Applying Herzberg's motivation-hygiene theory to consumer behavior and shopper marketing

Consumer Behavior and Shopper Marketing

Analysis of Concepts and Frameworks

The foundational elements of consumer behavior and shopper marketing are based on the foundations of motivational theories including their supporting concepts and frameworks. The intent of this analysis is to provide insights into how Herzberg's Motivation Hygiene Theory and Maslow's Hierarchy of Needs Theory contribute to greater understanding of consumer behavior. Based on these insights, analysis of how consumer motivation affects shopper marketing strategies both off- and online is presented.

Analysis of Consumer Behavior Concepts and Frameworks

In order to have a solid foundation for analyzing, influencing and tracking shopper marketing, consumer heavier concepts and the theories that support them must first be understood. Motivation is a critical construct in consumer behavior and is defined as the series of psychological processes that provides contextual definition, intention and insight to the internal drive and intentions of people to meet satisfy their unmet needs and perceived wants (Freestone, McGoldrick, 2008). In another context, consumer motivation is defined as the energy and intention shoppers have to satisfy their unmet needs and expectations, attaining the benefits, both real and intangible, from products and services they are loyal to (Brumann, Benz, Riley, 2009). With motivation being such a critical construct to consumer behavior, it's important to delve into the Herzberg's Motivation Hygiene Theory and Maslow Hierarchy of Needs. Motivation of consumers to behave in a specific way. Across these two dominant theories and the many comparable frameworks, trust is a foundational element of successfully transitioning behavior to purchase trial, and trial to customer loyalty (Freestone, McGoldrick, 2008).

Applying The Herzberg Motivation Hygiene Theory To Consumer Behavior

Differentiating between those product or service attributes that merely meet expectations relative to those that exceed them and delight a customer is one of the main factors the Herzberg Motivation Hygiene Theory is pervasively used in consumer behavior studies. The Hygiene Factors within the Herzberg Motivation Hygiene Theory act as satiators, meeting the minimum or basic expectations of consumers. The Hygiene Factors are most often associated with products and services that are highly commodity-like in nature as a result (Turner, Krizek, 2006). In contrast to the Hygiene Factors, the Motivator factors act to counterbalance minimum expectation levels and seek to create transformational experiences for consumers in the process (Freestone, McGoldrick, 2008). Table 1 provides a comparison of the factor groups that comprise Herzberg's Motivation Hygiene Theory.

Table 1: Motivators and Hygiene Factors Compared

Source: (Freestone, McGoldrick, 2008).

In empirical studies that have applied Herzberg's Motivation Hygiene Theory to customer satisfaction, it has been found that Hygiene Factors alone cannot be used to create satisfaction or loyalty (Turner, Krizek, 2006). Hygiene Factors act as the foundation of trust with a consumer that enables Motivator factors to initiate trial of new products or services, and over time reinforce purchases until loyalty is developed (Brumann, Benz, Riley, 2009). When Herzberg's Motivation Hygiene Theory is applied to off- and online shopping strategies, the need for a consistent, high level of service is critical for ensuring each experience a customer has with a business is a good, positive one. Hygiene Factors may satiate the fundamental or baseline needs of a consumer but Motivators are the strongest contributors to customer loyalty over time (Turner, Krizek, 2006) (Brumann, Benz, Riley, 2009).

Implications of Consumer Behavior on Shopper Marketing

The first step in creating effective advertising, marketing and public relations programs needs to be based on a solid foundation of customer understanding and insight gained through consumer behavior research. Shopper marketing is heavily reliant on influencing and guiding customers throughout each phase of the shopping cycle. Every aspect of the shopping cycle, from multichannel marketing, promotional messaging, unique value propositions, pricing to product packaging and placement, all need to resonate with insights gained from consumer behavior research (Shankar, Inman, Mantrala, Kelley, Rizley, 2011). Shopper marketing needs to communicate value and present the benefits of a given product or service in the context of what prospective and longtime customers expect. Using insights gained from consumer behavior concepts and frameworks combined with research into customer preferences and unmet needs, companies can create shopper marketing strategies that earn and keep trust by being consistent in delivering value (Shankar, Inman, Mantrala, Kelley, Rizley, 2011). Consumers are becoming increasingly selective which channels they choose to learn through, purchase and seek service from. Only by using consumer behavior concepts and a well-defined shopper marketing strategy that is multichannel in focus can a company hope to stay in step with the rapidly changing nature of marketing and selling today, especially in consumer-based markets.