4-* The forces that drive us to buy/use products… cuz they believe Are usually straightforward Can be related to wide-spread beliefs (Chick-fil—a) Are emotional & create deep commitment (Spurs) Are sometimes not immediately recognizable to us 4-* Motivation: the process that leads us to behave they way we do Need creates tension Tension creates drive to reduce/eliminate need Desired end state = consumer’s goal Products/services provide desired end state and reduce tension 4-* 4-* Important page ##### Why we want to buy the product? ;discrepancy * Degree of willingness to expend energy to reach a goal Biological vs. learned needs Drive Theory Expectancy Theory 4-* الرغبه في شرا او لفعل شي * 4-* * BiogenicPsychogenicUtilitarianHedonic 4-* Goal valence Positively-valued goal: approach Negatively-valued goal: avoid Deodorants & mouthwashPositive and negative motives often conflict with one another 4-* 4-* test will upcoming * Murray’s 20 psychogenic needs Specific needs and buying behavior Need for achievement Need for affiliation Need for power Need for uniqueness 4-* Maslow’s Hierarchy of Needs 4-* Physiological (Quaker Oats Bran) Safety (Allstate Insurance) Belongingness (“Pepsi Generation”) Ego (BMW) Self-Actualization (US Army) UPPER-LEVEL NEEDS LOWER-LEVEL NEEDS Consumer Involvement 4-* We can get pretty attached to products… “All in One” tattoo on consumer’s head Ecko unlimited A man tried to marry his car!Involvement: perceived relevance of an object based on one’s needs, values, and interests The motivation to process information 4-* Consumer’s level of interest in a productMany sales promotions attempt to increase product involvementMass customization enhances product involvement 4-* CUSTOMIZE YOUR OWN NIKE… Consumer’s interest in processing marketing communications Vigilante marketing, DoritosTV = low involvement medium; print = high involvementMarketers experiment with novel ways to increase consumers’ involvement(Emperador) 4-* NABISCOWORLD.COM Differences that may occur when buying the same object for different contexts Social risk is a consideration Gift as symbol of involvement Administrative assistant day Mother’s day vs Father’s day 4-* Appeal to hedonistic needsUse novel stimuli in commercialsUse prominent stimuli in commercialsInclude celebrity endorsers in commercialsBuild consumer bonds via ongoing consumer relationships 4-* 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 Mental enjoyment of activity for its own sake Distorted sense of time Match between challenge at hand and one’s skills 4-* Command fierce consumer loyalty, devotion, and worship High involvement in a brand E.g., Apple computers, Harley-Davidson 4-* 4-* Value: a belief that some condition is preferable to its opposite Products/services.

1. 4-*
The forces that drive us to buy/use products… cuz they believe
Are usually straightforward
Can be related to wide-spread beliefs (Chick-fil—a)
Are emotional & create deep commitment (Spurs)
Are sometimes not immediately recognizable to us
4-*
Motivation: the process that leads us to behave they way we do
Need creates tension
Tension creates drive to reduce/eliminate need
Desired end state = consumer’s goal
Products/services provide desired end state and reduce tension
4-*
4-*
Important page #####
Why we want to buy the product? ;discrepancy
*
Degree of willingness to expend energy to reach a goal

2. Biological vs. learned needs
Drive Theory
Expectancy Theory
4-*
‫ي‬‫ش‬ ‫عل‬ ‫ف‬ ‫ل‬ ‫او‬ ‫شرا‬ ‫ي‬ ‫ف‬ ‫به‬ ‫رغ‬ ‫ال‬
*
4-*
*
BiogenicPsychogenicUtilitarianHedonic
4-*
Goal valence
Positively-valued goal: approach
Negatively-valued goal: avoid
Deodorants & mouthwashPositive and negative motives often
conflict with one another
4-*
4-*
test will upcoming
*

3. Murray’s 20 psychogenic needs
Specific needs and buying behavior
Need for achievement
Need for affiliation
Need for power
Need for uniqueness
4-*
Maslow’s Hierarchy of Needs
4-*
Physiological (Quaker Oats Bran)
Safety (Allstate Insurance)
Belongingness (“Pepsi Generation”)
Ego (BMW)
Self-Actualization (US Army)
UPPER-LEVEL NEEDS
LOWER-LEVEL NEEDS
Consumer Involvement
4-*
We can get pretty attached to products…
“All in One” tattoo on consumer’s head
Ecko unlimited
A man tried to marry his car!Involvement: perceived relevance
of an object based on one’s needs, values, and interests
The motivation to process information
4-*

4. Consumer’s level of interest in a productMany sales promotions
attempt to increase product involvementMass customization
enhances product involvement
4-*
CUSTOMIZE YOUR OWN NIKE…
Consumer’s interest in processing marketing communications
Vigilante marketing, DoritosTV = low involvement medium;
print = high involvementMarketers experiment with novel ways
to increase consumers’ involvement(Emperador)
4-*
NABISCOWORLD.COM
Differences that may occur when buying the same object for
different contexts
Social risk is a consideration
Gift as symbol of involvement
Administrative assistant day
Mother’s day vs Father’s day
4-*
Appeal to hedonistic needsUse novel stimuli in commercialsUse
prominent stimuli in commercialsInclude celebrity endorsers in
commercialsBuild consumer bonds via ongoing consumer
relationships
4-*
Inertia: consumption at the low end of involvement
We make decisions out of habit (lack of motivation)Flow state:
true involvement with a product

5. Playfulness
Being in control
Concentration/focused attention
Mental enjoyment of activity for its own sake
Distorted sense of time
Match between challenge at hand and one’s skills
4-*
Command fierce consumer loyalty, devotion, and worship
High involvement in a brand
E.g., Apple computers, Harley-Davidson
4-*
4-*
Value: a belief that some condition is preferable to its opposite
Products/services = help in attaining value-related goal (anti-
wrinkle cream)
We seek others that share our values/beliefs
Thus, we tend to be exposed to information that supports our
beliefs
4-*
Every culture has its own set of values
E.g., individualism vs. collectivismValue systemEnculturation
vs. acculturation
Socialization agents: parents, friends, teachers
Media as agentDiscussion: Core values evolve over time and
vary from generation to genertion. What are some Gen-X, Gen-

6. Y values?
4-*
Need for balance…
9/11 & consumer valuesRedirecting focus from luxury goods to
community/familyTerror Management TheoryConsumer privacy
vs. security
4-*
How do you think consumers have changed as a result of 9/11?
Are these long-term changes or will we start to revert back to
our pre-2001 mindset?
4-*
Consumer Behavior – Motivation and Values
Names
_________________
_________________
_________________
_________________
1. “College students’ concerns about the environment and
vegetarianism are just a passing fad: a way to look ‘cool.’ ” Do
you agree?

7. 2. Core values evolve over time. What do you think are the
three to five core values that best describe Americans now?
3. Devise separate promotional strategies for an article of
clothing, each of which stresses one of the levels of Maslow’s
hierarchy of needs.
4. Describe how a man’s level of involvement with his car
would affect how he is influenced by different marketing
stimuli. How might you design a strategy for a line of car
batteries for a segment of low-involvement consumers, and how
would this strategy differ from your attempts to reach a segment
of men who are very involved in working on their cars?