Marketing 410 chapter 2

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Chapter 2

Motivation, Ability, andOpportunity

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Learning Objectives~ Ch. 21. Discuss the four types of influences that effect the

consumer’s motivation to process information, make a decision, or take an action.

2. Explain how financial, cognitive, emotional, physical, social, and cultural resources, plus age and education, can affect the individual’s ability to engage in consumer behaviors.

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

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Motivation“. . . an inner state of arousal that [creates] . . . energy to

achiev[e] a goal.”

Consumer motivation: “The needs, wants, drives, & 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.” (AMA)

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Consumer Motivation & Effects (1)

High effort behavior

High-effort information processing & decision making– Motivated reasoning

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Consumer Motivation & Effects (2)

Felt involvement– Enduring– Situational– Cognitive– Affective– Response

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Objects of InvolvementProduct categoriesExperiencesBrandsAdsMediumParticular show/article

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Personal RelevanceConsistency with self-conceptValues Needs Goals

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Needs

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

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Characteristics of NeedsAre dynamicExist in hierarchyInternally or externally arousedCan conflict– Approach-avoidance– Approach-approach– Avoidance-avoidance

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

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Goals & EmotionAppraisal Theory– Whether consumer feels good or bad about

something depends on whether it is consistent or inconsistent with his/her goals

– Normative/moral compatibility

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Perceived Risk

“. . . the extent to which the consumer is uncertain about the personal consequences of buying, using,

or disposing of an offering.”

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Circumstances Causing Increased Perceived Risk

Lack of informationNewnessHigh priceComplex technologyBrand differentiation

What else increases risk of your buying/consumption?

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Inconsistency with Attitudes

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

Any examples of this?

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Consumer OpportunityTimeDistractionAmount of informationComplexity of informationRepetition of informationControl of information

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Enhancing Information Processing

Repeat communications SimplifyReduce distractions/time pressureReduce purchasing/ using/learning timeProvide information