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Customer BehaviorCustomer Behavior
Module Six
Customer MotivationCustomer MotivationNeeds, Emotions & Needs, Emotions &
PsychographicsPsychographics
Customer Behavior2
Module 6
Motivation
Motivation is what moves people – the
driving force for all human behavior. More
formally, it is defined as “The state of drive
or arousal that impels behavior toward a
goal – object.
motivation has two components:
– Drive or arousal
– Goal – object
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A drive is an internal state of tension that produces
actions purported to reduce that tension.
Arousal or drive provides the energy to act
A goal object is something in the external world whose
acquisition will reduce the tension.
goal object provides the direction for one to channel that
energy.
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The Process of Motivation
Drive/arousal
Cognitive
Autonomic (physiological)Emotive
Identification of goal-directed
behaviors
Experience of new stateSatisfaction
Outcome
Behavior
Approach or avoidance
Figure 1 A model of the Motivation Process
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Approach Avoidance Models
Approach motivationApproach motivation is the desire to attain a goal – objects (i.e.
objects that attract us) are sought or even longed for. For example,
most people seek vacations and good food. Their depravation
creates unhappiness.
Avoidance motivationAvoidance motivation is the desire to protect oneself from an object.
Avoidance goal objects might include traffic tickets and the measles.
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Facets of Motivation
Needs
Emotions,
Psychographics
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Customer Needs
The concept of needs and
wants is closely aligned to
the concept of motivation
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Maslow’s Hierarchy of Needs
Human needs and wants are arranged in a hierarchy.
hierarchy of needs consists of (from lowest to highest):
Figure 2 Maslow's Need Hierarchy
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Needs Identified by Marketing Scholars
Geraldine Fennel identified consumer motives for product
use based on use – situation-for example, aversive (to avert
an adverse situation) or positive (to gain a reward) product
use situation.
Consumer researcher Morris Holbrook has discussed the
hedonic (i.e. pleasure seeking) consumption motive,
distinguishing it from the more utilitarian consumption.
marketing professor Olli T. Ahtola has described utilitarian
and hedonic consumer attitudes toward products
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Marketing scholar J.N Sheth has proposed that individual choice behavior stems five
needs:
1. Functional – A product or service satisfies its physical or functional
purpose (for example: soaps for cleaning and medicines fro alleviating physical
ailments).
2. Social – A product or service satisfies the social need through its
associations with selected demographic, socioeconomic, or cultural –
ethnic segments of society (for example, wearing a polo brand of shirt to identify
with upper – income, successful people)
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Emotional – the product or service satisfies this need by
creating the appropriate feelings and emotions, such as joy,
love respect, a person experiences upon receiving a gift.
Epistemic – the product or service satisfies the human need to
know or learn something new: for example, buying and
reading a newspaper, watching TV news program, or
purchasing an encyclopedia, or books on history, science and
commerce.
Situational – Certain products or services satisfy needs that
are situational or contingent upon the time and place: for
example, an emergency car repair on an out-of town trip.
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A list of seven consumer need by Janice Hanna
1. Physical safety The need to consume products so as to avoid harm or danger in their use, and to preserve clean air and water in the environment.
2. material securityThe need to consume an adequate supply of material possessions
3. Material comfort The need to consume a large and / or luxurious supply of material possessions
4. Acceptance by others The need to consume products in order to be associated with significant other or a special reference group
5. Recognition from others The need to consume products in order to be acknowledged by others as having gained a high status in his or her community
6. Influence over others The need to feel one’s impact on others consumption decisions
7. Personal growth The need to consume products in order to be or become one’s own unique self
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Customer Emotions
Emotions lace our lives and guide everyday actions.
Although the experience of emotion, it is not easy to
define. The reason is that emotion is a complex set of
processes, occurring concurrently in multiple systems of
humans (i.e. both in the mind and in the body). Emotions
are Consciousness of the occurrence of some physiological
arousal followed by a behavioral response along with the
appraised meaning of both; this definition implies that
emotions have three components:
Physiological, behavioral and cognitive.
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A Model of Emotion
the experience of emotion depends on two factors,
autonomic arousal and its cognitive interpretation, or
meaning analysis.
Marketers can adapt or respond to customer emotions by:
– Designing the stimulus
– Aiding the meaning appraisals
AutonomicArousal
MeaningAnalysis
FeelingExperience
BehavioralResponse
FurtherAutonomicArousalStimulus
Figure 3 A Model of the Emotional Process
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The first intervention takes the form of making product or
service designs to fit appropriate consumption emotions.
The second takes the form of communication, such as in
attaching symbolism to products / services in advertising,
or explaining certain aspects of the market offering or
certain deviations from the expected market place events
or outcomes.
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Types of Emotions
Fear – ranging from timidity to terror. An individual customer might
experience this if, when driving on the expressway. A business
customer might experience fear upon learning that top management
is looking into the problems experienced with the lower – cost
computer network he or she was responsible for buying.
Anger – ranging from annoyance to rage. For a household customer
at the desk of a car rental agency, anger might result when the
agency employee explains that the car the customer reserved is not
available. A business customer might become angry upon realizing
that he company’s insurance agent sold the company a policy for
more coverage than necessary.
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Joy – ranging from serenity to ecstasy. An individual customer
might experience joy in an auto dealership, when the
customer spots a rare model he or she had been looking for. A
business customer might experience joy when the company’s
advertising agency delivers an awesome TV commercial.
Sadness – ranging from pensiveness to grief. For household
customer, sadness might result from calling the airline for a
last – minute reservation, only to be informed that the last
seat was just sold. For a business customer, a cause of
sadness might be the news that a favorite supplier has gone
out of business.
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Module 6
Acceptance – ranging from tolerance to adoration. For a
household customer, acceptance might involve feelings about
a favorite restaurant. For a business customer, the feeling
might be preference for working with a particular salesperson.
Disgust – ranging from boredom to loathing. A household
customer might feel disgust at finding an insect in his or her
cola. A business customer might be disgusted to learn that no
insurance firm covers the risk of loss due to an act of war
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Anticipation – ranging from mindfulness to vigilance. For a household
customer, expectancy might include the wait for the announcement of
the winning lottery number. For a business customer, it might include
waiting for the results of a marketing research effort.
Surprise – ranging from uncertainty to amazement. A household
customer might feel surprise when his or her waiter announces that
desert will be on the house. For a business customer, surprise might be
the response to a call from the company's media buying agency,
saying that a long-sought television spot on the final championship
game has become available.
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Psychographics
Psychographics are characteristics of individuals that
describe them in terms of their Psychological and
behavioral makeup – how people occupy themselves
(behavior) and what psychological factors underlie
that activity pattern, they are manifestation of an
individual‘s underlying motivations.
Psychographics have three components: values,
self – concept, and lifestyle.
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Values
Psychologist Milton Rokeach has identified two groups of these: terminal and instrumental
THE ROKEACH VALUE SURVEY INSTRUMENT
Terminal values Instrumental values
A comfortable life (a prosperous life) Ambitious (hard- working- aspiring)
An existing life (a stimulating, active life) Broad – minded (open- minded)
A world at peace (free of war and conflict) Capable (competent – effective)
Equality (brotherhood, equal opportunity for all)
Cheerful (lighthearted, joyful)
Freedom (independence and free choice) Clean (neat, tidy)
Happiness (contentedness) Courageous (standing up for your beliefs)
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National security (protection from attack)
Forgiving (willing to pardon others)
Pleasure (an enjoyable life) Helpful (working for the welfare of others)
Salvation (saved, external life) Honest (sincere, truthful)
Social recognition (respect and admiration)
Imaginative (daring, creative
True friendship (close companionship)
Independent (self reliant, self – sufficient)
Wisdom (a mature understanding of life)
Intellectual (intelligent, reflective)
A world of beauty (beauty of nature and the arts)
Logical (consistent, rational)
Family security (taking care of loved ones)
Loving (affectionate, tender)
Self respect (self esteem) Polite (courteous, well mannered)
A sense of accomplishment (lasting contribution)
Responsible (dependable, reliable)
Inner harmony (freedom from inner conflict)
Self – controlled (restrained, self disciplined)
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Consumer researcher Lynn Kahle and his associates developed
a list of values (LOV), consisting of nine terminal values:
1. Self – respect
2. Self – fulfillment
3. Security
4. Sense of belonging
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5. Excitement
6. Sense of accomplishment
7. Fun and enjoyment
8. Being well respected
9. Warm relationships with others
This list of values corresponds well to the needs in
Maslow’s hierarchy, except that Maslow’s includes
physiological needs, and LOV adds values of fun and
excitement
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Linking Product Attributes to Customer Values
This linking is accomplished by drawing “means-end chain". Means–end chains are simply linkages between the products physical features and customers' fundamental needs and values. They are identified by a research technique called laddering, in which potential customers are asked repeatedly in iterative sequence
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Self-Concept
Everyone has a self-image ,This is called self-concept
The self-concepts influence a person’s consumption deeply, for
people live their self-concepts in large measure by what they
consume.
Marketers can apply the principle of self concept by obtaining a self
concept profile of customers in terms of selected personality traits,
then obtaining the consumer’s perceptions of a brand on the same
traits.
Businesses too have a self-concept, some think of themselves as a
company at the forefront of technology: others view their essence to
be in communications – wherever and in whatever form it may exist:
still others define their essence as innovation.
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A SCALE TO MEASURE SELF-IMAGE AND PRODUCT IMAGE
1- rugged 123456Delicate
2- Exciting 123456Calm
3- uncomfortable 123456Comfortable
4- Dominating 123456Submissive
5- thrifty123456Indulgent
6- pleasant 123456Unpleasant
7-Contemporary 123456Uncontemporary
8- organized 123456Unorganized
9- Rational 123456Emotional
10- youthful 123456Mature
11- Formal 123456Informal
12- Orthodox 123456Liberal
13- Complex 123456Simple
14- Colorless 123456Colorful
15-Modest 123456Vain
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Self-Concept as Users, Payers, and Buyers
a user could have the self – concept of a very discerning
connoisseur user, or a very involved (or alternatively, very
detached) user. The payer could have the self- concept of being
thrifty, financially prudent, or “money is no object to me” Finally
the buyer could have the self concept of being a convenience
seeker or service seeker or being very time conscious. They could
take shopping as a chore or a heroic activity where they have to
battle a proliferation of brands all clamoring for their attention,
and they have to triumph by making a wise purchase decision.
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Lifestyle
Lifestyles are determined by a) a customer's
personal characteristics, namely, genetics,
race, gender, age, and personality; b) his or
her personal context – namely, culture,
institutions and reference groups, and
personal worth; and c) needs and emotions.
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Compulsive Buying and Consuming
The psychographic profile of some
customers includes behavior we call
compulsive buying and consuming.
These two categories of behavior are
distinct but related.
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Compulsive Buying
Although some compulsive buying is harmless, when done in
excess, it becomes positively harmful. The example of a
benign compulsive buyer is someone who is always buying
things whenever they are on sale, accumulating them for
future use. Such a benign compulsive buyer is benign
because he or she limits the purchase to items he or she does
need and is generally very deliberative as to the "value" of
the purchase, buying it only if the item represents a good
bargain or a rare find; the compulsiveness resides in
constantly looking for opportunistic merchandise.
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Consumer researchers have defined the negative compulsive behavior
as "chronic repetitive purchasing that becomes a primary response to
negative events or feelings". This description implies that compulsive
buyers have been found to differ from other customers in a number of
respects. Compared with others, compulsive buyers have a lower self-
esteem, are more depressed, show a greater tendency to fantasize,
experience greater "emotional lift" at the time of purchase,
experience remorse in the post-purchase phase; and accumulate a
much higher debt. Moreover, research has found that compulsive
buying is motivated less by a desire to possess things, and more as a
means of maintaining self-esteem.
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Compulsive Consumption
In the consumer research literature, three
characteristics of compulsive consumption have
been reported. Compulsive consumers
experience a drive or urge to engage in a
behavior. A number of behaviors are examples of
compulsive consumption: eating disorder,
compulsive gambling, and compulsive exercising.
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The Motivational Process and the Three Customer Roles
User Payer Buyer
needs One or more needsconstitute the
primarypurpose of product or
service usage.
Fear of being ripped off (security,
esteem)Donors to worthy cause
(esteem)Payers for gifts (esteem,
socialneeds).
Personal safety in shopping areas.
Seek social interaction withsalespersons and serviceproviders.Need to protect and look toenhancing self – esteem in
marketplace experiences.
emotions Emotional value fromproducts and
services.
Emergency expenses andinvoluntary expenses causenegative emotions.Debt causes grief to many
payers.Spending on self and loved
onescauses positive emotions.
Shopping activity is sometimes
enjoyable, and, at other times
boring.
Finding a deal gives a thrill.
psychographic
Users seek and use many
products and services to
live their lifestyles, to fit
in with their psychographics.
Being a spend thrift or a bigspender, being a credit card
user ,accumulating debt or eager
to staydebt-free are
psychographics
Comparison shoppers, "shop till
you drop", shoppers at late night,
"shopper types"