Understanding Motivation

• Motivation involves the processes that drive people's behavior, leading them to fulfill needs and desires via products and services

Drive Theory

• Drive theory suggests behavior is motivated by biological and internal factors aimed at reducing arousal, like stomach growling prompting one to eat
• Not all behaviors align with drive theory

Expectancy Theory

• Expectancy theory posits that behavior is guided by societal, external expectations and the anticipation of desirable outcomes
• An example is running on a treadmill to look skinny and impress others

Homeostasis

• Homeostasis refers to the body's effort to sustain equilibrium by reducing unpleasant states
• When hot, the body adapts by staying warm

Explicit Need

• Explicit needs are those that customers are aware of and can easily articulate, such as the need for water, food, or sleep

Latent Need

• Latent needs are those that customers are not aware of, thereby making them harder to communicate

Ways to Classify Consumer Needs

• Consumer needs are classified based on individual differences, learned experiences, and cultural environment

Four Types of Needs

• Biogenic needs are essential for maintaining life, like food and water
• Psychogenic needs relate to power, status, and affiliation
• An example is Arteryx, which signifies expensive and status
• Utilitarian needs focus on functionality, performance, and practicality, such as a tent or sleeping bag for camping
• Hedonic needs revolve around excitement and sensory satisfaction, like playing cards or alcohol

Needs & Buying Behavior (Psychographic Needs)

• Need for achievement involves valuing personal accomplishment and favoring products that signify success, such as luxury brands
• Need for affiliation encompasses wanting to be with other people and choosing products used in groups (e.g., alcohol)
• Need for power relates to controlling one's environment and focusing on products that allow mastery, such as sports cars
• Need for uniqueness involves asserting one's individual identity and enjoying products with a unique character, like perfume

Maslow’s Hierarchy of Needs

• Maslow's Hierarchy stages: Physiological → Safety → Belonging → Ego Needs → Self-Actualization

Cognitive Dissonance

• Cognitive dissonance arises when beliefs or behaviors are in conflict with one another

Three Types of Motivational Conflicts

• Approach-approach involves choosing between two desirable options, like wanting two pairs of Alo yoga pants but only getting one due to the cost ($100 each)
• Approach-avoidance involves a choice with both positive and negative aspects, such as wanting a burger but avoiding it to prevent weight gain
• Avoidance-avoidance involves choosing between two equally undesirable options, such as having a toothache but disliking dentist visits

Affect

• Affect refers to the experience of feeling or emotion

Types of Affective Responses

• Evaluations are assessments of something as good or bad
• Moods are emotional states, influenced by mood congruency
• Emotions are intense feelings
• Negative state relief involves strategies to alleviate negative feelings
• Sadvertising is a type of advertising that uses sadness to connect with consumers
• Positive affect includes feelings like love and happiness
• Lovemark is a term denoting brand loyalty beyond reason
• Various negative affects include sadness, disgust, envy, guilt, embarrassment, shame, and fear

Consumer Involvement

• Consumer involvement is the relevance a person perceives in an object, based on their inherent needs, values, and interests
• Involvement exists on a continuum from inertia (low) to flow (high)

Involvement Continuum (Inertia vs. Flow)

• Low involvement is characterized by inertia, lack of motivation, and habitual behavior
• High involvement is characterized by flow, high concentration, and playfulness, where one loses track of time

Three Types of Involvement

Product Involvement

• Mass customization enhances involvement at the product level
• An example is custom Nike shoes
• Variety seeking: offering a variety of products that enhances product involvement
• Cereal brands with different flavors

Message Involvement

• Message level: message is critical in involvement
• Medium platform varies in involvement

Situational Involvement

• Situational involvement is influenced by the physical environment
• Shopping in crowded places may lead consumers to buy more preventative products due to subconsciously experiencing fear
• Marketers can influence involvement through prominent stimuli, celebrities, providing value, encouraging customer participation, creating spectacles, and utilizing new media platforms

Personality & Lifestyles (Psychographics)

• Personality is a person's unique psychological makeup that consistently influences their response to the environment and helps marketers define consumers
• Demographics: quantitative statistics of a population

Psychographics

• Psychographics encompasses attributes relating to personality, values, attitudes, interests, or lifestyles

Personality Theories

Freud

• Freud's theory involves id/superego/ego, sexual symbolism, and motivational research
• It addresses the conflict between gratifying physical needs and functioning as a responsible member of society
  • Id: immediate gratification
  • Superego: conscience
  • Ego: referee between id and superego
• Motivational research uses Freudian ideas to understand deeper meanings of products and ads through intensive interviews
  • Ice cream symbolizes reward, and power tools symbolize masculinity
• Product personality: consumer purchases reflect/extend their personality
  • Potato chips symbolize abilities of successful impatient people

Jung

• Jung's theory includes the collective unconscious and archetypes
• Collective unconscious: memories inherited from our ancestral past
• Archetypes: universally shared ideas and behavior patterns
  • Mother earth, hero magician (Harry Potter), sage (Yoda)
  • 12 brand archetypes (Harley: Outlaw, Nike: Warrior)

Trait Theory

• Trait theory quantitatively measures personality traits (identifiable characteristics defining a person)

Six Personality Traits Include:

• Innovativeness
• Materialism: emphasis on owning products
• Need for cognition
• Frugality
• Self-consciousness: controlling the image projected onto others
• Variety Seeking

Big 5 Personality Traits Include:

• Openness
• Conscientiousness
• Agreeableness
• Extroversion
• Neuroticism:
• Anthropomorphism: giving objects qualities

Five Dimensions of Brand Personality

• Sincere (Hallmark, Campbell’s)
• Exciting (MTV, Apple, Axe)
• Competent (Wall Street Journal, Microsoft, AMEX)
• Sophisticated (Mercedes, Revlon, Louis Vuitton)
• Rugged (Marlboro, Harley-Davidson, Levi's)

Attitudes

• Attitudes are lasting, general evaluations formed from perceived benefits of a product or service
• Attitudes may be positive or negative
• Strength measures a consumer's attitude towards a product/brand, either intense or insignificant
• Valence indicates whether the attitude is positive or negative
• People develops attitudes for different reasons based on their perceptions of the benefits products or services offer

Four Functions of Attitudes

• Utilitarian: reward and punishment
• Value-Expressive: self-concept
• Ego-Defensive: protecting ourselves from external threats
• Knowledge: need for order, structure, and meaning

Components of an Attitude

• Cognition (Head): beliefs about a brand, product, or attitude object
• Affect (Heart): feelings about a brand, product, or attitude object
• Behavior (Wallet): intentions to take action about the brand, product, or attitude object

Three Types of Attitude Formation

• Standard Learning (CAB): Cognition → Affect → Behavior
• Low Involvement (CBA): Cognition → Behavior → Affect
• Experiential (ABC): Affect → Behavior → Cognition

Attributes

• Attributes are aspects consumers use to evaluate a product/attitude object
• Beliefs are cognitions about whether the attribute exists
• Importance weights are the relative priority of an attribute
• Multiattribute Model: depends on beliefs of the object attributes

Cialdini's Six Principles of Persuasion

• Reciprocity: likely to give if we receive
• Scarcity: items are more attractive if they are rare
• Authority: authoritative sources = credibility
• Consistency: avoid contradicting oneself in words/action
• Liking: agree with those we like or admire
• Consensus: consider what others do before our own action

3 Levels of Attitude Commitment

• Compliance: gain rewards or avoid punishment
• Identification: conform to another person's/group's expectations
• Internalization: deep integration of value system