Motivation and Learning. 2 Motivational Theory Consumers may not consciously know their secondary needs and it is in this situation that the symbolism.

Motivation and Learning

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Motivational Theory

• Consumers may not consciously know their secondary needs and it is in this situation that the symbolism associated with brands may appeal to consumers.

• Louis Phillip, Park Avenue in Apparel, Mercedez in automobiles are few examples which reflect this symbolism.

• Liril soap was launched in the seventies after a research study found that housewives had a distinctive need for fatasising. The Liril advertisement captured exactly that – waterfall, freshness ( denoted by green) and carefree behaviour of the model in the advertisement. This communication is still being used (with variations) after more than two decades.

Stages in Family Life Cycle

• The Bachelor Stage – Young, Single Persons.

• Newly Married – Young Couples, No Children.

• Full Nest I – Young Married Couples, Youngest Child under 6 Years of age.

• Full Nest II – Young Married Couples with children from 6 to 12 years of age.

• Full Nest III – Older Married couples with dependent Children living at home.

• Empty Nest I – Older Married Couples with no children living with them, parents still employed.

• Empty Nest II – Older Married Couples with no children living with them and parents retired.

• Solitary Survivor I – old single persons (widow or widower)

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• A manufacturer of household cleaning products is interested in learning what motivates consumers to buy its products. What needs do you think consumers are trying to satisfy when buying and using these products?

Discuss

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• many use cleaning products because they believe that doing so makes for a healthier environment.

• some do it out of their love and concern for other household members.

• need for social approval.

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• Although water is free, many consumers choose to pay. What needs do you think consumers are seeking to satisfy when a purchase bottled water?

Discuss

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• Some consumers are motivated by health and safety needs and believe that bottled water is safer and/or healthier than water that comes out of the tap.

• Some consumers prefer the taste of bottled water over tap water that many perceive as having a chlorinated aftertaste.

• Social image needs may also motivate the purchase of bottled water. It enables drinkers to project a healthy image to those present during consumption.

Figure: Pavlovian Model of Classical Conditioning

Unconditioned StimulusMeat paste

Conditioned StimulusBell

Unconditioned ResponseSalivation

Conditioned StimulusBell

Conditioned ResponseSalivation

AFTER REPEATED PAIRINGS

Classical Conditioning

• Classical Conditioning deals with the process of associating messages/ feelings/situations with a brand.

• Process creates associations in the psyche of the consumers.

• For example Pepsi is associated with Film Stars, Cricket celeberites or the fun that Young people indulge in.

• Titan’s association with gifts and the warmth related with gifts.

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Strengths of Brand Associations

• It should be noted that as result of classical conditioning brands create a focused perception in the consumers.

Margo brand of Soap’s associations with neem (which is considered good for skin) over several years.

Café Coffee day’s associations with relexation and socializing.

Robin blue association with whiteness of clothes.

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• Rolex and omega watches with the prestige of the consumer owing them.

• Nike’s association with a youthful attitude.• Saffola’s association with healthy cooking oil.• Lux soap’s association with celeberties for

several decades.

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Instrumental Conditioning

• Instrumental conditioning is a concept which deals with the desireable reward a consumer gets when he gives a favourable response.

• Service provided at retail outlets (quick check out at peak hours) can reinforce the consumers in terms of repeat buying or patronizing a retail outlet.

• Coke’s website provides an experience to the visitor by guiding him/her to places which are cool and fun.

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• While this theory helps FMCG consumers with regard to repeat purchases marketers of durables may also get benefit by ensuring that consumers keep coming back to them so that they can be targeted during the replacement cycle.

PURCHASE INACTIVE SEARCH

REPLACEMENTExamples: Maruti, Philips, LG, Videocon.

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• A cosmetic company marketing creams may have a plain cream, moisturizing cream and a herbal variant.

• Creating awareness on skin types, the problems associated with skin and the impact of seasonal variations on the skin may be some important aspects which need to be communicated in the Indian context.

• Reward need not be only associated with freebies or money: timely advise on several perceived risks associated with a category can also be perceived as a reward by consumers.

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• Aside from the experience of using the product itself, consumers can receive reinforcement from other elements in the purchase situation, such as the environment in which the transaction or service takes place, the attention and service provided by employees, and the amenities provided.– Some hotels provide reinforcement to guests in the form of

small amenities.– Most frequent shopper programs are based on enhancing

positive reinforcement and encouraging continued patronage.

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Modeling or Observational LearningModeling or Observational Learning• Advertisers recognize the importance of

observational learning in their selection of models, whether celebrities or unknowns.

• Sometimes ads depict negative consequences for certain types of behavior. This is particularly true of public policy ads, which may show the negative consequences of smoking, of driving too fast, women or taking drugs.

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Involvement Theory and Consumer RelevanceInvolvement Theory and Consumer Relevance• A consumer’s level of involvement depends on the degree

of personal relevance that the product holds for the consumer.– High-involvement purchases are those that are very important to

the consumer in terms of perceived risk.– Low-involvement purchases are purchases that are not very

important to the consumer, hold little relevance, and little perceived risk.

• Highly involved consumers find fewer brands acceptable (they are called narrow categorizers); uninvolved consumers are likely to be receptive to a greater number of advertising messages regarding the purchase and will consider more brands (they are broad categorizers).

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Central and Peripheral Routes Central and Peripheral Routes to Persuasionto Persuasion• Central and peripheral routes to persuasion—the central

premise is that consumers are more likely to weigh information carefully about a product and to devote considerable cognitive effort to evaluating it when they are highly involved with the product category and vice versa.– Use of the central route to persuasion is more effective in

marketing for high-involvement purchases.– The peripheral route to persuasion is more effective for low-

involvement purchases.

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Central and Peripheral Routes to PersuasionCentral and Peripheral Routes to Persuasion• The elaboration likelihood model (ELM) suggests that a

person’s level of involvement during message processing is the critical factor in determining the most effective route of persuasion.– Thus, when involvement is high, consumers follow the central

route and base their attitudes or choices on the message arguments.

– When involvement is low, they follow the peripheral route and rely more heavily on other message elements to form attitudes or make product choices.

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Central and Peripheral RoutesCentral and Peripheral Routes to Persuasionto Persuasion• The marketing implications of the elaboration likelihood

model are clear: – For high-involvement purchases, marketers should use

arguments stressing the strong, solid, high-quality attributes of their products—thus using the central (i.e., highly cognitive) route.

• For low-involvement purchases, marketers should use the peripheral route to persuasion, focusing on the method of presentation rather than on the content of the message (e.g., through the use of celebrity spokespersons or highly visual and symbolic advertisements).

Group Discussion• Class picks a product in the groups.• Each group select a learning theory• Design advertising campaign for the product based

on the learning theory.– What involvement level are you basing the campaign on?– How do you know the involvement level is right?– Will it work?

• Which learning theory is best for this product?

A Scale to Measure Involvement

To me (name of the item to be judged is)1. Important - - - - - Unimportant*2. Boring - - - - - Interesting3. Relevant - - - - - Irrelevant*4. Exciting - - - - - Unexciting*5. Means Nothing - - - - - Means a lot to me6. Appealing - - - - - Unappealing*7. Fascinating - - - - - Mundane*8. Worthless - - - - - Valuable9. Involving - - - - - Un-Involving*10. Not Needed - - - - - Needed

* Reversely coded 22

The Indian Youth

• Early Youth, Ages 13 -21In the west an 18 year old is financially and emotionally

independent, In India this is still not the case.Key Decisions: Education and Career.Influencers: Parents, Peer Group.Spending Power: Rs. 1000- 2000Pm. Mostly provided by parents,

some earn additionally.Consumption areas: Clothing, accessories, food and

entertainment ( Includes cell phone)( Purely discretionary; can increase depending upon specific needs)

Brands: Preferences developed. Consumption is occasional and aspiration based. The avearge college goer wants to own Levis but does not necessarily have a wardrobe full of them. If a similar style and fit is avaialble at lower price

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• he will buy. Prefers Caffe Coffee day over Barista purely on price. Always looking for value for money.

Opportunity: To develop more products at affordable price for this category eg. Airtel’s Rs. 50 recharge card. In the absence of enough products at such price points early youth frequently shopped at unorganised sector markets; Colaba Causeway in Mumbai and Sarojini Nagar in Delhi.

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he will buy

The Indian Youth• Middle YouthThe New Youth. The young people shouldering responsibility of

family, The money they earn is pure disposable incomeKey Decisions: Career and relationships.Influencers: Peer Group, work mates.Spending Power: Rs. 7000 – 40000 p.m.Consumption areas: Clothing and accessories, food and

entertainment also consumer durables.Brands: can finally afford the brands he aspired for in early youth

with own money. Evaluates Caffe Coffee Day Vs Barista over service, ambience. Seeks feel good factor and expression of identity through choice of brands consumed. But also value conscious.

Opportunity: Keep the brand relevant and trendy.

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The Indian Youth

• Late Youth, Ages 29 – as long as you likeEven after marriage and kids people aspire to look and feel young

through choice of their clothes, entertainment and outlook .Key Decisions: Children and career advancement.Influencers: Peer group, workmates, spouse, kids, inner voice.Spending Power: Given household expenses, the spending power

remains equal to or sometimes less than what it was at the middle youth stage. Home, car loans and pay for children education.

Consumption areas: Household + kids products + Personal Clothing and accessories + Food and entertainment.

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Brands: a mix of status and fun brands. In some areas one may look for functionality and value while in others one may look for luxury.

Opportunity: Develop and position brands that are fun and spirited. A successful example is the lounge bars aimed at 30 somethings who want night outs but want to avoid noisy discos where they would be considered Uncles and Aunties.

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