Motivation, Ability, and Opportunity Chapter 2 Motivation, Ability, and Opportunity

Learning Objectives Consumers’ motivation, ability, and opportunity to process information, make decisions, or engage in behaviors. Influences and outcomes of consumer motivation, ability, and opportunity to process information, make decisions, and engage in behaviors.

Motivation “. . . an inner state of arousal that [creates] . . . energy to achiev[e] a goal.”

Consumer Motivation “The needs, wants, drives, and desires of an individual that lead him or her toward the purchase of products or ideas. The motivations may be physiologically, psychologically, or environmentally driven.” Source: American Marketing Association, http://www.marketingpower.com/mg-dictionary-view756.php

Chapter Overview: Motivation, Ability, and Opportunity (Exhibit 2.1)

Consumer Motivation and Its Effects High effort behavior High-effort information processing and decision making Motivated reasoning

Consumer Motivation and Its Effects Felt involvement Enduring Situational Cognitive Affective response

Objects of Involvement Product categories Experiences Brands Ads Medium Particular show/article

What Affects Motivation? Personal Relevance Self-Concept Types of Needs Identifying Needs Values, Goals, Needs Types of Risk Involvement Perceived Risk Inconsistency with Attitudes

Personal Relevance Consistency with self-concept Values Needs Goals

Needs A need is an internal state of tension caused by disequilibrium from an ideal or desired state

Maslow’s Hierarchy of Needs (Exhibit 2.3)

Categorizing Needs (Exhibit 2.4)

Characteristics of Needs Are dynamic Exist in hierarchy Internally or externally aroused Can conflict Approach-Avoidance Approach-Approach Avoidance-Avoidance

Uncovering Consumers’ Needs (Exhibit 2.5)

Goal Setting and Pursuit in Consumer Behavior (Exhibit 2.6)

Types of Goals Concrete or abstract? Promotion-focused or prevention focused? Goals to regulate how consumers feel Goals to regulate what consumers do

Goals and Emotion Appraisal Theory Whether consumer feels good or bad about something depends on whether it is consistent or inconsistent with his/her goals Normative/moral compatibility

Appraisal Theory

Appraisal Theory

Marketing Implications of Needs and Goals Segmenting the market Creating new needs and goals Developing satisfying offerings Managing conflicts Appealing to multiples

Marketing Implications of Needs and Goals Enhance communication effectiveness Appeal to goals Manage consumers’ emotions

Perceived Risk “. . . the extent to which the consumer is uncertain about the personal consequences of buying, using, or disposing of an offering.”

Circumstances Causing Increased Perceived Risk Lack of information Newness High price Complex technology Brand differentiation

Types of Perceived Risk Performance Financial Physical (Safety) Social Psychological Time

Inconsistency with Attitudes When inconsistency with attitudes occurs, we try to remove or at least understand the inconsistency.

Consumer Opportunity Time Distraction Amount of information Complexity of information Repetition of information Control of information

Enhancing Consumers’ Information Processing Repeat communications Simplify Reduce distractions/time pressure Reduce purchasing/ using/learning time Provide information