Motivation, Ability, & Opportunity Chapter 2 Motivation, Ability, & Opportunity

Learning Objectives~ Ch. 2 1. 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.

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)

Motivation Are you a motivated person? Can one change others’ motivation state in general? Or in the marketplace?

Motivation, Ability, & Opportunity

Consumer Motivation & Effects (1) High effort behavior High-effort information processing & decision making Motivated reasoning

Consumer Motivation & Effects (2) Felt involvement Enduring Situational Cognitive Affective response

Objects of Involvement Product categories Experiences Brands Ads Medium Particular show/article

Inconsistency with Attitudes Drivers of Motivation Self-Concept Personal Relevance Types of Needs Identifying Needs Values, Goals, & Needs Types of Risk Involvement Perceived Risk Inconsistency with Attitudes

Personal Relevance Consistency with self-concept Values Needs Goals

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

Maslow’s Hierarchy of Needs

Categorizing Needs

Characteristics of Needs Are dynamic Exist in hierarchy Internally or externally aroused Can conflict Approach-Avoidance Approach-Approach Avoidance-Avoidance

Goal Setting & Pursuit in Consumer Behavior

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

Goals & 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

Appraisal Theory

Appraisal Theory

Marketing Implications of Needs & Goals Segmenting the market Creating new needs & goals Developing satisfying offerings Managing conflicts Appealing to multiples

Marketing Implications of Needs & Goals Enhance communication effectiveness Appeal to goals Manage consumers’ emotions

Perceived Risk “. . . the extent to which the consumer is uncertain about the personal consequences of buying, using, or disposing of an offering.”

Circumstances Causing Increased Perceived Risk Lack of information Newness High price Complex technology Brand differentiation What else increases risk of your buying /consumption?

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 least understand the inconsistency. Any examples of this?

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

Enhancing Information Processing Repeat communications Simplify Reduce distractions/time pressure Reduce purchasing/ using/learning time Provide information

Nicorette is targeting consumers who have a specific goal: They want to quit smoking. © 2007 GlaxoSmithKline Consumer Healthcare, LP.

Questions?