chapter 2 motivation, ability, & opportunity. learning objectives~ ch. 2 1. discuss the four...

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

Drivers of Motivation

Personal Relevance

Values, Goals, & Needs

Perceived Risk

Inconsistency with Attitudes

Self-Concept

Types of Needs

Identifying Needs

Types of Risk Involvement

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 OpportunityTime

Distraction

Amount of information

Complexity of information

Repetition of information

Control of information

Enhancing Information Processing

Repeat communications SimplifyReduce distractions/time pressureReduce purchasing/ using/learning timeProvide information

Nicorette is targeting consumers who have a specific goal: They want to quit smoking.

© 2007 GlaxoSmithKline Consumer Healthcare, LP.

Questions?