Flashcards
Consumer Motivation & Involvement
Cards in this deck (18)
- 1What influences consumer motivation?
- 2Give an example of each
- 3What is consumer motivation?Understanding motivation is crucial to marketing. Motivation is a psychological force (aka an inner drive that impels individuals to take action).
- 4Aspects of motivation- DRIVE (or Need) is an internal stimulus (physical - hunger or pain; emotional - desire for affiliation, self-esteem)
- Goals are ends/aspirations that direct action - 5Example
- 6Positive and negative motivationPositive:
People look for positive situations, positive mood, pleasure, sensory gratification, intellectual stimulation, social approval i.e. things that will enrich their lives
Negative:
People are motivated to escape from negative situations, negative mood, pain, illness and discomfort i.e. they want to avoid and remove problems e.g. sun-cream - 7Motivational conflictApproach-approach conflict:
both outcomes are good
(Christmas break travelling or going home)
Approach-avoidance conflict:
Things in my choice I like and dislike
(e.g. diet ready meals)
Avoidance-avoidance:
Catch-22. Two undesirable options. - 8The dynamics of motivation- Needs are never fully satisfied
- New needs emerge as old needs are satisfied
- People who achieve their goals set new and higher goals for themselves
- Success and failure influence goals (aspirations, substitute goals, frustration) - 9Motivational Theory
- 10Motives for consumer purchaseThese motives are not mutually exclusive and tend to comprise a combination of rational, emotional and instinctive motives
- RATIONAL motives: easy to understand
- EMOTIONAL motives: can be both positive and negative
- INSTINCTIVE motives: impulse purchasing - 11The power of desire(Belk, Ger and Askegaard, 2003)
Consumer desire is a powerful emotion that overshadows other motivational constructs such as wants. The satisfaction of desire is not guaranteed; the journey is often better than the arrival
i.e. the desire to desire.
Desires are nurtured by fantasies of a different self and they may be stimulated by external sources including advertising. - 12Summary of MOTIVATIONMotivation is an inner drive that impels action in individuals.
All individuals have needs, wants and desires.
All behaviour is goal oriented.
Needs and goals change depending on the individual's environment.
As needs become satisfied, higher order needs emerge that must be fulfilled.
Failure to achieve a goal results in feelings of frustration.
Maslow's hierarchy of needs proposes 5 levels of human needs.
Other needs often integrated into consumer advertising include the need for power, affiliation and achievement. - 13Consumer INVOLVEKInvolvement is an outcome of motivation, and involvement can be viewed as the motivation to process information.
Perceived linkage between consumer's needs, wants, goals and product knowledge.
Consumer motivated to pay attention to product information - 14Types of consumer involvement...COGNITIVE INVOLVEMENT:
Heightened thinking and processing information about a goal object
AFFECTIVE INVOLVEMENT:
Heightened feelings and emotional energy
ENDURING INVOLVEMENT:
Interest in an offering or an activity over a long period of time
SITUATIONAL INVOLVEMENT:
A temporary interest in the goal object
The more important the reason for purchase, the higher the involvement; increases when social and financial risks are high. - 15'The Flow State'When involvement peaks, it is referred to as the FLOW STATE. A flow experience is when a person's attention is completely absorbed by the activity or the goal object.
- 16HIGH INVOLVEMENT v. LOW INVOLVEMENTHIGH:
- Expand greater levels of shopping effort
- Attention is increased and
memory enhanced
- Extensive search for relevant information
- Consciously evaluate alternatives and make detailed comparisons
- Shopping is more enjoyable and interesting
- Often show more satisfied with products
- Satisfaction levels may ebb and flow over time
LOW:
- Many purchase decisions are
not important at all
- Consumers do not actively
seek out information
- Low involvement consumers display indifference towards brands and products
- Marketers of products that evoke low involvement must consider strategies that will increase consumer involvement with the brand over a short period or over longer periods
e.g. link low involvement food products with high involvement issues - 17Involvement as a segmentation variableBrand Loyalists:
Involved with product category and a particular brand
Information Seekers:
Highly involved with a product category, but no brand preferences
Routine Brand Buyers:
Not involved with the category but are involved with a particular brand
Brand Switchers:
Not involved with either category nor brand - 18Summary of INVOLVEMENTConsumers re uniquely shaped by cultural and social settings
Consumer motivations and goals depend on how they interpret macro-environmental factors, local contexts and social networks
Understanding motivational theories are an important background for discussion. However, theories fail to incorporate cultural perspectives on motivation...
Involvement is the psychological outcome of motivation
It is important for marketers to understand the object(s) of consumer involvement
High involvement consumers differ from low involvement consumers
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- Consumer Behaviour Flashcards on Consumer Motivation & Involvement , created by Abigail Cullis on 27/07/2016.
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- Abigail Cullis
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