Final Project
Chapter 2
Motivation, Ability, and Opportunity
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Learning Objectives
Show how motivation influences high-effort behavior, high-effort information processing and decision-making, and felt involvement
Discuss the four types of influences that determine the consumer’s motivation to process information, make a decision, or take an action
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Learning Objectives (continued)
Explain how financial, cognitive, emotional, physical, and social and cultural resources, plus age and education, can affect the individual’s ability to engage in consumer behaviors
Identify the three main types of influences on the consumer’s opportunity to process information and acquire, consume, or dispose of products
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Motivation
Inner state of activation that provides energy needed to achieve a goal
Consumers can be motivated to acquire, use, or dispose of an offering
Are you a motivated person?
Can one change others’ motivation state in general? Or in the marketplace?
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Consumer Motivation and Effects
High-effort behavior
Drives that bring a goal closer and create a willingness to spend time and money
High-effort information processing and decision-making
Motivated reasoning: Processing information in a way that allows consumers to reach the conclusion they want to reach
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Consumer Motivation and Effects (continued 1)
Felt involvement
Consumer's experience of being motivated with respect to products or services, or decisions and actions regarding these
Types of involvement
Enduring
Situational (temporary)
Cognitive
Affective
Response
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Consumer Motivation and Effects (continued 2)
Objects of involvement
Product or retail category
Experiences
Brands
Ads
Medium
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Drivers of Motivation
Something that has direct bearing on self that has potentially significant consequence or implication
Personal relevance
Mental view of who one is
Self-concept
Abstract, enduring beliefs about what is right or wrong, important, or good or bad
Values
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Drivers of Motivation (continued)
Internal state of tension experienced as a discrepancy between current and ideal state (physical or psychological)
Need
Outcome one would like to achieve
Can be concrete or abstract and promotion-focused or prevention-focused
Goal
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Exhibit 2.3 - Maslow’s Hierarchy of Needs
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Exhibit 2.4 - Categorizing Needs
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Characteristics of Needs
Internally or externally activated
Need satisfaction is dynamic
Exist in hierarchy
Can cause conflict
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Types of Need Conflicts
About acquiring or consuming an offering that fulfills one need but fails to fulfill another
Approach-avoidance conflict
About which offering to acquire when each can satisfy an important but different need
Approach-approach conflict
About which offering to acquire when neither can satisfy an important and different need
Avoidance-avoidance conflict
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Goals and Emotions
Appraisal theory
Proposes that emotions are based on individuals’ assessment of a situation or an outcome and its relevance to his or her goals
Posits that emotions are affected by the normative or moral compatibility, certainty, and agency
Positive and negative emotions experienced during or after consuming a product or service change in time or get satiated
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Goals and Emotions (continued 1)
Self-control conflicts arise when individuals face decisions about actions related to goals that are in conflict
Self-control: Regulates feelings, thoughts, and behavior in line with long-term goals
Ego depletion: Outcome of decision-making effort that results in mental resources being exhausted
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Goals and Emotions (continued 2)
Challenges in information processing and emotional regulation
Psychological conflict between desire and willpower
More focus on short-term pleasure and less on long-term cost and unpleasurable experience
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Marketing Implications of Needs and Goals
Enhancing motivation to process communications
Product development and positioning
Encouraging specific behaviors
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Perceived Risk
Extent to which the consumer anticipates:
Negative consequences of an action to emerge
Positive consequences to not emerge
Tends to be high because of:
New offering
High price
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Perceived Risk (continued)
Complex technology
Brand differentiation
Little confidence or experience in evaluation
Opinions of others and fear of judgment
What else increases risk of your buying/consumption?
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Types of Perceived Risk
Performance
Financial
Physical or safety
Social
Psychological
Time
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Inconsistency with Attitudes
Motivation to process information is:
High when information is moderately inconsistent with one’s attitude
Low when information is highly inconsistent with one’s prior attitude
Any examples of this?
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Consumer Ability and Opportunity
Ability
Factors that affect consumers' ability to process information and make decisions
Financial, cognitive, emotional, physical, social, cultural resources, education, and age
Key influences in consumer opportunity
Lack of time, distraction, and the amount, complexity, repetition, and control of information
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Marketing Implication of Enhancing Information Processing
Repeating marketing communications
Reducing time pressure
Reducing time needed for purchase and learning about a product or service
Providing information
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