Consumer Behaviour 2e-CHAPTER 2 2e final.pptx

Chapter 2

1. Consumer behaviour: South African Psychology & Marketing Applications Editors Mpinganjira and Erasmus 2018

2. CHAPTER TWO: CONSUMER MOTIVATION

3. Learning objectives Define motivation Explain the different theories of motivation Describe each of the factors influencing consumer motivation Demonstrate how the motivational conflicts are applicable to consumer behaviour.

4. Key terms Achievement Aesthetic person Affiliation Conscious Economic person Emotional Equity Existence Expectancy Extrinsic motivation Goal-setting Growth Hierarchy Instrumentality Intrinsic motivation Motivation Power Power person Rational Relatedness Religious person Social person Theoretical person Unconscious Valence.

5. 2.1 Introduction Aristotle Sigmund Freud Defining motivation Theories of motivation Consumer motivation Motivational conflict. Graphic source: http://blog.intelligent.ly/tag/consumer-motivation/ accessed on 24 June 2023. Motivation

6. 2.1 Introduction Source: http://www.neurosciencemarketing.com/blog/articles/motivation-cartoon.htm on 23 June 2013.

7. 2.1 Introduction 2.1.1 Defining motivation Motivation can be defined as the factors that influence the behaviour of humans Latin word: movere (to move) Push or pull Emotion determines intensity Personality & attitude Lifestyle and technology. WATCH: ‘The puzzle of motivation’, a TED talk presented by Dan Pink and accessible from: https://www.ted.com/talks/dan_pink_on_motivation?language=en

8. 2.2 Theories of motivation 2.2.1 Maslow’s hierarchy of needs Need hierarchy theory of motivation Lower to higher order needs 1930s

9. 2.2 Theories of motivation (cont.). 2.2.2 McClelland’s need theory Motivational needs are learnt Individual rating of needs (dominant factor)

10. 2.2 Theories of motivation (cont.). 2.2.3 The ERG theory of Alderfer Further developed Maslow’s hierarchy of needs Categorising higher- & lower-order needs More than one need can be simultaneously satisfied.

11. 2.2 Theories of motivation (cont.). 2.2.4 Adams’s Equity Theory 1963 Belief that it is important to strive for fairness & justice Equity: person perceives him/herself as treated equally/fairly when compared to another person in a similar position Motivation driven by a sense of inequality Fair trade Equality in terms of others.

12. 2.2 Theories of motivation (cont.). 2.2.5 Vroom’s expectancy theory 1964 People are motivated from expected results Dissimilar to need theories Input, not pursuing a need.

13. 2.2 Theories of motivation (cont.).

14. 2.3 Consumer motivation 2.3.1 Individual differences Theoretical person Economic person Social person Power person Religious person Aesthetic person People may have more than one value orientation. Image accessed from: https://www.123rf.com/photo_99664274_stock-illustration-people-colorful-diversity-different-group-customers-audience-3d-illustration.html

15. 2.3 Consumer motivation (cont.). 2.3.2 Rational and emotional motives Rational: focuses on facts, logic, durability and quality Emotional: focuses on subjective criteria such as fun, pleasure and beauty. 2.3.3 Intrinsic and extrinsic motives Intrinsic: pleasure gained from an activity Extrinsic: means to an end Intrinsic motives usually outlast extrinsic . LISTEN: Social zoom factor podcast on building an emotional brand, accessible from https://www.socialmediatoday.com/marketing/8-foundations-build-emotional-brand-podcast

16. 2.3 Consumer motivation 2.3.4 Conscious and unconscious motives Conscious knowledge of the fact that the purchase will be made Unconscious triggers may highlight the need to buy 2.3.5 Situational impact on motives Occasion for which the consumer is shopping 2.3.6 Urgency motives Shopping around / not shopping around 2.3.7 Polarity influence on motives Positive (push) vs. negative (avoid) influences Emphasis usually on positive aspects of a product.

17. ‘Consumers need to be convinced to buy local products – Motlanthe’ City Press, 26 November 2012 10:04 South African consumers are “spoilt for choice” and need to be convinced to buy local products, Deputy President Kgalema Motlanthe has said. “Our people as consumers are spoilt for choice. This motivates us to be more competitive,” Motlanthe said. He said local businesses should also do their part by making their products more appealing to South African consumers. “We live in a global village where goods and services no longer recognise foreign borders.” Motlanthe commended Proudly South African for encouraging demand for local products and warned that government efforts to limit efforts might result in a trade war. Source: https://www.news24.com/news24/consumers-need-to-be-convinced-to-buy-local-products-motlanthe-20150429 accessed on 19 Feb 2024.

18. 2.3 Consumer motivation Different factors will influence consumer motivation Factors do not operate in isolation Strength of influence will be time specific Class discussion: refer to the application feature: ‘Student housing’.

19. 2.4 Motivational conflict

20. 2.4 Motivational conflict (cont.). PETA protests McDonald’s https://www.youtube.com/watch?v=y0d9MtArfOo (last accessed on 7 January 2018) Class discussion: Grounds for motivational conflict? If so, how will McDonald’s customers potentially overcome the resultant motivational conflict?

21. 2.4 Motivational conflict (cont.). How retailers make use of conflict situations: Conflict situation of motivation: Retailer action Attraction-attraction Advertise sale items Attractive displays Attraction-avoidance “Buy now pay later” Avoidance-avoidance Cost-benefit analysis e.g. Insurance READ: Kim, K., Kim, J. and Reid, L.N. 2017 ‘Experiencing motivational conflict on social media in a crisis situation: the case of Chick-fil-A same-sex marriage controversy’. Computers in Human Behaviour, 71: 32-41.

22. Consumer behaviour in reality Case study: “Motivational conflict and a brand in crisis” Clip-to-case: “ Here's how much  #listeria  has cost Tiger Brands” https://www.youtube.com/watch?v=nCp22ji3mME

23. Summary