Last upload 16.04.2007
MOTIVATION
Adapted from Consumer Behaviour, an European Perspective, by M. Solomon and others, Prentice Hall, accesed 15-9-2007
MOTIVATION refers to the processes that cause people to behave as they do.
Motivation occurs when a need is aroused that the consumer wishes satisfy
The desired end-state is the consumer goal
DISCREPANCY
When a need is arousing, a discrepancy exist between the consumer present-state and some ideal state.
This gap creates a state of tension. Its magnitude determines the urgency the consumer feels to reduce the tension
A need can be satisfied in any number of ways.
Each person chooses his specific path.
This path is influenced both by his set of experiences and his values
MASLOW: HIERARCHY OF NEEDS
Maslow formulated a hierarchy of biogenic and psychogenic needs, in which certain levels of motives are specified
The order of development is fixed: a certain level must be attained before the next higher one is activated.
One must first satisfy basic needs before progressing up the ladder: a starving man shouldn’t be interested in status symbols, friendships or self-fulfilment
This model contains many problems but is a standart in marketing knowledge. It provides us with so many examples and ideas that really works.
And the best way to know one model is critize it
HIDDEN MOTIVES
The consumer may be unaware of the actual need/want he is attempting to satisfy, or he not be willing admit that that need exists
Some researches feel that a greaat many purchase decisions are not the result of deliberate, logical and aware decisions
Motivational research tend to be less expensive than large-scale quantitive survey data, and is very useful in a exploratory way
INVOLVEMENT
People can get pretty attached to products.
Involvement can be defined as a person’s perceived relevance of the object, based on their inherent values and interests
The object can be:
1. A product or brand
2. An advertisment
3. A purchase situation
FROM INERTIA TO PASSION
INERTIA: Is the lowest level of involvement; decision are made out of
habits without motivation to consider alternatives
FLOW STATE: sense of playfulness, focused attention, distorted sense of
time, challenge, etc. (Eg: PC games)
CULT PRODUCTS: Fierce consumer loyalty, devotion, etc.
PASSION: the highest level
VALUES
A value can be defined as a belief about some desirable end-state that trascends specific situations and guides selection of behavior
There are many differences about values between countries
Every culture has a set of core values, but in many cases, values are
universal
MATERIALISM:
CONSUMPTION AS A GOAL
Materialism refers to the importance people attach to wordly possesions
Materialism may be considered a more general value underlying oher consumer
values, thus reassuring us that an obvious way of realizing one’s
values is through consumption