MOTIVATION
Motivation
What is a motive?
 from the Latin motus - to move
 A motive is something that causes a person to act
(or move). It answers the question Why?
What is Motivation?
An inner drive or process
that causes a person to act
to fulfil a want or need.
What would you do for a Klondike bar?
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
Needs can be:
Biogenic
Psychogenic
 Utilitarian
 Hedonic
Cask & Cream
Reversing a Trend of
Self-Denial, This Ad
Illustrates a Shift in
Values Toward
Pleasure and Selfindulgence
 Powerful underlying motives can
influence consumer behaviour.
 Products and services that
relate, or might relate, to
attraction of the opposite sex, to
personal adornment, to status or
self-esteem, to power, to death, to
fears, or to social taboos are all
likely candidates for motivational
research
 Why do women tend to
increase their expenditures on
clothing and personal
adornment products as they
approach the age of 50 to 55?
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.
 Many products will satisfy
needs at all levels
Abraham Maslow
Different product benefits will satisfy different levels of need.
Assume a mother is shopping for a new pair of trainers with her 5year old daughter. What features/benefits satisfy each level? SelfActualization/self fulfilment
 Ego/Esteem
 Belongingness/Social
 Safety
 Physiological
Is there one level of need that is
satisfied more than the others?
Needs and Goals
 Needs are universal
When people move to satisfy a need (i.e. they are
motivated) – the satisfaction of 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 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.
you're thirsty - you need a drink
The Marketer’s
Objective?
THIRST
QUENCHER
Obey your thirst
Motivational Direction
Approach
Approach
Approach
Avoidance
Avoidance
Avoidance
Cognitive Dissonance
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?
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 strength of a consumer's motivation to attain a goal.
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
(e.g to process information)
Motivational level
Low (inertia, habit)
High (passion)
When are you involved?
When the product or service:
• Is important to your self-image.
• Is of continual interest to you fashion/computers
• Entails significant risks
• Has emotional appeal
• Is identified with group norms or is socially
visible
A Comparison of Low & High
Involvement Hierarchies
Low Involvement:
Inertia
1. Brand beliefs formed by
passive learning
2. A purchase decision is made
3. The brand may or may not
be evaluated afterwards
High Involvement:
Elaboration
1. Brand beliefs are formed
first by active learning
2. Brands are evaluated.
3. A purchase decision is made
How would
you go about
marketing a
Jersey Milk
bar against
Cadbury’s
Dairy Milk
bar based on
involvement
level?
How would you Increase Involvement?
• Appeal to hedonic needs
– using sensory appeals to generate attention
• Use novel stimuli
– unusual cinematography, sudden silences, etc.
• Use prominent stimuli
– e.g. larger ads, more color
• Include celebrity endorsers
• Build a bond with consumers
– Maintain an ongoing relationship with consumers
• Link to high involvement issue
Philips
Panasonic
How would you go about marketing your brand of HDTV
against a competitor?
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
Many products are bought because they are
believed to help attain a more abstract value.
What are some Canadian/American core values?
Achievement and Success
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
Values Change
1896
1960
1918
1970
1924
1935
1986
1990
1955
2008
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?
What marketing communications media would you use to
reach them?
What values do readers of
Reader’s digest have
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:
1. Attributes: concrete and tangible characteristics e.g 1%
fat in milk
2. Benefits/Consequences: what the product is perceived
as doing or providing to the consumer. May be related
to use or socio-psychological consequences of
consumption. E.g. lose weight.
3. Values: intangible outcomes or ends eg. long life, good
The Means-End Chain
Aim promotion/
positioning at higher
levels of chain!
Values
Benefits
Attributes
Self-esteem
Feeling of power
Performance
Fast acceleration
Large engine
FIGURE
7.3
Means End Chain for Milk
Attributes
Benefits
Low fat
Healthy
Calcium
Ingredients
Vitamins
Personal Values
Self-respect
Wisdom
Healthy bones Comfortable life
Wisdom
Good taste
Pleasure
Happiness
Enhanced
Excitement
sexual ability Fun
Pleasure
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
marketers can decide which attributes are most important for
achieving the values that the consumers want
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