Consumer Behavior – Motivation and Values
Consumer Behavior – Motivation and Values
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1. “College students’ concerns about the environment and vegetarianism are just a passing fad: a way to look ‘cool.’ ” Do you agree?
2. Core values evolve over time. What do you think are the three to five core values that best describe Americans now?
3. Devise separate promotional strategies for an article of clothing, each of which stresses one of the levels of Maslow’s hierarchy of needs.
4. Describe how a man’s level of involvement with his car would affect how he is influenced by different marketing stimuli. How might you design a strategy for a line of car batteries for a segment of low-involvement consumers, and how would this strategy differ from your attempts to reach a segment of men who are very involved in working on their cars?
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- The forces that drive us to buy/use products… cuz they believe
Are usually straightforward
Can be related to wide-spread beliefs (Chick-fil—a)
Are emotional & create deep commitment (Spurs)
Are sometimes not immediately recognizable to us
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- Motivation: the process that leads us to behave they way we do
Need creates tension
Tension creates drive to reduce/eliminate need
Desired end state = consumer’s goal
Products/services provide desired end state and reduce tension
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Why we want to buy the product? ;discrepancy
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- Degree of willingness to expend energy to reach a goal
Biological vs. learned needs
Drive Theory
Expectancy Theory
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الرغبه في شرا او لفعل شي
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- Biogenic
- Psychogenic
- Utilitarian
- Hedonic
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- Goal valence
Positively-valued goal: approach
Negatively-valued goal: avoid
Deodorants & mouthwash
- Positive and negative motives often conflict with one another
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test will upcoming
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- Murray’s 20 psychogenic needs
- Specific needs and buying behavior
Need for achievement
Need for affiliation
Need for power
Need for uniqueness
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- Maslow’s Hierarchy of Needs
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Physiological (Quaker Oats Bran)
Safety (Allstate Insurance)
Belongingness (“Pepsi Generation”)
Ego (BMW)
Self-Actualization (US Army)
UPPER-LEVEL NEEDS
LOWER-LEVEL NEEDS
Consumer Involvement
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- We can get pretty attached to products…
“All in One” tattoo on consumer’s head
A man tried to marry his car!
- Involvement: perceived relevance of an object based on one’s needs, values, and interests
The motivation to process information
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- Consumer’s level of interest in a product
- Many sales promotions attempt to increase product involvement
- Mass customization enhances product involvement
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CUSTOMIZE YOUR OWN NIKE…
- Consumer’s interest in processing marketing communications
- TV = low involvement medium; print = high involvement
- Marketers experiment with novel ways to increase consumers ’ involvement
- (Emperador)
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NABISCOWORLD.COM
- Differences that may occur when buying the same object for different contexts
Social risk is a consideration
Gift as symbol of involvement
Administrative assistant day
Mother’s day vs Father’s day
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- Appeal to hedonistic needs
- Use novel stimuli in commercials
- Use prominent stimuli in commercials
- Include celebrity endorsers in commercials
- Build consumer bonds via ongoing consumer relationships
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- Inertia: consumption at the low end of involvement
We make decisions out of habit (lack of motivation)
- Flow state: true involvement with a product
Playfulness
Being in control
Concentration/focused attention
Mental enjoyment of activity for its own sake
Distorted sense of time
Match between challenge at hand and one’s skills
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- Command fierce consumer loyalty, devotion, and worship
High involvement in a brand
E.g., Apple computers, Harley-Davidson
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- Value: a belief that some condition is preferable to its opposite
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- Products/services = help in attaining value-related goal (anti-wrinkle cream)
- We seek others that share our values/beliefs
Thus, we tend to be exposed to information that supports our beliefs
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- Every culture has its own set of values
E.g., individualism vs. collectivism
- Value system
- Enculturation vs. acculturation
Socialization agents: parents, friends, teachers
Media as agent
- Discussion: Core values evolve over time and vary from generation to genertion. What are some Gen-X, Gen-Y values?
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- Need for balance…
9/11 & consumer values
- Redirecting focus from luxury goods to community/family
- Terror Management Theory
- Consumer privacy vs. security
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- How do you think consumers have changed as a result of 9/11?
Are these long-term changes or will we start to revert back to our pre-2001 mindset?
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