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Snapshot from the Marketplace
Gambling has become within easy reach of nearly everyone. In 2010, Americans wagered over $900 billion in various types of gambling.
The forces that motivate people to gamble are diverse and perplexing.
An understanding of why people gamble can help either cure a social problem or capitalize on a business opportunity
Motives and Goals
Motives – an inner drive that reflects goal-directed arousal.
Goals – Ends or aspirations that direct action.
What Is Motivation?
A state in which bodily energy is mobilized and directed in a selective fashion toward desirable goals
Motivated to look good?
Arousal
A tension state resulting from unfulfilled needs
A number of conditions can trigger arousal: Physiological cues Emotional cues Cognitive cues Environmental cues
Direction
The resulting state of tension activates the individual to engage in purposive behavior to accomplish a desired goal.
Goal fulfillment eliminates the tension state.
Classifying Consumer Motivations
Conscious vs. UnconsciousHigh vs. Low UrgencyPositive vs. Negative Polarity Intrinsic vs. ExtrinsicRational vs. Emotional
Conscious vs. Unconscious Motivation
While sometimes the reasons behind our behavior are clear, at other times these reasons are hidden or unknown.
From a consumer behavior perspective, these unconscious needs must be drawn to consumers’ attention via marketers’ promotional efforts.
High vs. Low Urgency
Motivation can exert either immediate or delayed impact on behavior.
Unlike the case of low-urgency needs, high-urgency needs require immediate satisfaction.
In promoting products/services, marketers attempt to create a sense of urgency in order to motivate consumers’ action.
Positive vs. Negative Polarity
Motivation can positively or negatively influence individuals’ behavior.
Positive influences lead individuals toward desired goals.
Negative influences steer individuals away from aversive consequences.
Marketers employ both as strategies to promote products/services.
Intrinsic vs. Extrinsic Motivation
Intrinsic motivation refers to behavior undertaken for the inherent pleasure of the activity (behavior is its own reward).
Extrinsic motivation refers to behavior undertaken to acquire rewards independent of the activity.
Behavior resulting from intrinsic motivation tends to be more enduring.
Rational vs. Emotional Motivation
Rational motives are utilitarian and are aroused through appeals to reason, such as emphasizing economy and quality.
Emotional motives have their origin in human feelings and impulses.
Most promotional campaigns fall somewhere along a continuum between purely rational and purely emotional.
Elements of Motivation
The four elements of motivation are:Needs are internal forces that prompt
behavior toward goal-oriented solutions.Motives are tension states that push us to act.Goals are the sought-after objectives of
motivation.Desires are passions that involve longing and
fervent wishing for something.
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Five Consumer Needs in Cultural Perspective
The Achievement Motive drive to experience emotion in connection with
evaluated performance. The Power Motive
drive to have control or influence over another person, group, or the world at large.
The Uniqueness/Novelty Motive drive to perceive oneself as different from others.
The Affiliation Motive drive to be with people.
The Self Esteem Motive need to maintain a positive view of the self.
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Consumer Goal Hiearchies
Goals can be thought of at many different levels Focal goal – what the consumer is striving for Superordinate goals – reasons why consumer
wants to achieve the focal goal Subordinate goals – actions that contribute to
the focal goal
Theories of Motivation
Four groups of theories are of particular relevance to the field of consumer behavior: Instinct Theories Drive Theories Arousal Theories Cognitive Theories
Instinct Theories
Suggest that behavior is innate.Instincts are the physical and behavioral
characteristics of a species that enable it to survive.
Marketers still find instinct theories useful in formulating ad appeals.
Freud’s psychoanalytical theory viewed sexual instincts as a primary motivator of human behavior
Drive Theories
Suggest that behavior reflects our efforts to restore physical or psychological equilibrium.
When equilibrium is disturbed, the automatic homeostatic mechanism is no longer in harmony.
Imbalance causes the organism to become aroused to correct the deficit.
Arousal Theories
Suggest that people often seek stimulation rather than avoid it.
High sensation seekers (HSS) have a stronger than average urge to pursue challenges and thrills.
Low sensation seekers (LSS) tend to avoid excitement and challenges.
An individual’s optimal stimulation level (OSL) can be measured via the General Sensation Seeking Scale (GSSS).
Cognitive Theories
Suggest that behavior is a rational act undertaken by intelligent, information-processing individuals capable of making wise choices.
Marketers often apply these theories in promotions by providing logical arguments and convincing evidence regarding product/service offerings.
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Maslow’s Hierarchy of Needs
Needs are arranged in a sequence from lower-level to higher-level.
Physiological - biological needs for food, water and sleep
Safety and security - shelter, protection and security
Social - affection, friendship and acceptance
Ego - prestige, success, accomplishment and self-esteem
Self-actualization - self-fulfillment and enriching
experiences.
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Maslow’s Hierarchy of Needs
Criticismsoverly simplistic ignores the intensity of needs ordering of needs may not be consistent
across cultures
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Implications of Maslow’s Theory of Marketing
Provides useful summary of human needs that may guide marketing managers to understand consumer behavior and needs.
List of needs can serve as a key input for product design
Marketing communications can be designed to appeal to one or more of the needs
Motivational Conflict
Situations where multiple contradictory needs simultaneously act upon an individual
Lewin’s three types of motivational conflict:
Approach-Avoidance
Approach-Approach
Avoidance-Avoidance
Incur a huge
mortgage
Surrender your driver’s license for speeding
Buy a new house
Go on an extended vacationBuy a new car
Pay $100 to keep
your license
Motivation Research
Explores the WHY aspects of human behavior via techniques developed in clinical psychology but adapted for consumer research Projective Techniques
Thematic Apperception TestCartoons
Association TestsFree-word associationsSentence completions
Other Motivation Research Techniques
Zaltman Metaphor Elicitation Technique (ZMET) Subjects provide pictures that express their
feelings about a topic or situation
Focus groups Consist of 8 to 12 individuals drawn from the
population under study Elicit participants’ free flow of views and ideas Can be conducted off- or online
Emotions
Emotions: Feeling states such as joy, love, sorrow, fear, and anger
Significance to consumer behavior: A product’s emotional value represents a major part
of the appeal in product acquisition Stirring consumers’ emotions is a powerful
promotional strategy
Emotion Vs. Mood
Mood: A temporary feeling state or frame of mind such as being in a good or bad mood
Significance to consumer behavior: Mood influences whether or not we shop. Mood influences the way we respond to shopping
environments and cues. Mood influences consumers’ response flexibility.
How Emotional Ads Work
Emotional arousal is a primary energizing force in consumer behavior.
Bonding involves connecting the consumer and the product through an emotional tie. Consider the connection: red roses/love,
movies/popcorn, New Year’s Eve/champagne
Emotional ads can increase consumers’ involvement with the ad.
Measuring Emotions
A variety of verbal, visual, and psychological response tools exist to measure emotions.
The PAD (Pleasure-Arousal-Dominance) Semantic Differential Scale is the most widely-used instrument for measuring emotions.
The Emotional Measurement System (EMS) of BBDO ad agency is another visual technique that uses facial expressions for this purpose.