Presentation

Consumer Purchase Motivation in Digital

Environments
Toni M. Bennett, Jacksonville University, USA
Based on a review of the current body of literature, there appears to be a need for further research on the extent
to which intrinsic psychological motivators impact the success rate of digital marketing campaigns designed for
intangible products/services. By focusing on the first component of motivation, which is activation, and utilizing the
Steven Reiss’ theory of 16 basic desires, a model may be identified for incorporating high value intrinsic motivators
as themes in a marketing campaign for intangible goods/services to increase the likelihood of consumer engagement
as evidenced by the consumer’s decision to initiate a behavior. Quantitatively, the level of engagement can be
measured by defined conversion metrics and maximized ROI for the tested digital marketing advertisements. The
potential model would be adaptable to various levels of intangibility; therefore, applicable to multiple service
industries (i.e. education, financial services, health care, consulting, etc.).
Introduction
Marketing is the practice of motivating and influencing consumer behavior. Digital marketing channels which
include search engines, email, social media, and websites now provide marketers with an unprecedented ability to
target and reach a larger number of consumers and ultimately control motivators through tailored ad content (Vien
2015).
Based on an initial review of the literature, there appears to exist a gap in the body of research on motivational
theories applied to marketing strategies for intangible products and services. Much of the current research focuses
specifically on extrinsic motivation, tangible product marketing tactics, and motivational theory as it relates to
management. Given the elusive nature of marketing intangible products and services, due to the lack of ability to test
or inspect in advance, consumers must rely on other factors of motivation, often intrinsic in nature. As a marketing
professional, this type of research will be advantageous and applicable across various levels of intangibility. By
bridging the gaps between motivational theory, marketing strategy, and fundamentals of intangibility, marketers can
utilize digital marketing to potentially control intrinsic motivators by incorporating them as themes in digital
marketing campaigns, such as banner advertisements.
Literature Review
Changing technology, consumer habits, demographics, and marketplaces have prompted marketers to reevaluate
the effectiveness of traditional advertising theories and methodologies (Kerr, et al. 2015). During the 1950’s to 1980’s,
mass media reigned supreme with the primary focus on television and some print advertising. Notably, there were few
media options and limited consumer choice. During this era, the prevalent train of thought was advertising is
something one does to people. Fast forward to 2013-2014 and a noticeable shift began to emerge toward online and
digital marketing channels, including mobile media. Quantifiable proof of this shift is clearly noted in a review of
advertising expenditures for this period, with an 18.5% increase in Internet marketing nationally in 2014. By the end
of 2014, over $143 billion was spent on digital advertising in the United States alone. Predictions are for this total to
reach $268 billion US dollars by 2020 (Taiminen, Karjaluoto 2015).
When it comes to the effectiveness of digital marketing, Varnali (2010) claims that not all products and services
are equal when it comes to suitability for online marketing and retailing. He presents a list of seventeen characteristics
to gauge the success of a product or service utilizing a digital marketing strategy, which includes: tangibility, tactility,
information intensity, efficiency of delivery, instant gratification, differentiability, level of retailer added-value,
importance of owning, difficulty of finding, having a trusted brand name, price sensitivity, price, margin, involvement
level, pleasantness of shopping experience, gift orientation, frequency of purchase, perishability, and personal nature
of the product (Varnali 2010).
Intangibility
Tangibility is the degree to which a product or service can provide a clear and concrete image prior to purchase.
Therefore, the degree of tangibility relates to the physical and mental components as well as an ability for the consumer

519
to picture the object (McDougall, Snetsinger 1990). On the other hand, the definition of intangibility is the lack of
physical evidence which complicates the consumer decision making process due to the forced reliance on personal
information sources to grasp what they will receive from the intangible product or service (McDougall, Snetsinger
1990). If we delve deeper into Varnali’s first characteristic of suitability for Internet marketing strategy; tangibility,
we find there is limited research in the area of product/service intangibility and what is available is largely attributed
to intuition and anecdotal evidence (Koppius 1999).
Using McDougall and Snetsinger’s (1990) chart of tangibility continuum, we find that most services, such as
consulting and education, fall on the intangible dominant end of the spectrum. Services marketing requires that the
marketer identify the tangibility rating of their service and utilize strategies to make the service more concrete in the
minds of the target consumer (McDougall, Snetsinger 1990). The onus then rests with the marketer to employ the
advertising components and marketing strategy that leads to a more tangible brand offering. Since services are
considered an immaterial product that cannot exist or be produced independent of its producer and consumer, the
relationship building process begins at the earliest stages of customer generation and engagement (Hill 1999).
Consumer Motivation
Motivation is defined as the internal and/or external forces that illicit enthusiasm in an individual to pursue and
persist in a certain task or course of action (Daft 2014). Therefore, motives can be defined as reasons or purposes for
performing a behavior or action that may express a value(s) while also affecting the individual’s perception, emotion,
and cognition (Reiss 2004). The components of motivation are relevant to the discussion of consumer behavior and
marketing strategies. Activation is the first component and relates to an individual’s decision to initiate a behavior or
action. The second component is persistence and points to the continued effort an individual makes in pressing toward
a particular goal or motive. Finally, intensity speaks to the level of vigor and concentration an individual devotes
towards pursuing the goal or motive (Daft 2014).
Although there are relatively few studies on motivational factors and the consumer purchase decision process,
Taute, Peterson, and Sierra (2013) argue that consumers are behaviorally influenced by their motivational needs. As
consumers become aware of their motivational needs and wants, they seek to acquire or satiate the need by assessing
alternatives and choosing the product or service that best fits their perceived need. The resulting emotions drive
consumer response to marketing and ultimately lead to a brand relationship or product avoidance depending on the
positive or negative emotional reaction to the advertising. These motivational needs are seen as fundamental to a
consumer’s intrinsic motivation.
Deci and Ryan (1985) are credited with distinguishing between intrinsic motivation and extrinsic motivation
based on their Cognitive Evaluation Theory. Further explanation of the two categories classifies intrinsic motivation
as motives of the mind (ego motives), which are viewed as superior to motives of the body (drives), also known as
extrinsic motivation (Reiss 2005). From a consumer perspective, extrinsic motivation can be defined as a motivation
to engage in a behavior or activity that produces a perceived and desired outcome that is separate from the behavior
or activity (Garrity, et al. 2007). Whereas, intrinsic motivation relates to the consumer’s perceived inherent reward
and direct reinforcement that results from engaging in a specific behavior or activity. Bhagat and Williams (2008)
breakdown the differences between the two motivators even further by indicating that intrinsic motivation focuses on
content and the satisfaction of higher order or internal needs. Intrinsic motivators are considered an end, rather than a
mean, that is largely self-controlled. On the other hand, extrinsic motivators are context focused and centered about
lower order or external needs. In contrast with intrinsic motivators, extrinsic motivation is a means to an end with
external rewards as the goal (Bhagat, Williams 2008). Aristotle proposed that individuals seeking an end will perform
a behavior simply because it is what they desire to do, whereas, a means leads individuals to perform an act for its
accompanying value or reward (Reiss 2004).
Theoretical Background
So how can marketers identify the nature of consumer motivation in order to influence consumer choice?
According to Reiss (2005), the guiding factor in predicting human behavior is the identification of individual
differences in motivational needs. If you can identify what consumers desire and what will satisfy those desires and
motives, then you can begin to predict consumer behavior. The tools for this level of identification can be found in a
review of personality theory. History’s most influential personality theorists such as William McDougall, Abraham
Maslow, Frederick Herzberg, and David McClelland based their theories of motivation on theoretical reasoning and
patient observations; yet, none were based on large scale surveys of an individual’s self-reported driving forces
(Havercamp, Reiss 2003). Prior psychology research on motivation lacked instruments to assess a person’s

520
motivational needs. Leading theories on motivation, therefore, linked personality and behavior, not motive and
behavior (Reiss 2005).
In contrast, the line of study on trait motivation, known as sensitivity theory, was developed to provide an analysis
of personality centered on what people voluntarily reported as the motives for their behavior. Professor of psychology
and psychiatry at Ohio State University, Steven Reiss, took sensitivity theory a step further to examine the multifaceted
nature of human motivation, particularly intrinsic motivation, and its interrelatedness of goals to develop his theory
of end goals, also known as the theory of 16 basic desires (Reiss 2004). Reiss completed four-factor studies (three
exploratory and one confirmatory) that included over 6,000 participants who were administered the Reiss Profile of
Fundamental Goals and Motivation Sensitivities which was a 128-item self-report instrument to assess the 16
genetically distinct, basic motives or life end goals developed from prior research. Reiss’ (2000) definition of a basic
motive is three-fold: intrinsically based with an end purpose, universal in nature and of psychological importance. The
Reiss profile and theory is based on a scientific approach and has been shown to have good test-retest and internal
reliability for the study of motivational traits (Havercamp, Reiss 2003). Reiss’ theory of 16 basic desires includes the
following intrinsic motives: power, curiosity, independence, status, social contact, vengeance, honor, idealism,
physical exercise, romance, family, order, eating, acceptance, tranquility, and savings (Reiss 2000). Table 1 provides
a full definition of each motive as well as the accompanying intrinsic feeling and value associated with each motive.
Reiss (2000) theorized that the 16 basic desires listed above are fundamental intrinsic motives that induce a drive to
substantiate or reinforce daily behaviors and actions in most people.

Table: Steven Reiss Theory of 16 Basic Desires

Intrinsic
Motive Description Intrinsic Feeling Value Behavior
Acceptance Desire for approval Self-confidence Self Assertive Behavior
Curiosity Desire for knowledge Wonderment Ideas Problem solving
Eating Desire for food Satiation Sustenance Cooking
Family Desire to raise own children Love Children Homemaker
Honor Desire to obey a traditional moral code Loyalty Duty Principled behavior
Idealism Desire to improve society Compassion Fairness Fair play
Independence Desire for individuality, autonomy Freedom Self-reliance Rely on own power
Order Desire to organize Comfort Stability Compulsive
Physical Exercise Desire to exercise muscles Vitality Fitness Participatory sports
Romance Desire for courting Ecstasy Sensuality Courting
Power Desire to influence Self-efficacy Achievement Leadership
Saving Desire to collect Ownership Frugality Collecting
Social Contact Desire for companionship Fun Belonging Join groups
Status Desire for importance Attention Reputation Showing off
Tranquility Desire for inner peace Relaxation Caution Avoid stress
Vengeance Desire to get even Vindication Winning Revenge
(Reiss, 2004)

Research Question
To what extent do intrinsic psychological motivators impact the success rates of customer engagement for
integrated digital marketing campaigns (banner ads) designed for intangible products/services?
Research Hypotheses
Based on the 16 Basic Desires Theory (Steven Reiss), the following hypotheses will be tested: There is a positive
correlation between the incorporation of “Acceptance”, “Curiosity”, “Family”, “Honor”, “Idealism”, “Independence”,
“Order”, “Power”, “Social Status”, “Social Contact”, and/or “Tranquility” themes in a digital marketing campaign for
an intangible product/service and the likelihood of response to the corresponding call to action. Each of the above-
mentioned themes will be represented in a separate hypothesis for the purposes of testing.
Methodology
The first stage of testing will consist of the selection of 15-20 banner ads from one service industry and controlled
for number of impressions, reach, cost per impression and cost per click to ensure tested ads are equal. In the second
stage, a survey will be administered to participants, face to face, in order to rank the prominent intrinsic motivating
theme represented in the digital banner advertisement. Utilizing random sampling, survey participants will be divided
into groups and the previously selected banner ads will be displayed via projector. Participants will then be asked to
rank the dominant theme of each ad based on the Reiss 16 Basic Desires Model. Based on the compilation of survey

521
results, the digital banner ads ranked highest for each of the intrinsic motivators listed above, will be included in the
third round of testing.
During the third stage of testing, archival data, specifically web/campaign analytics will be assessed for the tested
banner ads to measure the level of customer engagement. The metrics below will be used during this stage of testing
and analysis to support or refute the corresponding hypotheses. Refer to Figure 1.

Figure 1: Conceptual Research Model

Implications
As a marketing professional, this type of research will be advantageous and applicable across various levels of
intangibility. By bridging the gaps between motivational theory, marketing strategy, and fundamentals of intangibility,
marketers can utilize digital marketing to potentially control intrinsic motivators by incorporating them as themes in
digital marketing campaigns.
References
Bhagat, P. S., & Williams, J. D. (2008). Understanding Gender Differences in Professional Service Relationships.
Journal of Consumer Marketing, 25(1), 16-22.
Daft, R. L. (2014). Management. Mason: South-Western, Cengage Learning.
Deci, E. L., & Ryan, R. M. (1985). Intrinsic motivation and self-determination in human behavior. Review of
Educational Research, 71, 43-51.
Garrity, E. J., O'Donnell, J. B., Kim, Y. J., & Sanders, L. G. (2007). An Extrinsic and Intrinsic Motivation-Based
Model for Measuring Consumer Shopping Oriented Web Site Success. Journal of Electronic Commerce in
Organizations, 5(4), 18-38.
Havercamp, S. M., & Reiss, S. (2003). A Comprehensive Assessment of Human Strivings: Test-Retest Reliability
and Validity of the Reiss Profile. Journal of Personality Assessment, 81(1), 123-132.
Hill, P. (1999). Tangibles, Intangibles and Services: A New Taxonomy for the Classification of Output. Canadian
Journal of Economics, 32(2), 426-446.
Kerr, G., Schultz, D. E., Kitchen, P. J., Mulhern, F. J., & Beede, P. (2015). Does Traditional Advertising Theory
Apply to the Digital World? Journal of Advertising Research, 55(4), 390-400.

522
Koppius, O. (1999). Dimensions of Intangible Goods. International Conference on System Sciences (pp. 1-7).
Honoluly: Department of Decision and Information Sciences.
McDougall, G. H., & Snetsinger, D. (1990). The intangibility of Services: Measurement and Competitve
Perspectives. The Journal of Services Marketing, 4(4), 27-39.
Reiss, S. (2000). Who am I: The 16 basic desires that motivate our actions and define our personality. New York:
Tarcher/Putnam.
Reiss, S. (2004). Multifaceted Nature of Intrinsic Motivation: The Theory of 16 Basic Desires. Review of General
Psychology, 8(3), 179-193.
Reiss, S. (2005). Extrinsic and intrinsic motivation at 30 unresolved scientific issues. The Behavior Analyst, 28(1),
1-14.
Taiminen, H. M., & Karjaluoto, H. (2015). The Usage of Digital Marketing Channels in SME's. Journal of Small
Business and Enterprise Development, 22(4), 633-651.
Taute, H. A., Peterson, J., & Sierra, J. J. (2014). Perceived Needs and Emotional Responses to Brands: A Dual-
Process View. Journal of Brand Management, 21(1), 23-42.
Varnali, K. (2010). The Impact of the Internes on Marketing Strategy. International Journal of E-Business Research,
6(4), 38-51.
Vien, C. L. (2015). The Future of Marketing: Thriving in a Digital World. Journal of Accountancy, 219(5), 50-53.

523
Copyright of Society for Marketing Advances Proceedings is the property of Society for
Marketing Advances and its content may not be copied or emailed to multiple sites or posted
to a listserv without the copyright holder's express written permission. However, users may
print, download, or email articles for individual use.