chapter 3: motivation and involvement€¦ · motivation motives may conflict with each other...

Copyright © 2006

Pearson Education Canada Inc.

Chapter 3

Motivation and Involvement

Consumer Behaviour

Canadian Edition

Schiffman/Kanuk/Das

Copyright © 2006 Pearson Education Canada Inc.3-2

What Is Motivation?

The driving force within individuals that

impels them to action

– Produced by a state of tension due to an

unfulfilled need

– Which leads to conscious/subconscious

attempts to reduce the tension


Types of Needs

Innate Needs

– Physiological (or biogenic) needs that are

considered primary needs or motives

Acquired needs

– Generally psychological (or psychogenic) needs

that are considered secondary needs or motives


Types of Motives

Rational Motives

– Goals chosen according to objective criteria

(e.g., price)

Emotional Motives

– Goals chosen according to personal or

subjective criteria (e.g., desire for social status)» continued


Types of Motives

Latent Motives

– Motives that the consumer is unaware of or

unwilling to recognize

– Harder to identify

– Require projective techniques to identify

Manifest Motives

– Motives that the consumer is aware of and

willing to express


The Dynamic Nature of

Motivation

Needs are never fully satisfied

New needs emerge as old needs are satisfied

A given need may lead totally different goals

Consumers are more aware of their goals than their needs

» continued

Copyright © 2006 Pearson Education Canada Inc.

GOALS

Outcomes predicted will be experienced

by consumers as consequences of

doing or not doing a behavior.

3-8

PERBUATAN HASIL (PREDIKSI)

Pakai sampho X Rambut subur,

berkilau, mudah

diatur

Positive goals

Ketombe dan bau

hilang

Negative goals


PERBUATAN HASIL (PREDIKSI)

Olah raga (lari) Sehat, segar, badan

proporsional

Goals positif

Terhindar dari

pengeroposan tulang,

kolesterol turun

Goals negatif

Belajar serius IPK meningkat Goals positif

Memakai gelang

magnetik

Kandungan lemak

berkurang akibat radiasi

elektromagnetik

Goals negatif

Stop merokok Sehat secara umum Goals positif

Terhindar dari radang

tenggorokan

Terhindari dari kanker

mulut, paru2

Goals negatif

Pakai Sunblock Terhindar dari kulit

kebakar

Goal negatif


Motivations and Goals

Positive Motivation

A driving force

toward some object

or condition

Leads to an

Approach Goal

A positive goal toward

which behaviour is

directed

Negative Motivation

A driving force away

from some object or

condition

Leads to an

Avoidance Goal

A negative goal from

which behaviour is

directed away


Hierarchy of Goals

3-11


Goals Web

3-12


The Selection of Goals

The goals selected by an individual depend on their:

– Personal experiences

– Physical capacity

– Prevailing cultural norms and values

– Goal’s accessibility in the physical and social environment



Motivation

Consumer values, personality and self-concept influence consumer goals

Consumers have multiple needs

– Pre-potent need

Motives are difficult to infer from behaviour

Past experiences (success/failure) influence goals

– Defence Mechanisms» continued



Motivation

Motives may conflict with each other

– Three types of motivational conflict

• Approach-approach: when a consumer is drawn towards

two positive goals

• Approach-avoidance: when the goal object has both

positive and negative qualities

– You are both drawn toward and away from the object

• Avoidance-avoidance: when the consequences of buying

an object is unpleasant, but the purchase does not lead to

any pleasure

» continued



Motivation

Motives can be aroused in many ways

– Physiological arousal

• Hunger, thirst

– Emotional arousal

• daydreaming

– Cognitive arousal

• Random thoughts

– Environmental arousal

• Cues in the environment (e.g. smell of food)


Defence Mechanism

Methods by which people mentally redefine

frustrating situations to protect their self-

images and their self-esteem.


Types of Defence Mechanisms

Aggression

Rationalization

Regression

Withdrawal

Projection

Autism

Identification

Repression


Philosophies Concerned With

Arousal of Motives

Behaviourist School

– Behaviour is response to stimulus

– Elements of conscious thoughts are to be ignored

– Consumer does not act, but reacts

Cognitive School

– Behaviour is directed at goal achievement

– Need to consider needs, attitudes, beliefs, etc. in understanding consumer behaviour


McClelland’s Trio of Needs

Power

– individual’s desire to control environment

Affiliation

– need for friendship, acceptance, and belonging

Achievement

– need for personal accomplishment

– closely related to egoistic and self-

actualization needs


Motivation and Marketing

Strategy Identify the needs and goals of the

target market

– Identify both latent and manifest motives

Use knowledge of needs to segment

the market and to position the product

Use knowledge of needs to develop

promotional strategies

Reduce motivational conflict


Consumer Involvement

The level of personal relevance that a

consumer sees in a product


Types of Involvement

Enduring Involvement

– long-lasting involvement that arises out of

a sense of high personal relevance

Situational involvement

Short-term involvement in a product of low

personal relevance


Types of Involvement- Cont’d

Cognitive Involvement

– Rational level involvement in products that

are considered to be major purchases

Affective Involvement

– Emotional level involvement in products


Factors Leading to High

Involvement

Level of perceived risk (social, financial or physical)

Level of personal interest in product category

Probability of making a mistake or buying the wrong product

Extent of pleasure in buying and using a product

Number and similarity of competitive brands available


Measures of Involvement

Brand involvement

Ego involvement

Importance of purchase

Product involvement

Situational Vs Enduring Vs Response

involvement

Involvement Profile


Involvement and Marketing

Strategy

Choose media according to level of

involvement

– Print media for high involvement

– Television for low involvement

Choose messages according to level of

involvement

Find ways to raise level of involvement

chapter 3: motivation and involvement€¦ · motivation motives may conflict with each other...

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