MOTIVATION
and
VALUES
Motivation
Motivation
What is a motive?
 from the Latin motus - to move
 A motive is something that causes a person to act (or move)
What is Motivation?
An inner drive or process that causes a person to fulfil a want or
need.
Motivation is about finding out what your customers really
want and need and what they are willing to do to get it.
So what Motivates People?
NEEDS
people act or are motivated to satisfy needs
Needs can be either
 Cognitive/utilitarian: functional needs of the consumer
 Hedonic - needs that relate to how people feel about
themselves.
Maslow’s Hierarchy of Needs
 categorizes human needs into a pyramid
 a person's lower-level needs are met
before higher level needs
 Different priorities exist at each level in
terms of product benefits a consumer is
looking for.
Abraham
Maslow
 Many products will satisfy needs at all
levels
A Mother is going shopping for a new pair of trainers for her 5year old daughter. What features/benefits satisfy each level
 Self-Actualization/self fulfillment
 Ego/Esteem
 Belongingness/Social
 Safety
 Physiological
When people move to satisfy a need - the need becomes a goal
Between the need and the goal there exists a tension
The degree of urgency to fill that goal results in a drive
NEED
DRIVE
GOAL
needs are universal
but can be met in a variety of ways
The goals are culturally and personally determined
Want: the particular form of consumption used to satisfy a
need.
Marketer’s objective is to convince consumers that their product or
service can best meet that goal
Obey your thirst
Motivational Direction
– approach
• choice between two desirable alternatives
 approach
 approach – avoidance
• desire and guilt e.g. eat a burger when
trying to lose weight.
 avoidance – avoidance
•choice between 2 undesirable alternatives
Cognitive Dissonance
 inconsistency between beliefs one holds or between one’s
beliefs and actions.
 Consumers are motivated to reduce dissonance or
tension by either changing their actions or their beliefs.
 Almost all major purchases result in cognitive
dissonance, also known as buyer's remorse.
 Often consumers are faced with two or more
alternatives. Choosing one may leave us wondering if we
should have purchased the other.
 Marketer's goal is to eliminate cognitive dissonance
You've spent months shopping for a new car, comparing
features and narrowing down the alternatives. Finally,
you make your decision and purchase one that's just the
right car for you. But now you’re feeling anxious about
the decision, second-guessing the wisdom of your choice.,
i.e. you’re experiencing cognitive dissonance.
What could a
marketer do
to make you
feel
better
about
your
purchase?
Involvement
What is Involvement?
The importance a consumer places on an object based on inherent
needs and interests.
The amount of time and effort a buyer invests in the decision
processes.
Motivational level -- the motivation to process information
Low (inertia, habit)
High (passion)
What factors determine whether a person has a
high or low involvement with a product?
Implications for Marketing
How would you go about marketing a Jersey Milk bar versus a
luxury speed boat based on involvement level?
 level of involvement can be used as a basis for market
segmentation. Adapt strategy to account for the motivation of
different segments to process information about the product
Offer extensive and informative promotion for high-involvement
products.
 In-store promotion and placement is important for lowinvolvement products.
 Linking a low-involvement product to a higher-involvement issue
can increase sales. E.g, breath mints
 Cater ads to the estimated level of involvement of the target
audience.
Appeal to consumers hedonic needs. eg. ads using sensory appeals
generate higher levels of involvement e.g.. SEX
Types of Involvement
high
involvement
low
involvement
cognitive
attentive
high priced
items
media:
print, info
based
low priced
items
media:10
sec,
POS
reminder
eg jewellery
media:TV image
based
Candy,
Media:
attention
grabbing
POS
Values
What is a Value?
 That which one acts to gain or keep.
 Presupposes the question of value to whom and for what.
 Eg. Youth, Freedom
 culturally relative eg. Canada & India on equality
 every culture has a set of core values
 change over time
What are some Canadian/American core values?
Achievement and Success
Activity
Individualism
Equality
Life
Religious tolerance
Freedom/Liberty
pursuit of happiness
Democracy
Efficiency and Practicality
Progress
Materialism and Material comfort
Humanitarianism
Family
Independence
Youthfulness
Fitness & Health
faith
charity
hope
justice
mercy
Humility
chastity
obedience
poverty
prayer
Some Recent Cultural Changes in Values
Shift from valuing youth to youthfulness - you can grow old
gracefully
Greater traditionalism
More emphasis on self-fulfilment
new materialism
Security
The List of Values (LOV) Scale
Individual values
1. Selffulfilment,
2. excitement,
3. sense of accomplishment
4. selfrespect
Focus on the external world
5. belonging
6. being wellrespected
7. security
Interpersonal orientation
8. fun and Enjoyment,
9. warm relationships with others
What do you look for
or want from life?
Rank each value on
how important it is in
your daily life, where 1
= very important, and
9 = very unimportant
Typical North American Rankings
1. Self Respect
2. Warm Relationships
3. Self-fulfilment
4. Fun and enjoyment in life
5. Security
6. Being Well Respected
7. A Sense of Accomplishment
8. A Sense of Belonging
9. Excitement
The values consumers endorse relate to differences in
consumption behaviours -- segmentation
What sort of products or service are consumers likely to
buy/use who endorse excitement?
The Means End Chain Model
Assumes specific product attributes are linked to terminal
values.
Products are thus valued as the means to an end
products are consumed because they are instrumental in
attaining more abstract values.
Three levels:
Attributes: concrete and tangible characteristics e.g 1%
fat in milk
Benefits: what the product is perceived as doing or
providing to the consumer. May be related to use or sociopsychological consequences of consumption. E.g. lose
weight.
Values: intangible outcomes or ends eg. long life, good
health
In MEC theory the three concepts are linked hierarchically
1% milk fat
loose weight
long life
Attributes (A) lead to benefits (B), to produce value
satisfaction (V):
Linking the intermediate elements in the chain to reveal
their relationships to the terminal value called laddering
Data are gathered for a MEC analysis by interviewing
consumers about which attributes are most important for
them in differentiating among the types or brands of a
given product.
By doing it for many attributes leads to hierarchical value
map which represents the associations among the key
concepts
HVM for toothpaste
Construct a hypothetical means endchain model for the purchase of a
bouquet of roses.
How might a florist use this approach to
construct a promotional strategy?
Implications of Consumer Values for
Marketing Strategy
 Knowledge of what attributes and benefits are important
to consumer
 Marketing communications eg advertising to appeal to
certain values
 Cultural changes can impact demand for goods and
services - environmental scanning and market research
necessary.
 Need for marketers who operate globally to appreciate
and take into consideration cross-cultural differences
A dietary supplement
that emphasizes the
value of longer life –
even in the product
name