MKT 3411 Exam 2

CH 4 & CH 5, Modules 3 & 4

Motivation

the processes that lead people to behave as they do

Motivation starts with a need that can be…

• utilitarian

• hedonic

Utilitarian

practical needs with purchases

• buying a bike vs a car to get to school

Hedonic

buying things for pleasure

• buying a clown bike

Biogenic Needs

biological desires

Drive Theory

organisms strive to maintain homeostasis

• finding a balance

Expectancy Theory

explains why we delay gratification

• understanding that we have long-term needs, so we might not pick the most convenient things that will quickly fulfill our needs

• a way me moderate our consumption

Psychogenic Needs

psychological desires unique to individual cultures (acquired-need theory)

• unique to who we are and how we grew up

• depends on background and personal experience

Acquired-Need Theory

psychological needs we have that are shaped by our personal experiences:

• Achievement

• Affiliation

• Power/Control

• Uniqueness

Achievement

the need to feel like you’ve accomplished something/done something significant

• Prestige Products: luxury items that show off your level of accomplishment

• birkin bag, BMW

Affiliation

desire to feel like you belong to a group

• greek life, LSU student, dressing emo

Power/Control

desires to be able to control one’s environment - both internal & external

• sickness, stress, meditation/self-help apps

Uniqueness

the desires to be unique or different from the people around you

• being able to stand out

Maslow’s Hierarchy of Needs

1. Self-Actualization

   • self-fulfillment, spiritual needs

   • can work to achieve this simultaneously at any level

2. Personal

   • status, respect, prestige

3. Social

   • friendship, belonging, love

4. Safety

   • freedom from harm, financial security

5. Physiological

   • food, water, shelter, oxygen

Alderfer’s Existence Relatedness Growth (ERG) Theory

1. Growth

   • self-actualization

   • personal

2. Relatedness

   • social

3. Existence

   • safety

   • physiological

Extrinsic Motivation

external motivation to get some type of reward

• often creates short-lived motivation

• riding a bike to build muscle

Intrinsic Motivation

motivation that stems from an internal desire to do something simply because you enjoy it

• primary reason to do something is NOT to get some type of reward

• often creates longer lasting motivation

• riding a bike because you enjoy it

Cognitive Dissonance

when you have two thoughts/beliefs/ideas that conflict in our mind = often motivated to resolve this conflict

• Caused by:

  • Approach - Avoidance

  • Approach - Approach

  • Avoidance - Avoidance

Approach - Avoidance

many reasons to eat chocolate cake but also many reasons to avoid chocolate cake

→ solution: eating gf chocolate cake

Approach - Approach

two good options but you can only choose one

→ choosing between buying a Honda or buying a Volvo - you can only buy one care

Avoidance - Avoidance

two bad options and you are forced to choose one

• choosing between paying a ticket or having to go to traffic class

Consumer Involvement

a person’s perceived relevance of the object based on their inherent needs, values, and interests. based on…

• Personal Relevance

  • a musician is more inclined to buy a guitar

• Significant financial or social risk

  • having to invest time to research cards b/c they are a large financial decision

• Appealing to hedonic needs

  • trying on multiple pairs of jeans to ensure you get e flattering pair

• Celebrating endorsements

Think Globally, Act Locally

oreo launch in China

Values

a belief that some condition is preferable than the opposite

• different cultures have different core values that are affected by…

  • Ecology

  • Social Structure

  • Ideology

Ecology

a natural environment will shape how values develop in a society

• multigenerational household in China vs Japan

Social Structure

the important subcultures of a larger culture

• Catholic vs Christian, Republican vs Democrat

Ideology

the general patters of beliefs and opinions of a society - personality of a culture

• Average German vs Average American

Dimensions of Cultural Ideology

• Power Distance

• Uncertainty Avoidance

• Masculinity/Femininity

• Individualism/Collectivism

Power Distance

how much/to what degree the people in a society accept power imbalances

• Mindset of citizens in North Korea vs United States

Uncertainty Avoidance

the extent to which people in a society want to avoid uncertainty - how much risk are people usually able to accept?

• risk of changing jobs - more tolerated in US than Japan

Masculinity/Femininity

the emphasis placed on traditional male and female values

• Masculine: values competitiveness, ambition, professional & material success

• Feminine: prioritizes relationships and quality of life, happiness is less attached to material items

Individualism/Collectivism

the measure of how much people value their individual identity vs their group memberships

• importance of self-identity vs family

Conscientious Consumerism

thinking about the impact of what you consume

• American core value

• Cultural Creatives: people that do a lot of thrifting, DIY, growing their own food - making your own things vs buying new things

• Greenwashing: companies falsely advertising

Materialism

the degree to which people define their identity through what they own

• Attaching importance to material possessions

  • the more materialistic a person is, the more dissatisfied they are with what they own

• Hedonic Adaptation

  • Retail Therapy → regret of buying things, adapting to what we buy

    • Physical items: happiness declines overtime

    • Experiences: happiness increases overtime

Where do our values come from?

• Formal Cultural Learning

• Informal Cultural Learning

• Technical Cultural Learning

Formal Cultural Learning

culture that is passed from parents to children - values are shaped by parents

Informal Cultural Learning

learning through imitation

• most marketing & brands shape this

Technical Cultural Learning

learning that happens through structured learning environments - educational systems

• earning values from class or job