motivation theory - mktg 672
TRANSCRIPT
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From Chapter 5
Consumer Behavior: A FrameworkJohn C. MowenMichael S. Minor
Consumer Motivation
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Key Concepts Concept of Motivation
Consumer Needs vs.
Wants General (Broad-Range)
Theories of Motivation
Maslows Hierarchy ofNeeds
McClellands Theory ofLearned Needs
Mid-Range Theories ofMotivation
Opponent-process theory Optimum-stimulation level
theory
Need for BehavioralFreedom (Psychological
Reactance theory) Need to Seek or Avoid
Perceived Risk
Need to Attribute Causality(Attribution Theory)
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What is Motivation? Motivation refers to an activated state
within a person, which leads to goal-
directed behavior. It consists of the drives, urges, wishes, or
desires that initiate the sequence of events
leading to a behavior. It explains why human behavior is
purposivebehavior.
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How Does Motivation Work? Motivation begins with the presence of a
stimulus that spurs the recognition of a need.
Need recognition occurs when a perceiveddiscrepancy exists between an actual and adesired state of being Needs can be either innate or learned.
Needs are never fully satisfied. Feelings and emotions (i.e., affect) accompany
needs
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Needs vs. Wants Wants are many. Needs are few.
Many different products can fulfill asingle need.
e.g., the need for esteem can be fulfilledby a Rolex watch, a high-performance
sports car, recognition for charity work). Marketers do not create needs, they
fulfill them with a variety of potential
wants.
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Types of Needs Expressive needs involve desires by
consumers to fulfill social and/or aestheticrequirements.
Utilitarian needs involve desires by consumersto solve basic problems (e.g. filling a cars gastank).
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Some General Theories of Motivation Maslows hierarchy: physiological, security,
social, esteem, and self-actualization.
McClellands Theory of Learned Needs Achievement motivation is seeking to get ahead, to
strive for success, and to take responsibility for solvingproblems.
Need for affiliation motivates people to make friends, tobecome members of groups, and to associate withothers.
Need for power refers to the desire to obtain andexercise control over others.
Need for uniqueness refers to desires to perceiveourselves as original and different.
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Midrange Theories of
Motivation Opponent-Process Theory
Optimum Stimulation Levels
The Desire to Maintain BehavioralFreedom
The Motivation to Avoid Risk
The Motivation to Attribute Causality
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Opponent-Process Theory
. . . explains that two things occur when a personreceives a stimulus that elicits an immediate positiveor negative emotional reaction:
The immediate positive or negative emotionalreaction is felt.
A second emotional reaction occurs that has afeeling opposite to that initially experienced.
The combination of the two emotional reactions
results in the overall feeling experienced by theconsumer.
Explains addictive behaviors.
Explains primingthe effects of a small exposure
to a stimulus.
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Optimum Stimulation Level. . . is a persons preferred amount of
physiological activation or arousal.
Activation may vary from very low levels (e.g. sleep)to very high levels (e.g. severe panic).
Individuals are motivated to maintain an optimumlevel of stimulation and will take action to correct thelevel when it becomes to high or too low.
Accounts for high vs. low sensation-seeking people. Accounts for variety seeking.
Accounts for hedonic consumptioni.e., the need ofpeople to create fantasies, gain feelings through the
senses, and obtain emotional arousal.
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The Desire to Maintain
Behavioral Freedom Psychological reactance is the motivational state
resulting from the response to threats tobehavioral freedom. Two types of threats can lead to reactance:
Social threats involve external pressure from other people toinduce a consumer to do something
Impersonal threats are barriers that restrict the ability to buy
a particular good or service Frequent in marketing: e.g., pushy salesperson
Scarcity effects: scarce products are valued more.Limited time offer, limited supply.
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The Motivation to Seek or
Avoid Risk Perceived risk is a consumers perception
of the overall negativity of a course of
action based upon as assessment of thepossible negative outcomes and of thelikelihood that these outcomes will occur.
Perceived risk consists of two major
concepts - the negative outcomes of adecision and the probability theseoutcomes will occur.
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7 Types of Consumer Risks. Financial
Performance
Physical
Psychological
Social
Time Opportunity Loss
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Factors Influencing Risk Perception Characteristics of the persone.g.,
need for stimulation
Nature of the task
Voluntary risks are perceived as less riskythan involuntary tasks.
Characteristics of the producte.g.,price
Salience of negative outcomes
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Six risk-reduction strategies Be brand loyal and
consistently purchase thesame brand.
Buy through brand imageand purchase a qualitynational brand.
Buy through store imagefrom a retailer that youtrust.
Seek out information inorder to make a wellinformed decision.
Buy the mostexpensive brand,which is likely to havehigh quality.
Buy the leastexpensive brand inorder to reducefinancial risk.
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The Need to Attribute
CausalityAttribution theory describes the processes through
which people make determinations of the causality ofaction.
Internal attribution is when a consumer decides thatan endorser recommended the product because he orshe actually liked the product.
External attribution is when a consumer decides thatan endorser recommended the product because he orshe was paid for endorsing it.
Causality also relates to perceptions of the source ofproduct failure.
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Augmentation-Discounting Model Discounting occurs if external pressures exist that
could provoke someone to act in a particular way - soactions would be expected given the circumstances.
The augmenting principle states that when a personmoves against the forces of the environment to dosomething unexpected, the belief that the actionrepresents the persons actual opinions, feelings, anddesires is increased.
Fundamental Attribution Error: One consistentfinding is that people are biased to make internalattributions to others.
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Applications of Attribution Theory
Endorsers: seek to get consumers toperceive internal motives for makingendorsement.
Satisfaction: seek to get consumers toperceive external reasons for productproblem.
Sales promotion: find ways to avoidconsumers attributing the cause of thepurchase to the promotional tool (e.g.,coupon) rather than to the excellence of
the product.
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Managerial Applications of Motivation
Positioning/differentiation: use discriminativestimuli distinguish one brand from another.
Environmental analysis: identify factors thatinfluence risk perception.
Market research: measure motivational needs(e.g., McClellands needs and need for arousal),
measure risk perception.
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Managerial Applications of Motivation
Marketing mix: use motivational needs to designproducts (e.g., safe cars) and to developpromotional strategy that meets needs. Developmessages to influence consumer attributions.Use in-store promotions to prime consumers.
Segmentation: Segment market based uponmotivational needs.