Consumer Behavior – Motivation and Values

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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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  • 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

Ecko unlimited

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

Vigilante marketing, Doritos

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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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  • 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

  • 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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