Chapter 2 Motivation Ability and Opportunity Copyright Cengage

Learning Objectives 1. Consumers’ motivation, ability, and opportunity to process information, make decisions, or engage in behaviors. 2. Influences and outcomes of consumer motivation, ability, and opportunity to process information, make decisions, and engage in behaviors. Copyright © Cengage Learning. All rights reserved. 1|2

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

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-view 756. php Copyright © Cengage Learning. All rights reserved. 1|4

Chapter Overview: Motivation, Ability, and Opportunity (Exhibit 2. 1) Copyright © Cengage Learning. All

Consumer Motivation and Its Effects • High effort behavior • High-effort information processing and

Consumer Motivation and Its Effects • Felt involvement – Enduring – Situational – Cognitive

Objects of Involvement • Product categories • Experiences • Brands • Ads • Medium

What Affects Motivation? Self-Concept Personal Relevance Types of Needs Identifying Needs Values, Goals, Needs Types of Risk Involvement Perceived Risk Inconsistency with Attitudes Copyright © Cengage Learning. All rights reserved. 1|9

Personal Relevance • • Consistency with self-concept Values Needs Goals Copyright © Cengage Learning.

Needs • A need is an internal state of tension caused by disequilibrium from

Maslow’s Hierarchy of Needs (Exhibit 2. 3) Copyright © Cengage Learning. All rights reserved.

Categorizing Needs (Exhibit 2. 4) Copyright © Cengage Learning. All rights reserved. 1 |

Characteristics of Needs • • Are dynamic Exist in hierarchy Internally or externally aroused Can conflict – Approach-Avoidance – Approach-Approach – Avoidance-Avoidance Copyright © Cengage Learning. All rights reserved. 1 | 14

Uncovering Consumers’ Needs (Exhibit 2. 5) Copyright © Cengage Learning. All rights reserved. 1

Goal Setting and Pursuit in Consumer Behavior (Exhibit 2. 6) Copyright © Cengage Learning.

Types of Goals • Concrete or abstract? • Promotion-focused or prevention focused? • Goals to regulate how consumers feel • Goals to regulate what consumers do Copyright © Cengage Learning. All rights reserved. 1 | 17

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 Copyright © Cengage Learning. All rights reserved. 1 | 18

Appraisal Theory Copyright © Cengage Learning. All rights reserved. 1 | 19

Appraisal Theory Copyright © Cengage Learning. All rights reserved. 1 | 20

Marketing Implications of Needs and Goals • • • Segmenting the market Creating new needs and goals Developing satisfying offerings Managing conflicts Appealing to multiples Copyright © Cengage Learning. All rights reserved. 1 | 21

Marketing Implications of Needs and Goals • Enhance communication effectiveness • Appeal to goals

Perceived Risk “. . . the extent to which the consumer is uncertain about the personal consequences of buying, using, or disposing of an offering. ” Copyright © Cengage Learning. All rights reserved. 1 | 23

Circumstances Causing Increased Perceived Risk • Lack of information • Newness • High price

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

Consumer Opportunity • • • Time Distraction Amount of information Complexity of information Repetition

Enhancing Consumers’ Information Processing • • • Repeat communications Simplify Reduce distractions/time pressure Reduce purchasing/ using/learning time Provide information Copyright © Cengage Learning. All rights reserved. 1 | 28