Motivation and Affect; ADV 319
Maslow's drawbacks
- One product = multiple needs - Cultural differences - Religions Collectivisms vs.individualism - The same product or activity can gratify different needs, and its assumptions may apply only to the western culture
Types of perceived risk
-monetary -functional -physical -social -psychological
Evolutionary Motivations
Approach pleasant situations and avoid danger and predators
Product involvement
Consumer's level of interest in a particular product; the more closely marketers can tie a brand to an individual, the higher the involvement they will create
Situation involvement
Engagement with a store, website, or a location where people consumer a product or service (test drive, apple store, luxury brand)
Emotions as information
High arousal --> more cognitive and physiological engagement --> more likely to be stored and recalled later; marketers often try to link a product or service with emotions
Cognitive dissonance
People have a need for order and consistency in their lives and that a state of dissonance (tension) exists when beliefs or behaviors conflict with one another
Involvement (product, message, situation)
Person's perceived relevance of the object based on their inherent needs, values, and interests; high involvement --> strong emotion response, process info with care (i.e., expensive product, cult products (loyalty, devotion, worship; Apple products)
Henry Murray's needs
Psychogenic Needs- basis of personality test - some basic needs - yet different priorities
Message involvement
The more efforts you spend on processing a message, the more you will remember about it; want your message to be engaging
Ikea Example
UK Ikea hosted a sleepover in Essex store in response to a Facebook fan group called "I wanna have a sleepover in Ikea"; almost 10,000 people joined the group and idea gave 100 of them the chance to actually spend a night in the warehouse; winners were given manicures and massages and bedtime story read to them by reality TV star, also a sleep expert on-hand to give people advice and potentially help them choose a new mattress
Hierarchical Needs
a framework that specifies different levels of motives that depends on the consumer's personal situations
Experiential marketing
advertising strategy that focuses on helping consumers experience a brand; creates a closer bond between the consumer and the brand by immersing them in a fun and memorable experience
Uniqueness
assert self as distinct individual identity; when products pledge to bring out our distinctive qualities
Biogenic
basis of survival (food, water, etc.)
Brand Switching
consumers switching between several brands rather than sticking with just one
Power
control one's environment; products and services that allow us to feel that we have mastery over our surroundings (muscle cars, loud boom boxes, and luxury resorts)
Social Risk
damage his or her self-esteem or confidence
Inertia
describes consumption at the low at the low end of involvement, where we make decisions out of habit because we lack the motivation to consider alternatives
Mass customization
describes the personalization of products and services for individual customers at a mass-production price
motivation (example)
devil vacuum commercial, water commercial with elephant and giraffe, say yes to happiness coca cola
Arousal
emotionally charged up and feel passionate about something. We may be angry, excited, scared, joyful or feeling the stimulation of any other emotion
Expectancy Theory
expectations or achieving desirable outcomes- positive incentives- rather than being pushed from within to motivate our behavior
Hedonic Needs
focus is on emotional or experiential need; overlaps with psychogenic needs for sensory stimulation, cognitive stimulation, and novelty needs for reinforcement and play
Utilitarian Needs
focuses on functional or practical need; emphasize the objective, tangible attributes of products
Drive theory
focuses on the biological needs that produce unpleasant states of arousal; states our motivation comes from an internal tension that pushes or drives us to relieve that tension and motivates us to return to homeostasis
Cognitive dissonance example from class
friends- Rachel telling Ross she is pregnant with his child
Maslow's needs
hierarchical and fixed; biogenic (basis of survival)
Psychogenic Needs
list of 27 needs that result in specific behaviors; includes autonomy (being independent), defendance (defending the self against criticism), play (engaging in pleasurable activities); largely at the unconscious level
Psychological Risk
lose self-respect/guilt
Physiological Needs
need for biological maintenance (food, water, etc.)
Social Needs
need for love, affection, sense of belonging
Esteem Needs
need for respect, prestige, recognition
Safety Needs
need for security, protection, stability
Self- Actualization Needs
need to grow and use abilities to the fullest
Achievement
personal accomplishment, place a premium on products that signify success (luxury brands, technology products)
Physical Risk
physically threatens the consumer
Monetary Risk
poor choice will have a monetary consequence
Customization
product involvement strategy; the more we value things when our own labor contributes to making or assembling them; creates an association, increases involvement
Functional Risk
product may not function as the consumer needs
Brand Variety Seeking
the desire to choose new alternatives over more familiar ones; influences us to switch from our favorite products to ones we like less
Motivation defined
the processes that lead people to behave as they do
Affect
the way a consumer feels about an attitude object; feelings or emotions that something evokes (joy/happiness, fear, sadness, anger, shame, disgust, empathy/sympathy)
Affiliation
to be in the company of other people; relevant to products in services for people in groups like team sports, frequenting bars, and hanging out in malls
Brand loyalty (plus switching and variety seeking)
when a consumer is highly involved with a specific product; holy grail for marketers
