1. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 2 Motivation, Ability, and Opportunity

2. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 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. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 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. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Consumer Motivation & Effects (1) High effort behavior High-effort information processing & decision making –Motivated reasoning

5. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Consumer Motivation & Effects (2) Felt involvement –Enduring –Situational –Cognitive –Affective –Response

6. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Objects of Involvement Product categories Experiences Brands Ads Medium Particular show/article

7. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Personal Relevance Consistency with self-concept Values Needs Goals

8. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Needs A need is an internal state of tension caused by disequilibrium from an ideal or desired state.

9. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Characteristics of Needs Are dynamic Exist in hierarchy Internally or externally aroused Can conflict –Approach-avoidance –Approach-approach –Avoidance-avoidance

10. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Types of Goals Concrete or abstract? Promotion-focused or prevention focused? Goals to regulate how consumers feel Goals to regulate what consumers do

11. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 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

12. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Perceived Risk “... the extent to which the consumer is uncertain about the personal consequences of buying, using, or disposing of an offering.”

13. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Circumstances Causing Increased Perceived Risk Lack of information Newness High price Complex technology Brand differentiation What else increases risk of your buying/consumption?

14. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Inconsistency with Attitudes When inconsistency with attitudes occurs, we try to remove or at least understand the inconsistency. Any examples of this?

15. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Consumer Opportunity Time Distraction Amount of information Complexity of information Repetition of information Control of information

16. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Enhancing Information Processing Repeat communications Simplify Reduce distractions/time pressure Reduce purchasing/ using/learning time Provide information