Chapter 4

Motivation and Global Values

CONSUMER
BEHAVIOR, 10e
Michael R. Solomon

4-1
Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall
 Learning Objectives
When you finish this chapter, you should
understand why:
1. Its important for marketers to recognize that
products can satisfy a range of consumer
needs.
2. The way we evaluate and choose a product
depends upon our degree of involvement with
the product, the marketing message, and/or the
purchase situation.

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 4-2

 Learning Objectives (continued)
3. Our deeply held cultural values dictate
the types of products and services we
seek out or avoid.
4. Consumers vary in the importance they
attach to worldly possessions, and this
orientation in turn has an impact on their
priorities and behaviors.

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 4-3

 Learning Objectives (continued)
5. Products that succeed in one culture may
fail in another if marketers fail to
understand the differences among
consumers in each place.
6. Western cultures have a huge impact
around the world, although people in
other countries dont necessarily ascribe
the same meanings to products we do.

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 4-4

 Learning Objective 1
It is important for
marketers to
recognize that
products can
satisfy a range of
consumer needs.

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 4-5

 Needs and Motivation
Needs may be utilitarian or hedonic
The desired end state is the goal
The degree of arousal is drive
Personal and cultural factors combine to create
a want one manifestation of a need
Motivation is described in terms of strength and
direction

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 4-6

 Motivational Strength
Motivational strength: degree of willingness to
expend energy to reach a goal
Drive theory: biological needs that produce
unpleasant states of arousal (e.g., hunger)
Expectancy theory: behavior is pulled by
expectations of achieving desirable outcomes

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 4-7

 What Do We Need?

Biogenic Needs

Psychogenic Needs

Utilitarian Needs

Hedonic Needs

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 4-8

 Motivational Conflicts
Goal valence (value): consumer will:
Approach positive goal
Avoid negative goal
Example: Partnership for a Drug-Free America
communicates negative consequences of drug
addiction for those tempted to start

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 4-9

 Figure 4.1 Types of Motivational Conflicts

Two desirable alternatives

Cognitive dissonance

Positive & negative aspects

of desired product
Guilt of desire occurs

Facing a choice with two

undesirable alternatives

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 4-10

 Specific Needs and Buying Behavior

NEED FOR ACHIEVEMENT NEED FOR AFFILIATION

Value personal accomplishment Want to be with other people
Place a premium on products that Focus on products that are used
signify success (luxury brands, in groups (alcoholic
technology products) beverages, sports bars)

NEED FOR POWER NEED FOR UNIQUENESS

Control ones environment Assert ones individual identity
Focus on products that allow Enjoy products that focus on
them to have mastery over their unique character
surroundings (muscle cars, (perfumes, clothing)
loud boom-boxes)

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 4-11

 Levels of Needs in the Maslow Hierarchy

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 4-12

 For Reflection
Some studies show that an activity can satisfy
every level of Maslows hierarchy. What does this
say about the hierarchy?

I like to work in the soil (physiological)

I feel safe in my garden (safety)
I can share my produce with others (affiliation)
I can create something of beauty (esteem)
My garden gives me a sense of peace (self-
actualization)

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 4-13

 Learning Objective 2
The way we evaluate and choose a product
depends upon our degree of involvement with the
product, the marketing message, and/or the
purchase situation.

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 4-14

 Consumer Involvement
Involvement: perceived relevance of an object
based on ones needs, values, and interests
We get attached to products:
All in One restaurant tattoo on consumers
head
Lucky magazine for women who obsess
over shopping
A man tried to marry his car when his
fiance dumped him

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 4-15

 Figure 4.3 Conceptualizing Involvement

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 4-16

 Levels of Involvement:
From Inertia to Passion
Inertia is consumption at the low end of
involvement; decisions made out of habit (lack of
motivation)
Flow state occurs when consumers are truly
involved
Sense of control
Concentration
Mental enjoyment
Distorted sense of time

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 4-17

 Table 4.1 Measuring Involvement

To me (object to be judged) is:

1. important _:_:_:_:_:_:_ unimportant
2. boring _:_:_:_:_:_:_ interesting
3. relevant _:_:_:_:_:_:_ irrelevant
4. exciting _:_:_:_:_:_:_ unexciting
5. means nothing _:_:_:_:_:_:_ means a lot
6. appealing _:_:_:_:_:_:_ unappealing
7. fascinating _:_:_:_:_:_:_ mundane
8. worthless _:_:_:_:_:_:_ valuable
9. involving _:_:_:_:_:_:_ uninvolving
10. not needed _:_:_:_:_:_:_ needed

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 4-18

 Purchase Situation Involvement
Purchase situation involvement: differences
that occur when buying the same object for
different contexts.
Example: wedding gift
For boss: purchase expensive vase to show
that you want to impress boss
For cousin you dont like: purchase
inexpensive vase to show youre indifferent

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 4-19

 For Reflection
Describe your level of involvement with the
product and devise some marketing
opportunities to reach this group.

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 4-20

 Learning Objective 3
Our deeply held cultural values dictate the
types of products and services we seek
out or avoid.

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 4-21

 Consumer Values
Value: a belief that some condition is
preferable to its opposite
Example: looking younger is preferable to
looking older
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

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 4-22

 Core Values
Core values: values shared
within a culture
Enculturation: learning the
beliefs and values of ones
own culture
Acculturation: learning the
value system and behaviors
of another culture

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 4-23

 For Reflection
What do you think are the three to five core
values that best describe Americans today?
How are these core values relevant to the
following product categories:
Cars?
Clothing?
Higher education?

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 4-24

 Learning Objectives 4 and 5
Consumers vary in the importance they
attach to worldly possessions, and this
orientation in turn has an impact on their
priorities and behaviors.
Products that succeed in one culture may
fail in another if marketers fail to
understand the differences among
consumers in each place.

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 4-25

 Hofstedes Cultural Dimensions
Power distance
Individualism
Masculinity
Uncertainty avoidance
Long-term orientation

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 4-26

 Table 4.2 Terminal and Instrumental Values

Instrumental Value Terminal Value

Ambitious A comfortable life

Capable A sense of
accomplishment
Self-controlled Wisdom

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 4-27

 TABLE 4.3 TERMINAL AND INSTRUMENTAL VALUES

Instrumental Values Terminal Values

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

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 2-28

 List of Values (LOV)
Identifies nine consumer segments based on
values they endorse; and
Relates each value to differences in
consumption behaviors
Example: those who endorse sense of belonging
read Readers Digest and TV Guide drink and
entertain more, and prefer group activities

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 4-29

 Means-End Chain Model
Very specific product attributes are linked at
levels of increasing abstraction to terminal
values
Alternative means to attain valued end states
Laddering technique uncovers consumers
associations between specific attributes and
general consequences

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 4-30

 Figure 4.4 Hierarchical Value Maps
for Vegetable Oil in Three Countries

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 4-31

 Learning Objective 6
Western cultures have a huge impact
around the world, although people in other
countries dont necessarily ascribe the
same meanings to products we do.

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 4-32

 Conscientious Consumerism
Conscientious consumerism is a focus on
personal health merging with a growing interest
in global health
LOHAS (lifestyles of health and sustainability)
Worry about the environment
Want products to be produced in a
sustainable way

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 4-33

 Carbon Footprint Breakdown

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 4-34

 Materialism
Materialism: the importance people attach to
worldly possessions
The good life...He who dies with the most
toys, wins
Materialists: value possessions for their own
status and appearance
Non-materialists: value possessions that
connect them to other people or provide them
with pleasure in using them

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 4-35

 Chapter Summary
Products address a wide range of
consumer needs.
How we evaluate a product depends on
our involvement with that product, the
marketing message, and the purchase
situation.
Our cultural values dictate the products
we seek out and avoid.
Consumers vary in how important
possessions are to them.
Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 4-36