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Copyright © 2006 Pearson Education Canada Inc.

Chapter 3Motivation and Involvement

Consumer Behaviour

Canadian Edition

Schiffman/Kanuk/Das

3-2 Copyright © 2006 Pearson Education Canada Inc.

Opening Vignette Why do people go to boutique hotels?

Personalized service Unique experience

Also satisfies consumer’s ego needs ‘as unique as I am’


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

– e.g., “I want to get a graduate degree” Product-Specific Goals

– the specifically branded products or services that consumers select as their goals

– e.g., “I want to get an MBA in Marketing from Kellogg School of Management.”


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 Goals

Positive Motivation

A driving force toward some object or condition

Leads to an Approach Goal

A positive goal toward which behaviour is directed

Negative Motivation

A 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



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)


Defence MechanismDefence Mechanism

Methods by which people mentally redefine frustrating situations to protect their self-images and their self-esteem.


Types of Defence Mechanisms

Aggression Rationalization Regression Withdrawal Projection Autism Identification Repression


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



Murray’s List of Psychogenic Needs

Needs Associated with Inanimate Objects:Acquisition, Conservancy, Order, Retention,

Construction

Needs Reflecting Ambition, Power, Accomplishment, and Prestige:Superiority, Achievement, Recognition, Exhibition,

Infavoidance

Needs Connected with Human Power:Dominance, Deference, Similance, Autonomy,

Contrariancecontinued


Murray’s List of Psychogenic Needs

Sado-Masochistic Needs :Aggression, Abasement

Needs Concerned with Affection between People:Affiliation, Rejection, Nurturance, Succorance, Play

Needs Concerned with Social Intercourse:Cognizance, Exposition


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 of Motivation

Psychological Reactance– Motivational arousal due to threat of

behavioural freedom Opponent Process Theory

– Extreme initial reactions may be followed by extreme opposite reaction

– Priming• Small amounts of initial stimuli will lead to desire for

more• extreme amounts of exposure to same stimulus will

lead to withdrawal» continued


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.


Projective Techniques Metaphor analysis Story telling Picture drawing Photo sorts Thematic Apperception Tests Word Association Sentence Completion Third-person technique


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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