Professional Documents
Culture Documents
Emotion: feelings
b) Impersonal threats are barriers that restrict the ability to buy a particular product
or service
– Shortage of a product due to the possibility that someone else will buy it
– Potential rise in the price of a product causes a desire to buy now
Avoid or Seek Risk
Risks include:
- financial - social
- physical - time
- performance - opportunity
- psychological
Motivation to Attribute Causality
People seek out reasons to explain why things turn out as they do
Physiological?
• Health foods, medicines, sports drinks, exercise equipment
Safety?
• smoke detectors, preventive medicines, insurance, retirement investments
Belongingness?
• Food, entertainment, clothing
Esteem?
• Clothing, furniture, liquor, hobbies, cars
Self-Actualization?
• Education, hobbies, sports, gourmet foods, museums
Motivation Theory and Marketing Strategy
Consumed by
confident, upscale,
professional men
Consumed by
upscale,
sophisticated adults
Manifest motives?
Latent motives?
Manifest motives?
Latent motives?
Motivation, Emotion & Marketing Research
Emotion influences:
or, should we go to …
Emotion and Marketing Strategy
What do you think are the three to five core values that
best describe Americans today?
Summary of American Core Values
Value General Features Relevance to CB
Achievement/Success Hard work is good, Acts as justification of
success flows from it acquisition of goods
Efficiency/Practicality Keeping busy is healthy Stimulates interest in
and natural products that are time-
savers and enhance
leisure time
Material Comfort “The Good Life” Fosters acceptance of
luxury products that make
life more comfortable and
enjoyable
Individualism Being oneself Stimulates acceptance of
customized product that
enable consumers to
express their personality
Freedom Freedom of choice Fosters interest in wide
product lines and
differentiated products
Summary of American Core Values
Value General Features Relevance to CB
External Conformity Uniformity of observable Interest in products that
behavior are used or owned by
others in the same social
group
Humanitarianism Caring for others, Patronage of firms that
particularly the underdog compete with market
leaders
Youthfulness A state of mind that Acceptance of products
stresses being “young at that provide the illusion
heart” and having a of maintaining or
youthful appearance fostering youthfulness
Fitness and Health Caring about one’s body, Acceptance of food,
including the desire to be products, activities, and
physically fit and healthy equipment perceived to
maintain or increase
physical fitness
Sustainability: New Core Value?
• Conscientious consumerism: consumer’s
focus on personal health merging with a
growing interest in global health
• Consumers who:
– Worry about the environment
– Want products to be produced in a sustainable
way
– Spend money to advance what they see as their
personal development and potential
Materialism
• Materialism: the importance people attach to
worldly possessions
• “The good life”...“He who dies with the most
toys, wins”
• Materialists: value possessions for their own
status and appearance
• Non-materialists: value possessions that
connect them to other people or provide them
with pleasure in using them