Buyer Behaviour Lecture 4

Slide 6.
Chapter 6
Motivation, values and lifestyle
Solomon, Bamossy, Askegaard and Hogg, Consumer Behaviour: A European Perspective, 4th Edition, Pearson Education Limited 2010
Slide 6.2
Motivation
It is important for marketers to recognize that products can
satisfy a range of consumer needs. Marketers try to satisfy
consumer needs, but the reasons people purchase any
product can vary widely. The identification of consumer
motives is an important step in ensuring that a product will
satisfy appropriate needs. Traditional approaches to
consumer behaviour have focused on the abilities of products
to satisfy rational needs (utilitarian motives), but hedonic
motives (e.g. the need for exploration and fun) also play a key
role in many purchase decisions. Hence, there has been a
shift away from talking about needs towards talking about
wants and desires.
Slide 6.3
The motivation process:

a psychological perspective
Motivation refers to the processes that cause people
to behave as they do.
Motivation occurs when a need is aroused that the
consumer wishes to satisfy. Once a need has been
activated, a state of tension exists that drives the
consumer to attempt to eliminate or reduce the need.
Understanding motivation is to understand why
consumers do what they do.
Slide 6.4
The motivation process

Motivation satisfies either utilitarian or hedonic needs.
Satisfying utilitarian needs implies that consumers
emphasize the objective, tangible attributes of
products, e.g. fuel economy in a car.
Satisfying hedonic needs implies that consumers
emphasize subjective and experiential aspects,
e.g. self confidence, excitement, etc.
Slide 6.5
Motivational strength
The degree to which a person is willing to expend
energy to reach one goal as opposed to another
reflects their underlying motivation to attain that goal.
Slide 6.6
Biological vs. learned needs

Biological
Drive theory focuses on biological needs that produce
unpleasant states of arousal, e.g. stomach rumbling
when you are hungry. We are motivated to reduce the
tension caused by such arousal.
Learned
Expectancy theory suggests that behaviour is largely
governed by expectations of achieving desirable
outcomes positive incentives rather than pushed from
within.
Slide 6.7
Motivational direction
Motives have direction as well as strength. They are
goal oriented in that they drive us to satisfy specific
needs. Most goals can be reached by a number of
routes, and the objective of a company is to convince
consumers that the alternative it offers provides the
best chance to attain the goal.
Slide 6.8
Needs vs. wants

The particular form of consumption used to satisfy a
need is called a want.
Biogenic needs people are born with a need for

certain elements necessary to maintain life, e.g. food,
water, shelter, etc.
Psychogenic needs are acquired in the process of

becoming a member of a culture, e.g. status, power,
affiliation, etc.
Slide 6.9
Motivational conflicts
Positively valued goals consumers are motivated to
approach the goal and will seek out products that will
be instrumental in attaining it.
Avoiding negative goals consumers are motivated
to avoid a negative outcome structuring their
purchases or consumption activities.
Slide 6.10
Motivational conflicts (Continued)
Figure 6.1 Three types of motivational conflict

Slide 6.11
Classifying consumer needs

Much research has been done on classifying
human needs. Henry Murray delineated a set
of 20 psychogenic needs that result in specific
behaviours.
Other motivational approaches have focused
on specific needs and their ramifications for
behaviour.
Need
Need
Need
Need
for
for
for
for
achievement.
affiliation.
power.
uniqueness.
Slide 6.12
Maslows hierarchy of needs
Figure 6.2 Levels of need in the Maslow hierarchy

Slide 6.13
Maslows hierarchy of needs

(Continued)
As Maslows hierarchy of needs demonstrates, the same
product can satisfy different needs, depending on the
consumers state at the time. In addition to his objective
situation (e.g. have basic physiological needs already
been satisfied?), we must also consider the consumers
degree of involvement in the product.
Slide 6.14
Hidden motives: the psychoanalytical

perspective
The idea that much of human behaviour stems from a
fundamental conflict between a persons desire to
gratify his/her physical needs and the necessity to
function as a responsible member of society.
The struggle is carried out in three internal systems:
Id (immediate gratification, directing a persons
psychic
energy towards pleasurable acts without regard to the
consequences).
Superego (the persons conscience working to prevent
the id seeking selfish gratification).
Ego (mediating between the other two).
Slide 6.15
Motivational research
Table 6.1 Major motives for consumption as identified by Ernest Dichter

Source: Adapted from Jeffrey F. Durgee, Interpreting Dichters Interpretations: An Analysis of Consumption Symbolism in The Handbook of Consumer Motivation, Marketing and
Semiotics: Selected Papers from the Copenhagen Symposium, ed. Hanne Hartvig-Larsen, David Glen Mick and Christian Alsted (Copenhagen: Handelshjskolens forlag, 1991)
Slide 6.16
Consumer desire
Desire captures the seductive spirit of the positioning
of many contemporary brands.
Desire has interesting relationships with control
control can kill desire or it can cause excess and lack
of control over oneself.
Desire is one way of dealing with very passionate
consumers, stressing the emotional or irrational side
of consumer behaviour.
Slide 6.17
Consumer involvement
The way we evaluate and choose a product depends on
our degree of involvement with the product, the
marketing message and/or the purchase situation.
Product involvement can range from very low to very
high. In addition to considering the degree to which
customers are involved with the product, marketing
strategists also need to assess their extent of
involvement with marketing messages and with the
purchase situation.
Slide 6.18
Consumer involvement
Figure 6.3 Conceptualizing components of involvement

Slide 6.19
Types of consumer involvement

Cognitive involvement where a person is motivated
to learn all she/he can about the product.
Product involvement the consumers level of interest
in making a particular purchase, which can range from
inertia to very high involvement.
Message-response involvement (advertising
involvement) the consumers interest in processing
marketing communications.
Ego involvement (enduring involvement) the
importance of a product to a consumers self-concept.
Slide 6.20
An involvement profile
The personal interest a consumer has in a product
category. Its personal meaning or importance.
The perceived importance of the potential negative
consequence of a bad purchase.
The probability of making a bad purchase.
The pleasure value of the product category.
The sign value of the product category.
Such profiles allow consumer researchers to capture the
diversity of the involvement, construct and use
involvement as segmentation base. Marketing strategists
can assess the extent of the involvement with marketing
messages and with the purchase situation.
Slide 6.21
Strategies to increase involvement
Appeal to the consumers hedonic needs.

Use novel stimuli.
Use prominent stimuli.
Include celebrity endorsers.
Build a bond with consumers by maintaining an
ongoing relationship with them.
The internet has provided companies with new
opportunities for creating loyal bonds with customers
and the possibility to personalize products and
services.
Slide 6.22
Consumer-generated content (CGC)

Consumer-generated content is where ordinary people
voice their opinions about products, brands and
companies on blogs, podcasts and social networking
sites. It is probably the biggest marketing phenomenon
of the last few years.
Slide 6.23
Values
Our deeply held culturally-informed values dictate the
types of products and services we seek out or avoid.
Values are basic, general principles used to judge the
desirability of end-states. Underlying values often drive
consumer motivations. Products thus take on meaning
because they are seen as being instrumental in helping
the person to achieve some goal that is linked to a value,
such as individuality or freedom.
All cultures form a value system which sets them apart
from other cultures. Each culture is characterized by a set
of core values to which many of its members adhere.
Some researchers have developed lists to account for
such value systems and used them in cross-cultural
comparisons.
Slide 6.24
Values (Continued)
One approach to the study of values is the means
end chain, which tries to link product attributes to
consumer values via the consequences that usage of
the product will have for the consumer.
Since consumers are not necessarily willing or able to
communicate their underlying desires to marketers,
various other techniques such as projective tests can
be employed to assess desires.
Slide 6.25
Types of consumer values

Efficiency referring to all products aimed at providing
various kinds of convenience for the consumer.
Excellence addressing situations where the experience
of quality is the prime motivation.
Status where the consumer pursues success and
engages in impression management and conspicuous
consumption.
Self-esteem situations where the satisfaction of
possessing is in focus.
Aesthetics searching for beauty in ones consumption.
Ethics and spirituality.
Slide 6.26
Value survey
Figure 6.4 The motivational domains of the Schwartz value survey

Slide 6.27
The meansend chain model

This approach assumes that people link very specific
product attributes (indirectly) to terminal values; we
choose among alternative means to attain some end
state we value (such as freedom or safety). Thus, we
value products to the extent that they provide the means
to some end we desire.
Slide 6.28
The meansend chain model (Denmark)
Figure 6.5 (a) Hierarchical value maps for vegetable oil in three countries
Source: N.A. Nielsen, T. Bech-Larsen and K.G. Grunert, Consumer purchase motives and product perceptions: a laddering study on vegetable oil in three countries, Food Quality and
Preference 9(6) (1998): 45566
Slide 6.29
The meansend chain model (England)
Figure 6.5 (b) Hierarchical value maps for vegetable oil in three countries
Preference 9(6) (1998): 45566
Slide 6.30
The meansend chain model (France)
Figure 6.5 (c) Hierarchical value maps for vegetable oil in three countries
Preference 9(6) (1998): 45566
Slide 6.31
Materialism: another perspective on

the why of consumption
Consumer vary in the importance they attach to
worldly possessions, and this orientation in turn has
an impact on their priorities and behaviours.
Materialism refers to the importance people attach to
worldly possessions.
Materialism may be considered a more general value
underlying other consumer values, thus reassuring us
that an obvious way of realizing ones values is
through consumption.
Slide 6.32
Sustainability: a new core value?

There are indications of a value shift within a sizable
proportion of the different population groups and this is
currently often accompanied by much greater interest in
environmentally sustainable products and services.
Slide 6.33
Sustainability
Figure 6.6 12 UK government headline behaviour goals (pro-environmental

behaviours)
Source: Defra Report A framework for pro-environmental behaviours (Jan 2008) London http://www.defra.gov.uk/evidence/social/behaviour/ page 5, accessed August 16 2008
Slide 6.34
Population Segments
Figure 6.7 The seven population segments

Source: Defra Report A framework for pro-environmental behaviours (Jan 2008) London http://www.defra.gov.uk/evidence/social/behaviour/ p. 8, accessed August 16 2008
Slide 6.35
Goals by segment
Figure 6.8 Acceptability of headline goals by segment

Source: Defra Report A framework for pro-environmental behaviours (Jan 2008) London http://www.defra.gov.uk/evidence/social/behaviour/ p. 9, accessed August 16 2008
Slide 6.36
Product disposal
Consumer behaviours around getting rid of products
which we no longer need or want are a major concern
both to marketers and to public policymakers. Product
disposal is an increasingly important problem.
Recycling is one option that will become more crucial as
consumers environmental awareness grows. Lateral
cycling occurs when we buy, sell or barter second-hand
objects.
Slide 6.37
Disposal options
Figure 6.9 Consumers disposal options

Source: Adapted from Jacob Jacoby, Carol K. Berning and Thomas F. Dietvorst, What about disposition? Journal of Marketing 41 (April 1977): 23
Slide 6.38
The why of consumption
Figure 6.10 Contextualizing the why of consumption

Source: Adapted from S. Ratneshwar, D.G. Mick and C. Huffman, Introduction, in S. Ratneshwar, D.G. Mick and C. Huffman, eds, The Why of Consumption (London: Routledge, 2000): 18

Buyer Behaviour Lecture 4

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Slide 6.

Motivation, values and lifestyle

The motivation process:

The motivation process

Biological vs. learned needs

Needs vs. wants

Biogenic needs people are born with a need for

Psychogenic needs are acquired in the process of

Motivational conflicts (Continued)

Figure 6.1 Three types of motivational conflict

Classifying consumer needs

Maslows hierarchy of needs

Figure 6.2 Levels of need in the Maslow hierarchy

Maslows hierarchy of needs

Hidden motives: the psychoanalytical

Table 6.1 Major motives for consumption as identified by Ernest Dichter

Figure 6.3 Conceptualizing components of involvement

Types of consumer involvement

Strategies to increase involvement

Appeal to the consumers hedonic needs.

Consumer-generated content (CGC)

Types of consumer values

Figure 6.4 The motivational domains of the Schwartz value survey

The meansend chain model

The meansend chain model (Denmark)

The meansend chain model (England)

The meansend chain model (France)

Materialism: another perspective on

Sustainability: a new core value?

Figure 6.6 12 UK government headline behaviour goals (pro-environmental

Figure 6.7 The seven population segments

Figure 6.8 Acceptability of headline goals by segment

Figure 6.9 Consumers disposal options

The why of consumption

Figure 6.10 Contextualizing the why of consumption

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