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Motivation and Global Values

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MOTIVATION AND GLOBAL VALUES

Chapter 4

MARS ONE

15–2

http://nyulocal.com/wp-content/uploads/2013/05/Mars_One.jpg

http://cosmiclog.nbcnews.com/_news/2013/05/19/18305415-why-sign-up-for-a-one-way-mars-trip-three-applicants-explain-the-appeal?lite

MARS ONE

15–3

127 HOURS

15–4

 Aron Ralston

127 HOURS

15–5

127 HOURS

15–6

127 HOURS

15–7

MOTIVATION & THE BRAIN
 One of the best “drug” dealers in the world is your brain.  Your brain is wired to release a shot of dopamine each time you achieve one of the following items, e.g.:
      Eat Exercise Achieve Goals Take Risks Try something new Etc.

15–8 http://www.forbes.com/sites/lewishowes/2012/08/20/motivation-and-productivity/ ???
 What is motivation?

WHAT IS MOTIVATION?
 Motivation
 “Why a person does something”  Is the process by which a person’s efforts are energized, directed, and sustained towards attaining a goal.
 Energy: a measure of intensity or drive.  Direction: toward organizational goals  Persistence: exerting effort to achieve goals.

 Motivation works best when individual needs are compatible with organizational goals.

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

15–10

NEEDS VS. WANTS

WHAT DO WE NEED?
 In a group, list what you need at the moment.  Categorize the needs based on:
 Biogenic needs  Psychogenic needs
 Status  Power  Affiliation

 Utilitarian needs  Hedonic needs

MOTIVATION AND EMOTION
 Motivation is largely driven by raw emotions (affect).  Television commercial uses emotion to motivate people.
     http://www.youtube.com/watch?v=yTO4FHf8MBs http://www.youtube.com/watch?v=6ljQDJ4EILc http://www.youtube.com/watch?v=aRV-2_Un-kk http://www.youtube.com/watch?v=lUer_ZA4sJs http://www.youtube.com/watch?v=ZrDxe9gK8Gk

HOW SOCIAL MEDIA TAP INTO OUR EMOTIONS
 http://arbys.com/  http://www.moodagent.com/  http://www.wefeelfine.org/

MOTIVATION CONFLICT
 Approach-approach conflict  Approach-avoidance conflict  Avoidance-avoidance conflict

Find examples in a group

MASLOW’S HIERARCHY OF NEEDS

MASLOW’S HIERARCHY OF NEEDS

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

15–17

WHY DO YOU USE SNS?

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

15–18

WHY DO YOU USE…?

?

?

? ?
Discuss in a group

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

15–19

ACTIVIT Y
 List out relevant products for each level of needs.  Find examples of advertising messages that manipulate the each level of needs.  Use your smart devices to find examples or devise (propose marketing strategies for each level of needs)  Present your findings in class.

CONSUMER INVOLVEMENT

PRODUCT INVOLVEMENT
 …refers to a consumer’s level of interest in a particular product.  The more closely markers can tie a brand to an individual, the higher the involvement they will create.  Especially powerful when the producer allows the customer to participate in creating the product.

E.G.
 http://www.dell.com/  http://www.baskinrobbins.com/content/baskinrobbins/en/pr oducts/cake/cakecustomization.html  http://www.diy.com/

MESSAGE-RESPONSE INVOLVEMENT
 Media platforms possess different qualities that influence how motivated we are to pay attention to what they tell us.  Low -involvement medium
 E.g. TV

 High-involvement medium
 E.g. Print

 Effective advertising message trigger a stage of narrative transportation, where people become immersed in the storyline.

COKE
        http://www.youtube.com/watch?v=TkHA2pf1gvc http://www.youtube.com/watch?v=k-STkFCCrus http://www.youtube.com/watch?v=M0D3jKLz6sA http://www.youtube.com/watch?v=qb1xZtfiRT4 http://www.youtube.com/watch?v=4D-RejzbC0Q http://www.youtube.com/watch?v=DZq5lV TIe8s http://www.youtube.com/watch?v=Bj3QLLTFDX8 http://www.youtube.com/watch?v=oiu9PcEyQ5Y

PURCHASE SITUATION INVOLVEMENT
 …refers to differences in motivation during the process of interacting with a store or Website.

DISCUSS
 New facial recognition technology will soon classify shoppers in terms of their appearance so they can serve up ads that appeal to people in certain demographic categories. This makes advertising more useful because it reduces the amount of irrelevant information we will see.  However, is there a downside to this techniques? Do you see any potential for negative applications that use e.g. racial profiling to decide what information consumers should receive? Do the potential benefits outweigh these negative applications?

E.G.
 http://www.amazon.com/

HOW DO VALUES LINK TO CONSUMER BEHAVIOR?
 What values are important in your life?  Do you think those values explain what we buy?

DISCUSS
 “College students’ concerns about the environment and vegetarianism are simply a passing fad; a way to look ‘cool’” Do you agree?

HOW DO VALUES LINK TO CONSUMER BEHAVIOR?
 Broad-based concepts (values) e.g. freedom, security, or inner harmony are more likely to affect general purchasing patters than to differentiate between brands within product category.  Consumption-specific values (e.g. convenience shopping) and product-specific values (e.g. ease of use, durability) affect the relative importance people in different cultures place on possessions.

???
 Shop & Go Vs. Co.opmart  AirBlade Vs. SH  Galaxy Vs. Megastar

HOFSTEDE’S CULTURAL DIMENSIONS
 http://geert-hofstede.com/countries.html

ACTIVIT Y
 Compare between Vietnam and The U.S.  Which kind of products would be more appealing when there are differences in the cultural dimensions.  Find examples and present in class.

THE ROKEACH VALUE SURVEY

ACTIVIT Y
 Which instrumental and terminal values are important in Vietnam?  List out potential products (brands) that would be motivated by the specific value.  Present your finding in class.

MATERIALISM: “HE WHO DIES WITH THE MOST TOYS WINS”
 Materialism refers to the importance people attach to worldly possessions.  Materialists are more likely to value possessions for their status and appearance-related meanings,  Whereas those who do not emphasize this value tend to prize products that connect them to other people or that provide them with pleasure when they use them.

???
 Are we becoming materialistic these days?  What does it mean to marketers?

NEW MOVEMENT
 Environmentalism

CROSS-CULTURAL VALUES
 Do you think the products which are popular in Japan will be also popular in Vietnam?  Why? Or why not?  Common values? Or local values?

THE DIFFUSION OF CONSUMER CULTURE
 How do you think about “Americanization” of the world?  Are we losing Vietnamese values by “Americanization”?  Resist or creolize?

DISCUSS
 Because of higher competition and market saturation, marketers in industrialized countries try to develop Third World markets. Asian consumers alone spend $90 billion a year on cigarettes, and U.S. tobacco manufacturers push relentlessly into these markets.  We find cigarette advertising, which often depicts glamorous Western models and settings, just about everywhere-on billboards, buses, storefronts, and clothing-and tobacco companies sponsor many major sports and cultural events.  Some companies even hand out cigarettes and gifts in amusement areas, often to preteens. Should governments allow these practices, even if the products may harmful to their citizens or divert money that poor people should spend on essentials? If you were a trade or healthy official in a Third World country, what guidelines, if any, might you suggest to regulate the import of luxury goods from advanced economies?

CASE STUDY
 Page 182…...

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