MC5077 Consumer Insights

Week 2
Motivation Involvement &
Values
Module leader Helen Gabriel

Email h.gabriel@londonmet.ac.uk

Advice & Feedback hours

Monday 11-12 Room TBA

Friday 2- 3pm Room TBA
Please email for an appointment
Email for availability outside of these hours
 Core Reading

Consumer Behaviour

Core Szmign I. Piacentini M. (2022) Consumer Behaviour 3rd

Edition Oxford Press

Marketing Research
Core Wilson A. (2019) Marketing Research : Delivering
customer Insight 4th Edition Red Globe press
3
This week Core Reading
Szmign I. Piacentini M. (2022) Consumer Behaviour 3rd Edition Oxford
Press Motives & Values Chapter 7 pp271-285 Involvement Chapter 3
pp85-126

Wilson A. (2019) Marketing Research : Delivering customer Insight 4th Edition Red
Globe press Chapter 5 Qualitative Research
 Reading
If students are having problems obtaining the core books – There are alternative e text books in the
library which sufficiently cover the module topics

Consumer Behaviour
Sethna Z. Blyth J. (2019) Consumer Behaviour Sage Publications

Solomon M. (2020) Consumer Behaviour: Buying, Having, and Being, Global Edition, 13th Edition Pearsons

Solomon M., Hogg M. Askegaard S. Bamossy G. (2020) Consumer Behaviour: European Perspective 7th
Edition

Schiffman L. & Wisenblit J. (2019) Consumer Behaviour: Global Edition, 12th Edition Pearsons

Market Research

Burns A. Bush R. (2017) Marketing Research, Global Edition, 8/E Pearson

Nuna D Birks, D. Malhotra N. (2020) Marketing Research: Applied Insight, 6th Edition, Pearson
Learning Outcome
At the end of the workshop students will be able to :
• To explain the nature of motives & components of the motivational
process and its role in understanding consumer behaviour
•Understand the classification of needs and its relationship to consumer
motives
•Explain how values link to motivation
• Explain involvement as part of the motivational process and its importance
and use to marketers
•Explain methods to gain insight into Motives Involvement & Values
 Assessments

Module Assessments (Formative & Summative)

Assessment
Description of Item Week Due Learning outcome
Method
Coursework Week 4 18th October  
Formative Assessment 2021  
3pm
Coursework Week 14 Tuesday Discuss & examine theories
18 January 2022 underpinning contemporary
3pm consumer behaviour
towards the generation of
Individual report – consumer intelligence &
insight LO1
Develop and Design and construct
conduct and research methods to
execute a consumer harvest, analyse and
Insight research evaluate insights from
project 2,000 words consumers data LO2
 100%
PLEASE NOTE
Lecture/workshop notes only offer guidelines of the main topic area and
are used in order to aid your understanding of the weekly topic.
They WILL NOT be sufficient material on their own to pass this module.
Successfully passing this module can only be achieved through additional
weekly reading and writing notes in both the Lectures/workshop &
seminar activities and from your weekly reading material. Attending
weekly sessions will also increase your chances of successfully passing
this module.
 EXTERNAL INFLUENCES
Social cultural Environment
Firms Marketing Efforts
Input Family/Friends
Marketing Mix 7Ps
Social class
Culture subculture

CONSUMER DECISION MAKING

Need recognition Psychological Field
Pre purchase search Motivation
Process
Evaluation of alternatives Perception
Learning Memory
Personality Emotions
Attitudes

POST DECISION BEHVAIOUR Experience

Purchase/planned
Output /impulse/repeat
Repeat-/Habit loyal Post purchase Evaluation
Trial
 The nature of motives
Why is motivation theory important to marketers? - Marketers try to
satisfy consumer needs. The study of motivation ensures that
appropriate needs and wants are met.

What is motivation- Refers to an activated state within a person that

leads to goal directed behaviour. Consists of drives, urges and desires
which lead to behaviour. It occurs when a need arises that a consumer
wishes to satisfy.

What is a need? An internal state of tension caused by disequilibrium

form an ideal /desired physiological or psychological state
 The nature of motives

The role of motives - several functions in guiding behaviour

•Defining basic instincts- e.g. basic needs safety, achievement affiliation

•Identifying goals- Motivational push - helps marketers design products/services

•Influencing choice - Motives guide consumers in choice behaviour. Sometimes consumers are not
aware of choice/choice criteria

•Directing other influences - At fundamental level motives affect perception, learning, personality
attitudes & how people process information.
 The motivational process

Personality
Perception
Learning
attitude
Emotions etc
Unfulfilled Goal or
Needs, Tension Drive Behaviour Need
Wants & Fulfilled
Desires

Tension
reduction

Schiffman, L. Wisenblit J. (2018) Consumer Behavior, Global Edition, 12/E Pearson Education Ch3 pp84
 The motivational process

Involvement

Actual state
& Affect

Goal Incentive
Need Drive
Stimulus directed objective
Recognition state
behaviour

Desired
State

Source: Mowen J. & Minor M. (1997) Consumer Behaviour 5th Edition Pearson Education Chapter 5
 The motivational process
Model identifies 5 key concepts:

•Need recognition
•Drive state
• Goal directed behaviour
• Incentive objects, affects
•Strength of drive state moderated by emotion (affect)
and involvement
 The motivational process -
Drive
• With the consideration of unmet needs, a discrepancy exists between
the consumer’s present state and some ideal state. Tension is created.
The consumer seeks to reduce tension. The degree of arousal is called
a drive.
• Personal and cultural factors combine to create a want.
• Once a goal is attained, tension is reduced, and the motivation recedes.
• Motivation can be described in terms of:
• Its strength
• Its direction.

Szmign I. Piacentini M. (2022) Consumer Behaviour 2nd Edition Oxford Press Motives Chapter 7
pp271-285
 The motivational process
 
• Needs can be:
• Utilitarian – a desire to achieve some functional or practical benefit.
• Hedonic – an experiential need, involving emotional responses or fantasies.

• The end-state is the consumer’s goal. Marketers try to create

products and services that will provide the desired benefits and
permit the consumer to reduce this tension.

Source: Szmign I. Piacentini M. (2018) Consumer Behaviour 2nd Edition Oxford Press Motives Chapter 7 pp271-
285
 The motivational process
Motivation is affected when consumers regard something
as

• Personally relevant

• Consistent with their self-concept, values, needs,

goals, emotions, and self-control processes;

• risky; and/or

• Moderately inconsistent with their prior attitudes

 Types of need’s
•There are two basic types of need:

•Biogenic needs – Nnecessary to maintain life eg food, water, air and shelter.
•Psychogenic needs – Cultural related needs eg power, status and affiliation. 

•We can also be motivated to satisfy either hedonic or utilitarian needs:

•Utilitarian needs – emphasizes objective, tangible attributes (miles per litre).
•Hedonic needs – subjective and experiential (excitement, self-confidence and fantasy).

•Consumers can be motivated to purchase a product because it provides both types of

benefits.

Source: Szmign I. Piacentini M. (2022) Consumer Behaviour 2nd Edition Oxford Press
Motives Chapter 7 pp271-285
 Classification of needs
• Murray’s need's structure serves as the basis for a number of widely used personality tests. Needs which are
relevant to consumer behaviour are:
• Need for achievement
• Need for affiliation
• Need for power
• Need for uniqueness.

• Maslow’s hierarchy of needs implies that the order of development is fixed. This hierarchy is most closely
associated with product benefits that people might be looking for. Lower order needs must be satisfied
before climbing the needs ladder. The needs are as follows:
• Physiological
• Safety
• Social
• Esteem
• Self-actualization.

Source: Szmign I. Piacentini M. (2022) Consumer Behaviour 2nd Edition Oxford Press Motives
Chapter 7 pp271-285
Levels of need in the Maslow
hierarchy

Solomon M., Hogg M. Askegaard S. Bamossy G. (2020) Consumer Behaviour:

th
 Activity – Classify Maslow's
Hierarchy of needs & provide
brand examples
Activity

Can you think of any limitations of this classification?

 ALTERNATIVE CLASSIFICATION OF
MOTIVES
The Trio of needs
•Power- The need /desire to control his her environment
•Affiliation – A social motive. Influenced by the desire for friendship,
acceptance belonging
•Achievement – Personal accomplishment

Murrays List of Psychogenic needs

•Needs associated with inanimate objects
•Needs that reflect ambition power accomplishment & prestige
•Needs concerned with human power
•Sadomasochistic needs
•Needs concerned with affection between people
•Needs concerned with social intercourse ( The needs to ask and tell)
 ALTERNATIVE CLASSIFICATION OF MOTIVES

Types of Needs 1. Social and non Social 2. Functional, symbolic and hedonic

Social Non-Social
Safety
Modelling
Functional Order
Physical well being

Status
Self control
Affiliation Symbolic
Independence
Belonging

Sensory stimuli
Reinforcement Hedonic Cognitive stimulation
Sex Novelty
Play
Source: Hoyer W. McInnis D . Peters (2018) Consumer Behavior 7th Edition Cengage Learning
chapter 2 pp.49
 ALTERNATIVE CLASSIFICATION OF MOTIVES

Social needs – Externally directed and relate to others Requires the presence
of others. Esteem drives the desire for other to hold us in high regard

Non social –Needs in which achievement is not based on others e.g. novelty

Utilitarian/Functional Needs emphasis on objective tangible aspects of

product (rational needs)

Hedonic Needs Subjective and experiential needs. Pleasure, excitement, self-

confidence, fantasy (emotional needs)

Symbolic needs- Needs that relate to how we perceive ourselves, how we are
perceived by others, how we relate to others and the esteem held by others

Source: Hoyer W. MacInnis D . Peters (2018) Consumer Behavior 7th Edition Cengage Learning chapter 2 pp.49
 Alternative classification of motives
•Expectancy theory - Suggests that behaviours are pulled by
expectations of achieving desirable outcomes (positive)

•Conscious versus unconscious - Differ in how they reach consumers

awareness. Suggested that some consumers are not aware of unconscious
motives E.g. prefer not to be confronted with true reason for purchase

•Hidden motives - Those which are not easily measured consumer may
not be aware of actual need. Therefore inferred. Freud work identified
unconscious motives. The Id, The superego, The ego

Solomon M., Hogg M. Askegaard S. Bamossy G. (2020) Consumer Behaviour:

European Perspective 7th Edition Chapter 5
 Freudian Theory
A representation of the interrelationship among the Id, Ego, and Superego

unconscious mind (below the conscious level)

The superego – the counterweight

The id – oriented towards to the id
immediate It internalise society’s
gratification. rules
The id is selfish It works to prevent the id from
\The id acts without seeking
regard to consequence selfish gratification

The ego – the system that

mediates between the id and
superego. The ego tries to
balance these two opposing
Conscious mind (day to day forces according to reality
principles
operational)
 Freudian motives

Id Superego
Naughty Nice

Ego
Naughty but
nice

https://www.youtube.com/watch?v=zswOFJZ4vZE
 Motives for Shopping
Social Motives
Personal Motives
• Social experiences
• Role playing • Communicating with
• Diversion others with similar
• Self-gratification interests
• Learning about new • Peer group
trends attraction
• Physical activity • Status and authority
• Sensory stimulation • Pleasure of
bargaining

Source: Szmign I. Piacentini M. (2022) Consumer Behaviour 2nd Edition Oxford Press
Motives Chapter 7 pp271-285
 Motivational conflicts
• A goal has valence, which means that it can be positive or negative.
Therefore, goals can be sought or avoided. 
• Conflicts can occur. The three different types of goal conflicts are as
follows:
• Approach–approach conflict – a person must choose between two desirable
alternatives.

• Approach–avoidance conflict – many products or services we desire have

negative consequences attached to them.

• Avoidance–avoidance conflict – a choice between two undesirable alternatives.

Solomon M., Hogg M. Askegaard S. Bamossy G. (2020) Consumer Behaviour: European Perspective 7th
Edition Chapter 5
Three types of motivational conflict

Solomon M., Hogg M. Askegaard S. Bamossy G. (2020) Consumer Behaviour: European

Perspective 7th Edition Chapter 5
 Motivational Conflict
• Approach-avoidance conflict is when a
desired goal also has negative
consequences.
• Approach-approach conflict is when
you have to choose between two or
more equally attractive alternatives.
• Avoidance-avoidance conflict the
choices available all have some
apparent negative consequence.

Source Szmign I. Piacentini M. (2022) Consumer Behaviour 2nd Edition Oxford Press Chapter 7 pp274
 Implications

What happens if goals are not reached ?

What research approach is best suited for gaining

insights into consumer motivation & why ?
Conceptual Framework of Qualitative Research
Motivational Research
 Motivational Research

• Developed from Freud’s view that behaviour was often

determined by irrational and unconscious motives and by
socialized inhibitions.

.
• Ernst Dichter recognized:
• the role of emotions in our choice decisions;
• that these decisions could not necessarily be analysed
or explained from a purely rational viewpoint.
 How to research Motives?

 Qualitative
research methods are the main research methodology
techniques used to research motivation .
They are designed to probe consumers' minds in order to discover the
subconscious or latent reasons and goals underlying everyday consumption
and purchasing behaviours.

Qualitative research helps the marketer to understand the richness, depth

and complexity of consumers

Main methods used

• In depth interviews
• Focus Groups
• Projective techniques
 A comparison of focus groups, depth
interviews, projective techniques and
qualitative observation

Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, © Pearson Education Limited 2012
 Involvement
A final outcome of motivation is that it evokes a
psychological state in consumers called involvement.

Felt involvement is the consumer’s experience of being

motivated with respect to a product or service, or
decisions and actions about these

Involvement is defined as ‘a person’s perceived

relevance of the object based on their inherent
needs, values and interests’.
 Conceptualizing components of involvement

Solomon M., Hogg M. Askegaard S. Bamossy G. (2020) Consumer Behaviour: European Perspective 7 th Edition Chapter 5
 INVOLVEMENT
THE NATURE OF INVOLVEMENT IN PURCHASE DECISION MAKING

HIGH INVOLVEMENT LOW INVOLVEMENT

PURCHASE DECISION PURCHASE DECISION

COMPLEX DECISION LIMITED DECISION

DECISION
MAKING
MAKING MAKING
Computer/car Snack foods

BRAND LOYALTY INERTIA

HABIT
Washing powder Toilet paper
Toothpaste sugar
 Learning in low and high involvement
decision-making

Source: Szmign I. Piacentini M. (2022) Consumer Behaviour 2nd Edition Oxford Press
Involvement
 Involvement and decision-making

Source: Szmign I. Piacentini M. (2012) Consumer Behaviour 2nd Edition Oxford

Press Involvement Chapter 3 pp85-126
 Levels of involvement
• The type of information processing that will occur depends upon the
consumer’s level of involvement:
• Simple processing – only basic features of a message are considered.
• Elaboration – information is linked to one’s pre-existing knowledge systems.

• As a person’s degree of involvement can be conceived as a continuum,

consumption at the low end of involvement is characterised by inertia –
where decisions are made out of habit because the consumers lack the
information to consider alternatives. Other decisions can be very
passionate.
 Types of involvement
• Involvement can be cognitive or emotional.
• There are several types of broad involvement:
• Product involvement is related to a consumer’s level of interest in a particular
product. Sales promotions increase this involvement.
• Mass customisation is the personalisation of products and services for individual
customers at a mass-production price.
• Message-response involvement (or advertising involvement), refers to the
consumer’s interest in processing marketing communications.
• Television is considered a low-involvement medium.
• Print is considered a high-involvement medium.

Solomon M., Hogg M. Askegaard S. Bamossy G. (2020) Consumer Behaviour:

European Perspective 7th Edition Chapter 5
 Types of Involvement
• Product involvement is the perceived
personal relevance of the product, based on
needs, values, or interest.
• Message-response involvement reflects
the consumer’s interest in marketing
communications.
• Enduring involvement is ‘the pre-existing
relationship between an individual and the
object of concern’ (Houston and Rothschild,
1978, 3).
• Ego involvement is when consumers
perceive products or brands as relevant to
their personal interests.
Source Szmign I. Piacentini M. (2018) Consumer Behaviour 2nd Edition Oxford Press
Chapter 3 pp92
 How to increase involvement

• Link the brand to hedonic needs

• Use distinctive or novel ways of

communicating your product

• Use celebrities

• Tell a story

• Build a relationship

• Get the consumer to participate

Source: Szmign I. Piacentini M. (2018) Consumer Behaviour 2nd Edition Oxford Press
Involvement chapter 3 pp85-126
 Research- MEASURING INVOLVEMENT
The personal Involvement Inventory J. Zaichkowsy 1994 .
To me this object is
1. Important . . . . . . Unimportant
2. Boring . . . . . . Interesting
3. Relevant . . . . . . Irrelevant
4. Exciting . . . . . . unexciting
5. Means nothing . . . . . . Means a lot to me
6. Appealing . . . . . . unappealing
7. Fascinating . . . . . . mundane
8. Worthless . . . . . . valuable
9. Involving . . . . . . uninvolving
10. Not needed . . . . . needed

Solomon M., Hogg M. Askegaard S. Bamossy G. (2020) Consumer Behaviour: European Perspective 7 th

Edition Chapter 5
 Values
•Consumers motivation are driven by underlying values.

•Consumers are more motivated to attend & process information when they find it
relevant to their values

Values -
•Considered Higher level needs which are critical determinants of behaviour

•Definition values - Enduring beliefs that a given behaviour or outcome is a desirable

good.

Source Szmign I. Piacentini M. (2022) Consumer Behaviour 2nd

Edition Oxford Press Chapter 7
 VALUES

Values are principles to judge end states

How can values be described?

Core values

- Value systems -A cultures ranking of the relative importance of values

-Terminal values - Highly desired end states

-Instrumental values - Those needed to achieve desired end states

-Domain-specific values - relevant to particular area of activity e.g. religion, family

, consumption
 Researching & measuring
Values

How are values measured for consumer research

The means end chain model - Using a technique called laddering.

MECCA -Examines the relationship between the function of the product,

product /service attributes and terminal values

Source Szmign I. Piacentini M. (2018) Consumer Behaviour 2nd Edition Oxford Press
Chapter 7
 VALUES
HOW DO MARKETERS ATTEMPT TO REFLECT CORE VALUES
BASED ON RESEARCH
.
Means end chain - Laddering
Attributes (Instrumental) (Terminal)
Functional Psychosocial
consequences consequences Values
Pump Feel more Self-
Light mist
dispenser attractive esteem
Hair hair not tacky
spray I can be the
Unscented Natural real me
odour

Support Enhanced Good

Nike Sole with
Health
air pockets for the performance
trainers foot
High Can wear all
quality Well being
year round
Things to do for next week
• Review reading on motivation

• Read the following academic journal article Trocchia P. Beatty S. (2003) An

empirical examination of automobile lease vs. finance motivational processes. Journal of Consumer
Marketing Volume 20 Number 1 pp. 28- 43 (Emerald database) accessed via the library

and attempt & prepare answers to questions for seminar discussions in

week 3