CONSCI 3930 Midterm 2 CHAPTER 4 Motivation The processes that cause people to act as they do Occurs when need is aroused that consumer needs to satisfy need creates a state of tension that drives the consumer to attempt to reduce or eliminate it Tension Drive Goal Types of needs desired end state that satisfies a need o Biogenic life sustaining o Psychogenic cultural priorities o Utilitarian functional or practical benefit e g eating healthy for nutritional reasons o Hedonic experiential emotional fantasy makes us feel good Personal and cultural factors combine to create a want 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 e g leaving class early to grab a snack Productivity Orientation we do things because we have a continual striving to use time constructively AKA checking things off of bucket list doing things because yolo Motivation is driven by raw emotion or what scientists call Affect Marketers try to alter mood and link products to affect o E g the use of nostalgia in an ad Marketers harness consumer s emotions and convert them into capital build loyalty Sentiment Analysis process that scours the social media universe to collect and analyze the words people use when they describe a specific product or company These words create a Word Phrase Dictionary to code the data A goal has Valence which means it can be positive or negative Consumers will either Approach positive goal Types of motivational conflict or Avoid negative goal Approach Approach 2 desirable outcomes produce cognitive dissonance o Theory of Cognitive Dissonance we have a need for order and consistency in our lives and a state of dissonance exists when beliefs and behaviors conflict We look for a way to reduce the dissonance Approach Avoidance Positive and negative aspects of a desired product We desire a goal but wish to avoid it at the same time o E g eating a whole batch of cookie dough drunk eating etc Avoidance Avoidance Facing a choice with 2 undesirable alternatives o E g either spend money to repair an old car or buy a new one Everyone has the same basic sets of needs but individuals differ in their priority rankings of needs Need for achievement Value personal accomplishment Need for affiliation the want to be with other people ex FOMO Need for power the want to control one s environment have mastery of our surroundings Need for Uniqueness the need to assert one s individual identity Maslow s Hierarchy most activate one rung on ladder in order to fulfill the next Lowest rung to highest rung o Physiological Water sleep food o Safety Security shelter protection o Belongingness love friendship acceptance by others o Ego Needs Prestige status accomplishment o Self Actualization Self fulfillment enriching experiences Cannot take ladder too literally because it can be too simplistic and really only applies to western culture Involvement A person s perceived relevance of an object based on their inherent needs values and interests Levels of Involvement o Inertia describes consumption at the low end of involvement decisions made out of habit because we lack the motivation to consider other alternatives o Flow State occurs when consumers are truly involved with an object Flow is an optimal experience with these qualities Sense of playfulness feeling of being in control concentration and highly focused attention mental enjoyment distorted sense of time match between the challenge at hand or one s skills Ex when you re wasting so much time shopping online o Cult Products command fierce consumer loyalty devotion and maybe even worship by consumers o Product Involvement Consumers level of interest in a product The more closely marketers can tie a brand to an individual the higher the involvement Increased involvement when producer allows consumer to participate in creating the product o Mass customization is the personalization of products and services for individual customers at a mass production price Message Response Involvement watching TV low involvement reading high involvement Some messages well mad ads are so involving that they trigger a stage of Narrative Transportation where people become immersed in a storyline similar to flow state Spectacles where the message is itself a form of entertainment Purchase Situation Involvement refers to differences in motivation involvement due to context Personalize involvement social game leaderboards achievement badges buddy lists Transactional Advertising rewards players if they respond to a request used in social games Attachment we get attached to products we are highly involved with Value a belief that some condition is preferable to its opposites Ex looking younger is preferable to looking older consumers will purchase specific products because we believe it will help us attain a value related goal Value System set of ranked universal values that a culture holds most to least important Core Values values shared within a culture that uniquely define it e g America Freedom Enculturation Learning the beliefs and values of ones own culture Acculturation learning the value system and behaviors of another culture Consumption Specific Values convenient shopping good service Product specific Values durability Hofstede s Cultural Dimensions Measure of cross cultural values Scores country on 5 things Individualism degree to which individuals are integrated into groups Power Distance the extent to which power is distributed Masculinity distribution of roles between genders Uncertainty Avoidance society s tolerance for uncertainty Long Term Orientation values associated with long term vs short term orientation Terminal Values desired end states of values Instrumental Values actions we need to take to achieve terminal values Means End Chain Model approach assumes that people link very specific product attributes indirectly to terminal values thus we value products to the extent that they provide the means to some end we desire uncovers consumers associations between specific attributes and these general Laddering consequences Conscientious Consumerism a focus on personal health merging with a growing interest in public health LOHAS acronym for Lifestyles of health and sustainability consumers who worry about environment and health Want sustainable and organic products