CONSUMER BEHAVIOR

Consumer
Motivation &
Involvement
Presentation of Group 6 (TWT)
 Group 6
Jecela Bacho
THE WOMEN OF Coach

TOMORROW

Mery Irene Lopez Jonalyn Magolhado Angela Severino Jessica Manubay

Speaker Recorder Technical Member
Key terms
• Cognitive dissonance (post-purchase • Low involvement
dissonance) • Maslow's Hierarchy of needs
• Consumer Involvement • Motivation
• Customization • Motivational conflicts
• Drives/Drive theory • Needs
• Expectancy theory • Personalization (individualization)
• Extrinsic motivation • Prevention orientation
• Goals
• Promotion orientation
• Homeostasis
• Routine response behavior
• High involvement
• Utilitarian needs
• Impulse buying
• Wants
• Intrinsic motivation
• Limited problem solving
NEEDS, WANTS,
and
GOALS
NEEDS AND WANTS GOALS

• A need is a basic deficiency • A goal is the cognitive

given a particular essential representation of a desire state,
item. or in other words, our mental
idea of how we'd like things to
• A want is placing certain turn out.
personal criteria as how that
need must be fulfilled.
 Intrinsic motivation: it can come from the benefits
associated with the process of pursuing a goal.

Extrinsic motivation: can also come from the benefits

associated with achieving a goal.
 UTILITARIAN & HEDONIC NEEDS
Utilitarian - practical and useful in nature
Hedonic - luxurious or desirable in nature

Consumers satisfying the utilitarian needs will

be more price sensitive than consumer seeking
to satisfy hedonic needs who will just justify
high(er) prices due to the infrequency in which
they would purchase a luxury items.
 Table of the list sample items for
Utilitarian & Hedonic needs
Utilitarian Hedonic needs

Goods consumer for practical and useful purpose Goods consumer for luxury purposes

Daily use objects highly desirable objects

Item purchased frequently or on rare and special

Items purchased Routinely
Occasions

Consumer seek to meet basic and most Consumers seek to feel pleasure, fund, enjoyment
Pressing needs , Thrilled, and /or excitement

Grocery items, gas Spa treatments, jewelry

 Prevention & Promotion Orientation

A prevention emphasizes safety, responsibility, and security needs, and

views goals as “oughts”. That is, for those who are prevention-oriented, a
goal is viewed as something they should be doing, and they tend to focus
on avoiding potential problems (e.g., exercising to avoid health threats).

This self- regulatory focus leads to a vigilant strategy aimed at avoiding

losses (the presence of negatives) and approaching
non-losses (the absence of negatives).
A promotion focus views goals as “ideals,” and emphasizes hopes,
accomplishments, and advancement needs. Here, people view their
goals as something they want to do that will bring them added
pleasure.
(e.g., exercising because being healthy allows them to do more
activities).

This type of orientation leads to the adoption of an eager strategy

concerned with approaching gains (the presence of positives) and
avoiding non-gains (the absence of positives).
 Motivational Conflicts
Motivational conflict (or ambivalence) arises when people
experience two goals that are incompatible with each other.
Consumers often find themselves in a state of conflict when
two or more competing goals conflict with each other.
Three main types of Motivational Conflicts:

Approach-Approach: conflict occurs when a person must choose between two

1.
desirable choices

Approach-Avoidance: conflict occurs when a person desires something, but also seeks
2.
to avoid it at the same time.

Avoidance-Avoidance: conflict occurs when a person is faced to choose between two

3.
equally undesirable choices, both of which carry negative outcomes.
MOTIVATIONAL THEORIES AND
MODELS
 Motivation
Motivations are often considered in psychology in terms of drives,
which are internal states that are activated when the physiological
characteristics of the body are out of balance, and goals, which are
desired end states that we strive to attain.

Motivation can thus be conceptualized as a series of behavioural

responses that lead us to attempt to reduce drives and to attain goals by
comparing our current state with a desired end state
 DRIVE THEORY

Drive state, an affective experience (something you feel, like the sensation
of being tired or hungry) that motivates organisms to fulfill goals that are
generally beneficial to their survival and reproduction.

Like other drive states, such as thirst or sexual arousal, hunger has a
profound impact on the functioning of the mind. It affects psychological
processes, such as perception, attention, emotion, and motivation, and
influences the behaviours that these processes generate.
Homeostasis
Any self-regulating process by which biological systems tend to
maintain stability while adjusting to conditions that are optimal for
survival. If homeostasis is successful, life continues; if unsuccessful,
disaster or death ensues.

Most drive states motivate action to restore homeostasis using both

“punishments” and “rewards”.
Expectancy Theory

Expectancy theory explains motivations much differently than drive

theory. While drive theory explains why we are motivated to eat,
drink, and sleep (to reduce tensions arising to unmet needs—hunger,
thirst, tiredness), expectancy theory explains motivations where
desirable outcomes can be achieved through our effort and
performance.
 According to this theory, individuals ask themselves three questions:

1. Whether the person believes that high levels of effort will lead to
outcomes of interest, such as performance or success. This perception is
labeled expectancy
2. The degree to which the person believes that performance is related to
subsequent outcomes, such as rewards. This perception is labeled
instrumentality
3. Finally, individuals are also concerned about the value of the rewards
awaiting them as a result of performance. The anticipated satisfaction that will
result from an outcome is labeled valence
 MASLOW 'S HIERARCHY
OF
One of the mostNEEDS
important humanists,
Abraham Maslow (1908-1970),
conceptualized personality in terms of a
pyramid-shaped hierarchy of motives, also
called the “Hierarchy of Needs.” At the base
of the pyramid are the lowest-level
motivations, including hunger and thirst, and
safety and belongingness.
MASLOW 'S HIERARCHY OF NEEDS
Physiological Needs
Self-Actualization Needs
Involvement Levels
 Involvement levels

Depending on a consumer’s experience and

knowledge, some consumers may be able to make
quick purchase decisions and other consumers may
need to get information and be more involved in the
decision process before making a purchase.
Low Involvement Consumer
Decision Making
Typically reflects when a consumer who has a
low level of interest and attachment to an item.
These items may be relatively inexpensive, pose low
risk (can be exchanged, returned, or replaced easily),
and not require research or comparison shopping.
High Involvement Consumer
Decision Making

High-involvement decisions carry a higher risk to buyers if they fail.

These are often more complex purchases that may carry a high price tag,
such as a house, a car, or an insurance policy. These items are not
purchased often but are relevant and important to the buyer.
 Limited Problem Solving

Limited problem solving falls somewhere between low-

involvement (routine) and high-involvement (extended problem
solving) decisions. Consumers engage in limited problem solving
when they already have some information about a good or service
but continue to search for a little more information.
List sample products requiring low/high involvement throughout the
decision making process
Ways to Increase Involvement
Levels
Ways to increase
involvement levels
4. Appealing to
1. Customization
Hedonic needs

2. Engagement 5. Creating purpose

3. Incentives 6. Representation
Thank you!!!