Why is motivation important in Marketing and consumer behavior?What comes to your mind?The Motivation ProcessMotivational StrengthTypes of NeedsMotivational Conflicts:Specific Needs and Buying Behavior:Product InvolvementMKTG 305 1st Edition Lecture 9Outline of Last Lecture I. Marketing ApplicationsII. Cognitive LearningIII. Observational LearningIV. Memory and MeaningOutline of Current Lecture I. Motivation and ValuesII. The Motivation ProcessIII. Motivational StrengthIV. Types of NeedsV. Motivational ConflictsVI. Specific Needs and Buying BehaviorVII. InvolvementCurrent LectureMotivation and ValuesWhy is motivation important in Marketing and consumer behavior?What comes to your mind?The Motivation ProcessMotivation: process that leads people to behave as they do. Forces that drive us to buy/use productsGoal: consumer’s desired end stateDrive: degree of consumer arousal (urgency based on biological needs)Want: manifestation of consumer needThe ads show desired state and suggest solution (join the gym; purchase a product/brand)Motivational StrengthMotivational strength: willingness to expend energy to reach a goalDrive theory: biological needs that produce unpleasant states of arousal (e.g., hunger)Expectancy theory: behavior is pulled by expectations of achieving desirable outcomes (e.g., good body shape)Types of NeedsTypes of needs:Biogenic needs- food, water, shelter..These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.Psychogenic needs- power, status, affiliation…Utilitarian- needs for tangible attributes of a productHedonic- needs for excitement, self-confidence, fantasyMotivational Conflicts:Approach-Approach conflict- a choice between two desirable alternatives (e.g., got accepted to two nice job positions)Approach-Avoidance conflict- a fur coatAvoidance-Avoidance conflict- a choice between two undesirable alternatives (e.g., buying a new car vs. repairing the old car).Specific Needs and Buying Behavior:NEED FOR AFFILIATION-Want to be with other peopleFocus on products that are used in groups (alcoholic beverages, sports bars)NEED FOR ACHIEVEMENT- Value personal accomplishmentPlace a premium on products that signify success (luxury brands, technology products)NEED FOR UNIQUENESS-Assert one’s individual identityEnjoy products that focus on their unique character (perfumes, clothing)NEED FOR POWER- Control one’s environmentFocus on products that allow them to have mastery over surroundings (muscle cars, loud boom-boxes)Involvement:How motivated we are to process information.Cult products: high loyalty, devotion, worship by consumers who are highly involved with a brand.Product InvolvementProduct involvement: consumer’s level of interest in a productMany sales promotions attempt to increase product involvementMass customization enhances product involvement – personalization of products and services for individual consumers at a mass-production
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