Every one of us has motivation. It’s all those goals and values that are developed by an internal state, helping to achieve any desired states we may have. Tension can be caused between ones actual and desired state, whereby our biological needs produce these feelings when desired states are not achieved. [1] But in this generation, it is also our learned needs that cause conflict. The expectancy theory suggests that our behaviour is largely controlled by expectations of achieving outcomes externally, in terms of rationality. The beauty industry and social media play a major role in this. [2]
All of our behaviour is goal oriented. We aim and seek for fulfilment in different ways, whether our goals are positive or negative. With motives, comes motivational conflicts, whereby we have the urge to do something but are pushed back by the fact that there is consequences involved in our choice. [1]
A common motivational conflict is [3]:
APPROACH-AVOIDANCE
This conflict occurs when one desires a goal, but wishes to avoid the negative consequence that comes with it. It includes both desirable and undesirable alternatives. [1]
Approach-Avoidance conflict is common within the beauty and health community. I personally have been through instances where I want to buy some makeup but realise that the company tests on animals, therefore I am in an approach-avoidance motivational conflict because where I desire to buy makeup, comes the guilt of brands testing on animals, going against my ethics.
Dove aims to resolve their consumers possible approach-avoidance conflict, as they are CRUELTY-FREE and promote their products to be ethical, in their campaign ‘Real Beauty is Cruelty Free’. [4] This reduces any tension the consumer may have in their buying process. This also taps into consumer involvement whereby consumers perceive Dove to be relevant to their motives and values, by going cruelty free. [2]
Another approach-avoid conflict, especially in the beauty industry, revolves around beauty and confidence. Companies specifically target women by stereotyping beauty and making women feel as though they need to purchase products to make them resemble the women depicted in their ads. [2] Whereby a women has the desire to ‘look beautiful’, the avoidance involves having to pay for those products that may be expensive. Women also desire to look naturally beautiful, but avoid going through the processes of self-love to feel confident in their own skin. [4]
Dove try to eliminate this process through their #ShowUs project, which shatters any beauty stereotypes and focuses on self-love and confidence as the source of real beauty. They aim to make women feel beautiful in their own skin, and that there products help them achieve that. Dove allows you to prioritise looking after your health, mind and skin, rather than making you feel pressured into buying their products to enhance your appearance. [5]
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Week 8: motivation and values
[1] Solomon, Michael., Russell-Bennett, R. and Previte, J. (2019) Consumer Behaviour, Australian Edition, 4th Ed., Pearson, p. 172-209.
[2] Fominova, S. Krain, L. Liu, X. 2016, ‘Consumer psychology for consumer behaviour’, Slide Share, visited 3rd April 2019, <https://www.slideshare.net/SofiaFominova/dove-using-consumer-psychology-to-understand-buyer-behaviour>>
[3] Kramer, T. and Yoon, S.O (2007). Approach-avoidance motivation and the use of affect as information. Journal of Consumer Psychology, Vol. 17 (2), pp. 128-138.
[4] Dove 2019, ‘Dove products certified cruelty-free by PETA’, Dove Stories, viewed May 2 2019, <https://www.dove.com/au/stories/about-dove/no-animal-testing.html>
[5] Prophet 2013, ‘Dove: The most impressive brand builder’, Brand and Activation, viewed May 2 2019, <https://www.prophet.com/2013/05/138-dove-the-most-impressive-brand-builder-in-the-last-15-years/>
Maria's Mentality 