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Chapter 2

Motivation, Ability, and Opportunity

Learning Objectives

1. Show how motivation influences high-effort behavior, high-effort information processing and decision-making, and felt involvement

2. Discuss the four types of influences that determine the consumer’s motivation to process information, make a decision, or take an action

Learning Objectives (continued)

3. 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

4. Identify the three main types of influences on the consumer’s opportunity to process information and acquire, consume, or dispose of products

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

Consumer Motivation and Effects

High-effort behavior – Drives that bring a goal closer and creates 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

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

Consumer Motivation and Effects (continued 2)

Objects of involvement – Product or retail category – Experiences – Brands – Ads – Medium

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

• 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

Drivers of Motivation (continued)

Exhibit 2.3 - Maslow’s Hierarchy of Needs

Exhibit 2.4 - Categorizing Needs

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

Goals and Emotion

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

Goals and Emotion (continued)

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

Marketing Implications of Needs and Goals

Enhancing motivation to process communications Product development and positioning Encouraging specific behaviors

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 – Complex technology – Brand differentiation – Little confidence or experience in evaluation – Opinions of others and fear of judgment

Types of Perceived Risk

Performance Financial Physical or safety Social Psychological Time

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

Consumer Ability and Opportunity

Ability – Factors that affect consumers' ability to

process information and make decision • 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

Marketing Implication of Enhancing Information Processing

Repeating marketing communications Reducing time pressure Reducing time needed for purchase and learn about a product or service Providing information

Chapter 2
Learning Objectives
Learning Objectives (continued)
Motivation
Consumer Motivation �and Effects
Consumer Motivation �and Effects (continued 1)
Consumer Motivation �and Effects (continued 2)
Drivers of Motivation
Slide Number 9
Exhibit 2.3 - Maslow’s Hierarchy of Needs
Exhibit 2.4 - Categorizing Needs
Types of Need Conflicts
Goals and Emotion
Goals and Emotion (continued)
Marketing Implications �of Needs and Goals
Perceived Risk
Types of Perceived Risk
Inconsistency with Attitudes
Consumer Ability and Opportunity
Marketing Implication of Enhancing Information Processing