Chapter 3motivation and Involvement

Chapter 3
Motivation and Involvement
CONSUMER BEHAVIOR
Yosra Missaoui
1
Why ?
 Why people buy things ? (communicating , social status , for safety )
Copyright © 2020 Yosra Missaoui Inc. 3-2

Why buying shoes?
(for comfort , for protection , for show-
off )

Why buying luxury products ?
Is it a rational buying ?

Conspicuous
consumption

Conspicuous
consumption
Keep in mind : A consumer

does not buy a product , he
buys benefits

What Is buying Motive?
• The driving force within individuals that impels (drive , push, urge,
force )them to action
– Produced by a state of tension due to an unmet need
– Which leads to conscious/subconscious attempts to reduce the tension

The need : a feeling of
deprivation
ideal Actual
status status
gap
need
Cosmetic products
• New needs : to appear

fashionable , attractive
• They introduce new fashion every
season (new colors ,new design ,
new make up items ) , heavy
advertising , social media marketing
• GM’s strategy for planned
obsolescence (introducing new
models every year)

Types of Needs
• Innate Needs (inborn ,natural)

• Physiological (or biogenic) needs that are considered primary needs or motives
– (based on innate needs, are simple things like food, water, clothes, shoes
and other necessities)
• Acquired needs (gained over the time) Secondary needs
– Generally psychological (origin or cause ) needs that are
considered secondary needs or motives
– Requirements that have occurred because of society, or how they have grown up
– Example : luxury products like candles or other household ornaments, or even
expensive laptops and other devices.
– Product to satisfy the need of power ,need of achievement , need for affiliation

Is the scent of oud ,the bakhoor
an innate or acquired need?

McClelland’s Trio of Needs
• Power
– individual’s desire to control environment
(Cartier advertising )
• Affiliation (Coca Cola advertising )
– need for friendship, acceptance, and belonging
• Achievement (Mercedes advertising )
– need for personal accomplishment
– closely related to egoistic and self-actualization
needs

Types of Motives
• Rational Motives
– Goals chosen according to objective criteria (e.g., price)
– Ex good price – good price after sales
• Emotional Motives
– Goals chosen according to personal or subjective criteria (e.g.,
desire for social status)

Types of Motives
• Latent Motives ‫ذا‬0‫ويتك‬00‫ س‬0‫يه‬00‫قولل‬000‫ ت‬0‫د غتره‬0‫ع‬000‫ا ب‬0‫سويه‬000‫ ماتكوناوير ت‬0‫شياء خفيه‬0‫أ‬
– Motives that the consumer is unaware of or unwilling to recognize
– Harder to identify
– Require projective techniques to identify
• Manifest Motives
– Motives that the consumer is aware of and willing to express

Goals
• Generic Goals
– the general categories of goals that consumers see as a way to fulfill their needs
– e.g., “I want to get a graduate degree”
• Product-Specific Goals
– the specifically branded products or services that consumers select as their
goals
– e.g., “I want to get an MBA in Marketing from Kellogg School of
Management.”

The Selection of Goals
• The goals selected by an individual depend on their:

– Personal experiences
– Physical capacity
– Prevailing cultural norms and values
– Goal’s accessibility in the physical and social environment

Motivations and Goals
Positive Motivation Negative Motivation

drives consumers drives consumers
toward some away from some
object or condition object or condition
Leads to an Leads to an
Approach Goal Avoidance Goal
A positive goal toward A negative goal from which
which behavior is directed behavior is directed away
Use a perfume to smell Avoid some cosmetics
products because they harm
good , use cosmetic the skin , avoid going to the
product to feel attractive ` dentist because the treatment
is painful
The Dynamic Nature of
Motivation
• Needs are never fully satisfied
• New needs emerge as old needs are satisfied
• A given need may lead totally different goals
• Consumers are more aware of their goals than their needs

The Dynamic Nature of
Motivation
• Consumer values, personality and self-concept influence
consumer goals
• Consumers have multiple needs
– Pre-potent need ( high priority)
• Motives are difficult to infer (to understand ) from
behaviour
• Past experiences (success/failure) influence goals

The Dynamic Nature of Motivation
• Motives may conflict with each other:

• Three types of motivational conflict
• Approach-approach: Deciding between two or more desirable
options .
• Approach-avoidance: when the behaviour has both positive and

negative consequences (eating fast food : satisfy your need but
in the same time you can gain weight) / You are both drawn toward and
away from the object
• Avoidance-avoidance: Deciding between two or more

undesirable options .(going to the dentist will be painful, not
going : my teeth will be bad )

How marketers must deal with the
different motivational conflict ?
• Approach/Approach motivational conflict : example Deciding between signing up

to two equally as attractive gyms (or 2 attractive cars ) in your area, is an
relevant fitness industry example to this. Comparative advertising with emphasis
on highlighting key benefits of their gym in comparison to other gyms is a way a
marketer for the gym could resolve this conflict.
• https://ksa.yallamotor.com/new-cars/compare

• Approach-avoidance:example you feel hungry you want to eat but in the

same time you afraid to gain weight . Marketers must rethink their
products and reduce the risk perceived by the consumer which impede
them to buy the product , could resolve this conflict.
• Examples : Coca cola diet , Mc Burger low fat , Chocolate diet , Burger King
launch its meals with 40% less fat , 30% less calories

Avoidance-avoidance: when the consequences of buying an object is

unpleasant, but the purchase does not lead to any pleasure (If I go to the
dentist it will be painful, if I don’t go I my teeth will be bad ), The women
don’t want to make a facial plastic surgery because they run the risk of
being unsatisfied with their results. In the same time they didn’t want to
feel uncomfortable and loose their self confidence if they don’t go to make
surgery .

The Dynamic Nature of Motivation
• Motives can be aroused in many ways

– Physiological arousal
• Hunger, thirst
– Emotional arousal
• daydreaming
– Cognitive arousal
• Random thoughts
– Environmental arousal
• Cues in the environment (e.g. smell of food)

Marketers use the marketing stimuli in order
to arouse the consumer motives
• Sensory marketing is the techniques that are used

to reach your customer's senses and influence their
behavior based on how your brand and tactics make
them feel. As we know, the five senses are sight,
hearing, taste, touch and smell

Marketing stimuli
Scarcity effect
Sensory marketing
34
Philosophies Concerned With
Arousal of Motives
• Behaviourist School
– Behaviour is response to external stimulus (you react because of outside influence )
– Elements of conscious thoughts are to be ignored
– Consumer does not act, but reacts
• Cognitive School
– Behaviour is directed at goal achievement (our actions are related to our mental
processing )
– Need to consider needs, attitudes, beliefs, etc. in understanding consumer behaviour

Motivational Research
Qualitative research designed to uncover consumers’ subconscious or hidden

motivations. Consumers are not always aware of, or may not wish to
recognize, the basic reasons underlying their actions.

Projective Techniques
• Metaphor analysis (analogies)
• Story telling
• Picture drawing
• Photo sorts
• Thematic Apperception Tests
• Word Association
• Sentence Completion
• Third-person technique
• http://media.acc.qcc.cuny.edu:8088/Faculty/volchok/exploratoryresearch/ExploratoryResearch6.html

Motivation and Marketing Strategy
• Identify the needs and goals of the target market

– Identify both latent and manifest motives
• Use knowledge of needs to segment the market and to position the
product
• Use knowledge of needs to develop promotional strategies
• Reduce motivational conflict

Thank you

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Chapter 3

Motivation and Involvement

 Why people buy things ? (communicating , social status , for safety )

Copyright © 2020 Yosra Missaoui Inc. 3-2

Copyright © 2020 Yosra Missaoui Inc. 3-3

Copyright © 2020 Yosra Missaoui Inc. 3-4

Copyright © 2020 Yosra Missaoui Inc. 3-5

Keep in mind : A consumer

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• New needs : to appear

Copyright © 2020 Yosra Missaoui Inc. 3-10

• Innate Needs (inborn ,natural)

Copyright © 2020 Yosra Missaoui Inc. 3-12

Copyright © 2020 Yosra Missaoui Inc. 3-13

Copyright © 2020 Yosra Missaoui Inc. 3-15

Copyright © 2020 Yosra Missaoui Inc. 3-16

Copyright © 2020 Yosra Missaoui Inc. 3-22

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• The goals selected by an individual depend on their:

Copyright © 2020 Yosra Missaoui Inc. 3-24

Positive Motivation Negative Motivation

Copyright © 2020 Yosra Missaoui Inc. 3-26

Copyright © 2020 Yosra Missaoui Inc. 3-27

• Motives may conflict with each other:

• Approach-avoidance: when the behaviour has both positive and

• Avoidance-avoidance: Deciding between two or more

Copyright © 2020 Yosra Missaoui Inc. 3-28

• Approach/Approach motivational conflict : example Deciding between signing up

Copyright © 2020 Yosra Missaoui Inc. 3-29

• Approach-avoidance:example you feel hungry you want to eat but in the

Copyright © 2020 Yosra Missaoui Inc. 3-30

Avoidance-avoidance: when the consequences of buying an object is

Copyright © 2020 Yosra Missaoui Inc. 3-31

• Motives can be aroused in many ways

Copyright © 2020 Yosra Missaoui Inc. 3-32

• Sensory marketing is the techniques that are used

Copyright © 2020 Yosra Missaoui Inc. 3-33

Copyright © 2020 Yosra Missaoui Inc. 3-36

Qualitative research designed to uncover consumers’ subconscious or hidden

Copyright © 2020 Yosra Missaoui Inc. 3-37

Copyright © 2020 Yosra Missaoui Inc. 3-38

• Identify the needs and goals of the target market

Copyright © 2020 Yosra Missaoui Inc. 3-39

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