Consumer Motivation and

Involvement

IMBA
National Chengchi University (Taiwan)
Spring 2017
 Motivation & Involvement
The forces that drive us to buy/use products
Are usually straightforward
Can be related to wide-spread beliefs
Are emotional & create deep commitment
Are sometimes not immediately recognizable to
us

2
Motivation Process
Tension

Drive Strength

Drive Direction

Behavior

Want

Goal
3
 The Motivation Process
Motivation: the process that leads us
to behave the way we do
Need creates tension
Tension creates drive to reduce/eliminate
need
Desired end state = consumers goal
Products/services provide desired end
state and reduce tension

4
 The Motivation Process (Contd)
Need = discrepancy
between present
state & ideal state
Discrepancy creates
tension
Drive: the larger the
discrepancy, the more
urgency felt

SOLOFLEX.COM

5
 Motivational Strength
Degree of willingness to expend energy to
reach a goal
Drive Theory Expectancy Theory
Focuses on Biological Behavior is Largely
Needs that Produce Pulled by Expectations
Unpleasant States of of Achieving Desirable
Arousal, i.e. Hunger. Outcomes - Positive
Homeostasis: Behavior Incentives - Rather Than
Which Tries to Reduce or Pushed From Within.
Eliminate This Unpleasant
State and Return to
Balance.

6
 Motivational Direction
Most goals can be reached by a number of
routes
Marketers: products/services provide best chance
to attain goal
Needs vs. wants
Want: particular form of consumption used to
satisfy a need

7
 Types of Needs
Biogenic
Psychogenic
Utilitarian
Hedonic

8
 Classifying Consumer Needs
Maslows Hierarchy of Needs
UPPER-LEVEL NEEDS

Self-Actualization (US Army)

Ego (BMW)
Belongingness (Pepsi Generation)
Safety (Allstate Insurance)
Physiological (Quaker Oats Bran)

LOWER-LEVEL NEEDS 9
 Consumer Involvement
Involvement
The Level of Perceived Personal Importance
and/or Interest Evoked by a Stimulus

Involvement
The Motivation to Process Information

Levels of Involvement

Simple Processing Elaboration

Inertia (Habit) 10
Conceptualizing Involvement

11
 Inertia and Flow State
Inertia: consumption at the low end of
involvement
We make decisions out of habit (lack of
motivation)
Flow state: true involvement with a product
Playfulness
Being in control
Concentration/focused attention

12
 The Many Faces of Involvement
Message-
Product: Response:
Related to a Consumers
Refers to a Consumers
Level of Interest in
Interest in Processing
a Particular
Marketing
Product.
Communications.

Purchase Situation:
Refers to the Importance
of the Situational
Context of Buying.

13
 Product Involvement
Consumers level of interest in a product
Many sales promotions attempt to increase
product involvement
Mass customization enhances product
involvement

CUSTOMIZE YOUR OWN NIKE

14
 Message-Response Involvement
Consumers interest in processing marketing
communications
Vigilante marketing
TV = low involvement medium; print = high
involvement
Marketers experiment with novel ways to
increase consumers involvement

NABISCOWORLD.COM

15
 Purchase Situation Involvement
Differences that may occur
when buying the same object
for different contexts
Social risk is a consideration
Gift as symbol of involvement

16
 Strategies to Increase Involvement
Appeal to hedonistic needs
Use novel stimuli in
commercials
Use prominent stimuli in
commercials
Include celebrity endorsers in
commercials
Build consumer bonds via
ongoing consumer
relationships

17