Motivation

and
Global Values
 The Motivation Process
 Motivation refers to the
process that leads people to
behave as they do
 It occurs when a need is
aroused
 Motivation drives consumers
to buy and is triggered by
psychological tension
caused by unfulfilled needs.
 Motivation is described in
terms of strength and
direction
 Needs and Motivation
• A need creates a state of tension that drives
the consumer to attempt to reduce or eliminate
it.
• This need may be
• utilitarian (i.e., a desire to achieve some functional or
practical benefit)
• hedonic (i.e., an experiential need, involving emotional
responses or fantasies). The desired end state is the
consumer’s goal.
• The desired end state is the goal
• The degree of arousal (hasrat) is drive
• Personal and cultural factors combine to
create a want – one manifestation of a need
 Needs and Motivation
• The foundation of marketing is identifying and
satisfying needs
• Because consumers’ basic needs do not
change, but the products that satisfy them do,
a corporate focus on developing products that
will satisfy consumers’ needs ensures that the
company stays in the forefront of the search
for new and effective solutions
 Needs VS Wants
• Bagaimana kebutuhan dipenuhi/dipuaskan tergantung pada
keunikan individu dan pengalaman serta aspek kulturallnya.
• Wants/Keinginan merupakan salah satu bentuk konsumsi yang
digunakan untuk memuaskan sebuah kebutuhan.
 Motivational Strength
• Motivational strength: degree of
willingness to expend energy to
reach a goal
• Drive theory: biological needs that
produce unpleasant states of arousal
(e.g., hunger)
• Expectancy theory: behavior is pulled
by expectations of achieving
desirable outcomes
• Drive theory focuses on biological
needs that produce unpleasant
states of arousal.
• Contoh: ketika kelas sesi I, kita
masih merasa kantuk dan
menguap, kita merasa
memerlukan minum kopi untuk
menenangkan rasa kantuk dan
malas.
• We are motivated to reduce this
tention caused by this arousal.
• Dalam konteks marketing, tension
mengacu pada kondisi tidak nyaman
yang terjadi jika kebutuhan konsumsi
seseorang tidak terpenuhi.
 Motivational Conflicts
• Goal valence (value): consumer
will:
• Approach positive goal:
mengikuti bimbingan belajar
sehingga lulus dengan nilai
maksimal
• Avoid negative goal:
menghindari bau-badan & bau
mulut karena akan dijauhi
teman
Goals
• Goals are the sought-after results
of motivated behavior, and all
human behavior is goal oriented.

• Generic goals are outcomes that

consumers seek in order to
satisfy physiological and
psychological needs.
• Product-specific goals are
outcomes that consumers seek
by using a given product or
service.
What Do We Need?
Biogenic Needs –
insting, kebutuhan dasar

Psychogenic Needs –
merefleksikan kultur

Utilitarian Needs –
mempertimbangkan manfaat

Hedonic Needs –
subjektif, kepercayaan diri,
Diskusikan
• Carilah beberapa iklan (disesuaikan dengan jumlah
kelompok anda) dan temukan inti pesannya.
• Analisislah iklan tersebut berdasarkan salah satu
kebutuhan dari teori Psychogenic Needs milik Henry
Murray.
• Upload tugas di situs kuliah
Kebutuhan manusia...
Specific Needs and Buying Behavior

NEED FOR ACHIEVEMENT NEED FOR AFFILIATION

Value personal accomplishment Want to be with other people
Place a premium on products that Focus on products that are used in
signify success
groups

NEED FOR POWER NEED FOR UNIQUENESS

Control one’s environment Assert one’s individual identity
Focus on products that allow them Enjoy products that focus on their
to have mastery over unique character (perfumes,
surroundings clothing)
 NEED FOR ACHIEVEMENT

• to the desire to accomplish something. Sometimes people

will express a need for achievement with premium
products that express success.
NEED FOR AFFILIATION
• the desire to be with other
people. Products that
express emotion and aid in
group activities are relevant.
NEED FOR POWER
• the need to control one’s
environment. Products that
allow us to feel mastery over
our surroundings and situation
meet this need.
 NEED FOR UNIQUENESS

• the need to assert one’s individual identity. Products that pledge

to illustrate our distinct qualities meet this need.
• Pesan iklan terkadang
menunjukkan/mengarahkan kita pada
salah satu level kebutuhan.
Contoh
• https://www.youtube.com/watch?v=DVdZ9KjQvIA

• https://www.youtube.com/watch?v=TCpqPT76y-A
 Consumer Involvement

• Involvement: Relevansi yang dirasakan terhadap suatu

‘objek’ berdasar kebutuhan, nilai, dan ketertarikan
seseorang.
• ‘objek’ di sini mengacu pada produk (atau brand), iklan,
hingga situasi membeli.
• Konsumen dapat menemukan ‘involvement’ dalam
berbagai ‘objek’ ini.
 Product Involvement
• Product involvement is the consumer’s level of interest in a
product

Purchase Situation Involvement

• Purchase situation involvement: differences that occur when buying
the same object for different contexts.
• Example: makan malam
• Bersama teman biasa: ke tempat yang lebih santai (yang penting kenyang)
• Bersama teman yang istimewa: ke tempat yang lebih cozy, prestisius (yang
penting nuansanya)
 Low involvement

a common product that

consumers buy without
thinking about it much,
often because it is
cheap, or the one they
usually buy
High involvement

high-involvement
decisions carry a
higher risk to buyers if
they fail, are complex,
and/or have high price
tags.
hierarchy
of effects
model
Audience’s Responds
Path Goal Items Ad’s
Objective

Think-feel-do Learning, Computer game, CD, Provide info,

interest DVD emotion

Think-do-feel Learning, College, computer, Provide info,

understanding vacation arguments

Feel-thing-do needs Clothing Create desire

Feel-do-thing wants Cosmetics, fashion Establish a

psychological
appeal
Do-feel-think impulse Candies, soft drink Create brand
familiarity

Do-think-feel habit Meals, shampoo Remind of

satisfaction
Consumer Values
• Value: a belief that some condition is
preferable to its opposite
• Example: looking younger is preferable to
looking older
• Products/services = help in attaining
value-related goal
• We seek others that share our values/
beliefs
• Thus, we tend to be exposed to
information that supports
Core Values
•Core values: values
shared within a culture
•Enculturation: learning
the beliefs and values of
one’s own culture ->
identity
•Acculturation: learning
the value system and
behaviors of another
culture
•Analisislah kembali iklan-iklan yang telah dipilih
pada aspek kebutuhan ke aspek nilai
1. Apakah iklan tersebut memunculkan nilai-nilai
yang dipercaya dalam budaya Indonesia?
2. Jika iya, nilai-nilai apa saja yang dimaksud?
Jelaskan.