Motivation and InvolvementMotivation and Involvement

Bashir HussainBashir Hussain

Bashir’s viewBashir’s view

Small or big, every work is backed by Small or big, every work is backed by motivesmotives

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The Nature and Role of Motives

The Nature of MotivesThe Nature of Motives

A motive is an A motive is an inner state that mobilizes inner state that mobilizes bodily energybodily energy and and directs it in selective directs it in selective fashion toward goalsfashion toward goals usually located in the usually located in the external environment.external environment.

A motive involves two major componentsA motive involves two major components::

1.1. A mechanism to arouse bodily energy A mechanism to arouse bodily energy (arousal (arousal component)component)

2.2. A force that provides direction to that bodily energy. A force that provides direction to that bodily energy. (directive aspect)(directive aspect)

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The Nature and Role of MotivesThe Role of MotivesThe Role of Motives

1.1. Defining basic strivingsDefining basic strivings: strivings for safety, affiliation, : strivings for safety, affiliation, achievement, or other desired states achievement, or other desired states

2.2. Identifying goal objectsIdentifying goal objects: People often view products or : People often view products or services as a means by which they can satisfy their services as a means by which they can satisfy their motives.motives.

3.3. Influencing choice criteriaInfluencing choice criteria: Motives also guides : Motives also guides consumers in developing criteria for evaluating products. consumers in developing criteria for evaluating products.

4.4. Directing other influencesDirecting other influences: Motives affect the individual : Motives affect the individual determinants of perception, learning, personality, determinants of perception, learning, personality, attitudes, and how people process information.attitudes, and how people process information.

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Classifying Motives

Simplified SchemeSimplified Scheme

1.1. Physiological versus PsychogenicPhysiological versus Psychogenic

2.2. Conscious versus UnconsciousConscious versus Unconscious

3.3. Positive versus NegativePositive versus Negative

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Classifying MotivesA comprehensive SchemeA comprehensive SchemeA more comprehensive method using four two-pole motive A more comprehensive method using four two-pole motive tendencies has been suggested by McGuire. tendencies has been suggested by McGuire.

1.1. Cognitive/affectiveCognitive/affective

2.2. Preservation/growthPreservation/growth

3.3. Active/passiveActive/passive

4.4. Internal/externalInternal/external

McGuire suggested sixteen major motivational influencesMcGuire suggested sixteen major motivational influences

1.1. Consistency Consistency

2.2. AttributionAttribution

3.3. CategorizationCategorization

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Classifying Motives4.4. ObjectificationObjectification 14.14. AffiliationAffiliation

5.5. AutonomyAutonomy 15.15. IdentificationIdentification

6.6. ExplorationExploration 16.16. ModelingModeling

7.7. MatchingMatching

8.8. UtilitarianUtilitarian

9.9. Tension reductionTension reduction

10.10. Self-expressionSelf-expression

11.11. Ego-defensiveEgo-defensive

12.12. ReinforcementReinforcement

13.13. AssertionAssertion

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Motive StructuringMotive HierarchyMotive Hierarchy

• Maslow’s HierarchyMaslow’s Hierarchy• Hierarchy Dynamics:Hierarchy Dynamics: Aspirations levels help to explain how Aspirations levels help to explain how

dynamic consumer goals can occur under the influence of dynamic consumer goals can occur under the influence of relatively stable motives. Influences on consumers’ levels of relatively stable motives. Influences on consumers’ levels of aspirations include:aspirations include:

1.1. Achievement:Achievement: success yields rising aspiration levels, while failure success yields rising aspiration levels, while failure tends to result in a decline in such goals.tends to result in a decline in such goals.

2.2. Reality orientation:Reality orientation: Usually aspirations are set to reflect the Usually aspirations are set to reflect the individual’s assessment of what levels of achievement are within individual’s assessment of what levels of achievement are within reach.reach.

3.3. Group Influences:Group Influences: Consumers’ aspirations are influenced by Consumers’ aspirations are influenced by individuals in membership and reference groups.individuals in membership and reference groups.

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Motive StructuringMotive CombinationsMotive Combinations

• Motive LinkingMotive Linking: a general motive is linked with a : a general motive is linked with a more specific motive. Safety is linked with protection more specific motive. Safety is linked with protection and security. and security.

• Motive BundlingMotive Bundling: It is very important to realize that a : It is very important to realize that a given product can satisfy various motives at the same given product can satisfy various motives at the same approximate level of specific influence. e.g., for an approximate level of specific influence. e.g., for an automobile purchase, a desire for transportation can automobile purchase, a desire for transportation can bundle with motives for achievement, social bundle with motives for achievement, social recognition, safety, and economy.recognition, safety, and economy.

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Motive StructuringMotive CombinationsMotive Combinations

• Motive ConflictMotive Conflict: Motives can also conflict with each : Motives can also conflict with each other to affect how consumers interact with the other to affect how consumers interact with the marketplace. marketplace.

Approach-approach ConflictApproach-approach Conflict Avoidance-Avoidance ConflictAvoidance-Avoidance Conflict Approach-Avoidance ConflictApproach-Avoidance Conflict• Advantage/disadvantage closeAdvantage/disadvantage close

• Critical feature closeCritical feature close

• Critical time closeCritical time close

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Involvement

Involvement:Involvement:• Is related to the consumer’s values and self-Is related to the consumer’s values and self-

concept, which influence the degree of personal concept, which influence the degree of personal importance ascribed to a product or situation.importance ascribed to a product or situation.

• Can vary across individuals and different Can vary across individuals and different situations.situations.

• Is related to some form of arousal.Is related to some form of arousal.

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InvolvementDimensions of Dimensions of InvolvementInvolvement::

• AntecedentsAntecedents: : a variety of variables are thought to a variety of variables are thought to precede involvement and influence its nature and precede involvement and influence its nature and extent.extent.

PersonPerson: : Personal needs, values, experiences, and interests.Personal needs, values, experiences, and interests. Stimulus/objectStimulus/object: Products or stimuli that the consumer : Products or stimuli that the consumer

perceives to be closely related to is values, experiences, perceives to be closely related to is values, experiences, etc. are likely to lead to higher levels of involvement.etc. are likely to lead to higher levels of involvement.

• Product alternatives/available substitute brandsProduct alternatives/available substitute brands• Perceived risk with the purchasePerceived risk with the purchase• Stimuli used to promote products and brandsStimuli used to promote products and brands

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Involvement

Dimensions of Dimensions of InvolvementInvolvement::• Antecedents Cont’d:Antecedents Cont’d: SituationsSituations: The type of situation a consumer faces can : The type of situation a consumer faces can

also influence the level of involvement that will be also influence the level of involvement that will be experienced.experienced.

• Moderating factors:Moderating factors: Several variables and conditions Several variables and conditions may exist to limit or constrain the impact of may exist to limit or constrain the impact of antecedents on consumers' state of involvement.antecedents on consumers' state of involvement.

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InvolvementDimensions of Dimensions of InvolvementInvolvement::

• Involvement Properties:Involvement Properties: Involvement has three main Involvement has three main properties.properties.

IntensityIntensity: High/Low: High/Low• A highly involved consumer is defined as one who is A highly involved consumer is defined as one who is

very interested in differences between particular brands very interested in differences between particular brands of a product and is willing to invest considerable energy of a product and is willing to invest considerable energy indecision making about purchasing them. indecision making about purchasing them.

• A low involved consumer is a passive receivers of A low involved consumer is a passive receivers of information who engage in virtually no active information who engage in virtually no active information search about alternative brands.information search about alternative brands.

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Involvement

Dimensions of Dimensions of InvolvementInvolvement::• Involvement Properties Cont’d:Involvement Properties Cont’d: DirectionDirection: The property of direction refers to the focus : The property of direction refers to the focus

or target of involvement.or target of involvement.

PersistencePersistence: The length of time the consumer remains : The length of time the consumer remains in a state of involvement.in a state of involvement.

• Enduring involvementEnduring involvement

• Situational involvementSituational involvement

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Involvement

Dimensions of Dimensions of InvolvementInvolvement::• Involvement Properties Cont’d:Involvement Properties Cont’d: Response factorsResponse factors: The mental and physical actions or : The mental and physical actions or

reactions the consumer have under different reactions the consumer have under different involvement conditions.involvement conditions.

High-involvement High-involvement Low-involvement Low-involvement

HierarchyHierarchy HierarchyHierarchy

CognitionCognition CognitionCognition

AttitudeAttitude BehaviorBehavior

BehaviorBehavior AttitudeAttitude

If you involve more you will If you involve more you will solve moresolve more