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?