MOTIVATION

Motivation

What is a motive? from the Latin motus - to move A motive is something that causes a person to act (or move). It answers the question Why?

What is Motivation?

An inner drive or process that causes a person to act to fulfil a want or need.

Motivation is about finding out what your customers really want and need and what they are willing to do to get it.

What would you do for a Klondike bar?

So what Motivates People?NEEDS

Hedonic

Needs can be:

Biogenic

Psychogenic

Utilitarian

Cask & CreamCask & CreamReversing a Trend of Reversing a Trend of Self-Denial, This Ad Self-Denial, This Ad Illustrates a Shift in Illustrates a Shift in Values Toward Values Toward Pleasure and Self-Pleasure and Self-indulgenceindulgence

Powerful underlying motives can influence consumer behaviour.

Products and services that relate, or might relate, to attraction of the opposite sex, to personal adornment, to status or self-esteem, to power, to death, to fears, or to social taboos are all likely candidates for motivational research

Why do women tend to increase their expenditures on clothing and personal adornment products as they approach the age of 50 to 55?

Maslow’s Hierarchy of Needs

Abraham Maslow

categorizes human needs into a pyramid

a person's lower-level needs are met before higher level needs

Different priorities exist at each level in terms of product benefits a consumer is looking for.

Many products will satisfyneeds at all levels

Different product benefits will satisfy different levels of need.

Assume a mother is shopping for a new pair of trainers with her 5-year old daughter. What features/benefits satisfy each level? Self-Actualization/self fulfilment

Ego/Esteem

Belongingness/Social

Safety

Physiological

Is there one level of need that is satisfied more than the others?

When people move to satisfy a need (i.e. they are motivated) – the satisfaction of the need becomes a goal

Between the need and the goal there exists a tensionThe degree of urgency to fill that goal results in a drive

NEED DRIVE GOAL

Want: the particular form of consumption used to satisfy a need.

Needs are universal

Needs can be met in a variety of ways

The goals are culturally and personally determined

Needs and Goals

you're thirsty - you need a drink

Obey your thirst THIRST QUENCHER

The Marketer’s Objective?

Motivational Direction

Approach Approach

Approach Avoidance

Avoidance Avoidance

Cognitive Dissonance

inconsistency between beliefs one holds or between one’s beliefs and actions.

Consumers are motivated to reduce dissonance or tension by either changing their actions or their beliefs.

Almost all major purchases result in cognitive dissonance, also known as buyer's remorse.

Often consumers are faced with two or more alternatives. Choosing one may leave us wondering if we should have purchased the other.

Cognitive Dissonance

to eliminate cognitive dissonance Marketer's goal?

You've spent months shopping for a new car, comparing features and narrowing down the alternatives. Finally, you make your decision and purchase one that's just the right car for you. But now you’re feeling anxious about the decision, second-guessing the wisdom of your choice., i.e. you’re experiencing cognitive dissonance.

What could a marketer do to make you feel better about your purchase?

What is Involvement?

The amount of time and effort a buyer invests in the decision processes (e.g to process information)

Motivational level

Low (inertia, habit)

High (passion)

Involvement

The strength of a consumer's motivation to attain a goal.

The importance a consumer places on an object based on inherent needs and interests.

When are you involved?

When the product or service:

• Is important to your self-image.

• Is of continual interest to you - fashion/computers

• Entails significant risks

• Has emotional appeal

• Is identified with group norms or is socially visible

A Comparison of Low & High Involvement Hierarchies

Low Involvement: Inertia

High Involvement: Elaboration

1. Brand beliefs formed by passive learning

2. A purchase decision is made

3. The brand may or may not be evaluated afterwards

1. Brand beliefs are formed first by active learning

2. Brands are evaluated.

3. A purchase decision is made

How would you go about marketing a Jersey Milk bar against Cadbury’s Dairy Milk bar based on involvement level?

How would you Increase Involvement?

• Appeal to hedonic needs– using sensory appeals to generate attention

• Use novel stimuli– unusual cinematography, sudden silences, etc.

• Use prominent stimuli– e.g. larger ads, more color

• Include celebrity endorsers• Build a bond with consumers

– Maintain an ongoing relationship with consumers

• Link to high involvement issue

Philips Panasonic

How would you go about marketing your brand of HDTV against a competitor?

Values

What is a Value? That which one acts to gain or keep.

Presupposes the question of value to whom and for what.

Eg. Youth, Freedom

culturally relative eg. Canada & India on equality

every culture has a set of core values

change over time

Many products are bought because they are believed to help attain a more abstract value.

What are some Canadian/American core values?Achievement and SuccessIndividualismEqualityLifeReligious tolerance Freedom/Libertypursuit of happinessDemocracyEfficiency and PracticalityProgressMaterialism and Material comfortHumanitarianismFamilyIndependenceYouthfulnessFitness & Health

faith

charity

hope

justice

mercy

Humility

chastity

obedience

poverty

prayer

1896 1918 1924 1935 1955

1960 1970 1986 1990 2008

Values Change

Individual values1. Self fulfilment, 2. excitement, 3. sense of accomplishment4. self respect

Focus on the external world5. belonging6. being well respected7. security

Interpersonal orientation8. fun and Enjoyment, 9. warm relationships with others

What do you look for or want from life? Rank each value on how important it is in your daily life, where 1 = very important, and 9 = very unimportant

The List of Values (LOV) Scale

Typical North American Rankings

1. Self Respect 2. Warm Relationships 3. Self-fulfilment4. Fun and enjoyment in life5. Security6. Being Well Respected7. A Sense of Accomplishment 8. A Sense of Belonging 9. Excitement

The values consumers endorse relate to differences in consumption behaviours -- segmentation

What sort of products or service are consumers likely to buy/use who endorse excitement?

What marketing communications media would you use to reach them?

What values do readers of Reader’s digest have

The Means End Chain Model Assumes specific product attributes are linked

to terminal values.

Products are thus valued as the means to an end

products are consumed because they are instrumental in attaining more abstract values.

Three levels:1. Attributes: concrete and tangible

characteristics e.g 1% fat in milk

2. Benefits/Consequences: what the product is perceived as doing or providing to the consumer. May be related to use or socio-psychological consequences of consumption. E.g. lose weight.

3. Values: intangible outcomes or ends eg. long life, good health

The Means-End Chain

Large engine

Fast acceleration

Performance

Feeling of power

Self-esteem

Aim promotion/positioning at higher

levels of chain!

Attributes

Benefits

Values

Attributes Benefits Personal Values

Low fat Healthy Self-respect Wisdom

Calcium Healthy bones Comfortable life Wisdom

Ingredients Good taste Pleasure Happiness

Vitamins Enhanced sexual ability

Excitement Fun Pleasure

F I G U R E 7 . 3Means End Chain for Milk

In MEC theory the three concepts are linked hierarchically

1% milk fat loose weight long life

Attributes (A) lead to benefits (B), to produce value satisfaction (V):

Linking the intermediate elements in the chain to reveal their relationships to the terminal value called laddering

Data are gathered for a MEC analysis by interviewing consumers about which attributes are most important for them in differentiating among the types or brands of a given product.

By doing it for many attributes leads to hierarchical value map which represents the associations among the key concepts

marketers can decide which attributes are most important for achieving the values that the consumers want

HVM for toothpaste

Construct a hypothetical means end- chain model for the purchase of a bouquet of roses.

How might a florist use this approach to construct a promotional strategy?

Knowledge of what attributes and benefits are important to consumer

Marketing communications eg advertising to appeal to certain values

Cultural changes can impact demand for goods and services - environmental scanning and market research necessary.

Need for marketers who operate globally to appreciate and take into consideration cross-cultural differences

Implications of Consumer Values for Marketing Strategy

A dietary supplement that emphasizes the value of longer life – even in the product name