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Chapter Overview

Chapter Overview. What do we need for behavior to take place? Motivation Ability Opportunity. The Psychological Core. NEEDS. ABILITY. BEHAVIOR. GOALS. INFO PROCESSING. MOTIVATION. MID-RANGE. DECISION MAKING. OPPOR-TUNITY. FELT INVOLVEMENT. MOOD. Definition. MOTIVATION :

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Chapter Overview

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  1. Chapter Overview • What do we need for behavior to take place? • Motivation • Ability • Opportunity

  2. The Psychological Core NEEDS ABILITY BEHAVIOR GOALS INFO PROCESSING MOTIVATION MID-RANGE DECISION MAKING OPPOR-TUNITY FELT INVOLVEMENT MOOD

  3. Definition MOTIVATION: An inner force that reflects goal-directed arousal.

  4. Broad Theories of MotivationFocusing on Needs NEEDS:Underlying forces that create tension in an individual.

  5. NEEDS Problem Recognition: The perceived difference between an ideal and actual state Tension

  6. The Ideal State

  7. The Actual State How we perceive the situation or current state of affairs What may cause the actual state to be less than ideal?

  8. How to Create Problems for Consumers

  9. Broad Theories of MotivationFocusing on Needs Maslow’s Hierarchy of Needs Self-Actualization Egoistic Social Safety Physiological

  10. Broad Theories of MotivationFocusing on Needs • McClelland’s Theory of Needs • Achievement Motivation • Need for Affiliation • Need for Power

  11. Why Should We Care? A Purchase is a Purchase. Why should we care what motivated it?

  12. GOALS NEEDS GOALS

  13. Increased Desire for Goal-Relevant Products An object is valued to the extent to which it is perceived as instrumental in satisfying a current goal. Food perceived as more valuable when hungry

  14. Increased Desire for Goal-Relevant Products _ +

  15. Raffle Smoking Need High Low Decreased Desire for Goal-Irrelevant Products

  16. Valuation Effect Devaluation Effect Eating Need Eating Need High Low High Low 1-9 appealing 1-9 appealing Decreased Desire for Goal-Irrelevant Products

  17. What Accounts for Devaluation Effect? • Motivational goal activation is a limited resource. • Activating one focal goal inhibits/ suppresses other goals

  18. Effect of Goal Failure: What the Hell Effect Goal No Goal Success Failure

  19. To Summarize • Needs motivate goals • Consumers choose products that are instrumental to achieving goals • A product’s attributes determine its instrumentality and thus value

  20. Higher Level Needs Consumption-Specific Goals Means-End Chain Product Attributes

  21. Using the Means-End Chain to Develop Marketing Strategy • Message Elements (attributes) • Consumer Benefits (consumption goals) • Leverage Point (terminal values)

  22. Constructing a Hierarchical Value Mapfor Wine Coolers

  23. Interviewer: You indicated that you would be more likely to drink a wine cooler at a party on the weekend with friends, why is that? Respondent: Well, wine coolers have less alcohol than a mixed drink and because they are so filling I tend to drink fewer and more slowly. Interviewer: What is the benefit of having less alcohol? Respondent: I never thought about it. I don’t know. Interviewer: Well, when was the last time you had a wine cooler at a party with friends? Respondent: Last Weekend. Interviewer: Okay, why coolers last weekend? Respondent: I knew I would be drinking a long time and I didn’t want to get wasted. Interviewer: Why was it important not to get wasted at the party last weekend? Respondent: When I am at a party I like to socialize and maybe make some new friends. If I get wasted I’m afraid I would make an ass of myself and people won’t invite me next time. It’s important for me to be part of the group.

  24. Constructing a Hierarchical Value Mapfor Wine Coolers V sense of belonging (part of the group) C socialize C avoid getting drunk (wasted) A less alcohol/filling

  25. Mid-Range Theories of Motivation More Physiologically based theories • Opponent process theory of motivation • Motivation to maintain optimum stimulation levels • Motivation to avoid risk More Cognitively based theories

  26. Opponent Process Theory of Motivation

  27. Opponent Process Theory of Motivation

  28. Mid-Range Theories of Motivation - Optimum Stimulation A person’s preferred amount of physiological activation or arousal • Enduring • Situational

  29. Mid-Range Theories of Motivation - Risk Avoidance • Components • uncertainty • consequences of outcome • Types • performance • financial • physical (safety) • social • psychological • time

  30. Affect of Mood on Motivation • Mood Maintenance • Mood Change

  31. Ability • Knowledge and experience • Cognitive style • Intelligence • Education • Age • Resources

  32. Opportunity • Time • Distraction • Amount of information • Complexity • Repetition

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