motivation and values
TRANSCRIPT
4-104/15/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Chapter 4
Motivation and Values
CONSUMER BEHAVIOR, 9eMichael R. Solomon
4-204/15/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
The Motivation Process
• Motivation refers to the process that leads people to behave as they do
• It occurs when a need is aroused
• The ad shows desired state and suggests a solution (purchase of equipment)
4-304/15/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Needs and Motivation
• Needs may be utilitarian or hedonic
• The desired end state is the goal
• The degree of arousal is drive
• Personal and cultural factors combine to create a want – one manifestation of a need
• Motivation is described in terms of strength and direction
4-404/15/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Motivational Strength
• Motivational strength: degree of willingness to expend energy to reach a goal
• Drive theory: biological needs that produce unpleasant states of arousal (e.g., hunger)
• Expectancy theory: behavior is pulled by expectations of achieving desirable outcomes
4-504/15/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
What Do We Need?
Biogenic Needs
Psychogenic Needs
Utilitarian Needs
Hedonic Needs
4-604/15/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Motivational Conflicts
• Goal valence (value): consumer will:
• Approach positive goal
• Avoid negative goal
4-704/15/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Figure 4.1 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
Types of Motivational Conflicts
4-804/15/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
4-904/15/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Specific Needs and Buying Behavior
NEED FOR ACHIEVEMENT
Value personal accomplishment
Place a premium on products that signify success (luxury brands, technology products)
NEED FOR AFFILIATION
Want to be with other people
Focus on products that are used in groups (alcoholic beverages, sports bars)
NEED FOR POWER
Control one’s environment
Focus on products that allow them to have mastery over surroundings (muscle cars, loud boom-boxes)
NEED FOR UNIQUENESS
Assert one’s individual identity
Enjoy products that focus on their unique character (perfumes, clothing)
4-1004/15/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Specific Needs and Buying Behavior
4-1104/15/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Levels of Needs in the Maslow Hierarchy
4-1204/15/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
4-1304/15/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Discussion
• Create an advertising slogan for a pair of jeans, which stresses one of the levels of Maslow’s hierarchy of needs.
4-1404/15/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Consumer Involvement
• Involvement: perceived relevance of an object based on one’s needs, values, and interests
4-1504/15/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Figure 4.3 Conceptualizing Involvement
4-1604/15/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Tactics to Boost Motivation to Process
• Appeal to consumers’ hedonic needs
• Use novel stimuli
• Use prominent stimuli
• Include celebrity endorsers
• Provide value customers appreciate
• Let customers make messages
• Create spectacles or performances
• Develop mobile experiences like alternate reality games
4-1704/15/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Consumer Values
• Value: a belief that some condition is preferable to its opposite• Example: looking younger is preferable
to looking older
• Products/services = help in attaining value-related goal
• We seek others that share our values/ beliefs• Thus, we tend to be exposed to
information that supports our beliefs
4-1804/15/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Core Values
• Core values: values shared within a culture
• Enculturation: learning the beliefs and values of one’s own culture
• Acculturation: learning the value system and behaviors of another culture
4-1904/15/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Discussion
• What do you think are the three to five core values that best describe Bangladeshis today?
• How are these core values relevant to the following product categories:
• Cars?
• Clothing?
• Higher education?
4-2004/15/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Hofstede’s Cultural Dimensions
• Power distance
• Individualism
• Masculinity
• Uncertainty avoidance
• Long-term orientation
Cultural values – Geert Hofstede
• Power Distance (PDI) • This dimension expresses the degree to which the less
powerful members of a society accept and expect that power is distributed unequally.
• Individualism versus collectivism (IDV) • The high side of this dimension, called Individualism, can
be defined as a preference for a loosely-knit social framework in which individuals are expected to take care of themselves and their immediate families only.
• Masculinity versus femininity (MAS) • The masculinity side of this dimension represents a
preference in society for achievement, heroism, assertiveness and material reward for success.
21
Cultural values – Geert Hofstede
• Uncertainty avoidance (UAI) • The uncertainty avoidance dimension expresses the degree to
which the members of a society feel uncomfortable with uncertainty and ambiguity.
• Long-term versus short-term orientation (LTO) • The long-term orientation dimension can be interpreted as
dealing with society’s search for virtue. Societies with a short-term orientation generally have a strong concern with establishing the absolute Truth.
• Indulgence versus Restraint (IVR) • Indulgence stands for a society that allows relatively free
gratification of basic and natural human drives related to enjoying life and having fun.
22
Hofstede’s Indexes Language, and Linguistic Distance
23
High PDI: people accept a hierarchical order in which everybody has a place and which needs no further justification
Hofstede’s Indexes Language, and Linguistic Distance
24
Low IDV: Bangladesh, with a score of 20 is considered a collectivistic society. This is manifest in a close long-term commitment to the member 'group', be that a family, extended family, or extended relationships.
Hofstede’s Indexes Language, and Linguistic Distance
25
Bangladesh scores 55 on this dimension and can be considered a slightly masculine society.
Hofstede’s Indexes Language, and Linguistic Distance
26
Uncertainty Avoidance: Bangladesh scores 60 on this dimension and thus has a high preference for avoiding uncertainty. Countries exhibiting high uncertainty avoidance maintain rigid codes of belief and behaviour and are intolerant of unorthodox behaviour and ideas.
Hofstede’s Indexes Language, and Linguistic Distance
27
Bangladesh scores 40, making it a short term orientation culture. Societies with a short-term orientation generally exhibit great respect for traditions, a relatively small propensity to save,
4-2804/15/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Table 4.2 Terminal and Instrumental Values
Instrumental Value Terminal Value
Ambitious A comfortable life
Capable A sense of accomplishment
Self-controlled Wisdom
4-2904/15/23Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
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