Chapter 2The Psychological Core:

Motivation, Ability and Opportunity

Motivation Defined as “an inner state of

arousal,” with the aroused energy directed to achieve a goal.

the general desire or willingness of someone to do something.

Effects of Consumer Motivation High-Effort Behavior High-Effort Information

Processing and Decision Making Felt Involvement

High-Effort Behavior

One outcome of motivation behavior that takes considerable effort.

Motivation not only drives behaviors consistent with a goal but also creates a willingness to expend time and energy engaging in these behaviors.

High-effort Information Processing and Decision Making

Motivation also affects how we process information and make decisions.

Consumers are highly motivated to achieve a goal, they are more likely to pay careful attention to it, think about it, attempt to understand or comprehend goal-relevant information, evaluate that information critically, and try to remember it for later use.

Motivated ReasoningConsumers process information in a

biased way so that they can obtain the particular conclusion they want to reach.

Felt Involvement

Final outcome of motivation is that it evokes a psychological state in consumers called involvement.

Refers to the psychological experience of the motivated consumer.

Types of Involvement

Enduring Involvement Situational Involvement Cognitive Involvement Affective Involvement

Enduring Involvement

also referred to as "leisure" or "ego" involvement in the literature.

Exists when we show interest in an offering or activity over a long period of time.

 continuous and is more permanent in nature.

 

Situational or Temporary Involvement occurs only in specific situations temporary interest in an

offering, activity, or decision, often caused by situational circumstances

Cognitive Involvement

The consumer is interested in thinking bout and processing information related to his or her goal.

interest in thinking about and learning information pertinent to an offering, a activity or decisions.

Affective Involvement

The consumer is willing to expend emotional energy in or has heightened feelings about an activity.

• Emotional level involvement in products.

Objects of Involvement Product or retail category Experiences Involvement with a brand Involvement with ads Involvement with a medium

Response Involvement

interest in certain decisions and behaviors.

What affects motivation?

Personal relevance Consistency with Self-Concept Values, Needs, Goals Perceived Risk Inconsistency with Attitudes

Personal Relevance

something that has a direct bearing on the self and has potentially significant consequences on our lives.

Has consequences on your life (dandruff ads – cannot get a job done)

Consistency with Self-concept Helps us define who we are, and

it frequently guides our behavior. our mental view of who we are

Values

Beliefs that guide what people regard as important or good.

beliefs about what is right

Needs

Is an internal state of tension caused by disequilibrium from an ideal or desired state.

Maslow’s Hierarchy of Needs

Types of Need

Social needs Nonsocial needs Functional needs Symbolic needs Hedonic needs Needs for cognition and

stimulation

Social needs

Are externally directed and relate to other individuals.

Fulfilling these needs thus requires the presence or actions of other people.

Nonsocial needs

Are those for which achievement is not based on other people.

Functional Needs

May be social or nonsocial. It motivate the search for

products that solve consumption-related problems.

Symbolic Needs

It affects how we perceive ourselves and how we are perceived by others.

Hedonic Needs

Include needs for sensory stimulation, cognitive stimulation and novelty (nonsocial hedonic needs) and needs for reinforcement, sex and play (social hedonic needs)

These reflect our inherit desires for sensory pleasure.

Needs for Recognition and Stimulation It is the intrinsic motivation to

engage in problem solving activities.

Characteristics of Needs

Needs are dynamic. Needs exist in a hierarchy. Needs can be externally or

internally aroused Needs can conflict.

Needs are Dynamic

Needs are never fully satisfied. Satisfaction is only temporary.

Needs exist in a Hierarchy

Although several needs may be activated at any one time, some assume more importance than others.

Needs can be Internally or Externally Aroused Although many needs are

internally activated, some needs can de externally cued.

Needs can Conflict

A given behavior or outcome can be seen as both desirable and undesirable if it satisfies some needs but fails to satisfy others.

Approach-avoidance conflict You both want to engage in the

behavior and want to avoid it.

Avoidance-Avoidance conflict It occurs when the consumer

must choose between two equally undesirable options.

Approach-approach conflict It occurs when someone must

choose between two or more equally desirable options that fulfill different needs.