Motivation and Involvement

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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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Goals

Generic Goals
the general categories of goals that consumers see as a way to fulfill their needs

Product-Specific Goals
the specifically branded products or services that consumers select as their goals

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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 Goals accessibility in the physical and social environment

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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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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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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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Motivational Direction
Approach Approach

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Approach

Avoidance

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Avoidance

Avoidance

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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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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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McClellands Trio of Needs

Power
individuals desire to control environment

Affiliation
need for friendship, acceptance, and belonging

Achievement
need for personal accomplishment closely related to egoistic and selfactualization needs

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Mid-range theories

Hedonic Consumption
Need to gain pleasure through the senses Explains attraction to scary rides, adventure tours, etc

Optimum Stimulation Level

Desire to maintain a certain level of stimulation that the consumer considers to be optimal
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Motivational Research

Qualitative research designed to uncover consumers subconscious or hidden motivations. Consumers are not always aware of, or may not wish to recognize, the basic reasons underlying their actions.

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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- Contd

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

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