Motivation

The reason for behavior

Construct representing an unobservable inner force that stimulates and compels
behavior responses and provides specific direction to that response; why a person does
something

Motive

Macro theory designed to account for most human behavior in general terms; based on
4 premises
1. All humans acquire a similar set of motives through genetic endowment and
social interaction
Maslow's
Hierarchy of
Needs

2. Some motives are more basic or critical than others

3. More basic motives must be satisfied to a minimum level before other motives
are activated
4. As basic motives become satisfied, more advanced motices come into play

1. Physiological - food, water, sleep e.g. Band-Aid "blister proof your feet!"
2. Safety - physical safety and security e.g. State Street Investing "Precise in a
world that isn't"
3. Belongingness - love, friendship, affiliation e.g. Olive Garden "When you're
here, you're family"

Maslow's
Hierarchy
Detailed

4. Esteem - desire for status, superiority, self-respect e.g. BMW "The ultimate
driving machine"
5. Self-Actualization - desire for self-fulfillment e.g. U.S. Navy "Accelerate Your
Life"

McGuire's
Psychologic Detailed set of motives used to account for specific aspects of consumer behavior
al Motives

Cognitive
Preservatio
n Motives

Need for

Need for consistency (active, internal)

Need for attribution (active, external)
Need to categorize (passive, internal)
Need for objectification (passive, external)

(Active, internal) Basic desire to have all facets of oneself consistent with one another

Include:

attitudes

behaviors

Consistency

opinions

self-image

views of others
(Active, external)

Need for

Attribution

Attribution
Theory

Deals with our need to know who or what causes things to happen to us
Relates to attribution theory
Extremely important in regards to credibility of advertisements

An approach to understanding the reasons consumers assign particular meanings to the

behaviors of others

Need to
Categorize

Need for
Objectificati
on

Cognitive
Growth
Motives

Need for
Autonomy

(Passive, internal) Peoples need to categorize and organize the vast array of information
and experiences they encounter into meaningful yet manageable way.
e.g. Making your item cost $9.95 so you're not categorized in the over $10 group

(Passive, external) reflect the needs for observational cues or symbols that enable
people to infer what they feel or know

Need for autonomy (active, internal)

Need for stimulation (active, external)
Teleological need (passive, internal)
Utilitarian need (passive, external)
(Active, internal) need for independence and individuality, particularly seen in American
culture
e.g. owning and using products that are unique

Need for
Stimulation

(Active, external) people seeking variety and need for something different in their lives need is curvilinear and changes over time

Teleological
Need

(Passive, internal) consumer behavior change as he or she works to get to a desired

final state
(passive, external) Consumer is a problem solver approaching situations as opportunities
to acquire useful information or new skills

Utilitarian
Need

Affective
Preservatio
n Motives

Need for
Tension
Reduction

e.g. consumer watching 90210 not for the drama of the show but to learn of
fashion styles and trends

Need for Tension Reduction

Need for Expression
Need for Ego Defense
Need for Reinforcement

(Active, internal) People are motivated to seek ways to reduce stress

(Active, external) motive dealing with individuals need to express one's self to others

Need for
Expression

e.g. buying certain clothing or cars

Need for
Ego
Defense

(passive, internal) Need to defend one's identify or ego

Need for
Reinforcem
ent

(passive, external) Motivation to act in a certain way because rewarded for bevaving that
way in a similar situation

Need for assertion

Affective
Growth
Motives

Need for affiliation

Need for Modeling

Need for

Need for Identification

(Active, internal) for competitive achievers who seek success, admiration, dominance

Assertion
Need for
Affiliation

(active, external) need to develop mutually helpful and satisfying relationships with
others

Need for
Identificatio
n

(passive, internal) person finds joy in creating new roles for his or herself, whether it be
student, bookstore employee, fiance, etc
(passive, external) need to base behavior on that of others

Need for
Modeling

e.g. Laird Hamilton and Tiger Woods for American Express - "My life. My card"
The willingness to buy a particular product or service; marketers don't necessarily create
need, but they do create demand

Demand

Motives that are known and freely admitted

Example - why do you buy J Crew clothes?
Manifest
Motives

Stylish and come in a variety of colors and sizes

Clothes are high quality and comfortable

Number of my friends wear J Crew

Motives either unknown to the consumer or were such that she was reluctant to admit
them
Example - why do you buy J Crew clothes?

Latent
Motives

It will show I'm sophisticated and trendy

It's an upscale and urban brand that will help make me popular and powerful

Designed to provide information on latent motives

Projective
Techniques

Example
Word associations - first word that comes to mind when thinking of brands or
behaviors

Laddering

Projective technique to construct a means-end or benefit chain

Means End
or Benefit
Chain

Where a product or brand is repeatedly shown to a consumer who names all the benefits
that possession or use of the product might provide until the consumer can no longer
identify additional benefits

Involvement

Motivational state caused by consumer perceptions that a product, brand, or

advertisement is relevant or interesting


Motivation
Conflict

ApproachApproach
Conflict

ApproachAvoidance
Conflict

AvoidanceApproach
Conflict
Marketing
Strategies
Based on
Regulatory
Focus

Approach-approach
Approach-avoidance
Avoidance-avoidance

When a consumer must choose between two attractive alternatives; the more equal the
attraction, the greater the conflict
When a consumer must face a purchasing choice that has both positive and negative
consequences
Example:
Consumers who want a tan but don't want the negative health risks associated
with sun exposure - use Neutrogena's Instant Bronze sunless tanner to resolve conflict

A choice involving only undesirable consequences

Promotion Focused
Prevention Focused

PromotionFocused
Motives

Revolve around desire for growth and development and are related to consumers hopes
and dreams

PreventionFocused
Motives

Revolve around desire for safety and security and are related to the consumers' sense of
duties and obligations

Regulatory
Focus
Theory

Consumers will react differently depending on which set of motives is most salient

Personality

An individuals characteristic response tendencies across similar situations

Regulatory Focus Approach to Motivation

Five-Factor
Model

Theory identifying five basic traits formed by genetics and early learning
Include:
Extroversion

Instability

Agreeableness

Openness to experience

Conscientiousness

Prefer to be in a large group rather than alone

Extroversio
n

Instability

Talkative when with others

Bold

Moody

Temperamental

Touchy

Sympathetic

Agreeablen

ess

Kind to others

Polite with others

Imaginative

Openness

to
experience

Conscientio
usness

Appreciative of art
Find novel solutions

Careful

Precise

Efficient

Emphasize one personality trait as being particularly relevant to understanding a

particular set of behaviors
Traits include:
Single Trait
Theories

Consumer ethnocentrism
Need for cognition
Consumers need for uniqueness

Consumer
Ethnocentri
sm

Reflects an individual difference in consumers' propensity to be biased against

the purchase of foreign products

Need for
Cognition

(NFC) Reflects and individual difference in consumers' propensity to engage in and enjoy
thinking

Consumers'
Need for
Uniqueness

Reflects individual differences in consumers' propensity to pursue differentness relative

to others through the acquisition, utilization, and disposition of consumer goods.

Consumers high tend to be less open to other cultures

Set of human characteristics that become associated with the brand

Five basic dimensions:

Brand
Personality

Sincerity
Excitement
Competence

Sophistication

Ruggedness

Conclusions
about Brand

Personality

Consumers readily assign personalities to brands whether they like it or not

They create expectations about key characteristics, performance and benefits

Often the basis for a long-term relationship with the brand

Celebrity endorsers

Communica

ting Brand
Personality

Celebrity
Endorsers

User
Imagery

User imagery
Executional Factors

Characteristics and meaning of the celebrity can be transferred to the brand

Involves showing a typical user along with images of the types of activities they engage
in while using the brand
Example:

Mountain Dew - features young, active users engaged in fun and exciting
activities
Go beyond the core message to include "how" the brand is communicated
Include:

Executional

Factors

Tone
Media

Pace

Logo

Tone

Listerine in Canada trying to be lighthearted and powerful, so leveraged an action-hero

theme from popular movies

Media

Hush Puppies placed ads in fashion magazines such as W and InStyle to establish a
more hip, fashionable personality

Pace

Molson wanted a "spirited, adventurous and slightly naughty" personality, so it created

TV ads in which a "festive Latin beat is punctuated with fast-moving, sexually charged
party scenes".

Logo

Reebok wanted to invigorate its brand to younger hipper image, so created the new
"Rbk" logo

Emotion

The identifiable, specific feeling, and affect to the liking/disliking aspect of that specific

feeling
1. Often triggered by environmental events
Common
Elements of
Emotional
Experience
s

2. Accompanied by physiological changes

3. Generally accompanied by cognitive thought
4. Have associated behaviors
5. Have subjective feelings

Nature of emotions
3 basic dimensions that underlie all emotions

Dimensions

of Emotions

Pleasure
Arousal
Dominance

Coping

Involves consumer thoughts and behaviors in reaction to a stress-inducing situation

designed to reduce stress and achieve more desired positive

Active
Coping

Thinking of ways to solve the problem, engaging in restraint to avoid rash behavior, and
making the best of the situation

Expressive
Support
Seeking

Venting emotions and seeking emotional and problem focused assistance from others

Avoidance

Avoiding the retailer mentally or physically or engaging in complete self-denial of the

event