Consumer Motivation.pptx

Consumer Motivation BMI3C Consumer Motivation Today, we explore what motivates consumers to buy things. Success Criteria I can apply theories on why people buy things, in terms of their motivation to do so. 3 Theories Today: (1)Thorndike’s Law of Effect (2)Maslow’s Hierarchy of Needs (3)Alderfer...

Consumer Motivation BMI3C Consumer Motivation Today, we explore what motivates consumers to buy things. Success Criteria I can apply theories on why people buy things, in terms of their motivation to do so. 3 Theories Today: (1)Thorndike’s Law of Effect (2)Maslow’s Hierarchy of Needs (3)Alderfer’s ERG First… ●Turn to a partner and list the last 5 things you bought that cost over $100HKD ●We’ll come back to this list in a little bit The 4 Forces of Motivation ●Motivation is the biological, emotional, rational, and/or social force that activates and directs behaviour. (Same as the appeals for print advertisement that we did in Promotion) Activity: With a partner, list 2 examples for EACH of the coloured words (the 4 forces of motivation) above as they relate to a customer purchase decision Let’s Review Biological Emotional Rational Social (1) Biological The most basic motivation these needs are related to the human need for survival. ● they may include: ●Hunger ●Thirst ●Shelter (2) Emotional Our emotions and feelings motivate consumers to make purchases that are pleasurable or protective. E.g.) ●Love (emotional love), sympathy, joy, comfort, anger, fear, affection, guilt (3) Rational Motivation by what makes sense. When the consumer considers things like: ●convenience ●cost savings ●safety ●risk ●warranties ●ease of purchase (4) Social Pressure from sources that are driven by other people, either directly (e.g., being asked) or indirectly (e.g., by the need to please others) ●Peer pressure, parents, and guardians can be a strong motivator ●Celebrities also influence the consumer in the form of celebrity endorsements eg. Clothing, food, drinks, cereal Conversation with Partner Reflect on the 5 items you said you purchased for over $100 previously. Which forces motivated you to make those purchases? Try to use at least one of each of the 4 forces in your analysis. Group Activity – 10 minutes In your table groups split into two groups. Each group find a video commercial and a print ad (one group finds print the other commercial) that relates to 2 of the 4 forces. Make sure you have a brief explanation as to why your commercial hits those needs. Thorndike’s Law of Effect ● Consumers are motivated to ● ● buy products that produce positive results (pleasure, safety, etc.) avoid buying things that produce negative results (economic cost, emotional cost, inconvenience) Pain: economic costs, emotional costs Consumer motivation to purchase Pleasure: satisfy needs and wants Maslow Introduction Theory 3: Maslow’s Hierarchy of Needs Maslow – Note that” ●You cannot reach a level until ALL levels below it have been met (Progression Principle) ● E.g., you can’t satisfy social needs until your safety needs and physiological needs have been satisfied. ●Once a need has been satisfied, it is no longer a motivator (Deficit Principle) ● E.g., once physiological needs have been satisfied it no longer motivates us to be offered a good night’s sleep. Theory #3 - Alderfer’s ERG ● Consumers are motivated to fill 3 categories of needs ● ● ● Existence Needs Relatedness Needs Growth Needs ● It’s a hierarchy – people must satisfy the most basic needs (existence) before moving up G R E Alderfer’s ERG Existence needs desires for physiological and material well-being. Relatedness needs desires for satisfying interpersonal relationships. Growth needs desires for continued psychological growth and development. Back to the list An element of each of the following theories that applies to one of the 5 products you listed earlier. ● 4 Forces ● Alderfer’s ERG ● Maslow Hierarchy Poster Assignment “Theorist Smackdown” ●Create a poster (on A3 paper) that compares the theorists discussed in this lesson (Thorndike, Alderfer, and Maslow). ●Rank the theorists based on which one’s theories is BEST. ●Make your poster visually appealing “Theorist Smackdown” ●You must: ● (1) Outline 2 of the 3 theories ▪ Briefly explain the theory using words and images ● (2) Give an example that applies both theories ▪ Use one example and apply it to both theories. This can be a real example or one that you make up. ● (3) Find a creative way to label a WINNER between the two ▪ This poster should go to answer the question “which is the best theory for predicting consumer behaviour?” ▪ Find a fun and interesting way to tell the viewer who won. Once all posters are handed in we as a class will vote on the best ones and top 3 will be displayed outside the classroom.