Chapter 3

Motivation and Involvement

Consumer Behaviour
Canadian Edition
Schiffman/Kanuk/Das
Copyright © 2006
Pearson Education Canada Inc.
 Opening Vignette
 Why do people go to boutique hotels?
 Personalized service
 Unique experience
 Also satisfies consumer’s ego needs
 ‘as unique as I am’

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 What Is Motivation?

 The driving force within individuals that

impels them to action
– Produced by a state of tension due to an
unfulfilled need
– Which leads to conscious/subconscious
attempts to reduce the tension

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Copyright © 2006 Pearson Education Canada Inc.
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 Types of Needs

 Innate Needs
– Physiological (or biogenic) needs that are
considered primary needs or motives

 Acquired needs
– Generally psychological (or psychogenic) needs
that are considered secondary needs or motives

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 Types of Motives

 Rational Motives
– Goals chosen according to objective criteria
(e.g., price)
 Emotional Motives
– Goals chosen according to personal or
subjective criteria (e.g., desire for social status)
» continued

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 Types of Motives
 Latent Motives
– Motives that the consumer is unaware of or
unwilling to recognize
– Harder to identify
– Require projective techniques to identify
 Manifest Motives
– Motives that the consumer is aware of and
willing to express

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 Goals
 Generic Goals
– the general categories of goals that
consumers see as a way to fulfill their needs
– e.g., “I want to get a graduate degree”
 Product-Specific Goals
– the specifically branded products or services
that consumers select as their goals
– e.g., “I want to get an MBA in Marketing
from Kellogg School of Management.”

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 The Selection of Goals

 The goals selected by an individual depend

on their:
– Personal experiences
– Physical capacity
– Prevailing cultural norms and values
– Goal’s accessibility in the physical and social
environment

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 Motivations and Goals
Positive Motivation Negative Motivation
A driving force A driving force away
toward some object from some object or
or condition condition
Leads to an Leads to an
Approach Goal Avoidance Goal
A positive goal toward A negative goal from
which behaviour is which behaviour is
directed directed away

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 The Dynamic Nature of
Motivation
 Needs are never fully satisfied
 New needs emerge as old needs are satisfied
 A given need may lead totally different
goals
 Consumers are more aware of their goals
than their needs
» continued

Copyright © 2006 Pearson Education Canada Inc.

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 The Dynamic Nature of
Motivation
 Consumer values, personality and self-concept
influence consumer goals
 Consumers have multiple needs
– Pre-potent need
 Motives are difficult to infer from behaviour
 Past experiences (success/failure) influence goals
– Defence Mechanisms
» continued

Copyright © 2006 Pearson Education Canada Inc.

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 The Dynamic Nature of
Motivation
 Motives may conflict with each other
– Three types of motivational conflict
• Approach-approach: when a consumer is drawn towards
two positive goals
• Approach-avoidance: when the goal object has both
positive and negative qualities
– You are both drawn toward and away from the object
• Avoidance-avoidance: when the consequences of buying
an object is unpleasant, but the purchase does not lead to
any pleasure
» continued

Copyright © 2006 Pearson Education Canada Inc.

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 The Dynamic Nature of
Motivation
 Motives can be aroused in many ways
– Physiological arousal
• Hunger, thirst
– Emotional arousal
• daydreaming
– Cognitive arousal
• Random thoughts
– Environmental arousal
• Cues in the environment (e.g. smell of food)

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 Defence Mechanism

Methods by which people mentally redefine

frustrating situations to protect their self-
images and their self-esteem.

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 Types of Defence Mechanisms

 Aggression
 Rationalization
 Regression
 Withdrawal
 Projection
 Autism
 Identification
 Repression

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 Philosophies Concerned With
Arousal of Motives
 Behaviourist School
– Behaviour is response to stimulus
– Elements of conscious thoughts are to be
ignored
– Consumer does not act, but reacts
 Cognitive School
– Behaviour is directed at goal achievement
– Need to consider needs, attitudes, beliefs, etc. in
understanding consumer behaviour
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Copyright © 2006 Pearson Education Canada Inc.
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 Murray’s List of
Psychogenic Needs
 Needs Associated with Inanimate Objects:
Acquisition, Conservancy, Order, Retention,
Construction

 Needs Reflecting Ambition, Power,

Accomplishment, and Prestige:
Superiority, Achievement, Recognition, Exhibition,
Infavoidance

 Needs Connected with Human Power:

Dominance, Deference, Similance, Autonomy,
Contrariance
continued
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 Murray’s List of
Psychogenic Needs
 Sado-Masochistic Needs :
Aggression, Abasement

 Needs Concerned with Affection between

People:
Affiliation, Rejection, Nurturance, Succorance, Play

 Needs Concerned with Social Intercourse:

Cognizance, Exposition

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 McClelland’s Trio of Needs

 Power
– individual’s desire to control environment
 Affiliation
– need for friendship, acceptance, and belonging
 Achievement
– need for personal accomplishment
– closely related to egoistic and self-
actualization needs

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 Mid-range Theories of
Motivation
 Psychological Reactance
– Motivational arousal due to threat of
behavioural freedom
 Opponent Process Theory
– Extreme initial reactions may be followed by
extreme opposite reaction
– Priming
• Small amounts of initial stimuli will lead to desire for
more
• extreme amounts of exposure to same stimulus will
lead to withdrawal
» continued
Copyright © 2006 Pearson Education Canada Inc.
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 Mid-range theories

 Hedonic Consumption
– Need to gain pleasure through the senses
– Explains attraction to scary rides,
adventure tours, etc
 Optimum Stimulation Level
– Desire to maintain a certain level of
stimulation that the consumer considers to
be optimal

Copyright © 2006 Pearson Education Canada Inc.

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 Motivational Research

Qualitative research designed to uncover

consumers’ subconscious or hidden
motivations. Consumers are not always
aware of, or may not wish to recognize, the
basic reasons underlying their actions.

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 Projective Techniques
 Metaphor analysis
 Story telling
 Picture drawing
 Photo sorts
 Thematic Apperception Tests
 Word Association
 Sentence Completion
 Third-person technique

Copyright © 2006 Pearson Education Canada Inc.

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 Motivation and Marketing
Strategy
 Identify the needs and goals of the
target market
– Identify both latent and manifest motives
 Use knowledge of needs to segment
the market and to position the product
 Use knowledge of needs to develop
promotional strategies
 Reduce motivational conflict
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 Consumer Involvement

The level of personal relevance that a

consumer sees in a product

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 Types of Involvement

 Enduring Involvement
– long-lasting involvement that arises out of
a sense of high personal relevance
 Situational involvement
 Short-term involvement in a product of low
personal relevance

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Types of Involvement- Cont’d

 Cognitive Involvement
– Rational level involvement in products that
are considered to be major purchases
 Affective Involvement
– Emotional level involvement in products

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 Factors Leading to High
Involvement
 Level of perceived risk (social, financial or
physical)
 Level of personal interest in product category
 Probability of making a mistake or buying the
wrong product
 Extent of pleasure in buying and using a
product
 Number and similarity of competitive brands
available
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 Measures of Involvement

 Brand involvement
 Ego involvement
 Importance of purchase
 Product involvement
 Situational Vs Enduring Vs Response
involvement
 Involvement Profile
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 Involvement and Marketing
Strategy
 Choose media according to level of
involvement
– Print media for high involvement
– Television for low involvement
 Choose messages according to level of
involvement
 Find ways to raise level of involvement

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