Motivation and Values

2/27/2024

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Outline
• Motivation process
• What affects motivation
• Needs
• Goals
• Values
• Consumer involvement

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What is motivation?

• Motivation is the driving force that

impels people to act.
• Represents the reasons one has for
acting or behaving in a particular way.

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The motivation process

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What Affects Motivation?

• Needs
• An internal state of tension caused
by disequilibrium from an ideal state
• Goals
• Values

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Desired State vs. Actual State Need
Recognition
企業可以透過推出新產品和行銷活動
創造這個落差

（Problem Recognition）
(desired state (actual state
need recognition) need recognition)
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Need Arousal
• The Soloflex ad
arises a need by
showing desired
end state (goal) and
suggesting a
solution (purchase
of equipment)

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Types of Needs
• Utilitarian need
• functional or practical in nature
• emphasize the objective, tangible attributes of
products
• Hedonic need 享樂性的需要
• A subjective and experiential need involving
emotional responses or fantasies
• Hedonic consumption refers to the multisensory,
fantasy, and emotional aspects of consumers’
interactions with products.

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Maslow’s Hierarchy of Needs

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Volvo appeals to two needs at once

安全需求＋自尊需求

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McClelland’s Three Needs Theory
• Power
• Affiliation
• Achievement Which of the trio of needs
does the ad appeal to?

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Murray’s list of psychogenic needs

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Characteristics of Needs
• Exist in hierarchy
• Internally or externally aroused
• Are never fully satisfied
• New needs emerge as old ones are satisfied
• The same product or activity may gratify
different and/or multiple needs
• Can conflict 同時有兩個動機想滿足，但無法兼得
• Approach-approach 趨向－趨向
• Approach-avoidance 趨向－趨避 買一個產品，會給你好處，也帶給你壞處
e.g.炸雞滿足口腹之慾，但損害健康

• Avoidance-avoidance 趨避－趨避 兩害相權取其輕

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What Affects Motivation?
• Needs
• Goals 目標
• Outcome that we would like to
achieve
• Values

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Consumer Goals
• Generic goal
• outcomes that consumers seek in order to satisfy
physiological and psychological needs

• Product-specific goal
• outcomes that consumers seek by using a given
product or service

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Examples of product-specific goals

https://vimeo.com/846491328
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Promotion-focus vs. Prevention-focus Goals

促進焦點：
Focus on the aspirational aspects
and positive outcomes

預防焦點：
Focus on the presence or
absence of negative
outcomes 17
What Affects Motivation?
• Needs
• Goals
• Values 價值
• A belief about what is right/wrong or
good/bad

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Using Values to Explain Consumer
Behavior
• Rokeach Value Survey:
• terminal values 終級價值 : desired end
states
• instrumental values 工具價值: actions
needed to achieve these terminal states

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Rokeach Value Scale(1 of 2)
Terminal and Instrumental Values

Instrumental values Terminal values

Ambitious A comfortable life
Broad-minded An exciting life
Capable A sense of accomplishment
Cheerful A world of peace
Clean A world of beauty
Courageous Equality
Forgiving Family security
Helpful Freedom
Rokeach Value Scale(2 of 2)

Terminal and Instrumental Values [continued]

Instrumental values Terminal values
Honest Happiness
Imaginative Inner harmony
Independent Mature love
Intellectual National security
Logical Pleasure
Loving Salvation
Obedient Self-respect
Polite Social recognition
Responsible True friendship
Self-controlled Wisdom

Source: Copyright 1983 From Measuring the Cultural Values Manifest in Advertising,” Current Issues
and Research in Advertising (1983): 71–92 by Richard Pollay. Reproduced by permission of the
American Academy of Advertising (aaoa.wildapricot.org)
Using Values to Explain Consumer Behavior:
Means-End Chain Model 手段目的鏈
• Represents the linkages among brand attributes, the
consequences obtained from using the brand and
“consuming” the attributes, and the personal values
that the consequences reinforce

Products Consequences Consequences

offer are experienced help attain
attributes when consumed particular values

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A hypothetical example of Means-End
Chain for low-fat milk

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 The Means-End Chain Model and Laddering

• Laddering:
• A technique that uncovers consumers’ associations between
attributes and consequences
• For example, suppose you ask a consumer why they drink light
beer – they reply they do because it has fewer calories than regular
beer – if a researcher asks why the fewer calories is important, then
the consumer might say “Because I don’t want to gain weight” – if
the researcher asks why not, the reply might be “I want to be
healthy” – further probing may reveal that being healthy allows the
person to feel good about themselves.

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25

Consumer Involvement 涉入
• The way we evaluate and choose a product depends on
our degree of involvement with the product, the
marketing message, or the purchase situation.
知覺的攸關性，重不重要
• Involvement: perceived relevance of an object based
on one’s needs, values, and interests
• 3 types of involvement:
• Product
• Message (e.g., advertising)
• Situational 情境的涉入，伴侶的禮物vs家人的禮物
Conceptualizing Involvement

e.g.代言人是誰
什麼品牌
Levels of Involvement:
From Inertia to Passion
惰性
• Inertia is consumption at the low end of involvement;
decisions made out of habit (lack of motivation)
• Flow state （流暢、沈浸）occurs when consumers
are truly involved
• Sense of control
• Concentration
• Mental enjoyment
• Distorted sense of time

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Product decisions are likely to be highly involving
if the consumer perceive high risks.

擔心價格波動、買貴了

擔心買的東西能否正常運作

擔心對生理、人身安全的威脅

social=人與人
擔心別人對自己的觀感

產品與個人價值觀、個人特質是否符合 28