Motivation and Learning
Motivational Theory
• Consumers may not consciously know their secondary needs
and it is in this situation that the symbolism associated with
brands may appeal to consumers.
• Louis Phillip, Park Avenue in Apparel, Mercedez in
automobiles are few examples which reflect this symbolism.
• Liril soap was launched in the seventies after a research study
found that housewives had a distinctive need for fatasising.
The Liril advertisement captured exactly that – waterfall,
freshness ( denoted by green) and carefree behaviour of the
model in the advertisement. This communication is still being
used (with variations) after more than two decades.
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Stages in Family Life Cycle
• The Bachelor Stage – Young, Single Persons.
• Newly Married – Young Couples, No Children.
• Full Nest I – Young Married Couples, Youngest
Child under 6 Years of age.
• Full Nest II – Young Married Couples with children
from 6 to 12 years of age.
• Full Nest III – Older Married couples with
dependent Children living at home.
• Empty Nest I – Older Married Couples with no
children living with them, parents still employed.
• Empty Nest II – Older Married Couples with no
children living with them and parents retired.
• Solitary Survivor I – old single persons (widow or
widower)
Discuss
• A manufacturer of household cleaning
products is interested in learning what
motivates consumers to buy its products.
What needs do you think consumers are
trying to satisfy when buying and using these
products?
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• many use cleaning products because they
believe that doing so makes for a healthier
environment.
• some do it out of their love and concern for
other household members.
• need for social approval.
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Discuss
• Although water is free, many consumers
choose to pay. What needs do you think
consumers are seeking to satisfy when a
purchase bottled water?
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• Some consumers are motivated by health and
safety needs and believe that bottled water is
safer and/or healthier than water that comes
out of the tap.
• Some consumers prefer the taste of bottled
water over tap water that many perceive as
having a chlorinated aftertaste.
• Social image needs may also motivate the
purchase of bottled water. It enables drinkers
to project a healthy image to those present
during consumption.
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Figure: Pavlovian Model of Classical Conditioning
Unconditioned Stimulus
Meat paste
Unconditioned Response
Salivation
Conditioned Stimulus
Bell
AFTER REPEATED PAIRINGS
Conditioned Stimulus
Bell
Conditioned Response
Salivation
Classical Conditioning
• Classical Conditioning deals with the process of
associating messages/ feelings/situations with a
brand.
• Process creates associations in the psyche of the
consumers.
• For example Pepsi is associated with Film Stars,
Cricket celeberites or the fun that Young people
indulge in.
• Titan’s association with gifts and the warmth
related with gifts.
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Strengths of Brand Associations
• It should be noted that as result of classical
conditioning brands create a focused perception
in the consumers.
 Margo brand of Soap’s associations with neem
(which is considered good for skin) over several
years.
 Café Coffee day’s associations with relexation and
socializing.
 Robin blue association with whiteness of clothes.
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• Rolex and omega watches with the prestige of
the consumer owing them.
• Nike’s association with a youthful attitude.
• Saffola’s association with healthy cooking oil.
• Lux soap’s association with celeberties for
several decades.
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Instrumental Conditioning
• Instrumental conditioning is a concept which
deals with the desireable reward a consumer gets
when he gives a favourable response.
• Service provided at retail outlets (quick check out
at peak hours) can reinforce the consumers in
terms of repeat buying or patronizing a retail
outlet.
• Coke’s website provides an experience to the
visitor by guiding him/her to places which are
cool and fun.
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• While this theory helps FMCG consumers with
regard to repeat purchases marketers of
durables may also get benefit by ensuring that
consumers keep coming back to them so that
they can be targeted during the replacement
cycle.
PURCHASE INACTIVE
SEARCH
REPLACEMENT
Examples: Maruti, Philips, LG, Videocon.
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• A cosmetic company marketing creams may have a
plain cream, moisturizing cream and a herbal variant.
• Creating awareness on skin types, the problems
associated with skin and the impact of seasonal
variations on the skin may be some important
aspects which need to be communicated in the
Indian context.
• Reward need not be only associated with freebies or
money: timely advise on several perceived risks
associated with a category can also be perceived as a
reward by consumers.
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• Aside from the experience of using the product itself,
consumers can receive reinforcement from other elements in
the purchase situation, such as the environment in which the
transaction or service takes place, the attention and service
provided by employees, and the amenities provided.
– Some hotels provide reinforcement to guests in the form of
small amenities.
– Most frequent shopper programs are based on enhancing
positive reinforcement and encouraging continued
patronage.
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Modeling or Observational Learning
• Advertisers recognize the importance of
observational learning in their selection of
models, whether celebrities or unknowns.
• Sometimes
ads
depict
negative
consequences for certain types of behavior.
This is particularly true of public policy ads,
which
may
show
the
negative
consequences of smoking, of driving too
fast, women or taking drugs.
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Involvement Theory and Consumer Relevance
• A consumer’s level of involvement depends on the degree
of personal relevance that the product holds for the
consumer.
– High-involvement purchases are those that are very important to
the consumer in terms of perceived risk.
– Low-involvement purchases are purchases that are not very
important to the consumer, hold little relevance, and little
perceived risk.
• Highly involved consumers find fewer brands acceptable
(they are called narrow categorizers); uninvolved
consumers are likely to be receptive to a greater number of
advertising messages regarding the purchase and will
consider more brands (they are broad categorizers).
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Central and Peripheral Routes
to Persuasion
• Central and peripheral routes to persuasion—the central
premise is that consumers are more likely to weigh
information carefully about a product and to devote
considerable cognitive effort to evaluating it when they are
highly involved with the product category and vice versa.
– Use of the central route to persuasion is more effective in
marketing for high-involvement purchases.
– The peripheral route to persuasion is more effective for lowinvolvement purchases.
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Central and Peripheral Routes to Persuasion
• The elaboration likelihood model (ELM) suggests that a
person’s level of involvement during message
processing is the critical factor in determining the most
effective route of persuasion.
– Thus, when involvement is high, consumers follow the central
route and base their attitudes or choices on the message
arguments.
– When involvement is low, they follow the peripheral route
and rely more heavily on other message elements to form
attitudes or make product choices.
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Central and Peripheral Routes
to Persuasion
• The marketing implications of the elaboration likelihood
model are clear:
– For high-involvement purchases, marketers should use
arguments stressing the strong, solid, high-quality attributes of
their products—thus using the central (i.e., highly cognitive)
route.
• For low-involvement purchases, marketers should use the
peripheral route to persuasion, focusing on the method of
presentation rather than on the content of the message
(e.g., through the use of celebrity spokespersons or highly
visual and symbolic advertisements).
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Group Discussion
• Class picks a product in the groups.
• Each group select a learning theory
• Design advertising campaign for the product based
on the learning theory.
– What involvement level are you basing the campaign on?
– How do you know the involvement level is right?
– Will it work?
• Which learning theory is best for this product?
A Scale to Measure Involvement
To me (name of the item to be judged is)
1.
2.
3.
4.
Important
Boring
Relevant
Exciting
Appealing
Fascinating
Worthless
Involving
-
-
-
-
-
5.
Means Nothing
6.
7.
8.
9.
10.
Not Needed
-
-
-
-
-
* Reversely coded
Unimportant*
Interesting
Irrelevant*
Unexciting*
Means a lot to me
Unappealing*
Mundane*
Valuable
Un-Involving*
Needed
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The Indian Youth
• Early Youth, Ages 13 -21
In the west an 18 year old is financially and emotionally
independent, In India this is still not the case.
Key Decisions: Education and Career.
Influencers: Parents, Peer Group.
Spending Power: Rs. 1000- 2000Pm. Mostly provided by parents,
some earn additionally.
Consumption areas: Clothing, accessories, food and
entertainment ( Includes cell phone)( Purely discretionary; can
increase depending upon specific needs)
Brands: Preferences developed. Consumption is occasional and
aspiration based. The avearge college goer wants to own Levis
but does not necessarily have a wardrobe full of them. If a
similar style and fit is avaialble at lower price
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• he will buy. Prefers Caffe Coffee day over Barista purely on
price. Always looking for value for money.
Opportunity: To develop more products at affordable price for
this category eg. Airtel’s Rs. 50 recharge card. In the absence
buy price points early youth
of enough products athe will
such
frequently shopped at unorganised sector markets; Colaba
Causeway in Mumbai and Sarojini Nagar in Delhi.
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The Indian Youth
• Middle Youth
The New Youth. The young people shouldering responsibility of
family, The money they earn is pure disposable income
Key Decisions: Career and relationships.
Influencers: Peer Group, work mates.
Spending Power: Rs. 7000 – 40000 p.m.
Consumption areas: Clothing and accessories, food and
entertainment also consumer durables.
Brands: can finally afford the brands he aspired for in early youth
with own money. Evaluates Caffe Coffee Day Vs Barista over
service, ambience. Seeks feel good factor and expression of
identity through choice of brands consumed. But also value
conscious.
Opportunity: Keep the brand relevant and trendy.
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The Indian Youth
• Late Youth, Ages 29 – as long as you like
Even after marriage and kids people aspire to look and feel young
through choice of their clothes, entertainment and outlook .
Key Decisions: Children and career advancement.
Influencers: Peer group, workmates, spouse, kids, inner voice.
Spending Power: Given household expenses, the spending power
remains equal to or sometimes less than what it was at the
middle youth stage. Home, car loans and pay for children
education.
Consumption areas: Household + kids products + Personal
Clothing and accessories + Food and entertainment.
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Brands: a mix of status and fun brands. In some areas one may
look for functionality and value while in others one may look
for luxury.
Opportunity: Develop and position brands that are fun and
spirited. A successful example is the lounge bars aimed at 30
somethings who want night outs but want to avoid noisy
discos where they would be considered Uncles and Aunties.
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