Consumer Behaviour PDF

Consumer Behaviour Buying, having and being Lecture 5 Motivation and Values 1 2  Learning Objectives 1. Products can satisfy a range of consumer needs. 2. Consumers experience a range of affective responses to products and marketing messag...

Consumer Behaviour Buying, having and being Lecture 5 Motivation and Values 1 2  Learning Objectives 1. Products can satisfy a range of consumer needs. 2. Consumers experience a range of affective responses to products and marketing messages. 3. The way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation. 4. Underlying values often drive consumer motivations 3 Learning Objective 1 Products can satisfy a range of consumer needs. 4  The Motivation Process: Why Ask Why? Motivation refers to the processes that lead people to behave as they do. It occurs when a need is aroused: o Utilitarian need: a desire to achieve some functional or practical benefit e.g. e.g. eating green vegetables for nutritional reasons o Hedonic need: an experiential need involving emotional response or fantasies e.g. people feel “righteous” by eating kale The need creates a state of tension that drives consumer to attempt to reduce or eliminate it. Goal: the desired end state Incidental brand exposure: motives that can lurk beneath the surface and cues in the environment that can activate a goal even when we don’t know it 5  Motivational Strength The magnitude of tension determine the urgency consumer feels to reduce it. This degree of arouse called a drive. Drive Theory: biological needs that produce unpleasant states of arousal (e.g. hunger) Homeostasis: the arousal motivates us to reduce it and return to a balanced state Retail therapy: the act of shopping restores a sense of personal control over one’s environment and can alleviate the feeling of sadness 6  Motivational Strength Expectancy Theory: behavior is pulled by expectations of achieving desirable outcomes (positive incentives) Placebo effect: the well-documented tendency for our brain to convince us that a fake treatment is a real thing 7  Motivational Direction Needs versus wants A need reflects a basic goal Utilitarian need emphasize the objective, tangible attributes of products Hedonic needs are subjective and experiential A want is a specific pathway to achieving this objective that depends a lot on our unique personalities, cultural upbringing, and our observations about how others we know satisfy the same need 8  Motivational Conflicts A purchase decision can involve more than one source of motivation, possibly both positive and negative, conflict with one another Marketers attempt to satisfy consumers’ needs by providing possible solutions to these dilemmas 9 Motivational Conflicts Two desirable alternatives Theory of cognitive dissonance Positive & negative aspects of desired product Facing a choice with two undesirable alternatives 10  Classifying Consumer Needs a. Murray’s psychogenic needs Needs includes dimensions: Autonomy (being independent), Defendence (defending the self against criticism), Play (engaging in pleasurable activities) b. Specific needs Need for Affiliation: to be in company of other people Need for Power: to control one’s environment Need for Uniqueness: to assert one’s individual identity 11 Classifying Consumer Needs c. Maslow’s Hierarchy of Needs 12  Learning Objective 2 Consumers experience a range of affective responses to products and marketing messages. 13 14  Affect Affect is our emotional response to anything, such as a product Types of affective responses: Evaluations are valenced (i.e. positive or negative) reactions to events and objects that are not accompanied by high levels of physiological arousal Moods involves temporary positive or negative affective states accompanied by moderate levels of arousal Emotions such as happiness, anger and fear tend to be more intense and often relate to a specific triggering event 15  Positive Affect Our feelings also can serve as a source of information when we weigh the pros and cons of a decision Lovemark is a passionate commitment to one brand Happiness is a mental state of well-being characterized by positive emotions Material accumulation: researchers term the instinct to earn more than we can possibly consume, even when this imbalance makes us unhappy. 16  Negative Affect Marketers do not always want to make us happy Disgust: people who experience this emotion become harsher in their judgements of moral offenses and offenders Envy: the desire to reduce the gap between oneself and someone who is superior on some dimension Guilt: an individual’s unpleasant emotional state associated with possible objections to his or her actions, inaction, circumstances or intentions Embarrassment: an emotion driven by a concern for what others think 17 about us  Discussion Give an example when a product had a positive or negative affect on you. 18  Learning Objective 3 The way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation. 19  Consumer Involvement Involvement is a person’s perceived relevance of the object based on their inherent needs, values, and interests It reflects our level of motivation to process information about a product or service we believe will help us to solve a problem or reach a goal Inertia: describes consumption at the low end of involvement, where we make decisions out of habit because we lack the motivation to consider alternatives 20 Conceptualizing Involvement 21  Types of Involvement A. Product involvement B. Message involvement C. Situation involvement 22  A. Product Involvement Product involvement is a consumer’s level of interest in a particular product Product decisions are likely to be highly involving if the consumer believes there is a lot of perceived risk Perceived risk: person believes there may be negative consequences if he or she chooses the wrong option. 5 types of risk: monetary, functional, physical, social and psychological 23 Five Types of Perceived Risk 24  A. Product Involvement When a consumer is highly involved with a specific product, it means he or she exhibits brand loyalty. Brand loyalty: Repeat purchasing behavior that reflects a conscious decision to continue buying the same brand. Variety seeking: the desire to choose new alternatives over more familiar ones, even influences us to switch from our favorite products to ones we like less. 25 Strategies to increase Product Involvement Mass customization: describes the personalization of products and services for individual customers at a mass-production price. DIY: the personalized product reflects our unique preferences. Co-creation: the company works jointly with customers to create value. Gamification: application of gaming principles to non-gaming contexts. 26  B. Message Involvement Message involvement: media vehicles possess qualities that influence our motivation to pay attention to what they tell us, e.g. print vs TV Marketers can boost a person’s motivation to process information by: 1. Use novel stimuli, such as unusual cinematography, sudden silences, or unexpected movements, in commercials 2. Use prominent stimuli, such as fast action and loud music, to capture attention 3. Include celebrity endorsers 4. Provide value that customers appreciate 27  B. Message Involvement Prominent stimuli Novel stimuli 28 Provide value  B. Message Involvement 5. Invent new media platforms to grab attention 6. Encourage viewers to think about actually using the product 7. Create spectacles where the message is itself a form of entertainment New media - Speaking Rose Spectacles - Flashmobs Cup handle on the right 29 facilitates mental stimulation  C. Situational Involvement Situational involvement describes engagement with a store, website, or a location where people consume a product or service. Strategies to increase situational involvement: 1. Personalization: e.g. personalized recommendation to shoppers based on what they buy before 2. High tech: new technologies allow retailers to turn the shopping experience into an adventure, e.g. AR, VR etc 3. Subscription boxes: a new business model that delivers an assortment of products on a regular basis to consumers who sign up 30  Learning Objective 4 Underlying values often drive consumer motivations 31  Values A value is a belief that some condition is preferable to its opposite. Two people can believe in and exhibit the same behaviors but their underlying belief systems may be quite different. The extent to which people share a belief system is a function of individual, social, and cultural forces Consumers often seek out those that have similar belief systems to their own. 32  Values In many cases, values are universal. Every culture has a set of values that it imparts to its members. Core values uniquely define a culture, e.g. freedom, achievement, materialism characterize US culture Enculturation 文化熏染 is the process of learning the beliefs and behaviours endorsed by one’s own culture e.g. Raised in the Missionary faith, a young girl is instilled with traditional Christian values and beliefs Acculturation 文化適應 is the process of learning the beliefs and behaviours endorsed by another culture e.g A woman from the U.S. moves to HK and learns Cantonese to communicate with her new neighbours. Materialism 物質主義 refers to the importance people attach to worldly possessions33  Values Crescive norms 行為準則;規範 are subtle, and are learned as we interact with others. A custom is a norm that controls basic behaviors A more is a custom with a strong moral overtone A convention is a norm that regulates how we conduct our daily lives. 34