Marketing Opportunity Need
Little five
Chapter5_MotivationandAffect_b.pdf
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Chapter 5: Motivation and Affect
What is Motivation?
Definition: Inner state of arousal directed toward achieving a goal. process that leads people to behave as they do. occurs when a need is aroused that the consumer wishes to satisfy.
Characterized by: Strength (how strongly are you motivated?) Direction (how are you going to satisfy your
need or achieve your goal?)
It affects: Consumers’ perception process: exposure
(e.g., search), attention, perception Attitudes Behavior
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Characteristics: Motivational Strength
Motivational Strength: degree of willingness to expend energy to reach a goal Generally, increases with greater differences between actual & desired
states (need strength). Generally higher for intrinsic vs. extrinsic motivations
Incentive Theory:
• Extrinsic motivation is encouragement from an outside force.
• Behavior is performed based on the expectation of an outside reward (or consequence), such as money or praise (or punishment).
• Frequent flier programs → free flights, better seats • Retail store credit cards → sales, exclusive offers • Expected punishment → laws & regulations
• Intrinsic motivation is the stimulation or drive stemming from within oneself.
• Behavior is performed based on the expectation of enjoyment, pleasure, or curiosity satisfaction.
• Spa treatments → Relaxation • Hobbies → Enjoyment, fun • Movies → Entertainment
• The incentive theory suggests that people are motivated to do things because of rewards. • Behavioral learning concepts such as association and reinforcement play an important role • Incentives can arise from outside (extrinsic) or inside (intrinsic) an individual.
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Drive Theory:
Whether the need is utilitarian or hedonic, the magnitude of tension it creates determines the urgency the consumer feels to reduce it. This degree of tension is called drive.
According to the drive theory of motivation, people are motivated to take certain actions in order to reduce the internal tension that is caused by unmet needs. For example, you might be motivated to drink a glass of water in order to reduce the internal
state of thirst.
The drive theory is based on the concept of homeostasis, or the idea that the body actively works to maintain a certain state of balance or equilibrium.
This need to reduce tension is a basic mechanism that governs much of our behavior. If a behavior reduces the drive (i.e., the tension), we tend to repeat it.
This theory is useful in explaining behaviors that have a strong biological or physiological component, such as hunger or thirst.
Drive Theory: Retail Therapy
State of Tension: Emotional distress Action: Shopping
The act of shopping restores a sense of personal control over one’s environment and as a result can alleviate feelings of sadness (reduces the drive/tension).
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Expectancy Theory:
Expectancy theory suggests that expectations of achieving desirable outcome in the future, motivate our behavior.
This theory focuses on the cognitive factors rather than biological ones (drive theory) to understand what motivates behavior.
We choose one product over another because we expect this choice to have more positive consequences for us.
The theory proposes that motivations consist of three key elements:
the value people place on the potential outcome
whether people believe that they have a role to play in
the predicted outcome
the belief that one has the capabilities to produce the
outcome
Motivation Theory: Summary
Theory Explanation
Incentive people are motivated to do things because of incentives (i.e., to receive positive incentives and avoid negative incentives)
Two types of incentives – extrinsic vs. intrinsic
Drive people are motivated to take certain actions in order to reduce the internal tension that is caused by unmet needs
- Useful in explaining behaviors that have a strong biological or physiological component, such as hunger or sadness
- E.g., Retail Therapy
Expectancy expectations of achieving desirable outcome in the future, motivate our behavior
- Focuses on the cognitive factors to understand what motivates behavior
- Three elements: Valence, Performance & Effort
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Motivational Direction:
Motivational Strength: degree of willingness to expend energy to reach a goal Generally, increases with greater differences between actual & desired
states (need strength). Generally higher for intrinsic vs. extrinsic motivations
Motivational Direction: the path taken to satisfy the goal (reduce the discrepancy) A function of the type of need and available goal satisfying options. What do I need and how can I get it? - By approaching something or by
avoiding something
Motivational Direction:
A goal’s valence can be positive or negative
We are motivated to approach a goal we value positively
We seek out products that help us reach positive results.
E.g., products like spas and chocolates frequently rely on consumers need to feel good and relaxed.
On the other hand, we are motivated to avoid negative outcomes
We structure our purchases or consumption activities to reduce the chances that we will experience a negative result.
E.g., products like deodorant and mouthwash frequently rely on consumers need to avoid negative outcomes of underarm odor or bad breath.
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Motivational Direction & Conflict:
• Two desirable alternatives
• Positive & negative aspects of a single alternative • Product corresponds to conflicting goals
• Facing a choice with two undesirable alternatives
“Best of both worlds.”
•Diminish the negative perception •Justify the negatives •Bolster the positives •Offer option without the negative
•Lesser of the two evils •Stress unforeseen benefits of choosing one option
Incidental brand exposure:
vs.
Does the consumer even need to be aware of the motivation to achieve a goal? Motives can lurk beneath the surface.
Environmental cues can sometimes activate a goal even when we aren’t consciously aware of it Social Cues Brand Cues (Incidental brand exposure).
Incidental brand exposure:
Participants responded to brands by behaving in line with the brand’s characteristics and
did so with no conscious awareness of the influence.
When brands are goal relevant (i.e., they are associated with desired self-states such as “to
be creative”), exposure to those brands elicits goal- directed behavior, such as
increased creativity.
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The Difficulty in Linking Motives to Behavior:
Manifest Motives: Some motives are fairly obvious and likely to be stated by the consumer.
linked to concrete attributes or benefits of the product.
Latent Motives: Consumer’s often have motives that are private.
linked to the consumer’s self-concept and self- image.
can also relate to socially undesirable or embarrassing aspects of the brand that appeal to the consumer.
At times, manifest motives are used as “excuses” for purchases driven by latent motives.
Regardless of what type of motive is truly driving a consumer’s purchase behavior, it is vital for the marketer to understand what those motives are.
Means-end Chain Model:
The means-end approach is based on a theory that product and service attributes are associated with consequences, or product benefits and risks, and even the personal values the product can help consumers fulfill.
The result is a value chain linking a product attribute (means) to its functional consequence, to the psychosocial (or emotional) consequence, to the underlying personal value (ends).
Attribute
SUV does not have sliding
doors
Functional Benefit
has a more stylish design
Psychological Benefit
I feel trendy driving it
Value
acceptance by my peers
Why does a soccer mom drive an SUV
instead of a mini-van?
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Means-end Chain Model:
Attributes & Features
Concrete characteristics of the product or service offering
Benefits
How do the attributes & features benefit the consumer
Motives
Why the consumer really values these benefits (usually relate to a more general desired goal-
state)
What distinguishes attributes/features from benefits?
Attributes/features are objective: we can all agree what they are.
Benefits are subjective: the value of attributes will be different for different consumers.
what how why
Uncovering Needs & Motives: Laddering Technique
Laddering interviewing technique • Ask the consumer what a given attribute means to them and why and keep
asking until the deeper motive emerges.
A simple example: • Why did you choose this car?
• It has good gas mileage (the what).
• Why did you want good gas mileage? • It reduces pollution (the how).
• Why is reducing pollution important to you? • I want to leave a cleaner/better world for my children (the why).*
* This is a very labor and time-intensive process, but you may be able to uncover deep and important reasons why consumers are or are not purchasing your product(s).
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Uncovering Needs & Motives: Laddering Technique
Benefit
Attribute
Benefit
Benefit
Value
Rule – of – thumb: 5 Whys
Motivation: Main Takeaways
Motivations vary in terms of: strength
direction
Intrinsic vs. Extrinsic motivations have very different effects on consumers’ behaviors. These differences can have important implications for marketing practices such
as rewards programs.
Uncovering consumers needs and motives and linking them to actual behavior can be difficult but can be done.
Needs and motives affect consumer involvement which affects decision- making and choices (look through on your own).
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What is Affect?
Affect: Describes the experience of emotionally laden states. Marketers find many use of affective states.
try to link a product or service with a positive mood or emotion marketing communications may deliberately evoke negative
affect, such as regret if you miss out on something
nature of these experiences ranges from evaluations, to moods, to full-blown emotions.
Evaluations: Valenced (positive or negative) reactions to events and objects that are not accompanied by high levels of physiological arousal. For example, when a consumers evaluates a movie as being positive or negative
Moods: Involve temporary positive or negative affective states accompanied by moderate levels of arousal. Moods tend to diffuse and not necessarily linked to a particular event. Mood congruency refers to the idea that our judgments tend to be shaped by our moods.
Emotions: such as happiness, anger, and fear tend to be more intense and often relate to a specific triggering event (such as receiving a gift)
Positive Affect:
Lovemark
Lovemark is a term used to describe a passionate commitment to one brand.
Explains why many users are willing to pay a premium for a product that on the surface seems to do the same thing as a less expensive alternative.
The fact that owning a specific brand will make a person feel good can give it a competitive advantage-even if the brand is similar to competitors at a functional level.
Love relationship between consumer and brand (chapter 1)?
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Positive Affect:
Happiness
Material Accumulation
Happiness is a mental state of well-being characterized by positive emotions.
Although many of us believe owning more material goods is the key to happiness, research says otherwise.
Several studies have reported that a greater emphasis on acquiring things actually links to lower levels of happiness.
Material accumulation is the instinct to earn more than we can possibly consume, even when this imbalance makes us unhappy.
We are wired to engage in material accumulation.
Recently, studies have shown that experiences beat material acquisitions in terms happiness.
Drivers of happiness also seem to vary with life span.
Younger consumers are more likely to associate happiness with excitement, whereas older people are more likely to associate happiness with the sate of calm and peacefulness Happiness and Age
Negative Affect:
• Extreme feelings like disgust are often used to get marketing messages across • E.g. Febreeze adDisgust
• Envy is associated with the desire to decrease the gap between self and someone who is superior on some dimension.
• There are two types of envy – benign (when we believe that the other person deserves the status and success) and malicious (when we believe that the other person does not deserve their superior position)
Envy
• Guilt is an individual’s emotional state associated with possible objections to his or her actions, inactions, circumstances or intentions.
• “Guilt appeal” is often used by marketers to encourage prosocial behavior like donating • Can be particularly effective when others are present because this activate a sense of
social responsibility.
Guilt
• Embarrassment is driven by a concern for being negatively evaluated by others. • To be embarrassed, we must be aware of and care about the audience evaluating us. • Embarrassment might be associated with socially sensitive products, e.g., condoms
Embarrassment
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Using Disgust to get the message across:
Using Guilt to get the message across:
https://www.youtube.com/watch?v=RBQ-IoHfimQ
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Using Envy to get the message across:
https://www.youtube.com/watch?v=4ztRWj7PVqQ
Using Embarrassment to get the message across:
https://www.youtube.com/watch?v=u3K3C0FdipY
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Look Through on your Own
Consumer Involvement:
Involvement: reflects our level of motivation to process information about a product or service we believe will help us to solve a problem or reach a goal
A consumer’s involvement is based on the perceived relevance of an object for one’s needs, values, and interests
A consumer’s motives (along with numerous other factors) will affect their degree of involvement when making a choice/decision.
There are different ways of measuring it…
To me (object to be judged) is: 1. important _:_:_:_:_:_:_ unimportant
2. boring _:_:_:_:_:_:_ interesting
3. Relevant _:_:_:_:_:_:_ irrelevant
4. Exciting _:_:_:_:_:_:_ unexciting
5. Appealing _:_:_:_:_:_:_ unappealing
6. Fascinating _:_:_:_:_:_:_ mundane
7. Worthless _:_:_:_:_:_:_ valuable
8. Involving _:_:_:_:_:_:_ uninvolving
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Consumer Involvement:
The way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation.
Degree of Involvement and Decision Types:
Consumer buys Campbell’s without considering other brands, its price, etc.
Nominal
Nominal decisions occur when there is very low involvement with the purchase.
A completely nominal decision does not even include consideration of the “do not purchase” alternative.
Decision based only on buying the cheapest (or biggest, smallest, etc.).
Limited
Middle ground between nominal and extended decision making.
Involves recognizing a problem for which there are several possible solutions.
Extended decisions may involve substantial cognitive effort.
Extended
It is a response to the high level of purchase involvement.
During post-purchase evaluation, doubts are likely and a thorough evaluation takes place.
Inertia: where we make decisions out of habit because we lack the motivation to consider alternatives
As our involvement increases, we think more about the product, or we experience a stronger emotional response
We tend to find higher levels of involvement in product categories that demand a big investment of money (e.g., house), influence self-esteem (e.g., clothing) and lower levels of involvement for mundane categories (e.g., household cleaners)
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Types of Consumer Involvement:
• Product Involvement • Message Involvement • Situational Involvement
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