CONSUMER MOTIVATION (H2/LECTURE3)

"THE ENERGY(DRIVE) TO REACH FOR A GOAL OBJECT BECAUSE OF A TENSION THAT IS CAUSED BY A NEED TO CLOSE THE GAP BETWEEN THE ACTUAL AND DESIRED STATE."
GOAL OBJECT
1. GOAL SYSTEM OF ASSOCIATIONS
  1. "A goal could be accomplished by one or more means"
  2. 1. Equifinality (A goal with multiple means)
  3. 2. Multifinality (A mean with multiple goals)
    1. If we have one goal in mind: we choose a unifinal mean
    2. If we have more goals in mind: we try to use as less as possible means, so multifinal means.
  4. Source of activation
    1. a. Chronically (due to frequency of activation)
    2. b. Situationally (due to recency of activation - by a cue)
  5. How to discover people's motives?
    1. Consciously Motives
    2. Nonconsciously
      1. a. Affect consumers' behavior by supraliminal and subliminal cues
      2. b. Projective Techniques (Third-person question phrasing, Word association, Sentence Completion, Story completion)
2. "Product fulfill our goals"
  1. Product should fulfil new goals or more successfully fulfil existing goals
  2. Products should help people with conflicting goals
NEED
1. WHERE DO THEY COME FROM?
  1. a. Innate or biogenic needs(you are born with them)
  2. b. Learned or psychogenic needs
2. MASLOW'S HIERARCHY OF NEEDS
  1. 1. Physiological
    1. Food, clothing, shelter
  2. 2. Safety
    1. Protection from danger
  3. 3. Belonging
    1. Affection by other. We buy products that our friends/family like.
  4. 4. Esteem
    1. Building our personal image. We buy products by which we gain succes and that reflect our personal selves.
  5. 5. Self-Actualisation
    1. Extend the boundaries of our potential. We buy products that enhance and increase our capabilities.
SELF CONCEPT
1. "comprises all our traits/goals"
2. Marketing strategies
  1. a. Make your brand part of the self-concept of consumers
  2. b. Activate parts of consumers' self-concept that are related with the brand
  3. c. Give the brand an image that is congruent with 'how consumers are, should be, and would like to be'. Consumers by products to maintain, restore (compensatory consumption) and build their self concepts.
    1. Low-Power consumers by High-Power products
3. 1. Ideal self: how we would like to be
4. 2. Actual Self: how we are
5. 3. Ought Self: how we should be
2 TYPES OF MOTIVATION
1. 1. APPROACH (APPETITIVE) MOTIVATION
2. 2. AVOIDANCE (AVERSIVE) MOTIVATION
MOTIVATION CONFLICTS
1. 1. Approach-Approach (two desirable options)
2. 2. Avoidance - Avoidance (two undesirable options)
3. 3. Approach-Avoidance (an option that is desirable as well as undesirable)
  1. Brand managers want to avoid this conflict. Consumers won't by their product if they have this kind of conflict.
EMOTIONS & MOODS
1. Marketers can pack their products with emotions that serve approach motivations
  1. 1. Romantic Love
  2. 2. Familiy Love
  3. 3. Human Connection
  4. 4. Joys of Everday life
2. Moods beïnvloeden ons buying behavior
  1. a. Response to market stimuli (muziek in winkel brengt ons in een mood)
  2. b. Situational consumption choices (goede en slechte mood zorgt ervoor dat we inkopen gaan doen zodat we ons beter voelen.
  3. Marketeers springen in op moods om ons koopgedrag te sturen
    1. a. Internal autistic thinking: Ze laten de consument terug denken aan bepaalde gebeurtenissen.
    2. b. External stimuli: Ze beïnvloeden onze mood door external stimuli.
INVOLVEMENT
1. HIGH INVOLVEMENT
  1. HIGH MOTIVATION
2. LOW INVOLVEMENT
  1. LOW MOTIVATION

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CONSUMER MOTIVATION (H2/LECTURE3)

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