Bài giảng Hành vi người tiêu dùng - Chương 4: Motivation and values - Bùi Thị Phương Hoa
Chapter 4
Motivation and Values
CONSUMER
BEHAVIOR, 8e
Michael Solomon
Learning Objectives
When you finish this chapter you should understand why:
• It’s important for marketers to recognize that products can
satisfy a range of consumer needs.
• The way we evaluate and choose a product depends upon our
degree of involvement with the product, the marketing
message, and/or the purchase situation.
• Our deeply held cultural values dictate the types of products
and services we seek out or avoid.
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Learning Objectives (cont.)
• Consumers vary in the importance they attach to worldly
possessions, and this orientation in turn has an impact on
their priorities and behaviors.
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The Motivation Process
• Motivation: process that leads
people to behave as they do
• Also, the forces that drive us to
buy/use products
• Goal: consumer’s desired end state
• Drive: degree of consumer arousal
• Want: manifestation of consumer
need
• The ad shows desired state and
suggests solution (purchase of
equipment)
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Hoang Duc Binh, MBA- 2008
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Motivational Strength
Motivational strength: degree of willingness to expend energy to
reach a goal
• Drive theory: biological needs that produce unpleasant states
of arousal (e.g., hunger)
• Expectancy theory: behavior is pulled by expectations of
achieving desirable outcomes
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Types of Needs
Types of needs:
• Biogenic: biological needs, such as for air, water, food
• Psychogenic: need for status, power, affiliation
• Utilitarian: need for tangible attributes of a product, such as
miles per gallon in a car or calories in a cheeseburger
• Hedonic: needs for excitement, self-confidence, fantasy
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Motivational Conflicts
• Goal valence (value): consumer
will:
• Approach positive goal
• Avoid negative goal
• Example: Partnership for a Drug-
Free America communicates
negative consequences of drug
addiction for those tempted to
start
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Three Types of Motivational Conflicts
• Two desirable alternatives
• Cognitive dissonance
• Positive & negative aspects
of desired product
• Guilt of desire occurs
• Facing a choice with two
undesirable alternatives
Figure 4.1
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Specific Needs and Buying Behavior
NEED FOR ACHIEVEMENT
NEED FOR AFFILIATION
Value personal accomplishment
Want to be with other people
Place a premium on products that
signify success (luxury brands,
technology products)
Focus on products that are used
in groups (alcoholic
beverages, sports bars)
NEED FOR POWER
NEED FOR UNIQUENESS
Control one’s environment
Assert one’s individual identity
Focus on products that allow
them to have mastery over
surroundings (muscle cars,
loud boom-boxes)
Enjoy products that focus on
their unique character
(perfumes, clothing)
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Levels of Needs in the Maslow Hierarchy
Figure 4.2
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Discussion
• 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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Consumer Involvement
• Involvement: perceived relevance of an object based on
one’s needs, values, and interests
• We get attached to products:
• “All in One” restaurant tattoo on consumer’s head
• Lucky magazine for women who obsess over shopping
• A man tried to marry his car when fiancée dumped him
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Conceptualizing Involvement
Figure 4.3
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Levels of Involvement: From Inertia to Passion
Inertia: consumption at the low
end of involvement
• Decisions made out of habit (lack of
motivation)
• Ad shows how Swiss potato board
tries to increase product
involvement
Cult product: command fierce
consumer loyalty, devotion, and
even worship by consumers who
are highly involved
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Product Involvement
• Product involvement: consumer’s level of interest in a
product
• Many sales promotions attempt to increase product
involvement
• Mass customization enhances product involvement
• Nikeid.nike.com
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Discussion
• Interview each other about a particular celebrity.
• Describe your level of involvement with the “product” and
devise some marketing opportunities to reach this group.
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Message-Response Involvement
• Vigilante marketing: freelancers and fans film their own
commercials for favorite products and post them to website
• Consumer’s interest in processing marketing communications
• Marketers experiment with novel ways to increase
consumers’ involvement, such as games on Web sites
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Purchase Situation Involvement
• Purchase situation involvement: differences that occur
when buying the same object for different contexts.
• Example: wedding gift
• For boss: purchase expensive vase to show that you want to impress
boss
• For cousin you don’t like: purchase inexpensive vase to show you’re
indifferent
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Measuring Involvement: Involvement Scale
To me (object to be judged) is:
1. important
2. boring
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unimportant
interesting
irrelevant
unexciting
means a lot
unappealing
mundane
3. relevant
4. exciting
5. means nothing
6. appealing
7. fascinating
8. worthless
9. involving
10. not needed
valuable
uninvolving
needed
Hoang Duc Binh, MBA- 2008
Table 4.1
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