Motivation and Values

Motivation and Values
Chapter 4
Motivational Strength
• The degree to which a person is willing to expend energy to reach

one goal as opposed to another reflects his or her underlying
motivation to attain that goal.
• Drive theory:
• Drive theory focuses on biological needs that produce unpleasant
states of arousal (e.g. your stomach grumbles during a morning
class). We are motivated to reduce the tension caused by this
arousal. Tension reduction has been proposed as a basic
mechanism governing human behavior.
• Tension refers to the unpleasant state that exists if a person’s
consumption needs are not fulfilled. This state activates goal-
oriented behavior, which attempts to reduce or eliminate this
unpleasant state and return to a balanced one, is called
homeostasis.
• People often do things that increase a drive state rather than
decrease it.
The
The Motivation
Motivation
Process
Process
Tension
Tension
Drive
DriveStrength
Strength
Drive
DriveDirection
Direction
Behavior
Behavior
Want
Want
Goal
Goal
Levels of needs in the Maslow hierarchy
Freudian
Freudian Theory
Theory
Pleasure
Sexual Principle
Id
Symbolism
Key
Key
Concepts
Concepts
Reality
Ego
Principle
Superego
Expectancy theory
• Expectancy theory suggests that behavior is largely
pulled by expectations of achieving desirable
outcomes-positive incentives rather than pushed
from within. We choose one product over another
because we expect this choice to have more positive
consequences for us.
• Needs versus wants:
• The specific way a need is satisfied depends on
the individual’s unique history, learning
experiences, and cultural environment. The
particular form of consumption used to satisfy a
need is termed a want. The ways each person goes
about satisfying this need might be quite different.
• .
Types of needs
• People are born with a need for certain elements necessary to
maintain life, such as food, water, air, and shelter. These are
called biogenic needs. People have many other needs,
however, that are not innate. Psychogenic needs are
acquired in the process of becoming a member of a culture.
These include the need for status, power, affiliation, and so
on.
• The satisfaction of utilitarian needs implies that consumers
will emphasize the objective, tangible attributes of products,
such as miles per gallon in a car; the amount of fat, calories,
and protein in a cheeseburger; and the durability of a pair of
blue jeans. Hedonic needs are subjective and experiential;
consumers might rely on a product to meet their needs for
excitement, self-confidence, fantasy, and so on
Motivational conflicts
• Approach-approach conflict:
• In an approach-approach conflict, a person must
choose between two desirable alternatives.
• The theory of cognitive dissonance is based on the
premise that people have a need for order and
consistency in their lives and that a state of
tension is created when beliefs or behaviors conflict
with one another. The conflict that arises when
choosing between two alternatives may be resolved
through a process of cognitive dissonance
reduction, in which people are motivated to reduce
this inconsistency (or dissonance) and thus
eliminate unpleasant tension.
• Approach-avoidance conflict:
• When we desire a goal but wish to avoid it at the
same time, an approach-avoidance conflict exists.
• Avoidance-avoidance conflict:
• They may face a choice with two undesirable
alternatives, for instance the option of either
throwing more money into an old car or buying a
new one. Marketers frequently address this conflict
with messages that stress the unforeseen benefits
of choosing one option.
Specific needs and buying
behavior
• Need for affiliation (to be in the company
of other people): this need is relevant to
products and services that are consumed in
groups and alleviate loneliness, such as team
spots, bars, and shopping malls.
• Need for power (to control one’ s
environment): many products and services
allow consumers to feel that they have mastery
over their surrounding, ranging from “hopped-
up” muscle cars and loud boom boxes (large
portable radios) that impose one’s musical
tastes on others to luxury resorts that promise
to respond to the customer’s every whim.
• Need for uniqueness (to assert
one’s individual identity):
this need is satisfied by products that
pledge to accentuate a consumer’s
distinctive qualities. For example,
Cachet perfume claims to be as
individual as you are.
Consumer involvement
• Levels of involvement: from inertia to passion.
• Product involvement: consumer’s level of interest in a
particular product.
• Message response involvement: Message-response
involvement (also known as advertising involvement) refers to the
consumer’s interest in processing marketing communications.
Television is considered a low-involvement medium, because it
requires a passive viewer who exerts relatively little control.
• Ego involvement: (sometimes termed enduring involvement)
refers to the importance of a product to a consumer’s self-concept.
This concept implies a high level of social risk; the prospect of the
product’s not performing its desired function may result in
embarrassment or damage to the consumer’s self-concept.
Teasing out the dimensions of
involvement
• Recognizing that consumers can be involved
with a product because it is a risky purchase
and/or its use reflects on or affects the self,
they advocate the development of an
involvement profile containing five components.
1. The personal interest a consumer has in a
product category.
2. The perceived importance of the potential
negative consequences associated with a poor
product choice.
3. The probability of making a bad purchase.
4. The pleasure value of the product category.
5. The sign value of a product category
Strategies to increase
involvement
• Appeal to the consumer’s hedonic needs. For example, ads
using sensory appeals generate higher levels of attention.
• Use novel stimuli, such as unusual cinematography, sudden
silences, or unexpected movements in commercials.
• Use prominent stimuli, such as loud music and fast action,
to capture attention in commercials. In print formats, larger
ads increase attention. Also, viewers look longer at colored
pictures as opposed to black and white.
• Include celebrity endorsers to generate higher interest in
commercials. Build a bond with consumers by maintaining
an ongoing relationship with them.
Values
• A value is a belief that some condition is
preferable to its opposite. A person’s set of
values plays a very important role in
consumption activities many products and
services are purchased because people
believe these products will help to attain a
value related goal.
• The extent to which people share a belief
system is a function of individual, social,
and cultural forces.
Core values
• The most important values to Asian executives are hard work,

respect for learning and honesty. In contrast, North American
businesspeople emphasize the values of personal freedom, self
reliance, and freedom of expression.
• What sets cultures apart is the relative importance, or ranking of
these universal values. This set of rankings constitutes a culture’s
value system.
• Every culture is characterized by its members’ endorsement of a
value system. These end states may not be equally endorsed
by every individual, and in some cases, values may even seem to
contradict one another. Nonetheless, it is usually possible to identify
a general set of core values that uniquely define a culture. These
beliefs are taught to us by socialization agents, including parents,
friends, and teachers, friends and teachers. The process of learning
the beliefs and behaviors of another culture is called acculturation.
The rokeach value survey
• The psychologist Milton Rokeach
identified a set of terminal values, or
desired end states, that apply to many
different cultures. The Rokeach Value
Survey, a scale used to measure these
values, also includes a set of
instrumental values, which are
composed of actions needed to achieve
these terminal values. {Table 4-5}
The list of values (LOV)
• As an alternative the list of values

(LOV) scale was developed to isolate
values with more direct marketing
applications. This instrument
identifies nine consumer segments
based on the values they endorse and
relates each value to differences in
consumption behaviors.
The means-and chain model
• This approach assumes that very specific product
attributes are linked at levels of increasing
abstraction to terminal values. The person has
valued end states, and he or she chooses among
alternative means to attain these goals. Products
are thus valued as the means to an end. Through a
technique called laddering, consumers’
associations between specific attributes and
general consequences are uncovered. Consumers
are helped to climb up the ladder of abstraction
that connects functional product attributes with
desired end states.
How Laddering Works
• consider a woman who expresses a
liking for a flavored potato chip.
Probing might reveal that this
attribute is linked to strong taste is
that she eats fewer chips. As a result,
she won’t get fat, which in turn means
that she will have a better figure.
Finally, a better figure results in
greater self-esteem, a terminal value
for this person.
Means-End Conceptualization of
Components of Advertising Strategy
-MECCAS
• Approach: generate a map depicting
relationships between functional
products/services attributes and
terminal values. This information is
then used to develop the advertising
strategy by identifying the following
elements,
• Message elements: the specific attributes or
product features to be depicted.
• Consumer benefit: the positive consequence
of using the product or service.
• Exceptional framework: the overall style
and tone of the advertisement.
• Leverage point: the way the message will
activate the terminal value by linking it with
specific product features.
• Driving force: the end value on which the
advertising will focus.
Materialism: he who dies with
the most toys wins
• Although most people don’t literally worship
material goods in quite this way, things do
play a central role in many people’s lives.
Materialism refers to the importance people
attach to worldly possessions.
• Materialists are more likely to value
possessions for their status and
appearance-related meanings, while those
who do not emphasize this value tend to
prize products that connect them to other
people or that provide them with pleasure
in using them.

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Motivation and Values

• The degree to which a person is willing to expend energy to reach

• The most important values to Asian executives are hard work,

• As an alternative the list of values

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