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Copyright © 2006 Pearson Education Canada Inc.

Motivation and Involvement

Copyright © 2006 Pearson Education Canada Inc. 3-2

What Is Motivation?

The driving force within individuals that impels them to action– Produced by a state of tension due to an

unfulfilled need– Which leads to conscious/subconscious

attempts to reduce the tension



Types of Needs

Innate Needs– Physiological (or biogenic) needs that are

considered primary needs or motives

Acquired needs– Generally psychological (or psychogenic) needs

that are considered secondary needs or motives


Types of Motives

Rational Motives– Goals chosen according to objective criteria

(e.g., price) Emotional Motives

– Goals chosen according to personal or subjective criteria (e.g., desire for social status)

» continued


Types of Motives Latent Motives

– Motives that the consumer is unaware of or unwilling to recognize

– Harder to identify– Require projective techniques to identify

Manifest Motives– Motives that the consumer is aware of and

willing to express


Goals Generic Goals

– the general categories of goals that consumers see as a way to fulfill their needs

Product-Specific Goals– the specifically branded products or services

that consumers select as their goals


The Selection of Goals

The goals selected by an individual depend on their:– Personal experiences– Physical capacity– Prevailing cultural norms and values– Goal’s accessibility in the physical and social

environment


Motivations and GoalsPositive Motivation

A driving force toward some object or condition

Leads to an Approach Goal

A positive goal toward which behaviour is directed

Negative MotivationA driving force away from some object or condition

Leads to an Avoidance Goal

A negative goal from which behaviour is directed away


The Dynamic Nature of Motivation

Needs are never fully satisfied New needs emerge as old needs are

satisfied A given need may lead totally different

goals Consumers are more aware of their goals

than their needs» continued



Consumer values, personality and self-concept influence consumer goals

Consumers have multiple needs– Pre-potent need

Motives are difficult to infer from behaviour Past experiences (success/failure) influence goals

– Defence Mechanisms» continued



Motives may conflict with each other– Three types of motivational conflict

• Approach-approach: when a consumer is drawn towards two positive goals

• Approach-avoidance: when the goal object has both positive and negative qualities

– You are both drawn toward and away from the object• Avoidance-avoidance: when the consequences of buying an

object is unpleasant, but the purchase does not lead to any pleasure

» continued


Motivational Direction

Approach Approach


Approach Avoidance


Avoidance Avoidance



Motives can be aroused in many ways– Physiological arousal

• Hunger, thirst– Emotional arousal

• daydreaming– Cognitive arousal

• Random thoughts– Environmental arousal

• Cues in the environment (e.g. smell of food)


Philosophies Concerned With Arousal of Motives

Behaviourist School– Behaviour is response to stimulus– Elements of conscious thoughts are to be

ignored– Consumer does not act, but reacts

Cognitive School– Behaviour is directed at goal achievement– Need to consider needs, attitudes, beliefs, etc. in

understanding consumer behaviour



McClelland’s Trio of Needs

Power– individual’s desire to control environment

Affiliation– need for friendship, acceptance, and belonging

Achievement– need for personal accomplishment– closely related to egoistic and self-

actualization needs


Mid-range theories

Hedonic Consumption– Need to gain pleasure through the senses– Explains attraction to scary rides,

adventure tours, etc Optimum Stimulation Level

– Desire to maintain a certain level of stimulation that the consumer considers to be optimal


Motivational ResearchMotivational Research

Qualitative research designed to uncover consumers’ subconscious or hidden motivations. Consumers are not always aware of, or may not wish to recognize, the basic reasons underlying their actions.


Motivation and Marketing Strategy

Identify the needs and goals of the target market– Identify both latent and manifest motives

Use knowledge of needs to segment the market and to position the product

Use knowledge of needs to develop promotional strategies

Reduce motivational conflict


Consumer Involvement

The level of personal relevance that a consumer sees in a product


Types of Involvement

Enduring Involvement – long-lasting involvement that arises out of

a sense of high personal relevance Situational involvement

Short-term involvement in a product of low personal relevance


Types of Involvement- Cont’d

Cognitive Involvement– Rational level involvement in products that

are considered to be major purchases Affective Involvement

– Emotional level involvement in products


Factors Leading to High Involvement

Level of perceived risk (social, financial or physical)

Level of personal interest in product category Probability of making a mistake or buying the

wrong product Extent of pleasure in buying and using a

product Number and similarity of competitive brands

available


Measures of Involvement

Brand involvement Ego involvement Importance of purchase Product involvement Situational Vs Enduring Vs Response

involvement Involvement Profile


Involvement and Marketing Strategy

Choose media according to level of involvement– Print media for high involvement– Television for low involvement

Choose messages according to level of involvement

Find ways to raise level of involvement









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