MKT 613- Consumer Behavior
Prof. Carolyn Yoon
Session 3 (Jan. 19) Notes
IN CLASS EXERCISES:
from Maslow’s Hierarchy of Needs slide
: Show ads and ask which need does it satisfy—ex.
1)Quaker Oat Bran- health, hunger, 2) All State Insurance- safety and protection, 3) X-Box-
social, 4) American Express- status, 5) L’oreal- self esteem (product satisfies multiple needs, but
usually there is a main need), 6)skydiving- self-actualization and social, 7) Volvo- safety and
from How to Generate Consumer Insights: Using Traditional Research Methods slide:
these values from most important to least important. Problem with rank ordering- assuming there
is equal distance among these items. Rating scale on a scale from 1 to 10, how important is this
[Sinem’s Note to Self]—
from LOV Survey Results Slide
: which segment is small business owners
and which one is top executives. Averages are problematic! It could be that 50%
1 and 50%
9 or 100
5, so need to look at the distribution. May show these graphically.
What I want to do today is continue along with theme and talk about … through observation a
little bit, but before we do that, the idea is that you are using all these methods to try to uncover
deeper meanings that people hold, values, beliefs, and so on. It is probably instructive to at least
go through some of the definitions and a lot of this is straight out of your book but I think that in
terms of getting us all on the same page, it is useful.
Slide: Motivation, Goals, and Emotion
Let’s talk about motivations, goals, and emotions and all the related constructs. So if you did the
readings for today, these could be somewhat familiar. Of course these words all have clear
meanings to us in our real life, but when we talk about consumer behavior, you basically have to
converse… and we are trying to peel away the layers of the onions to try to get to the core of
what drives consumers. In order to do that, you need to understand the motivations and values of
consumers. And motivations, the way you think about it is basically a driving force to get people
to do something, so it can get you to act, but it doesn’t necessarily have to be a physical behavior.
It could also motivate someone to think. The idea is that this focus issue on some goal, with the
goal being a particular end state to which one wants to achieve, so these goals vary in terms of
whether they are concrete or abstract. What is an example of a very concrete vs. abstract goal?
Generally when we talk about goals, there is sort of an action orientation, so winning the
Superbowl is fairly concrete, but it is also pretty removed. I would say that is not entirely
abstract, but it also is not entirely concrete either. You can think about goals varying along this
continuum, and it is not either concrete or abstract, but it lies somewhere along this line. What
would be a
for you right now?
Get a job
. What about the
abstract goal? Be