors’ Brands


Elaboration Elaboration Likelihood Likelihood

Model Model (ELM)(ELM)

Customer attitudes are changed by two

distinctly different routes to persuasion:

a central route or a peripheral route.


Elaboration Likelihood Model


• The Elaboration Likelihood Model states that there are two routes through which persuasive messages are processed:– The central route, which provides complete

information and is straightforward, and – The peripheral route: which uses means like catchy

tunes, colors, and celebrity endorsements.

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• The central route is what you could also call the 'thinking route': "The central route is characterized by considerable cognitive elaboration.

• It occurs when individuals focus in depth on the central features of the issue, person, or message. When people process information centrally, they carefully evaluate message arguments, ponder implications of the communicator's ideas, and relate information to their own knowledge and values." (Perlof, 2003).

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• "Rather than examining issue-relevant arguments, people examine the message quickly or focus on simple cues to help them decide whether to accept the position advocated in the message. Factors that are peripheral to message arguments carry the day. These can include a communicator's physical appeal, glib speaking style, or pleasant association between the message and music playing in the background. When processing peripherally, people invariably rely on simple decision-making rules or 'heuristics'. For example, an individual may invoke the heuristic that 'experts are to be believed', and for this reason (and this reason only) accept the speaker's recommendation." (Perlof, 2003).

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Behavior Can Precede or Follow Attitude Formation


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8f902 module 4b