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Consumer Behaviour > Theme B: Consumer motivation 1 > Flashcards

Theme B: Consumer motivation 1 Flashcards

1
Q

The nature of motivation

A
  • Motivation in daily lives springs not from cognitive, social or cultural forces in isolation, but from the swirl of their interaction.
  • An individual’s consumption decisions occur in social and cultural space that reflects a socio-culturally shared reality and shared motives.
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2
Q

How should we study motivation? (Brownstein et al, 2000)

A

It occurs within the individual’s minds of participating in the groups and subcultures that form and validate their motives. In any actual socio-cultural environment, the influence of individual cognition, group and culture contain one another.

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3
Q

Definition of motivation

A
  • An activation/incentive/reason to start or maintain behavior.
  • The motivation starts with a need. A need arises if there is a discrepancy between a desired and an actual state.
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4
Q

Maslow’s Hierarchy of Needs

A
  • Existence: Physiological and Safety
  • Relation: Belongingness
  • Growth: Esteem needs and Self-actualization
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5
Q

Implications of Maslow’s Hierarchy of Needs

A
  • The order of needs might be flexible based on external circumstances or individual differences.
  • Several needs can be in play at the same time.
  • Growth needs do not stem from a lack of something, but rather from a desire to grow as a person.
  • If higher needs are unfulfilled, a person may regress to a lower level for easier to satisfy and to become a key motivator.
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6
Q

Esteem needs

A
  • esteem for oneself (dignity, achievement, mastery, independence)
  • the desire for reputation or respect from others (ex: status, prestige).
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7
Q

Self-actualization

A

Realizing personal potential, self-fulfillment, seeking personal growth and peak experiences. A desire “to become everything one is capable of becoming”.

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8
Q

Values

A
  • cognitive representations of desired ends and modes of conduct that motivate consumer behaviour.
  • a key psychographic characteristic within segmentation analyses/customer profiles
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9
Q

Value as the cognitive representation of needs

A

Through cognitive development, individuals become
able to represent the requirements consciously as goals
or values.

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10
Q

3 types of basic human requirements

A
  • Biologically-based needs
  • Social interaction needs
  • Social institutional demands for group welfare and survival (nhu cầu gắn với sự phát triển của nhóm) Ex: power
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11
Q

Value typologies

A
  • Terminal vs. Instrumental value (Rokeach, 1973)

- Structures of value (Schwartz, 1992)

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12
Q

Terminal value (Rokeach, 1973)

A

what they want to achieve in a lifetime – very stable, most desirable.
Example: a comfortable life, social recognition

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13
Q

Instrumental value (Rokeach, 1973)

A

how people plan to achieve the terminal goal.

Example: ambitious, broad-minded.

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14
Q

Feature of values

A
  • Desirable goals.
  • Beliefs.
  • Transcending actions and situations.
  • Criteria to guide or evaluate.
  • Organized by importance.
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15
Q

Feature of values: Desirable goals

A

Values refer to desirable goals (ex: honesty) and modes of conduct that motivates to pursue those goals (ex: independent, self-reliant).

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16
Q

Feature of values: Beliefs

A

Beliefs are not cold and objective but infused with feeling.
Ex: if independence is threatened, they became aroused.

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17
Q

Feature of values: transcend specific actions and situations.

A

Example, a person needs honesty in both school or workplace, friends or strangers. So, this feature distinguishes values from norm and attitudes.

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18
Q

Feature of values: Criteria

A

Values serve as criteria to guide the selection
or evaluation of events, people, and behaviour. They decide what is good or bad based on possible consequences for their cherished values.

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19
Q

Feature of values: Organized by importance

A

Value are organised hierarchically, reflecting priorities; individuals and (sub)cultures can be characterised by their value priorities.

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20
Q

Structure of values (Schwartz, 1992)

A
  • Self-transcendence: universalism, benevolence
  • Conservation: tradition, conformity, security
  • Self-enhancement: power, achievement
  • Openness to change: self-direction, stimulation, hedonism
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21
Q

Structure of values implications (Schwartz, 1992)

A
  • Actions may conflict with some values but are congruent with others.
  • The closer any two values in either direction around the circle, the more similar their underlying motivations.
  • Targeting/positioning, value proposition, branding,
    intrinsic/extrinsic product features, marketing communications.
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22
Q

Self-direction

A

Independent thought and action – choosing, creating, exploring.

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23
Q

Stimulation

A

Excitement, novelty, and challenge in life.

24
Q

Hedonism

A

Pleasure or sensuous gratification for oneself.

25
Q

Achievement

A

Personal success by demonstrating competence according to social standards.

26
Q

Power

A

Social status and prestige, control or dominance over people and resources.

27
Q

Security

A

Safety, harmony, and stability of society, of relationships, and of self.

28
Q

Conformity

A

Restraint of actions, inclinations, and impulses likely to upset or harm others and violate social expectations or norms.

29
Q

Tradition

A

Respect, commitment, and acceptance of the customs and ideas that one’s culture or religion provides

30
Q

Benevolence

A

Preserving and enhancing the welfare of those with whom one is in frequent personal contact (the ‘in-group’).

31
Q

Universalism

A

Understanding, appreciation, tolerance, and protection for the welfare of all people and for nature.

32
Q

Research methods to examine consumer motivation

A

Laddering technique and Projecting technique

33
Q

Projecting technique

A

visualize the secret information via other methods such as drawing, writing. For content analysis: people can write it down.

34
Q

Laddering technique

A

a method of interview questions to elicit goals and underlying values.
=> The results support Means-End chain analysis.

35
Q

Means-End chain analysis (Reynolds and Gutman, 1988)

A

It establishes the concrete product attributes, and identify the consequences (physical and psych-social) associated with attributes which help the consumer attain his/her values… and develop/maintain self-identity.

36
Q

Strength and Weakness of Means-End chain analysis

A
  • Strength: The most person-centered in consumer behaviour model
  • Weakness: Neglect the intermediate levels of goal hierarchies
37
Q

Means-end chain implication

A
  • Means-end paradigm presumes a hierarchy of goal levels at which a product’s concrete attributes might be interpreted and preferred by the consumers.
  • Though being the most person-centered in terms of the locus of customer behaviour, it does not consider situational influences on consumer goals or personal interaction.
38
Q

Goal theory

A

Two aims: to find out people’s goal (what they want to achieve by consumption) and the process to achieve goals.

39
Q

Goal hierarchies (Huffman et al., 2000)

A 
Life themes and values
Life projects
Current concerns
Consumption intentions
Benefits sought
Feature preferences
40
Q

Life themes and values

A
  • A terminal value: stable, accessible and easily activated under circumstances.
  • Life themes: existential concerns that individuals address in daily life. (Ex: feeling loves towards elders).
  • They represent core conceptions of self.
41
Q

Life projects

A
  • The construction and maintenance of key life roles and identities (ex: being a successful marketing manager)
  • May have several life projects at any given time
  • May change through life stage
42
Q

Current concerns

A
  • Activities, tasks in which an individual wants to be engaged in the short-term (ex: find a job in the UK)
  • Since satisfying current concerns require specific activities and tasks, goals play a critical role in guiding the consumption of discretionary time.
43
Q

Consumption intentions

A
  • Individuals’ aims and desires to engage in particular product consumption and use behaviors. (ex: desire to buy more books).
  • It breaks down current concern into a set of specific sub-goals.
44
Q

Benefits sought

A

The consequences that are desired from the ownership, usage, and disposal of a product. (ex: knowledgable book).

45
Q

Feature preferences

A

Preferred product feature levels or values stated in concrete physical or financial terms. (ex: book’s quality written by famous authors).

46
Q

The implication of Goal hierarchy

A

The relationships among goals level: Goals at lower levels are designed to achieve the realization of higher-level goals.

47
Q

Goal determination process

A
  • Life projects and consumption intention are goals at the interfaces of being - doing, doing - having, so they have a dual character.
  • Consumer problem-solving typically begin with goal-determination at the “things to do” level of current concerns and consumption intentions.
  • With a problem that has been solved many times (ex: What to eat for dinner), it activates “routinized problem-solving” process. From only activating consumption intention level, it also activates specific product and brand in the memory.
48
Q

Types of consumption goal

A

epistemic, hedonic, symbolic, conditional, moral, political, social, spiritual, utilitarian/functional.

49
Q

Dimensions of national culture

A

Power Distance, Individualism vs. Collectivism, Masculinity vs. Feminity, Uncertainty avoidance, Long vs. Short term orientation.

50
Q

Self-Determination theory (Kim et al., 2016)

A
  • A sense of autonomy and control over one’s own actions and decisions.
  • A theory of motivation that concerns with people’s intrinsic tendencies to behave in effective ways.
51
Q

Intrinsic motivations (Kim et al., 2016)

A
  • Individuals perform a behavior for its own sake (inherent interests, such as curiosity, fun, or enjoyment).
  • Motives: Autonomy, Mastery, and Purpose.
52
Q

Extrinsic motivations (Kim et al., 2016)

A
  • Individuals perform a behavior in order to obtain some forms of returns. In other words, actions are instrumental and performed for an outcome separate from the activity itself, such as the pursuit of an external reward or the avoidance of punishment.
  • Motives: Compensation, Punishment, and Reward.
53
Q

Self-Determination theory supports:

A
  • Self-determined consumers are more likely to engage in relational and motivational behaviours than those who believe they are induced to support a firm’s mkt initiative.
  • Consumer’s self-determination increases their relational behaviour towards company when receiving a relational rewards program (loyalty program) while extrinsic reward (coupon) undermines the relational outcomes among such consumers.
54
Q

Social relatedness

A

Refers to the need to feel belonging and being important to other users in the social network.

55
Q

Impact of social relatedness

A

Extrinsically motivated consumers felt greater affective commitment to and trust in brand activities when experiencing high perceived social relatedness. Meanwhile, intrinsic no impact.

56
Q

Social relatedness strategy according to types of motivations in social media

A
  • Intrinsic: Develop a taxonomy of consumer self-determination in social media. => Provide social rewards in the long run to maintain high levels of self-determination.
  • Extrinsic: Social relational mkt programs increase their level of intrinsic motivation, consuming engagement, satisfaction, affective commitment, and benevolence, integrity trust. => Create brand content with a sense of membership. Focus on enjoyable and entertaining social media experience.

Consumer Behaviour (4 decks)

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