Copyright © 2006 Pearson Education Canada Inc. Chapter 3 Motivation and Involvement Consumer Behaviour Canadian Edition Schiffman/Kanuk/Das
Copyright © 2006
Pearson Education Canada Inc.
Chapter 3
Motivation and Involvement
Consumer Behaviour
Canadian Edition
Schiffman/Kanuk/Das
Copyright © 2006 Pearson Education Canada Inc.3-2
What Is Motivation?
The driving force within individuals that
impels them to action
– Produced by a state of tension due to an
unfulfilled need
– Which leads to conscious/subconscious
attempts to reduce the tension
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Types of Needs
Innate Needs
– Physiological (or biogenic) needs that are
considered primary needs or motives
Acquired needs
– Generally psychological (or psychogenic) needs
that are considered secondary needs or motives
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Types of Motives
Rational Motives
– Goals chosen according to objective criteria
(e.g., price)
Emotional Motives
– Goals chosen according to personal or
subjective criteria (e.g., desire for social status)» continued
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Types of Motives
Latent Motives
– Motives that the consumer is unaware of or
unwilling to recognize
– Harder to identify
– Require projective techniques to identify
Manifest Motives
– Motives that the consumer is aware of and
willing to express
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The Dynamic Nature of
Motivation
Needs are never fully satisfied
New needs emerge as old needs are satisfied
A given need may lead totally different goals
Consumers are more aware of their goals than their needs
» continued
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GOALS
Outcomes predicted will be experienced
by consumers as consequences of
doing or not doing a behavior.
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PERBUATAN HASIL (PREDIKSI)
Pakai sampho X Rambut subur,
berkilau, mudah
diatur
Positive goals
Ketombe dan bau
hilang
Negative goals
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PERBUATAN HASIL (PREDIKSI)
Olah raga (lari) Sehat, segar, badan
proporsional
Goals positif
Terhindar dari
pengeroposan tulang,
kolesterol turun
Goals negatif
Belajar serius IPK meningkat Goals positif
Memakai gelang
magnetik
Kandungan lemak
berkurang akibat radiasi
elektromagnetik
Goals negatif
Stop merokok Sehat secara umum Goals positif
Terhindar dari radang
tenggorokan
Terhindari dari kanker
mulut, paru2
Goals negatif
Pakai Sunblock Terhindar dari kulit
kebakar
Goal negatif
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Motivations and Goals
Positive Motivation
A driving force
toward some object
or condition
Leads to an
Approach Goal
A positive goal toward
which behaviour is
directed
Negative Motivation
A driving force away
from some object or
condition
Leads to an
Avoidance Goal
A negative goal from
which behaviour is
directed away
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Hierarchy of Goals
3-11
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Goals Web
3-12
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The Selection of Goals
The goals selected by an individual depend on their:
– Personal experiences
– Physical capacity
– Prevailing cultural norms and values
– Goal’s accessibility in the physical and social environment
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The Dynamic Nature of
Motivation
Consumer values, personality and self-concept influence consumer goals
Consumers have multiple needs
– Pre-potent need
Motives are difficult to infer from behaviour
Past experiences (success/failure) influence goals
– Defence Mechanisms» continued
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The Dynamic Nature of
Motivation
Motives may conflict with each other
– Three types of motivational conflict
• Approach-approach: when a consumer is drawn towards
two positive goals
• Approach-avoidance: when the goal object has both
positive and negative qualities
– You are both drawn toward and away from the object
• Avoidance-avoidance: when the consequences of buying
an object is unpleasant, but the purchase does not lead to
any pleasure
» continued
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The Dynamic Nature of
Motivation
Motives can be aroused in many ways
– Physiological arousal
• Hunger, thirst
– Emotional arousal
• daydreaming
– Cognitive arousal
• Random thoughts
– Environmental arousal
• Cues in the environment (e.g. smell of food)
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Defence Mechanism
Methods by which people mentally redefine
frustrating situations to protect their self-
images and their self-esteem.
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Types of Defence Mechanisms
Aggression
Rationalization
Regression
Withdrawal
Projection
Autism
Identification
Repression
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Philosophies Concerned With
Arousal of Motives
Behaviourist School
– Behaviour is response to stimulus
– Elements of conscious thoughts are to be ignored
– Consumer does not act, but reacts
Cognitive School
– Behaviour is directed at goal achievement
– Need to consider needs, attitudes, beliefs, etc. in understanding consumer behaviour
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McClelland’s Trio of Needs
Power
– individual’s desire to control environment
Affiliation
– need for friendship, acceptance, and belonging
Achievement
– need for personal accomplishment
– closely related to egoistic and self-
actualization needs
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Motivation and Marketing
Strategy Identify the needs and goals of the
target market
– Identify both latent and manifest motives
Use knowledge of needs to segment
the market and to position the product
Use knowledge of needs to develop
promotional strategies
Reduce motivational conflict
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Consumer Involvement
The level of personal relevance that a
consumer sees in a product
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Types of Involvement
Enduring Involvement
– long-lasting involvement that arises out of
a sense of high personal relevance
Situational involvement
Short-term involvement in a product of low
personal relevance
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Types of Involvement- Cont’d
Cognitive Involvement
– Rational level involvement in products that
are considered to be major purchases
Affective Involvement
– Emotional level involvement in products
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Factors Leading to High
Involvement
Level of perceived risk (social, financial or physical)
Level of personal interest in product category
Probability of making a mistake or buying the wrong product
Extent of pleasure in buying and using a product
Number and similarity of competitive brands available
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Measures of Involvement
Brand involvement
Ego involvement
Importance of purchase
Product involvement
Situational Vs Enduring Vs Response
involvement
Involvement Profile
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Involvement and Marketing
Strategy
Choose media according to level of
involvement
– Print media for high involvement
– Television for low involvement
Choose messages according to level of
involvement
Find ways to raise level of involvement