L3+Motivation

**Lecture 3: Motivation** (SBAH Ch. 4)


 * Motivation** is: the process of encouraging and directing the individual toward specific activity.

Each market segment has its characteristics: Purchase objects (what), objectives (why), organization (who), occasion, place.

 In terms of motivation the most important is WHY - Motivation: Is a question about consumption motives, goals and desires. It’s very difficult to answer to this one.
 * Who? (it will show us the personal, group and cultural differences)
 * When and where? (pointing out the situational and contextual differences)
 * How? (to choose cognitive and affective processes to achieve a goal)
 * What? (kind of consumption items and consumer behavior are we talking about)

§ Direct Observation: Observe consumers. Can we observe motivation? Usually not. We can’t observe the reasons for that behavior, only the behavior itself. So, it still doesn’t answer the question WHY. § Asking questions: several problems related, for example, people would not be honest about it (the problem of social desirability – they say what we want them to say and what makes them look good). Second, they migh not be aware of their true motives (subconscious motives; see Freud below) So, you it si difficult to ask directly about a person's motivation. Where does the encouragement for behavior came from? ** Three broad explanations where motivations come from, to be seen as working simultaneously in many cases, are: the rat, the god, the artist. § **From our body** (rat): The “rat” perspective assumes that physiological factors (bodily needs) drive motivation, so a human being is a “slave of nature”, directed by instincts like an animal. This perspective relates to the body and biological needs. It turns to the natural sciences to understand human behavior. § **From mind (god):** The “god” perspective assumes a different viewpoint: “A person is its own god”, so it is able to deliberately set its own goals, act rational and is in control. This perspective relates to the mind of the individual. We became aware of our environment, we set goals and we arrange a way to achieve them. § **From culture (artist)**: The “artist” view holds it that persons are influenced by groups and people try to express themselves through their behavior in a group/society/culture. Different rituals, behaviors and identities are used for expressing oneself and are the reason for motivations according to the artist
 * How do we understand why people do things? **

For example, take the consumption of chocolatee  In the "Artist" perspective: chocolate can have different cultural meanings. "Men cannot live by chocolate alone...but women can"; Nectar for the Gods and currency (// Different culture, different relation with chocolate. As a result we have different ways to consume it.) // __ Differences between these 3 approaches: __
 * In the "rat" perspective endorphins lift the mood creating positive energy and feelings ranging from the happiness to euphoria. We could explore the chemistry of bodily processes involved in consuming chocolate.
 * In the "God" perspective. Consuming chocolate can be seen a rational decision made by the individual consumer: weighting the pros and cons of chocolate; choosing the best chocolate; being in control by for example limiting one's consumption of chocolate

 § 1st and 2nd focus on the individual § 1st is very physical § 3rd focus on culture and is more abstract. 

 The motivation process: STIMULI -> Need - Motivation - Activity - Goal (wish) and then it starts again, it's like a circle
 * Motivation** is a general term for a group of phenomena that affect the nature of an individual's behavior, the strength of that behavior and the persistence of that behavior and made up from 3 components.
 * Direction (what a person is trying to do)
 * Effort (how hard a person is trying)
 * Persistence (how long person continues trying)


 * __Key Motivation Theories__**

FREUD'S THEORY OF MOTIVATION - Psychoanalysis model : inner, deeper reasons for behavior: aspirations, dreams, fears – more emotional. Emphasis on the hidden, subconscious (ID). Freud regarded man as an energy system with the energy divided between three components of personality: - the ID (impulse, drive) This part of our body describes our hidden, subconscious drives (cf. RAT perspective) and forces us to satisfy our needs (devil). - the SUPEREGO (the conscience, the angel). We are aware of this part of us. The SUPEREGO tries to control our drives (ID). - the EGO (mediator, I or me) The Ego acts like a mediator and tries to decide between ID and SUPEREGO (devil-angel-decision).

=> Marketing usually tries to feed our ID => Products can also encourage our SUPEREGO: for example ecological products

THEORIES OF NEED'S SATISFATION

What is a need? A state of tension or lack. We divide needs e.g. into:


 * <span style="font-family: 'Trebuchet MS',Helvetica,sans-serif;">utilitarian, which means a desire to achieve some functional or practical benefit (eating something because it is healthy)
 * <span style="font-family: 'Trebuchet MS',Helvetica,sans-serif;">hedonic, which is an experimental need, that involves emotional responses or fantasies (leisure). It is used to meet the consumers’ needs for excitements, self-confidence.

In the past consumer behavior researches were more focus on the features of products which can satisfy the utilitarian needs (rational motives of buying). Nowadays they put more attention to hedonic motives ( e.g. the need for fun or travel). Since that time there has been a shift from thinking about needs, towards concentrating on goals, wants and desires.


 * Three basic theories of need satisfaction are:**

-__Drive Theory__ (focus on biogenic needs): Motivation as a circle where needs come back to the same point (point of balance called homeostasis)
 * Drive theory** is based on the principle that organisms are born with certain physiological needs and that a negative state of tension is created when these needs are not satisfied. When a need is satisfied, drive is reduced and the organism returns to a state of relaxation. This states activities which help us to came back to a balanced situation is called **homeostasis.** According to the theory, drive tends to increase over time and operates on a feedback control system, much like a thermostat.

-__Expectancy Theory__ (focus on incentives): It is each persons goals and expectations that dirve him (the rewards he expects to get). Expectations are always higher than the previous one; Motivation as a spiral; we always want to achieve more and more; our expectations became so high that we need to consume more and more. In **Expectancy theory** if we have a goal, we know how to get there and we believe we can 'make the difference' then this will motivate us to act to make this future come true. And next time we will want to do something more and better. For example in sport you first want to be best in your own area, then in your country, after that the best in the world, after that you want to be better than nobody before and so on…

-__Desire Theory__ (focus on the process and sociogenic needs): In **Desire theory** the waiting something is the goal. Not the kill, but the hunt. For example in movies the best love story is the one of the unfulfilled love. It’s the falling in love and feeling the desire for somebody, fantasizing about him or her that’s more exciting than actually being with that person. Consumption is often like that – striving for something you can never really get, but the wanting and fantasizing itself can be pleasurable. When you do get it, you often feel disappointed and find a new target of desire.


 * 1) Desire captures the seductive spirit of the positioning of many contemporary brands
 * 2) Desire has interesting relationships with control (excess and lack of control over oneself)
 * 3) Desire is one way of dealing with very passionate consumers, stressing the emotional or irrational side of consumer behavior

Other models can be pointed out briefly: 1. Classic psychology model: learning, impulses-stimuli-reactions. 2. sociological model: cb and human necessities and desires are motivated not only by personal/individual reasons but also the ones postulated by society: culture (values, attitudes, integration and identity), subculture, social classes, role models/groups of reference. Marketing should take advantage and stimulate identification, creating a strong symbolism around the products, associating it with a certain value/message. 3. Economic model: the consumer looks for information and tries to take as much advantage as possible from his purchase. 4. Maslow Pyramid of Needs – Are all needs inborn, basic, given and stable? 5 necessities in a strict order - physiological, security, social, (self-)esteem, auto-actualization/fulfillment. This is a vulnerable model - the order can be changed and other aspects are not covered -» **Criticism of the concept of need**: The whole concept of need is ideological, because it helps marketers to attribute responsibility for excessive consumption to universal needs (and marketers don't create needs); marketing is portrayed merely as giving the solutions to satisfy needs of consumers. But of course needs are not universal – they are also cultural and acquired through socialization (and marketing IS a part of culture and socialization).

6.Other models: - Herzberg Model - as known as Motivation-Hygiene Theory or Two Factor Theory of job satisfaction, this model says that people are influenced by two factors: Motivation factors and Hygiene factors. Motiviation factors are composed by achievements, recognition, work itself, responsability, growth and promotion. While, Hygiene factors are composed by company policy and administration, supervision, job security, personal life, working conditions, status, relationships with co-workers and pay and benefits. - McGregor Model - As known as Theories X and Y, they are theories of human motivation created and developed for Doublas Mcgregor. Each theory describes two very different attitudes toward workforce and Mcgregor thought that followed one of these two approaches.

//**__Compulsive Consumption__**// the dysfunctional, maladaptive, or abnormal consumptive behaviors exhibited by consumers who are unable to control the overpowering impulse or urge to buy.

"Are there any products you "have" to get?" Some consumers become compulsive, and are addicted to the shopping process Inappropriate addictions: gambling, overeating A key to compulsive consumption is that the focus is on the interaction between the shopper and the salesperson – the product might not ever be used at all

-**Excessive Buyers** (preoccupied with buying, but at times, able to resist the urge; they can stop if they want) -**Pathological Buyers** (obsessive-compulsive and impulse-control disorders; they can't stop) //__ Marketing system work’s in an away to produce a __// //__ big amount of people they can with excessive and pathological behaviours. __//

- Phsychological (low self esteem, depression, anxiety, perfectionism) - Biological (drugs, neurological features) - Cultural (gender roles, early childhood experiences, changing the social norms and feeling of alienation.
 * Factors linked to compulsive consumption: **

__IN-CLASS DISCUSSION:__ The explanation for compulsive consumption (type consumption that is dysfunctional, maladaptive, or abnormal consumptive behaviors exhibited by consumers who are unable to control the overpowering impulse or urge to buy) e of can be compensatory consumption. That means buying something in order to distract yourself from your real problems (emotional, financial, …). You can forget your problem for a moment but most of the time this creates new problems.

Two types of buyers: Discussion of Vivian’s problems and the roots of her compulsive shopping disorder. Also see the online discussion regarding the role of the “force of will” and related ideas.
 * 1) <span style="font-family: 'Trebuchet MS',Helvetica,sans-serif;">Excessive buyers (preocupied with buying, but at tim es able to resist the urge)
 * 2) Pathological Buyers (Ideal for the marketeers).