1. What Factors Impact CB? The Psychological Core The Consumer’s Culture
The Process of Making Decisions
CB Outcomes

2. Part 2: The Psychological Core
Motivation, Ability & Opportunity (MAO)
Exposure, Attention & Perception (EAP)
Knowledge & Understanding
Attitudes-High Consumer Effort
Attitudes-Low Consumer Effort
Memory & Retrieval

3. Chapter 3 MOTIVATION, ABILITY, AND OPPORTUNITY

4. Chapter Overview What do we need for behavior to take place?
Motivation
Ability
Opportunity

5. GOAL-RELATED BEHAVIOR INFORMATION PROCESSING/
The Psychological Core
GOAL-RELATED BEHAVIOR
MOTIVATION
INFORMATION PROCESSING/
DEC. MAKING
ABILITY
“FELT”
INVOLVEMENT
OPPORTUNITY

6. What motivates you??? Personal relevance Perceived risk
Inconsistency with attitudes
Values, goals & needs

7. Types of Needs
Social
Nonsocial F
Symbolic H

8. Mallow’s Hierarchy of Needs
SELF-
ACTUALIZATION
EGOISTIC
SOCIAL
SAFETY
PHYSIOLOGICAL

9. Needs and Conflict Approach-avoidance Approach-approach
Avoidance-avoidance

10. Quick Write: Apply Motivation (needs) to your search for housing
Think about the last time you had to find a new place to live.
List and describe which needs you were attempting to satisfy
Describe any of the three “need conflicts” that were present in your decision.

11. Factors that impact motivation: Marketing Implications
Personal Relevance
focus on issues important to customers
Risk
reduce uncertainty or bad consequences
utilize fear tactics
Needs
ensure offerings satisfy important needs
manage conflict: focus on “approach,” dispel “avoidance” concerns
communicate how the offering satisfies needs

12. Ability Knowledge and experience Intelligence Education Age
Resources ($$)

13. Opportunity Time Distraction Amount of information
Complexity of information
Repetition

14. “Consumers don’t buy technology or engineering
“Consumers don’t buy technology or engineering. They buy products to make them healthier, more esteemed, more attractive, thinner, prettier, wiser, manlier, shrewder, younger, richer, more desirable, happier, etc. Consumers don’t give a damn how a car works. What they want to know is how it will work for them. Consumers don’t care what’s in dog food. They want to be loved by their dog.”
--Frazier Purdy
Chairperson of the Board
Young & Rubicam

15. Chapter 3 Review Outcomes of high MOA Factors that impact Motivation
goal-directed behavior
information processing & decision making
felt involvement
Factors that impact Motivation
Types of Needs & Conflict
MOA definitions