1 / 20

Chapter 5: Consumer Motivation

Chapter 5: Consumer Motivation. What is Motivation?. Motivation refers to an activated state within a person that leads to goal-directed behavior. It consists of the drives, urges, wishes, or desires that initiate the sequence of events leading to a behavior.

stan
Download Presentation

Chapter 5: Consumer Motivation

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Chapter 5: Consumer Motivation

  2. What is Motivation? • Motivation refers to an activated state within a person that leads to goal-directed behavior. • It consists of the drives, urges, wishes, or desires that initiate the sequence of events leading to a behavior.

  3. Motivation begins with the presence of a stimulus (psychology) that spurs the recognition of a need. • Need recognition occurs when a perceived discrepancy exists between an actual and a desired state of being • Needs can be either innate or learned. • Needs are never fully satisfied. • Feelings and emotions (I.e., affect) accompany needs • Expressive needs involve desires by consumers to fulfill social and/or aesthetic requirements. • Utilitarian(in the interest of utility) needs involve desires by consumers to solve basic problems (e.g. filling a car’s gas tank).

  4. The Structure of Emotions • Ten Fundamental Emotions People Experience: • Disgust Interest • Joy Surprise • Sadness Anger • Fear Contempt • Shame Guilt

  5. Some General Theories of Motivation • Maslow hierarchy: physical, safety, belongingness, ego, and self-actualiation • McClelland’s Theory of Learned Needs • Achievement motivation is seeking to get ahead, to strive for success, and to take responsibility for solving problems. • Need for affiliation motivates people to make friends, to become members of groups, and to associate with others. • Need for power refers to the desire to obtain and exercise control over others. • Need for uniqueness refers to desires to perceive ourselves as original and different.

  6. Classical Conditioning • A neutral stimulus, such as a brand name, is paired with a stimulus that elicits a response. • Through a repetition of the pairing, the neutral stimulus takes on the ability to elicit the response.

  7. The conditioned stimulus (CS) is a previously neutral stimulus which is repeatedly paired with the eliciting stimulus. • The unconditioned stimulus (UCS) is an eliciting stimulus. • The conditioned response (CR) is the response elicited by the CS. • The unconditioned response (UCR) is the reflexive response elicited by the unconditioned stimulus.

  8. Classical Conditioning Relations Unconditioned Response Unconditioned/Secondary Stimulus Flag Emotions Pairing Political candidate Emotions Conditioned Stimulus Conditioned Response

  9. Requirements for Effective Conditioning • The neutral stimulus should precede in time the appearance of the unconditioned stimulus. • The product is paired consistently with the unconditioned stimulus. • Both the conditioned stimulus and the unconditioned stimulus are highly salient to the consumer.

  10. Applications of Classical Conditioning • Applications: communications--advertising, public relations, personal selling. • Goal: identify powerful positive stimulus and associate brand with it. • Examples of powerful, emotion causing stimuli: • beautiful, sexy people • patriotic themes, religious symbols • Music, beautiful scenes • Also, negative stimuli can be associated with competitors. • Credit card insignia (membership) may elicit spending responses

  11. Operant Conditioning . . . . . . is the process in which the frequency of occurrence of a bit of behavior is modified by the consequences of the behavior. • If positively reinforced, the likelihood of the behavior being repeated increases. • If punished, the likelihood of the behavior being repeated decreases.

  12. Reinforcement & Influencing Behavior • A reinforcer is anything that occurs after a behavior and changes the likelihood that it will be emitted again. • Positive reinforcers are positive rewards that follow immediately after a behavior occurs. • Negative reinforcers are the removal of an aversive(avoiding) stimulus.

  13. A Punisher . . . . . . is any stimulus whose presence after a behavior decreases the likelihood of the behavior reoccurring.

  14. Discriminative Stimuli . . . . . . are those stimuli that occur in the presence of a reinforcer and do not occur in its absence. Example: point of purchase display is a discriminative stimulus.

  15. Vicarious Learning . . . . . . is the phenomenon where people observe the actions of others to develop “patterns of behavior.”

  16. Three important ideas: • People are viewed as symbolic beings who foresee the probable consequences of their behavior. • People learn by watching the actions of others and the consequences of these actions (i.e. vicarious learning). • People have the ability to regulate their own behavior.

  17. 7 Types of Consumer Risks. • Financial • Performance • Physical • Psychological • Social • Time • Opportunity Loss

  18. Factors Influencing Risk Perception • Characteristics of the person—e.g., need for stimulation • Nature of the task • Characteristics of the product—price • Salience of negative outcomes

  19. Six risk-reduction strategies • Be brand loyal and consistently purchase the same brand. • Buy through brand image and purchase a quality national brand. • Buy through store image from a retailer that you trust. • Seek out information in order to make a well informed decision. • Buy the most expensive brand, which is likely to have high quality. • Buy the least expensive brand in order to reduce financial risk.

  20. Managerial Applications of Motivation • Positioning/differentiation: use discriminative stimuli distinguish one brand from another. • Environmental analysis: identify the reinforcers and punishers that impact consumers; identify factors that influence risk perception. • Market research: measure motivational needs (e.g., McClelland’s needs and need for arousal), measure risk perception. • Marketing mix: use motivational needs to design products (e.g., safe cars) and to develop promotional strategy that meets needs. Develop messages to influence consumer attributions. Use in-store promotions to prime consumers. • Segmentation: Segment market based upon motivational needs.

More Related