1. Motivation, Ability, and Opportunity
Chapter 2
Motivation, Ability, and Opportunity

2. Learning Objectives
Consumers’ motivation, ability, and opportunity to process information, make decisions, or engage in behaviors.
Influences and outcomes of consumer motivation, ability, and opportunity to process information, make decisions, and engage in behaviors.

3. Motivation
“. . . an inner state of arousal that [creates] energy to achiev[e] a goal.”

4. 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,

5. Chapter Overview: Motivation, Ability, and Opportunity (Exhibit 2.1)

6. Consumer Motivation and Its Effects
High effort behavior
High-effort information processing and decision making
Motivated reasoning

7. Consumer Motivation and Its Effects
Felt involvement
Enduring
Situational
Cognitive
Affective
response

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

9. What Affects Motivation?
Personal Relevance
Self-Concept
Types of Needs
Identifying Needs
Values, Goals, Needs
Types of Risk
Involvement
Perceived Risk
Inconsistency with Attitudes

10. Personal Relevance
Consistency with self-concept
Values
Needs
Goals

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

12. Maslow’s Hierarchy of Needs (Exhibit 2.3)

13. Categorizing Needs (Exhibit 2.4)

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

15. Uncovering Consumers’ Needs (Exhibit 2.5)

16. Goal Setting and Pursuit in Consumer Behavior (Exhibit 2.6)

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

18. 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

19. Appraisal Theory

20. Appraisal Theory

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

22. Marketing Implications of Needs and Goals
Enhance communication effectiveness
Appeal to goals
Manage consumers’ emotions

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

24. Circumstances Causing Increased Perceived Risk
Lack of information
Newness
High price
Complex technology
Brand differentiation

25. Types of Perceived Risk
Performance
Financial
Physical (Safety)
Social
Psychological
Time

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

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

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