As a brand, it is hard to precisely explain what motivation a consumer might have for participating in HBO.
Psychology tells us that motivation is the driving force within an individual that propels them towards an action, to move them from a state of tension to a state of content. But, how does HBO satisfy a need?
From my perspective, HBO, and entertainment in general, are acquired needs. This means they are needs learned in response to our culture or environment. So although logically I know I will not die if I miss the next season of Game of Thrones, in reality sometimes it can certainly feel like I might.
But, to ask another question, why is that and how does it affect my behavior? I would argue that the need for entertainment and HBO relates back to our many discussions over the course of this blog. Participating in the HBO brand conveys a position of prestige, and inclusion in a larger community. This need then turns into a motive. In the case of HBO, I would call this a primary motive as the need to be a part of a community can affect a whole set of behaviors beyond just buying a subscription to HBO. This is an emotional motive, one set according to personal and subjective criteria, and bears little weight on the logic.
However, logical motives do come into play when a consumer faces the choice between HBO and another premium cable station, or between HBO GO and another online entertainment provider like Netflix. In these case, logical factors such as cost, and type of programming play a major role in the decision.
An interest in the motives of the consumer leads to the development of a brand personality. This is something HBO has in abundance. The programming is dramatic, the advertisements are bold, and the whole attitude focuses on originality. The brand itself has a voice that expands beyond each show to the overall network.
One example of brand personality and the inspiration of community with HBO is an event they hosted where they invited viewers to participate in a comedic “roast” of King Jeoffrey found here.
Another example is this segment on the new series “Last Week Tonight with John Oliver” which starts by making fun of other brands because HBO has its own approach to advertising.
In conclusion, advertising requires a basic understanding of the motives of your audience. It means that if HBO doesn’t understand why its current customers joined the brand, it can not inspire new ones to do the same. Entertainment is not a need to survive, but it is an important one and relates to this goal that we all have to participate in a community and feel connected to one another.