CHAPTER 2

INTERNAL INFLUENCES ON CB

2.1 Motivation and Involvement

MOTIVATION AND INVOLVEMENT
Motivation is defined as “an inner state of
arousal,” with the aroused energy directed to
achieving a goal
 Motivation is the reason for behavior. A
motive is a construct representing an
unobservable inner force that stimulates and
compels a behavioral response and provides
specific direction to that response.
CONT’D
 Motivation refers to the processes that cause
people to behave as they do. From a psychological
perspective motivation occurs when a need is
aroused that the consumer wishes to satisfy.
Once a need has been activated, a state of
tension exists that drives the consumer to
attempt to reduce or eliminate the need. This
need may be utilitarian or it may be hedonic.
CONT’D
 Whether the need is utilitarian or hedonic, a
discrepancy exists between the consumer’s
present state and some ideal state. This gulf
creates a state of tension.
 Marketers try to create products and services
that will provide the desired benefits and permit
the consumer to reduce this tension.
CONT’D
 The magnitude of this tension determines the
urgency the consumer feels to reduce the tension.
This degree of arousal is called a drive. A basic
need can be satisfied in any number of ways.
Personal and cultural factors combine to create a
want, which is one manifestation of a need.
MOTIVATIONAL STRENGTH AND
DIRECTION
 Motivation can be described in terms of its
strength, or the pull it exerts on the consumer,
and its direction, or the particular way the
consumer attempts to reduce motivational
tension.
TYPES OF NEEDS
 Biogenic Needs - necessary to maintain life,
such as food, water, air and shelter
 Psychogenic needs - the need for status,
power, affiliation, and so on. Psychogenic needs
reflect the priorities of a culture, and their effect
on behavior will vary in different environments.
CONT’D
 Utilitarian needs- to get some practical
benefits. -- emphasize the objective, tangible
attributes of products such as fuel economy in a
car
 Hedonic needs- are subjective and experiential.
Here, consumers might rely on a product to meet
their needs for excitement, self-confidence,
fantasy, and so on
CHARACTERISTICS OF NEEDS

 Each of the preceding needs has several

characteristics:
 Needs are dynamic. Needs are never fully
satisfied; satisfaction is only temporary. Also, as
soon as one need is satisfied, new needs emerge.
 Needs exist in a hierarchy. Although several
needs may be activated at any one time, some
assume more importance than others.
CONT’D
 Needs can be internally or externally
aroused. Although many needs are internally
activated, some needs can be externally cued.
Smelling pizza cooking in the apartment next
door may, for example, affect your perceived need
for food.
 Needs can conflict. With the many motives
consumers have, there are frequent conflicts
between motives. Some of the conflicts are
considered below.
MOTIVATIONAL CONFLICTS
 A goal has valence, which means that it can be
positive or negative. Consumers are motivated to
approach a positively valued goal and will seek out
products that will help them to reach it.
 On the other hand, consumers may instead be
motivated to avoid a negative outcome. They will try
to reduce the chances of attaining this end result.
There are three general types of conflicts can occur:
approach–approach; approach–avoidance and
avoidance–avoidance.
APPROACH–APPROACH CONflICT
 In an approach–approach conflict, a person must
choose between two desirable alternatives. A student
might be torn between going home for the holidays or
going on a skiing trip with friends.
APPROACH–AVOIDANCE CONflICT
 When we desire a goal but wish to avoid it at the same
time, an approach–avoidance conflict exists. In
this, the consumer is faced both by positive and
negative consequences in the purchase of a particular
products. If one likes chocolates and is diabetic. This
conflict can be solved by taking sugar free chocolate
resolve the conflict.
AVOIDANCE–AVOIDANCE CONflICT

 They may face a choice with two undesirable

alternatives, for instance the option of either
throwing more money into an old car or buying a
new one. Marketers frequently address an
avoidance-avoidance conflict with messages that
stress the unforeseen benefits of choosing one
option (e.g. by emphasizing special credit plans to
ease the pain of new car payments).
SPECIfiC NEEDS AND BUYING BEHAVIOR
 Other motivational approaches have focused on
specific needs and their ramifications for behavior
 Need for achievement refers to the desire to
accomplish something. Sometimes people will express
a need for achievement with premium products that
express success. Eg. Luxury brands
 Need for affiliation is the desire to be with other
people. Products that express emotion and aid in group
activities are relevant. Eg. Alcoholic beverages, Sports,
etc.
CONT’D
 Need for power is the need to control one’s
environment. Products that allow us to feel
mastery over our surroundings and situation
meet this need. Eg car, luxury resorts, etc.
 Need for uniqueness is the need to assert one’s
individual identity. Products that pledge to
illustrate our distinct qualities meet this need.eg.
Perfumes, clothing
MASLOW’S HIERARCHY OF NEEDS
IMPLICATION TO MARKETERS
1. Physiological: Food, water, sleep, and, to an
extent, sex, are physiological motives.
 Products

Health foods, medicines, sports drinks, low-

cholesterol foods, and exercise equipment
2. Safety: Seeking physical safety and security,
stability, familiar surroundings, and so forth are
manifestations
 Products

Smoke detectors, preventive medicines, insurance,

retirement investments, seat belts, burglar
alarms, and sunscreen.
 CONT’D
 3. Belongingness: Belongingness motives are
reflected in a desire for love, friendship,
affiliation, and group acceptance.
 Products:- Personal grooming, foods,
entertainment, clothing, and many others
 4. Esteem: Desires for status, superiority, self-
respect, and prestige are examples of esteem
needs. These needs relate to the individual’s
feelings of usefulness and accomplishment.
 Products:- Clothing, furniture, liquors, hobbies,
stores, cars, and many others.
 CONT’D
5. Self-Actualization: This involves the desire for
self-fulfi llment, to become all that one is capable
of becoming.
 Products

Education, hobbies, sports, some vacations,

gourmet foods, museums.
MCGUIRE’S PSYCHOLOGICAL MOTIVES
McGuire developed a classification system that organizes
these various theories into 16 categories.
 Need for Consistency- People try to buy things
which are consistent with their liking and taste
 Need for Attribution-We often attribute the cause of
a favorable or unfavorable outcome to ourselves or, to
some outside element
 Need to Categorize - objects are categorized in a
number of ways
 Need for Objectification - These motives reflect
needs for observable cues or symbols that enable
people to infer what they feel and know
CONT’D
 Need for Autonomy -Consumers like to own
products which give them a feeling of independence
 Need for Stimulation - People often seek variety and
difference out of a need for stimulation
 Teleological Need - Consumers are pattern matchers
who have images of desired outcomes or end states
with which they compare their current situation.
 Utilitarian Need - to achieve some practical benefit
such as durability, economy, warmth that define
product performance.
CONT’D
 Need for Tension Reduction-Recreational
products and activities are often promoted in
terms of tension relief.
 Need for Expression - We want to identify
ourselves and go in for products that let others
know about us
 Need for Ego Defense - When our identity is
threatened or when we need to project a proper
image, we use products in our defense
 Need for Reinforcement-When we buy a
product which is appreciated by others, it
reinforces our views, our behaviour
CONT’D
 Need for Assertion -These needs are fulfilled by
engaging in those kind of activities that bring
self-esteem and esteem in the eyes of others.
 Need for Affiliation -We like to use product
which are used by those whom we get affiliated to
 Need for Identification -The need for
identification results in the consumer’s playing
various roles.
 Need for Modeling - to copy our heroes and our
parents and those we admire
CONSUMER INVOLVEMENT
 Involvement is the intensity of interest with
which consumers approach their dealings in the
market place.
 Involvement is a motivational state caused by
consumer perceptions that a product, brand, or
advertisement is relevant or interesting
 Needs play a strong role in determining what is
relevant or interesting to consumers
TYPES OF INVOLVEMENT
 Felt involvement can be (1) enduring, (2)
situational, (3) cognitive, or (4) affective.
 Enduring involvement exists when we show
interest in an offering or activity over a long
period of time. Car enthusiasts are intrinsically
interested in cars and exhibit enduring
involvement in them.
CONT’D
 Situational involvement - Temporary interest
in an offering, activity, or decision, often caused
by situational circumstances.
 Cognitive involvement - Interest in thinking
about and learning information pertinent to an
offering, activity, or decisions.
 Affective involvement - Interest in expending
emotional energy and evoking deep feelings
about an offering, activity, or decision.
CONCEPTUALIZING COMPONENTS OF
INVOLVEMENT
LEVELS OF INVOLVEMENT: FROM
INERTIA TO PASSION

 A person’s degree of involvement is a continuum that

ranges from absolute lack of interest in a marketing
stimulus at one end to obsession at the other end.
 Inertia is consumption at the low end of involvement;
decisions made out of habit (lack of motivation)
 At the high end of involvement, we can expect to
find the type of passionate intensity reserved for
people and objects that carry great meaning for the
individual.
INVOLVEMENT DECISIONS
 Routinized response behavior or least
involvement. In routinized response, we buy things
as a routine. These are products of daily use which
keep buying almost every now and then.
 Low Involvement Decision: These are decision in
which some involvement is necessary. These are
higher value products and involve certain amount of
risk. These products are not bought everyday. These
can be like refrigerators, T.V., Sofa Sets, Computers.
CONT’D
 High Involvement Decision Making: These
decisions are very important as these products
are of very high value and involve a lot of risk
and are bought once in a life time or a few times
in a life time. These can a house or an expensive
car.
CONT’D
 There are actually several broad types of
involvement related to the product, the message,
or the perceiver.
 Product involvement is related to a consumer’s
level of interest in a particular product. Many
sales promotions are designed to increase this
type of involvement.
 Message–response involvement (also known
as advertising involvement), refers to the
consumer’s interest in processing marketing
communications
CONT’D
 Purchase situation involvement refers to
differences that may occur when buying the same
object for different contexts
 Ego involvement (sometimes described as
enduring involvement) refers to the importance
of a product to a consumer’s self-concept. This
concept implies a high level of social risk: the
prospect of the product not performing its desired
function may result in embarrassment or damage
to the consumer’s self-concept
CONSUMERS’ VALUES
 Values are beliefs that guide what people regard
as important or good.
 Products/services = help in attaining value-
related goal
 We seek others that share our values/ beliefs

Thus, we tend to be exposed to

information that supports our
beliefs
VALUE
 A value can be defined as a belief about some
desirable end-state that transcends specific
situations and guides selection of behavior. Thus,
values are general and different from attitudes
in that they do not apply to specific situations
only. A person’s set of values plays a very
important role in his or her consumption
activities, since many products and services are
purchased because (it is believed) they will help
us to attain a value-related goal.
VALUE SYSTEMS
 One perspective on the study of values stresses
that what sets cultures apart is the relative
importance, or ranking, of these universal values.
This set of rankings constitutes a culture’s value
system.
 Every culture is characterized by its members’
endorsement of a value system.
CONT’D
 It is usually possible to identify a general set of
core values which uniquely define a culture.
These beliefs are taught to us by socialization
agents, including parents, friends and teachers.
 Core values: values shared within a culture

 Enculturation: learning the beliefs and values

of one’s own culture
 Acculturation: learning the value system and
behaviors of another culture
CONT’D
 It is suggested that the consumer experience may
generate eight distinct types of consumer value:
 Efficiency – referring to all products aimed at
providing various kinds of convenience for the
consumer.
 Excellence – addressing situations where the
experience of quality is the prime motivation.
CONT’D
 Status – when the consumer pursues success
and engages in impression management and
noticeable consumption.
 (Self-)Esteem – situations where the
satisfaction of possessing is in focus, as is the
case with materialism.
 Play – the value of having fun in consuming.
CONT’D
 Aesthetics – searching for beauty in one’s
consumption of, e.g., designer products, fashion
or art.
 Ethics – referring to motivations behind, e.g.,
morally or politically correct consumption
choices.
 Spirituality – experiencing magical
transformations or sacredness in the
consumption, as known from devoted collectors.
End of the
Chapter!