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Involvement
IMBA
National Chengchi University (Taiwan)
Spring 2017
Motivation & Involvement
The forces that drive us to buy/use products
Are usually straightforward
Can be related to wide-spread beliefs
Are emotional & create deep commitment
Are sometimes not immediately recognizable to
us
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Motivation Process
Tension
Drive Strength
Drive Direction
Behavior
Want
Goal
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The Motivation Process
Motivation: the process that leads us
to behave the way we do
Need creates tension
Tension creates drive to reduce/eliminate
need
Desired end state = consumers goal
Products/services provide desired end
state and reduce tension
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The Motivation Process (Contd)
Need = discrepancy
between present
state & ideal state
Discrepancy creates
tension
Drive: the larger the
discrepancy, the more
urgency felt
SOLOFLEX.COM
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Motivational Strength
Degree of willingness to expend energy to
reach a goal
Drive Theory Expectancy Theory
Focuses on Biological Behavior is Largely
Needs that Produce Pulled by Expectations
Unpleasant States of of Achieving Desirable
Arousal, i.e. Hunger. Outcomes - Positive
Homeostasis: Behavior Incentives - Rather Than
Which Tries to Reduce or Pushed From Within.
Eliminate This Unpleasant
State and Return to
Balance.
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Motivational Direction
Most goals can be reached by a number of
routes
Marketers: products/services provide best chance
to attain goal
Needs vs. wants
Want: particular form of consumption used to
satisfy a need
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Types of Needs
Biogenic
Psychogenic
Utilitarian
Hedonic
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Classifying Consumer Needs
Maslows Hierarchy of Needs
UPPER-LEVEL NEEDS
LOWER-LEVEL NEEDS 9
Consumer Involvement
Involvement
The Level of Perceived Personal Importance
and/or Interest Evoked by a Stimulus
Involvement
The Motivation to Process Information
Levels of Involvement
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Inertia and Flow State
Inertia: consumption at the low end of
involvement
We make decisions out of habit (lack of
motivation)
Flow state: true involvement with a product
Playfulness
Being in control
Concentration/focused attention
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The Many Faces of Involvement
Message-
Product: Response:
Related to a Consumers
Refers to a Consumers
Level of Interest in
Interest in Processing
a Particular
Marketing
Product.
Communications.
Purchase Situation:
Refers to the Importance
of the Situational
Context of Buying.
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Product Involvement
Consumers level of interest in a product
Many sales promotions attempt to increase
product involvement
Mass customization enhances product
involvement
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Message-Response Involvement
Consumers interest in processing marketing
communications
Vigilante marketing
TV = low involvement medium; print = high
involvement
Marketers experiment with novel ways to
increase consumers involvement
NABISCOWORLD.COM
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Purchase Situation Involvement
Differences that may occur
when buying the same object
for different contexts
Social risk is a consideration
Gift as symbol of involvement
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Strategies to Increase Involvement
Appeal to hedonistic needs
Use novel stimuli in
commercials
Use prominent stimuli in
commercials
Include celebrity endorsers in
commercials
Build consumer bonds via
ongoing consumer
relationships
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