Motivation and Involvement

Bashir Hussain
 Bashir’s view

Small or big, every work is backed by

motives
 The Nature and Role of Motives
The Nature of Motives
A motive is an inner state that mobilizes
bodily energy and directs it in selective
fashion toward goals usually located in the
external environment.
A motive involves two major components:
1. A mechanism to arouse bodily energy (arousal
component)
2. A force that provides direction to that bodily energy.
(directive aspect)

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 The Nature and Role of Motives
The Role of Motives
1. Defining basic strivings: strivings for safety, affiliation,
achievement, or other desired states
2. Identifying goal objects: People often view products or services
as a means by which they can satisfy their motives.
3. Influencing choice criteria: Motives also guides consumers in
developing criteria for evaluating products.
4. Directing other influences: Motives affect the individual
determinants of perception, learning, personality, attitudes, and
how people process information.

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 Classifying Motives

Simplified Scheme
1. Physiological versus Psychogenic
2. Conscious versus Unconscious
3. Positive versus Negative

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 Classifying Motives
A comprehensive Scheme
A more comprehensive method using four two-pole motive
tendencies has been suggested by McGuire.
1. Cognitive/affective
2. Preservation/growth
3. Active/passive
4. Internal/external
McGuire suggested sixteen major motivational influences
1. Consistency
2. Attribution
3. Categorization

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 Classifying Motives
4. Objectification 14. Affiliation
5. Autonomy 15. Identification
6. Exploration 16. Modeling
7. Matching
8. Utilitarian
9. Tension reduction
10. Self-expression
11. Ego-defensive
12. Reinforcement
13. Assertion

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 Motive Structuring
Motive Hierarchy
• Maslow’s Hierarchy
• Hierarchy Dynamics: Aspirations levels help to explain how dynamic
consumer goals can occur under the influence of relatively stable motives.
Influences on consumers’ levels of aspirations include:
1. Achievement: success yields rising aspiration levels, while failure tends to
result in a decline in such goals.
2. Reality orientation: Usually aspirations are set to reflect the individual’s
assessment of what levels of achievement are within reach.
3. Group Influences: Consumers’ aspirations are influenced by individuals in
membership and reference groups.

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 Motive Structuring
Motive Combinations
• Motive Linking: a general motive is linked with a
more specific motive. Safety is linked with protection
and security.
• Motive Bundling: It is very important to realize that a
given product can satisfy various motives at the same
approximate level of specific influence. e.g., for an
automobile purchase, a desire for transportation can
bundle with motives for achievement, social
recognition, safety, and economy.

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 Motive Structuring
Motive Combinations
• Motive Conflict: Motives can also conflict with each
other to affect how consumers interact with the
marketplace.
 Approach-approach Conflict
 Avoidance-Avoidance Conflict
 Approach-Avoidance Conflict
• Advantage/disadvantage close
• Critical feature close
• Critical time close

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 Involvement
Involvement:
• Is related to the consumer’s values and self-
concept, which influence the degree of personal
importance ascribed to a product or situation.
• Can vary across individuals and different
situations.
• Is related to some form of arousal.

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 Involvement
Dimensions of Involvement:
• Antecedents: a variety of variables are thought to
precede involvement and influence its nature and
extent.
 Person: Personal needs, values, experiences, and interests.
 Stimulus/object: Products or stimuli that the consumer
perceives to be closely related to is values, experiences,
etc. are likely to lead to higher levels of involvement.
• Product alternatives/available substitute brands
• Perceived risk with the purchase
• Stimuli used to promote products and brands

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 Involvement
Dimensions of Involvement:
• Antecedents Cont’d:
 Situations: The type of situation a consumer faces can
also influence the level of involvement that will be
experienced.
• Moderating factors: Several variables and conditions
may exist to limit or constrain the impact of
antecedents on consumers' state of involvement.

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 Involvement
Dimensions of Involvement:
• Involvement Properties: Involvement has three main
properties.
 Intensity: High/Low
• A highly involved consumer is defined as one who is
very interested in differences between particular brands
of a product and is willing to invest considerable energy
indecision making about purchasing them.

• A low involved consumer is a passive receivers of

information who engage in virtually no active
information search about alternative brands.

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 Involvement
Dimensions of Involvement:
• Involvement Properties Cont’d:
 Direction: The property of direction refers to the focus
or target of involvement.
 Persistence: The length of time the consumer remains
in a state of involvement.
• Enduring involvement
• Situational involvement

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 Involvement
Dimensions of Involvement:
• Involvement Properties Cont’d:
 Response factors: The mental and physical actions or reactions
the consumer have under different involvement conditions.
High-involvement Low-involvement

Hierarchy Hierarchy
Cognition Cognition
Attitude Behavior
Behavior Attitude

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If you involve more you will
solve more