Consumer Behavior - Buyer Motivation PDF

Consumer Motivation, Emotion, and Involvement Motivation... Human Drive to Attain a Goal Object Motivation is a powerful force in life, without it, we would simply be vegetate, with it we can accomplish a lot As consumers, we also need motivation It takes money and effort...

Consumer Motivation, Emotion, and Involvement Motivation... Human Drive to Attain a Goal Object Motivation is a powerful force in life, without it, we would simply be vegetate, with it we can accomplish a lot As consumers, we also need motivation It takes money and effort to acquire things - We must have the motivation to want something badly enough that we are willing to devote our time to it and part our money - There are products we want and don’t want and so it all depends on the products that move our motivation Consumer Motivation Everyday, we use the word motivation to imply a reason for doing something - Ex. if a coworker was being mean and unfriendly all these years and then suddenly gave us a bottle of perfume as a gift, we would wonder why, what is their motivation/ reason for doing so - Was it that he could not stand our body odor or was it because he was going to ask for a favor The fundamental Inner Force Motivation: is what moves a person, it is the driving force for all human behavior - Can be defined as goal-oriented drive Drive: is energy - When we want something and want it badly we thrust into action - If you are running competitive race and you see yourself 5 ft behind the leader, you fell high energy to catapult your body to the finish line - The energy/drive is the key ingredient to our motivation Goal Object: the second ingredient for motivation - what we feel the energy for is not random - It is something that we know will help us achieve our goal or deliver us a benefit we value highly, it is our goal ★ Motivation: is the human driver/ energy to attain a goal object ★ Drive: is a force of energy that impels us to act ★ Goal object: is something in the world, the acquisition or attainment of which will bring us happiness A model of Motivation When we desire a goal object, its absence make us feel discomfort - Or if we are at a discomfort, we seek the goal object that will alleviate the discomfort Consumer Motivation, Emotion, and Involvement - Ex. if we are hungry, the discomfort of hunger pains makes the food our goal object - Discomfort occurs due to gap between our desired state and our actual current state - The gap is felt as a discomfort and create tension ➔ Tension in turn produces the energy or drive to achieve the goal object Drive provide the energy to act A person with goal objects but without the driver us just a daydreamer Purpose behavior: when energy is used to attain some goal object Origin of Needs... Innate vs. Learned, Biogenic vs. Psychogenic Motivation is a goal directed energy - Tension or discomfort is NOT the motivation itself, rather a PRECURSOR to motivation - That tension is what need is ➔ That need comes from the gap between desired and current state - A need then is an instigator of the drive component of motivation - If we did not feel any need, then we would not have any drive The desire for a particular object is a consumer want Innate vs Learned needs We have innate and learned needs Innate needs: are needs with which we are born - They are common to all humans, and rooted in our survival instincts - A hungry stomach creates an innate need, and so does body shivering with cold Consumer Motivation, Emotion, and Involvement Learned needs: are acquired in the process of growing up and living - When we say “our clothes are out of fashion and makes us look uncool, we are not born with these needs, and our survival does not depend on overcoming these conditions - These are needs we learned living in a particular culture and social group Biogenic vs Psychogenic needs Biogenic needs: are conditions of discomfort stemming from our biology has humans - All bodily discomforts are included, but go beyond hunger thirst, and exposure to tough weather - Includes tiredness from walking, working, illness, and the loss of motor skills and sensory faculties due to aging (vision and hearing loss) - They also include certain negative conditions pertain to our bodies of which are based on individual genes such as oily or dry hair ➔ Or our bodies may be intolerant of certain foods, like milk ➔ or certain materials like bird feathers which creates the need to find substitute or products - Biogenic needs also include craving for certain foods and substances (spicy food, narcotics) which we develop because of the conditioning of our bodies and tastes ★ Not all biogenic needs are innate needs ★ We learn some through repeated use ★ Conditioned cravings of our bodies do qualify as biogenic needs Psychogenic needs: stem from our mental makeup, not from our bodies - It is the way we think about ourselves and about the world, how we define happiness and c=succes, and what we consider to be good and bad - Lack of things we consider essential to our happiness produces a state of discomfort in our minds and thus creates psychogenic needs ➔ We all want to look cool, and if we and if we come to believe that sporting a pair of Calvin Klein jeans will make us cool, then the discomfort of not having that pair of jeans is a psychogenic need - Not all psychogenic needs are learned, some psychogenic needs are innate ➔ Ex. Need to get peer approval is innate to all humans, as humans are social creatures Then what about face life? Consumer Motivation, Emotion, and Involvement What kind of needs do they exemplify the Boomers having many facial surgeries - Psychogenic, because of what we gain, the goal object pertains to our bodies it does not make it badly or biogenic mean - Rather, this need stems from our psychological makeup, our way of thinking, both that we are unhappy with our looks and that we covet certain facial features. the need is produced by our views of ourselves as psychological beings not biological beings therefore the perceived need for facelift is a second genic need - But consumers seek most products is satisfy simultaneously both types of needs and many Brands started to deliver just that to consumers such as skin care products that are eco-friendly or cosmetics by Kylie Jenner that her fans find immensely uplifting of their self-image Need vs. Motivation? A need is something that a human needs to fulfill the human survival or from there bodily conditions or something mentally While motivation is having that tension that creates the energy/ drive to obtain the goal object Maslow’s Hierarchy of Needs The five need categories in Maslow’s Theory 1. Physiological needs 2. Safety and Security 3. Belonging and love needs 4. esteem and ego needs 5. self-actualization needs Maslow's hierarchy of needs: the order in which humans experience needs - according to maslow, the needs at the bottom of the period must be satisfied first, until they are, the higher level needs remain dormant Physiological needs: at the bottom of the pyramid, our bodily needs ( also called biogenic needs) - These needs drive us all to seek food clothing and shelter - We must satisfy these needs before we worry about anything else - you must see clothes before we seek a facelift - many of the differences in what consumer use and buy are due to physiological (biological) differences Consumer Motivation, Emotion, and Involvement ➔ Differences attributable to genetics, race, gender, or age ➔ Ex. Include soy milk for lactose intolerant persons(genetics), Vision correcting glasses for weak eyes (due to age or genetics), and custom-made shoes for people with feet of unequal size Safety and Security Needs:The need to be protected from danger - personal safety is a motive as old as survival itself, early man developed arrows and Spirits to kill predatory animals that threatened their survival - in modern times new weapons are personal cell phones and community supported police forces, ring security system s Belonging and Love: We are all social creatures, and once our physiological and physical safety concerns are meant, our social needs become active - we want to have friends and family, and we want to receive love and affection from others, without it our lives will feel empty - to satisfy this kind of need, consumers by products that are well regarded by others and the use of which will bring them peer approval affection in a sense of belonging - the kind of car we choose to drive, designer logos - many products such as greeting cards flowers and other gifts are bought specifically to promote relationship with others Ego and Esteem: the need to feel good about ourselves and to have self-esteem - we all work hard to gain success in our individual spheres of activity into acquire the qualities of others considered desirable in Virtual so that we can win our own in other esteem - we buy products and services We Believe support ourselves image ➔ We drive cars to impress others, in our judgment reflect Who We Are, we visit stars in which we are treated with respect Self Actualization: The need to realize one's true potential - Self-actualization motive is what drives many adults to go back to school and acquire a new set of skills - the US Army's long-winding slogan be all you can be and the army of One are called to a person's need for self-actualization - many marketers appeal to Consumers ambitions - In Easton philosophy many see their self-actualization as meeting their creator but coming what they're supposed to be in a cosmic sense ➔ They spend lots of hours meditating and reflecting on the nature of life in its purpose Consumer Motivation, Emotion, and Involvement ➔ and eastern and western societies alike, religious messages such as God is within you are designed to appeal to a believers need for self actualization Murray’s List of Psychological Needs Flashmobs Murray helps us to find consumer needs at a more detailed level than Maslow Dichter’s List of Unconscious Motives Review Dichter's List of Unconscious Motives in Table 2.2 and brainstorm two NEW examples for each Consumer Motivation, Emotion, and Involvement Ask any grandparent why they buy toys for their grandchildren - they will tell you, invariably, that is because they love their grandchildren - they are not wrong, but often that is not the whole truth - few if any would tell you that is also to satisfy their own need to receive the love and affection of their grandchildren The reasons people give me some times be only half truths - the other half resides in their unconscious motives It behooves marketers to uncover conscious as well as unconscious motives - since unconscious motives influence consumption decisions unconsciously The list is most useful for incorporating symbolism in product advertising Techniques to Research and Uncover Motives... Third Person, Word Association, Sentence Completion, Story Completion , Mason Haire Technique Consumer Motivation, Emotion, and Involvement Motives might be unconscious and second consumers might want to keep them private The question is, how to get consumer to reveal them Psychologists have devised a set of procedures to trick consumers minds into revealing them unwittingly Motivation Research Motivation Research: Is research directed at discovering the motives for a person’s behavior, reasons which the consumers either unaware of or is unwilling to admit to in direct questioning - it uses techniques that are disguised in non-structured - the techniques are disguised in a way that consumers are not able to figure out what we are trying to find out their deep motives - they are non-structured in that the answers are not pre structured rather the consumer is encouraged to say whatever comes to mind - Given a fairly vague and opened and it stimulus and isn't asked to interpret that stimulus ➔ It requires that the consumer projects themselves into the stimulus situation ➔ these techniques are therefore called projection techniques ➔ researchers are able to infer each consumer's motives for a particular Marketplace Behavior Third Person Question Phrasing Instead of asking “why dont you buy, quick baking cake mix?” - The question can be phrases “in your opinion, why do people not buy the cake mix?” - Consumers would not hesitate to answer this and of course they are projecting their own motives onto other consumers Word Association Quick say the work that comes to mind when we sya the flowing “blue, angel, surfer, Europe” - Ex. the words instant baking cake mix can be associated with tasteless, ordinary, lazy revealing as to why consumers might not buy it - Other groups might say convenient, quick, instant gratification Sentence Completion Similar to word association The consumer is presented with an incomplete sentence and asked to fill in the black Consumer Motivation, Emotion, and Involvement - Ex. I drink instant coffee only when I am________ ➔ This might elicit such responses such as in a harry, in the office ➔ Or, entertaining at home, or relaxing ➔ These 2 sets of different responses will reveal 2 different set of motives for consuming instant coffee and 2 different perceptions Story Completion Most common form of story completion is Thematic Apperception test (TAT), - which consists of a series of ambiguous pictures shown to the consumer - The consumer is asked to describe the story - To continue with the coffee example, a consumer might be shown a picture of someone preparing a cup of instant coffee and asked to describe the story surrounding the situation ➔ Someone might say the consumer shown in the picture is an office secretary for praying coffee for a high level executive meeting - It is in the story writing procedure that the projection as this set of technique is called plays outfully since the stimulus is quite vague Mason Haire Technique The study responded to were shown the list containing regular coffee describe the list owner as very conscientious Homemaker and a good housewife The other list other stuff the owner with lazy Homemaker in a bad wife In this study consumers had no hesitation in saying that the shoppers who used instant coffee were lazy, whereas they never would have admitted that the reason they themselves never bough the instant coffe was because their fear of being perceived as lazy Consumer Motivation, Emotion, and Involvement Moods vs. Emotions What is emotion? We cuddle a bubby bc we feel affection and love for the little creature We swear at a rude driver who cuts us bc we feel anger and frustration Emotions: sudden surges of feelings - A sudden urge of feeling acts as a strong drive - We are driven to attain the source of that emotion - The experience of gift giving bring us rewarding emotions and feeling ➔ Most emotions are non verbalize, we find it difficult to say in words exactly how we feel towards someone, though often our faces communicate our feelings Psychologist Robert Plutchick has proposed that all human emotions can be categorized into 8 types Consumer Motivation, Emotion, and Involvement When Brands Bring Emotion Consumer Motivation, Emotion, and Involvement Managing Emotions & Mood in Marketing Measuring Emotions Suppose you are a fragrance marketer and you are creating an advertisement for your brand of cologne - you want to evoke an emotional theme of romance - you create the ad and run the advertising campaign, how would we be able to know the advertisement was successful and invoking the emotion of romance - consumer researchers can help 2 ways, they suggest of measuring emotions, Verbal rating and picture matching - Verbal rating method: You simply present the names of the eight emotions to Consumers and then ask them to circle the emotion they think they experience when they were watching the ad or using the product ➔ There is one problem, it assumes the consumers recognize their emotions under these labels or that they can verbalize their emotions Consumer Motivation, Emotion, and Involvement ➔ the fact is the most of our emotional communication is nonverbal we can't put our feelings and words ➔ instead we show and communicate our emotions through gestures and facial features - Picture matching method: (visual image profiling), Consumers who have just been shown a test advertisement are shown a set of faces with different expressions and are as to Mark the face that comes closest to how they themselves that when they view the ad ➔ Is very useful for testing commercials, if an advertisement does not produce the desired emotion markers must modify until it delivers the desired emotional effect Consumer Moods To feel emotions, we must have been in a state of “no emotion”, only then can we notice the change in our feelings “But what do we feel when are in a state of no emotion”, they are called moods Moods: emotions felt less intensely - “Almost emotions” - They are short lived - Easy to induce, and they appear and disappear in our consciousness frequently and readily - We are always in some kind of mood, happy or sad, irritated or pleased, amused or bored ★ Moods affect our responses to marketing communications ★ Moods are noy only milder forms of emotions but sometimes they can be so mild as not even to register on our consciousness ★ They work in the background Response to Market Stimuli Consumer researchers have found that consumers Linger Longer any positive mood environment - when good music is playing in a store or when a salesperson is not showing them as they browse the merchandise - consumers also tend to better recall as like create positive moods - Good Moods make us respond positively to Market stimulate bad and must make us respond negatively Situational Consumption Choices Our moods also affect our consumption experiences Consumer Motivation, Emotion, and Involvement Consumers in negative moods engage in immediate self gratification such as rewarding themselves like eating desserts drinking self gifting - consumers also engage in these activities when I'm positive moods both negative and positive moods compared to Nutri moods produce self-gratification-oriented consumption consumption experience is more positive when we are in a good mood and more negative when we were in a bad mood Good Mood Marketing Moods are induced into ways 1. internal autistic thinking: this happens when you recall some past incident or fantasize about some future event 2. exposure to external stimuli: you see candy and you instantly feel in the mood to eat some candy as a marketer you use both of these sources to induce the right mood in the consumer Hedonic Motives & Consumption Maslow missed one core type, pleasure, enjoyment, recreation Why do consumers play solitaire? Pleasure and recreation are also natural human needs Hedonic motives: the Consumer need and desire to obtain pleasure Hedonic consumption: the use of product/services for the sake on intrinsic enjoyment - The idea of intrinsic means that the activity or consumption is enjoyable in itself regardless of the outcome of the activity/ like who care who wins Intrinsic enjoyment comes in one of the following forms Consumer Motivation, Emotion, and Involvement Types of Involvement... None, Situational Involvement, Enduring Involvement Involvement: is a general term that can be defined as the degree of interest a consumer finds in a product, services or object or activity Involvement stems front he personal relevance of an object, product or service to a consumer Paul is not into golf so golfing equipment is not relevant (none) to him - he has a cat so cat food is relevant (situational) - accordingly, Paul is not involved in golf clubs or golf balls but is involved in cat foods - perceived relevance then identifies a consumers involvement as a yes or no involved or not category Situational: There are other products we consume with some interest positive saver their taste smell their real must feel their textures or hear their sounds Enduring involvement: the degree of interest a consumer feels in a product or service on an ongoing basis - The extreme form of enduring involvement is deep involvement Measuring Involvement (Table 2.3) Consumer Motivation, Emotion, and Involvement What is the significance of Involvement in Consumer Behavior?