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

2. 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.

3. 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)

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

5. Motivation, Ability, & Opportunity

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

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

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

9. 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

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

13. Categorizing Needs

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

15. Goal Setting & Pursuit in Consumer Behavior

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

17. 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

18. Appraisal Theory

19. Appraisal Theory

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

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

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

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

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

25. Inconsistency with Attitudes
When inconsistency with attitudes occurs, we try to remove or at least understand the inconsistency.
Any examples of this?

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

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

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

29. Questions?