BU432 Chapter Notes - Chapter 4: People Counter, Cognitive Dissonance, Mobile Marketing
BU432
Chapter 4 – Motivation and Affect
The Motivation Process
• To understand motivation is to understand why consumers do what they do
• Motivation refers to the processes that cause people to behave as they do
o Occurs when a need is aroused that the consumer wishes to satisfy
▪ Once activated, a state of tension exists that drives the consumer to attempt to
reduce or eliminate the need
• The need may be utilitarian (a desire to achieve some functional or practical benefit), or it may
be hedonic (an experiential need involving emotional response)
• Marketers try to create g/s that provide the desired benefits and permit the consumer to reduce
this tension
• Drive- the degree of arousal caused by the need to reduce tension
• Want is a manifestation of need
• Motivation can be described in terms of its strength or the pull it exerts on the consumer, and
its direction, or the particular way the consumers attempts to reduce motivational tension
Motivational Strength
• The degree to which a person is willing to expend energy to reach one goal as opposed to
another reflects his/her underlying motivation to attain that goal
Drive Theory
• Focuses on biological needs that produce unpleasant states of arousal
o Motivated to reduce this tension caused by physiological arousal
• In marketing, tension refers to the upleasat state that eists if a perso’s osuptio eeds
are not fulfilled
• Homeostasis- goal-oriented behaviour that attempts to reduce or eliminate the unpleasant
state of tension and return to a balanced one
• A perso’s degree of otiatio depeds o the distae etee his/her preset state ad the
goal
• Sometimes people counter what is expected
Expectancy Theory
• Suggests that behaviour is largely pulled by expectations of achieving desirable outcomes-
positive incentives- rather than pushed from within
Motivational Direction
Needs vs. Wants
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• Want- the particular form of consumption used to satisfy a need
Types of Needs
• We are born with biogenic needs for things like food and shelter
• Psychogenic needs are acquired in the process of becoming a member of culture. These include
the need for status, power, affiliation, etc.
• The satisfaction of utilitarian needs implies that consumers will emphasize the objective,
tangible attributes of products
• Hedonic needs are subjective and experiential, leading consumers to rely on a product because
it provides both types of benefits
Motivational Conflicts
• A goal has valence, which means it can be + or –
o A + valued goal is one toward which consumers direct their behaviour; they are
motivated to approach the goal & will seek out products that will be instrumental in
attaining it
o May be motivated to avoid a negative outcome
Approach-Approach Conflict
• Must choose between 2 desirable alternatives
• The theory of cognitive dissonance is based on the premise that people have a need for
consistency in their lives and that a state of tension is created when beliefs or behaviours
conflict with one another
o The conflict that arises when choosing between 2 alternatives may be resolved through
a process of cognitive dissonance reduction in which people are motivated to reduce
this consistency (or dissonance) and this eliminate unpleasant tension
• Post-decision dissonance can arise when the consumer must make a choice between 2 products,
both of which possess good and bad qualities
o Choosing one over the other gives you the bad qualities of the one chosen and loses the
good ones of the unchosen , creating an unpleasant, dissonant state the person is
motivated to reduce
Approach-Avoidance Conflict
• Many desired g/s have – consequences attached to them as well as + ones
• We desire one goal but wish to avoid it at the same time
Avoidance-Avoidance Conflict
• Choose between two undesirable alternatives
• Stress unforeseen benefits of choosing one option to consumers
Classifying Consumer Needs
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find more resources at oneclass.com
Document Summary
Motivational strength: the degree to which a person is willing to expend energy to reach one goal as opposed to another reflects his/her underlying motivation to attain that goal. Drive theory: focuses on biological needs that produce unpleasant states of arousal, motivated to reduce this tension caused by physiological arousal. Expectancy theory: suggests that behaviour is largely pulled by expectations of achieving desirable outcomes- positive incentives- rather than pushed from within. Wants: want- the particular form of consumption used to satisfy a need. Types of needs: we are born with biogenic needs for things like food and shelter, psychogenic needs are acquired in the process of becoming a member of culture. Approach-avoidance conflict: many desired g/s have consequences attached to them as well as + ones, we desire one goal but wish to avoid it at the same time. Avoidance-avoidance conflict: choose between two undesirable alternatives, stress unforeseen benefits of choosing one option to consumers.
