Customer Motivation: Needs, Emotions, and Psychographics

CUSTOMER BEHAVIOR: A MANAGERIAL PERSPECTIVE
CUSTOMER BEHAVIOR: A MANAGERIAL PERSPECTIVE

PART 2: Foundations of Customer Behavior
PART 2: Foundations of Customer Behavior
CHAPTER 5
Customer
CustomerMotivation:
Motivation:Needs,
Needs,
Emotions,
Emotions,and
andPsychographics
Psychographics
Copyright 2002
All rights
reserved.
Conceptual Framework
PART 2
Customer Behavior: A Managerial Perspective
CHAPTER 5
Motivation Emotions
Types of Emotions
Customer Moods
Hedonic Consumption
Motivation Needs
Maslows Needs Hierarchy

Murrays Psychogenic Needs
Dichters Consumption Needs
Copyright 2002
All rights reserved.
Buyer
Payer
User
Motivation Psychographics
Values
Self-concept
Lifestyles
Copyright 1999 by Thomas
The Motivation Process

PART 2
CHAPTER 5
Drive/arousal
Cognitive
Autonomic (physiological)
Emotive
Outcome
Identification of
Experience of new state

Satisfaction
Goal-directed behavior
Behavior
Approach or avoidance
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Approach/Avoidance Motives
PART 2
CHAPTER 5
Approach motivation is the desire to attain

a goal-object
Avoidance motivation is the desire to
protect oneself from an object
Copyright 2002
Facets of Motivation
PART 2
CHAPTER 5
Needs
Emotions
Psychographics
Copyright 2002
Needs
Copyright 2002
All rights
reserved.
Customer Needs
PART 2
CHAPTER 5
Maslows need hierarchy

Murrays psychogenic needs
Dichters consumption needs
Needs identified by marketing scholars
Copyright 2002
Maslows Need Hierarchy

PART 2
CHAPTER 5
Physiological needs (hunger, thirst)

Safety and security needs (security, protection)
Belongingness and love needs (social needs)
Esteem and ego needs (self-esteem, recognition,
status)
Need for self-actualization (self-development,
realization)
Copyright 2002
Murrays List of Psychogenic

Needs
PART 2
Need
Definition
CHAPTER 5
Examples
Autonomy
To be independent and free to act according to

impulse; to be unattached, irresponsible; to defy
convention.
Impulse buying, wearing

unconventional clothing
Dominance
To direct the behavior of others
Aggressively demanding attention

in service establishments
Nurturance
To give sympathy and to feed, help, and protect

the needy
Giving to humanitarian causes
Exhibition
To make an impression; to excite, amaze,

fascinate, entertain, shock, intrigue, amuse, or
entice others
Wearing high-fashion clothing
Cognizance
To explore, to ask questions, to seek knowledge
Visiting museums, learning about

new technology and products
Exposition
To give information and explain, interpret, and

lecture.
Playing opinion leaders.
Copyright 2002
Ernest Dichters Consumption

Motives
PART 2
Motive
CHAPTER 5
Examples of Consumption Decisions
Mastery over environment
Kitchen appliances, power tools
Status
Scotch, owning a car in third-world economies
Rewards
Candies, gifts to oneself
Individuality
Gourmet foods, foreign cars, tattoos
Social acceptance
Companionship: sharing tea drinking
Love and affection
Giving children toys
Security
Full drawer of neatly ironed shirts
Maculinity
Toy guns, heavy shoes
Femininity
Decorating (products with heavy tactile component)
Eroticism
Sweets (to lick), gloves (to be removed by women as a form of undressing)
Disalienation
Listening to and calling in talk shows (a desire to feel connected)
Moral purity/cleanliness
White bread, bathing, cotton fabrics
Magic-mystery
Copyright 2002
Belief in UFOs, religious rituals, crystals (having healing power), visiting Elvis
Presley museum and buying related products.
10
Needs Identified by Marketing

Scholars
PART 2
CHAPTER 5
Use-situation (i.e., aversive or positive)

Hedonic (i.e., pleasure seeking)
consumption motive
Utilitarian
Copyright 2002
11
Three Specific Needs

PART 2
CHAPTER 5
Arousal
Cognition
Attribution
Copyright 2002
12
Arousal Seeking
PART 2
CHAPTER 5
Humans have an innate need for

stimulation.
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Optimal level of stimulation

Level of adaptation
13
Curiosity
PART 2
CHAPTER 5
Need for cognition
Need for knowing
Tolerance for ambiguity

Market mavens
Copyright 2002
14
Need for Attribution

PART 2
CHAPTER 5
Attribution motivation
The motivation to assign causes
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Internal attributions
External attributions
15
Internal vs. External

Attributions
PART 2
CHAPTER 5
Consistency
Consensus
Distinctiveness
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16
Emotions
Copyright 2002
17
All rights
reserved.
Customer Emotions
PART 2
CHAPTER 5
Emotions have three components:
Physiological
Behavioral
Cognitive
Schachters two-factor theory
Autonomic arousal
Cognitive interpretation
Marketers can adapt or respond to customer emotions

by:
Copyright 2002
Designing the stimulus

Aiding the meaning appraisal
18
ScalesToMeasurePlutchiksEight
Emotions
PART 2
CHAPTER 5
Plutchiks emotions can be measured by rating the following triads of adjectives, each rated
on, say, a five-point scale, ranging from Not at all to Very strongly. How do you feel at the
moment?
Fear:
Threatened, frightened, intimidated
Anger:
Hostile, annoyed, irritated
Joy:
Happy, cheerful, delighted
Sadness
Gloomy, sad, depressed
Acceptance:
Helped, accepted, trusting
Disgust:
Disgusted, offended, unpleasant
Anticipation:
Alert, attentive, curious
Surprise:
Copyright 2002
Puzzled, confused, startled
19
Emotions Typology:
Plutchiks Circle
PART 2
Optimism
Love
Aggressiveness
Anticipation
Joy
Anger
Acceptance
Contempt
Submission
Fear
Disgust
Sadness
Surprise
Awe
Remorse
Copyright 2002
Disappointment
CHAPTER 5
Customer Moods
PART 2
CHAPTER 5
Moods are simply short-lived emotions felt less

intensely
Marketing stimuli that can induce positive or
negative moods are:
Copyright 2002
The ambiance of the store or service delivery facility

The demeanor of the salesperson
The sensory features of the product
The tone and manner of advertising
The content of the message itself from a salesperson or in
the advertisement
21
Positive Moods
PART 2
CHAPTER 5
Mood states have consequences in terms of

favorable or unfavorable customer response to
marketer efforts
Customers have been found to:
Copyright 2002
Linger longer in positive mood environments

Recall those advertisements more that had created
positive moods
Feel more positive toward brands based on advertising
that created feelings of warmth
22
Brand Name Recall

PART 2
CHAPTER 5
Brand name recall is a prerequisite for the choice of

the brand
Recall depends on the process by which the brand was
first encoded in memory
Researchers Lee and Sternthal state that two factors
important in the encoding process
Copyright 2002
Brand rehearsal how frequently and recently, the brand has

been exposed in the memory as a member of a particular category
Relational elaboration - the process by which consumers link the
brands to the specific categories they belong to
23
Hedonic Consumption: Seeking

Emotional Value
PART 2
CHAPTER 5
Hedonic consumption is the use of

products and services that give pleasure
through the senses, that help create
fantasies, and that give emotional arousal
Copyright 2002
Sensory pleasure
Aesthetic pleasure
Emotional experience
Fun & enjoyment
24
Involvement
PART 2
CHAPTER 5
Involvement
The degree of personal relevance of an object or product or service

to a customer
Situational involvement
the degree of interest in a specific situation or on a specific occasion
Enduring involvement
The degree of interest a customer feels in a product or service on an

ongoing basis
Deep involvement
Copyright 2002
The relationship we develop as users with selected products and

services
25
Deep Involvement
PART 2
CHAPTER 5
Deeply involved consumers:
Copyright 2002
Are knowledgeable about the product or service and

thus can act as opinion leaders
Consume a greater quantity of the product and also
buy related products
Are less price sensitive for that product and are
willing to spend well
Seek constant information about products and services
Want to spend more time in related activities
26
Psychographics
Copyright 2002
27
All rights
reserved.
Psychographics
PART 2
CHAPTER 5
Values
Self-concept
Lifestyles
Copyright 2002
28
Values
PART 2
CHAPTER 5
Terminal values
the goals we seek in life (e.g., peace and

happiness)
Instrumental values
Copyright 2002
the means or behavioral standards by which

we pursue these goals (e.g., honesty)
29
List of Values (LOV)

PART 2
CHAPTER 5
Self-respect
Self-fulfillment
Security
Sense of belonging
Excitement
Sense of accomplishment
Fun and enjoyment
Being well respected
Warm relationships with others
Copyright 2002
30
Linking Product Attributes To

Customer Values
PART 2
CHAPTER 5
Customers dont buy products or services;

they buy benefits
Means-end chains
Copyright 2002
Identifying the connections between

product/service features and customers
fundamental needs and values
31
Means-End Chain
Accomplishment 20
get more from life
Self-esteem 23
feel better about self
self image
self worth
Belonging 22
security
camaraderie
friendship
Impress Others 18
successful image
Reward 16
satisfying
compensation
Thirst-quenching 12
relieves thirst
not too sour
Refreshing 10
feel alert, alive
Carbonation
(+)1
Crisp
2
Family Lite 21
maintain respect of
others
better family ties
Socialize 19
(able to)
easier to talk
open to
more sociable
Sophisticated Image
17
personal status
how others view me
More Feminine 13
socially acceptable
Avoid Negatives of
Alcohol 14
not too drunk
not too tired
Quality 8
superior product
product quality
Consume Less 11
cant drink more
can sip
Expensive
(+)3
Label
(fancy)
4
Bottle
(shape)
5
Less
Alcohol
6
Filing
9
Avoid Waste 15
doesnt get
warm
Smaller
Size
(10 oz)
Self-concept
PART 2
CHAPTER 5
Actual self
What the person currently is
Ideal self
Copyright 2002
What the person would like to become
33
A Scale to Measure Self-Image

and Product Image
PART 2
CHAPTER 5
1.
Rugged
Delicate
2.
Exciting
Calm
3.
Uncomfortable
Comfortable
4.
Dominating
Submissive
5.
Thrifty
Indulgent
6.
Pleasant
Unpleasant
7.
Contemporary
Uncontemporar
y
8.
Organized
Unorganized
9.
Rational
Emotional
10. Youthful
Mature
11. Formal
Informal
12. Orthodox
Liberal
13. Complex
Simple
Colorful
Copyright 2002
14. Colorless
2
3
4
6
Copyright
1999
by5Thomas
34
Lifestyle
PART 2
CHAPTER 5
Lifestyles are determined by:
Copyright 2002
A customers personal characteristics

A customers personal context
A customers needs and emotions
35
Psychographics As AIO
Profiles
PART 2
CHAPTER 5
Psychographic profiles
Activities
Interests
Opinions
Lifestyle retail brands
Copyright 2002
36
Values And Lifestyles (VALS)

PART 2
CHAPTER 5
VALS 1 groups the entire U.S. population

into nine groups, based on the identities
they seek and implement via marketplace
behaviors
VALS 2 groups U.S. customers into eight
groups based on two dimensions: selforientation and resources
Copyright 2002
37
VALS 1: Nine Lifestyle

Segments in the United States
PART 2
Integrated
Inner
Directed
Societally
Conscious
Achievers
CHAPTER 5
Experiential
Emulators
I-am-me
Belongers
Outer
Directed
Copyright 2002
Sustainers
Survivors
Need
Driven
38
VALS 2: Eight American

Lifestyles
PART 2
High Resources
High Innovation
Actualizers
Principle
Status
Action
Fulfilleds
Achievers
Experiencers
Believers
Strivers
Makers
Strugglers
Copyright 2002
CHAPTER 5
Low Resources
Low Innovation
39
Applications of VALS
PART 2
CHAPTER 5
The best use of VALS is in targeting marketing

communications
TheiVALSmodeldividesInternetusersinto10
psychographicprofiles
Copyright 2002
Socialites
Wizards
Sociables
Pioneers
Workers
Surfers
SeekersImmigrants
Upstreamers
Mainstreamers
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Compulsive Buying
PART 2
CHAPTER 5
Compulsive buying is motivated less by a desire to

possess things, and more as a means of maintaining
self-esteem
Compulsive buyers:
Copyright 2002
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
Accumulate a much higher debt
41
Compulsive Consumption
PART 2
CHAPTER 5
Compulsive consumers:
Copyright 2002
Experience a drive or urge to engage in a

behavior
Deny harmful consequences
Face repeated failure in attempts to control
that behavior
42
Materialism
PART 2
CHAPTER 5
Three dimensions:
Copyright 2002
Acquisition centrality
Acquisition as the pursuit of happiness
Possession-defined success
43
A Scale to Measure Materialism

PART 2
SUCCESS SUBSCALE
I admire people who own expensive homes,
cares, and clothes.
Some of the most important achievements in
life include acquiring material possessions.
I dont place much emphasis on the amount of
material objects that people own as a sign of
success.
The things I own say a lot about how well Im
doing in life.
I like to own things that impress people.
I dont pay much attention to the material
objects other people own.
CENTRALITY SUBSCALE
I usually buy only the things I need.
I try to keep my life simple as far as
possessions are concerned.
Copyright 2002
CHAPTER 5
The things I own arent all that important to to

me.
I enjoy spending money on things that arent
practical.
Buying things gives me a lot of pleasure.
I like a lot of luxury in my life.
I put less emphasis on material things than most
people do.
HAPPINESS SUBSCALE
I have all the things I really need to enjoy life.
My life would be better if I owned certain things I
dont have.
I wouldnt be any happier if I owned nicer things.
Id be happier if I could afford to buy more
things.
It sometimes bothers me quite a bit that I cant
afford to buy all the things Id like.
44
The Motivational Processes and

the Three Customer Roles
PART 2
User
Needs
One or more needs constitute the

primary purpose of product or
service usage.
Payer
Fear of being ripped off (security,

esteem).
Donors to worthy causes (esteem).
Payers for gifts (esteem, social
needs).
Buyer
Emotions
Emotional value from products &

services.
Psycho
Copyright 2002
Users seek and use many products

and services to live their
lifestyles, to fit in with their
psychographics.
Emergency expenses and

involuntary expenses, cause
negative emotions
Debt causes grief to many payers.
Spending on self and for loved
ones causes positive emotions.
Being a spend thrift or a big

spender, being a credit card user,
accumulating debt or eager to stay
debt-free are psychogrpahics.
CHAPTER 5
Personal safety in shopping

areas.
Seek social interaction with
salespersons and service
providers.
Need to protect and look to
enhancing self esteem in
marketplace experiences.
Shopping activity is
sometimes enjoyable, and, at
other times, boring.
Finding a deal gives a thrill.
Comparison shoppers, shop

till you drop, shoppers at
late night, shopper types.
45

Customer Motivation: Needs, Emotions, and Psychographics

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CUSTOMER BEHAVIOR: A MANAGERIAL PERSPECTIVE

CUSTOMER BEHAVIOR: A MANAGERIAL PERSPECTIVE

Customer Behavior: A Managerial Perspective

Maslows Needs Hierarchy

All rights reserved.

Copyright 1999 by Thomas

The Motivation Process

Customer Behavior: A Managerial Perspective

Experience of new state

All rights reserved.

Copyright 1999 by Thomas

Approach motivation is the desire to attain

All rights reserved.

Copyright 1999 by Thomas

All rights reserved.

Copyright 1999 by Thomas

Maslows need hierarchy

All rights reserved.

Copyright 1999 by Thomas

Maslows Need Hierarchy

Physiological needs (hunger, thirst)

All rights reserved.

Copyright 1999 by Thomas

Murrays List of Psychogenic

Customer Behavior: A Managerial Perspective

To be independent and free to act according to

Impulse buying, wearing

To direct the behavior of others

Aggressively demanding attention

To give sympathy and to feed, help, and protect

Giving to humanitarian causes

To make an impression; to excite, amaze,

Wearing high-fashion clothing

To explore, to ask questions, to seek knowledge

Visiting museums, learning about

To give information and explain, interpret, and

Playing opinion leaders.

All rights reserved.

Copyright 1999 by Thomas

Ernest Dichters Consumption

Customer Behavior: A Managerial Perspective

Examples of Consumption Decisions

Mastery over environment

Kitchen appliances, power tools

Scotch, owning a car in third-world economies

Candies, gifts to oneself

Gourmet foods, foreign cars, tattoos

Companionship: sharing tea drinking

Love and affection

Giving children toys

Full drawer of neatly ironed shirts

Toy guns, heavy shoes

Decorating (products with heavy tactile component)

Sweets (to lick), gloves (to be removed by women as a form of undressing)

Listening to and calling in talk shows (a desire to feel connected)

White bread, bathing, cotton fabrics

All rights reserved.

Copyright 1999 by Thomas

Needs Identified by Marketing

Use-situation (i.e., aversive or positive)

All rights reserved.

Copyright 1999 by Thomas

Three Specific Needs