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7/24/2019 Chapter 4 Consumer Behavior
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Chapter 4
Motivation and Values
CONSUMER
BEHAVIORGlobal Edition eMi!hael R" Solo#on
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$earnin% Ob&e!tives
'hen (ou )inish this !hapter* (ou shouldunderstand +h(,
• It-s i#portant )or #ar.eters to re!o%ni/e that
produ!ts !an satis)( a ran%e o) !onsu#erneeds"
• 0he +a( +e evaluate and !hoose a produ!t
depends upon our de%ree o) involve#ent +ith
the produ!t* the #ar.etin% #essa%e* and1or
the pur!hase situation"
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$earnin% Ob&e!tives 2!ontinued3
• Our deepl( held !ultural values di!tate thet(pes o) produ!ts and servi!es +e see. out
or avoid"
• Consu#ers var( in the i#portan!e the(atta!h to +orldl( possessions* and this
orientation in turn has an i#pa!t on their
priorities and behaviors"
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0he Motivation ro!ess
• Motivation re)ers to thepro!ess that leads peopleto behave as the( do
• It o!!urs +hen a need isaroused
• 0he ad sho+s desiredstate and su%%ests a
solution 2pur!hase o)e5uip#ent3
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Needs and Motivation
• Needs #a( be utilitarian or hedoni!
• 0he desired end state is the %oal
• 0he de%ree o) arousal is drive
• ersonal and !ultural )a!tors !o#bine to!reate a +ant 6 one #ani)estation o) a need
• Motivation is des!ribed in ter#s o) stren%th
and dire!tion
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Motivational Stren%th
• Motivational stren%th, de%ree o) +illin%nessto e7pend ener%( to rea!h a %oal
• 8rive theor(, biolo%i!al needs that produ!e
unpleasant states o) arousal 2e"%"* hun%er3• E7pe!tan!( theor(, behavior is pulled b(
e7pe!tations o) a!hievin% desirable
out!o#es
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'hat 8o 'e Need9
Biogenic Needs
Psychogenic Needs
Utilitarian Needs
Hedonic Needs
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Motivational Con)li!ts
• Goal valen!e 2value3, !onsu#er +ill,
• Approa!h positive %oal
• Avoid ne%ative %oal
• E7a#ple, artnership )or a 8ru%:;reeA#eri!a !o##uni!ates ne%ative
!onse5uen!es o) dru% addi!tion )or those
te#pted to start
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;i%ure 4"< 0(pes o) Motivational Con)li!ts
• 0+o desirable alternatives• Co%nitive dissonan!e
• ositive = ne%ative aspe!ts
o) desired produ!t• Guilt o) desire o!!urs
• ;a!in% a !hoi!e +ith t+o
undesirable alternatives
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Spe!i)i! Needs and Bu(in% Behavior
NEE8 ;OR ACHIEVEMEN0
Value personal a!!o#plish#ent
la!e a pre#iu# on produ!ts
that si%ni)( su!!ess 2lu7ur(brands* te!hnolo%( produ!ts3
NEE8 ;OR A;;I$IA0ION
'ant to be +ith other people
;o!us on produ!ts that are used
in %roups 2al!oholi!bevera%es* sports bars3
NEE8 ;OR O'ER
Control one-s environ#ent
;o!us on produ!ts that allo+
the# to have #aster( over
surroundin%s 2#us!le !ars*
loud boo#:bo7es3
NEE8 ;OR UNI>UENESS
Assert one-s individual identit(
En&o( produ!ts that )o!us on
their uni5ue !hara!ter
2per)u#es* !lothin%3
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$evels o) Needs in the Maslo+ Hierar!h(
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An Appeal to One-s Need )or Sa)et(
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8is!ussion
• Create an advertising slogan for a pair of jeans, which stresses one of the levels of
Maslow’s hierarchy of needs.
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Consu#er Involve#ent
• Involve#ent, per!eived relevan!e o) anob&e!t based on one-s needs* values* and
interests
• 'e %et atta!hed to produ!ts,• ?All in One@ restaurant tattoo on
!onsu#er-s head
• Lucky #a%a/ine )or +o#en +ho obsess
over shoppin%
• A #an tried to #arr( his !ar +hen his
)ian!e du#ped hi#
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;i%ure 4" Con!eptuali/in% Involve#ent
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$evels o) Involve#ent,
;ro# Inertia to assion
• Inertia is !onsu#ption at the lo+ end o)involve#ent de!isions #ade out o) habit
2la!. o) #otivation3
• ;lo+ state o!!urs +hen !onsu#ers are trul(involved
• Sense o) !ontrol
• Con!entration
• Mental en&o(#ent
• 8istorted sense o) ti#e
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Cult rodu!ts
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rodu!t Involve#ent
• rodu!t involve#ent is the !onsu#er-slevel o) interest in a produ!t
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8is!ussion
• Interview each other about a particularcelebrity.
• Describe your level of involveent with the
!product" and devise soe arketingopportunities to reach this group.
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0a!ti!s to Boost Motivation to ro!ess
• Appeal to !onsu#ers- hedoni! needs• Use novel sti#uli
• Use pro#inent sti#uli
• In!lude !elebrit( endorsers
• rovide value !usto#ers appre!iate
• $et !usto#ers #a.e #essa%es
• Create spe!ta!les or per)or#an!es
• 8evelop #obile e7perien!es li.e alternate realit(
%a#es
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ur!hase Situation Involve#ent
• ur!hase situation involve#ent, di))eren!esthat o!!ur +hen bu(in% the sa#e ob&e!t )or
di))erent !onte7ts"
• E7a#ple, +eddin% %i)t• ;or boss, pur!hase e7pensive vase to
sho+ that (ou +ant to i#press boss
• ;or !ousin (ou don-t li.e, pur!hase
ine7pensive vase to sho+ (ou-re
indi))erent
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0able 4"< Measurin% Involve#ent
0o #e 2ob&e!t to be &ud%ed3 is,<" i#portant D,D,D,D,D,D,D uni#portant
" borin% D,D,D,D,D,D,D interestin%
" relevant D,D,D,D,D,D,D irrelevant
4" e7!itin% D,D,D,D,D,D,D une7!itin%
F" #eans nothin% D,D,D,D,D,D,D #eans a lot
" appealin% D,D,D,D,D,D,D unappealin%
" )as!inatin% D,D,D,D,D,D,D #undane
" +orthless D,D,D,D,D,D,D valuable" involvin% D,D,D,D,D,D,D uninvolvin%
<J" not needed D,D,D,D,D,D,D needed
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Consu#er Values
• Value, a belie) that so#e !ondition ispre)erable to its opposite
• E7a#ple, loo.in% (oun%er is pre)erableto loo.in% older
• rodu!ts1servi!es K help in attainin% value:related %oal
• 'e see. others that share our values1
belie)s• 0hus* +e tend to be e7posed to
in)or#ation that supports our belie)s
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Core Values
• Core values, valuesshared +ithin a !ulture
• En!ulturation, learnin% the
belie)s and values o) one-so+n !ulture
• A!!ulturation, learnin% the
value s(ste# and
behaviors o) another
!ulture
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8is!ussion
• #hat do you think are the three to five corevalues that best describe $ericans today%
• &ow are these core values relevant to the
following product categories'• Cars%
• Clothing%
•&igher education%
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Ho)stede-s Cultural 8i#ensions
• o+er distan!e
• Individualis#
• Mas!ulinit(
• Un!ertaint( avoidan!e
• $on%:ter# orientation
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0able 4" 0er#inal and Instru#ental Values
Instru#ental Value 0er#inal Value
A#bitious A !o#)ortable li)e
Capable A sense o)a!!o#plish#ent
Sel):!ontrolled 'isdo#
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$ist o) Values 2$OV3
• Identi)ies nine !onsu#er se%#ents based onvalues the( endorse and
• Relates ea!h value to di))eren!es in
!onsu#ption behaviors"• E7a#ple, those +ho endorse sense o)
belon%in% read (eader’s Digest and )*
+uide drin. and entertain #ore* and pre)er
%roup a!tivities
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Means:End Chain Model
• Ver( spe!i)i! produ!t attributes are lin.edat levels o) in!reasin% abstra!tion to
ter#inal values
• Alternative #eans to attain valued endstates
• $adderin% te!hni5ue un!overs !onsu#ers-
asso!iations bet+een spe!i)i! attributes
and %eneral !onse5uen!es
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;i%ure 4"4 Hierar!hi!al Value Maps
)or Ve%etable Oil in 0hree Countries
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Cons!ientious Consu#eris#
• Cons!ientious !onsu#eris# is a )o!us onpersonal health #er%in% +ith a %ro+in%
interest in %lobal health
• $OHAS 2li)est(les o) health andsustainabilit(3, Consu#ers +ho,
• 'orr( about the environ#ent
• 'ant produ!ts to be produ!ed in a
sustainable +a(
• Spend #one( to advan!e +hat the( see as
their personal develop#ent and potential
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;i%ure 4"F Carbon ;ootprint Brea.do+n
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Materialis#
• Materialis#, the i#portan!e people atta!hto +orldl( possessions
• ?0he %ood li)e@"""?He +ho dies +ith the
#ost to(s* +ins@• Materialists, value possessions )or their
o+n status and appearan!e
• Non:#aterialists, value possessions that!onne!t the# to other people or provide
the# +ith pleasure in usin% the#
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Chapter Su##ar(
• rodu!ts address a +ide ran%e o) !onsu#erneeds"
• Ho+ +e evaluate a produ!t depends on our
involve#ent +ith that produ!t* the #ar.etin%#essa%e* and the pur!hase situation"
• Our !ultural values di!tate the produ!ts +e
see. out and avoid"
• Consu#ers var( in ho+ i#portant
possessions are to the#"
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