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