Motivation, Values, Lifestyles & Attitudes

Motivation, Values, Lifestyles & Attitudes

1. FREUDIAN SYSTEMS

   • Much of human behaviour stems from a fundamental conflict between a person's desire to gratify their physical needs and the necessity to function as a responsible member of society.
   • THE ID - Is entirely orientated towards immediate gratification - it is the 'party animal' of the mind. Selfish and illogical.
   • The SUPEREGO - Is the counterweight to the ID. This systems is essentially the person's conscience. It internalises society's rules and works to prevent the ID from seeking selfish gratification.
   • The EGO is the system that mediates between the ID and the SUPEREGO. It is in a way a referee in the fight between temptation and virtue. The EGO tries to balance these two opposing forces according to the reality principle.

2. NON-FREUDIAN THEORIES

   • KAREN HORNEY - Complaint versus detached versus aggressive.
   • ALFRED ADLER - Motivation to overcome infeiority
   • HARRY STACK SULLIVAN - Personality evolves to reduce anxiety
   • CARL JUNG - Developed analytical psychology. [Established concept of collective unconscious, Explained the creating of archetypes: Old wise man, Earth mother].

3. TRAIT THEORY

   • Personality Traits - Identifiable characteristics that define a person
   • Traits relevant to consumer behaviour: Introversion vs. extroversion. Innovativeness, Materialism, Self-Consciousness, Need for cognition, and Frugality [People deny short-term purchasing whims; they choose instead to resourcefully use what they already own.

4. MATERIALISM - The importance people attach to worldly possessions. A more general value underlying other consumer values, thus reassuring us that an obvious way of realising one's values is through consumption.

   • Link to self-identity.
   • NON-MATERIALISTS - Value possessions that connect them to other people or provide them with pleasure in using them.

5. BRAND PERSONALITY - Set of traits people attribute to a product as if it were a person.

   • BRAND EQUITY - Extent to which a consumer holds strong, favourable, and unique associations with brand in memory. The extent to which she or he is willing to pay more for the branded version of a product than for a non-branded (generic version).
   • BRAND PERSONIFICATION - Giving non-humans, human-like traits.
   • BRAND ANTHROPOMORPHISM - Giving non-humans both human form and human-like traits.

6. 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
   • MOTIVATIONAL STRENGTH - Degree of willingness to expend energy to reach a goal as opposed to another reflects their underlying motivation to attain that goal.
   • DRIVE THEORY - Biological needs that produce unpleasant states of arousal (Hunger). Tension reduction has been proposed as a basic mechanism governing human behaviour. Tension refers to the unpleasant state that exists if a person's consumption needs are not fulfilled.
   • EXPECTANCY THEORY - Behaviour is pulled by expectations of achieving desirable outcomes. Positive incentives rather than being pushed within. [We choose one product over another because we expect this choice to have more positive consequences for us.
   • NEEDS
     • BIOGENIC NEEDS - People are born with a need for certain elements necessary to maintain life such as food, water, air and shelter.
     • PYSCHOGENIC NEEDS - We acquire these as we become members of a specific culture. These include the need for status, power, affiliation, and so on.
     • UTILITARIAN NEEDS - We emphasise the objective, tangible attributes of products, such as miles peer gallon in a car; the amount of fat, calories and protein in a cheeseburger; or the durability of a pair of blue jeans.
     • HEDONIC NEEDS - [Are subjective and experiential; here we might look to a product to meet our needs for excitement, self confidence or fantasy - perhaps to escape the mundane or routine aspects of life. Luxury brands satisfy our hedonic needs.
   • GOAL VALENCE (VALUE) CONSUMERS WILL
     • Approach positive valued goal - Is one towards which consumers direct their behaviours; they are motivated to approach the goal and will seek out products that will help them reach it.
     • Motivated to avoid a negative goal - They will structure their purchases or consumption activities to reduce the chances of attaining end results.
   • TYPES OF MOTIVATIONAL CONFLICTS
     • APPROACH - APPROACH
       • Two desirable alternatives. Cognitive Dissonance
         • THE THEORY OF COGNITIVE DISSONANCE - Based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviours conflict with another.
           • The conflict that arises when choosing between two alternatives may be resolved through a process of COGNITIVE DISSONANCE REDUCTION, where people are motivated to reduce this inconsistency and thus eliminate unpleasant tension.
           • Occurs when there is psychological inconsistency between two or more beliefs or behaviours.
     • APPROACH - AVOIDANCE
       • Positive & Negative aspects of desired product. Guilt of desire.
       • When we desire a goal but wish to avoid it at the same time.
       • Many of the products and services we desire have negative consequences attached to them as well.
       • The success of low calorie diets
     • AVOIDANCE - AVOIDANCE
       • Facing a choice with 2 undesirable alternatives.
       • E.g investing money into an old car with more repairs or buying a new one.
       • Marketers frequently address this conflict with messages that stress the unforeseen benefits or choosing one option.

7. SPECIFIC NEEDS AND BUYING BEHAVIOUR

   • NEED FOR ACHIEVEMENT - Value personal accomplishment - Place a premium on products that signify success (luxury brands, technology products.
   • NEED FOR AFFILIATION - Want to be with other people. Focus on products that are used in groups. (Alcoholic Beverages)
   • NEED FOR POWER - Control one's environment. Focuses on products that allow them to have mastery over surroundings (muscle cars)
   • NEED FOR UNIQUENESS - Asserts one's individual identity. Enjoy products that focus on their unique character (Perfumes, clothing)

8. MASLOW'S CLASSIFICATION OF NEEDS

   • 5. SELF-ACTUALISATION - (Self-fulfilment, enriching experience).
   • 4. EGO NEEDS - (Prestige, Status and Accomplishment).
   • 3. BELONGINGNESS - Love, Friendship and Acceptance by others.
   • 2. SAFETY - Security, Shelter and Protection.
   • 1. PHYSIOLOGICAL - Water, Sleep and Food.
   • Used to understand personal growth and attain spiritual 'peak appearances'. Must attain a certain level before we activate a need for the next, higher one.

9. CONCEPTUALISING INVOLVEMENT

   • INVOLVEMENT - A 'person's perceived relevance of the object based on their inherent needs, values and interests.'
     • PURCHASE SITUATION INVOLVEMENT - Differences that occur when buying the same object for different contexts. E.G Wedding Gift - For a boss = Purchase expensive vase to show that you want to impress. For Cousin you don't like = Purchase inexpensive vase to show you're indifferent.
   • OBJECT - Is used in the generic sense and refers to a product (or brand), an advertisement, or a purchase situation.
   • Levels of Involvement: From Inertia to Passion
     • INERTIA - Consumption at the low end of involvement; decisions made out of habit (Lack of motivation).
       • FLOW STATE OCCURS WHEN CONSUMERS ARE TRULY INVOLVED - A sense of playfulness, sense of control, concentration and highly focused attention, mental enjoyment of the activity for its own sake, distorted sense of time and a match between the challenge at hand and one's skills.
       • MEASURING INVOLVEMENT - [Object to be judge) is 1. Important vs unimportant, 2. boring vs interesting, 3. Relevant vs irrelevant, 4. exciting vs unexciting, 5. means nothing vs means a lot, 6. appealing vs unappealing etc..
   • PRODUCT INVOLVEMENT -(Related to a consumers level of interest in a particular product)/
     • We attached to products - "All in One" Restaurant tattoo on consumers head. Lucky magazines for women who obsess over shopping, A man tried to marry his when his fiancee dumped him
     • BOOSTING MESSAGE INVOLVEMENT
       • Appeal to hedonic needs
       • Novel or prominent
       • Celebrities
       • Create spectacles or experiences
       • Product Value
       • Make messages
   • Antecedent of Involvement - [Person Factors = Needs, importance, interest values, Object Factors = Differentiation of alternatives, source of communication, Situational Factors = Purchase/use, Occassion.
     • INVOLVEMENT - With advertisements, products and with purchase decisions/
       • Possible results of involvement - Effectiveness of as to induce purchase, preference for a particular brand, amount of information search.