2 Motivation, ability, and opportunity PDF

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Chapter 2 summary of motivation, ability, and opportunity....

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2 Motivation, ability, and opportunity 

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Consumer Motivation and Its effects o Motivation—an inner state of activation that provides energy needed to achieve a goal o High-effort Behavior  Motivation can result in behavior that takes considerable effort o High-effort information processing and decision making  Motivation affects how we process info and make decisions  When highly motivated, consumers are more likely to pay careful attention, think about it, attempt to understand it, etc.  Low motivation = little effort  Motivated reasoning—processing info in a way that allows consumers to reach the conclusion that they want to reach  Process info in biased way o Felt-Involvement—the consumer’s experience of being motivated with respect to a product or service, or decisions and actions about these  Types of involvement  Enduring involvement—long-term interest in an offering, activity, or decision o EX: car enthusiasts  Situational (temporary) involvement—temporary interest in n offering, activity, or decision, often caused by situational circumstances o EX: only look at cars when they need a new one  Cognitive involvement—interest in thinking about and learning info pertinent to an offering, an activity, or decisions  Affective involvement—interest in expending emotional energy and evoking deep feelings about an offering, an activity, or a decision o EX: listening to music to evoke strong emotions about a particular event  Objects of involvement  Can involve product/retail category or experiences or brand or ads or medium (TV/newspaper)  Response involvement—interest in certain decisions and behaviors What determines motivation o Personal relevance—something that has a direct bearing on the self and has potentially significant consequences or implications for our lives o Consistency with self-Concept  Self Concept—mental view of who we are o Values—abstract enduring beliefs about what is right/wrong, important, good/bad

2 Motivation, ability, and opportunity o Needs—internal state of tension experienced when there is a discrepancy between the current and an ideal or desired physical or psychological state  Maslow’s Hierarchy (fulfilled from bottom to top)  Self-actualization: need for self-fulfillment and enriching experiences  Egoistic: need for prestige, success, accomplishment, self-esteem  Social: need for affection, friendship, to belong  Security: need for shelter, protection, security  Physiological: need for food, water, sleep  Type’s of needs  Social needs: externally directed and relate to other individuals o EX: Modeling, support, status, affiliation, belonging, achievement, reinforcement, sex, play  Personal needs: achievement isn’t based on other people o EX: Safety, order, physical well-being, self-control, independence, sensory stimulation, cognitive stimulation, novelty  Functional needs—need that motivates the search for offerings that solve consumption-related problems o Involves social and personal needs o EX: Modeling, Support, Safety, Order, Physical well-being  Symbolic needs—need that relates to the meaning of our consumption behaviors to ourselves and to others. That is, how we perceive ourselves, how we are perceived by others, how we relate to others, how we relate to others, and the esteem in which we are held by others o EX: Status, affiliation, belonging, achievement, self-control, independence  Hedonic needs—need that relates to sensory pleasure o EX: Reinforcement, sex, play, sensory stimulation, cognitive stimulation, novelty  Need got cognition and stimulation o Cognition: need for understanding and mental stimulation) o Stimulation: need a lot of sensory stimulation to be involved in brands  Characteristics of needs  Needs can be internally or externally activated o EX: smelling food makes you hungry  Need satisfaction is dynamic o Never permanently satisfied  Needs exist in a hierarchy o Some have more importance than others (and importance shifts at times)

2 Motivation, ability, and opportunity o Ex: HUNGRY DURING exam, but need for achievement is greater  Needs can conflict o Approach-avoidance conflict—inner struggle about acquiring or consuming an offering that fulfills one need but fails to fulfill another  EX: teens deciding to smoke o Approach-approach conflict—inner struggle about which offering to acquire when each can satisfy an important but different need  EX: Option to go to career-night (fulfills achievement) or basketball game w friends (affiliation) o Avoidance-avoidance conflict—an inner struggle about which offering to acquire when neither can satisfy an important but different need  EX: Going home after a late meeting or waiting another hour until a friend can drive you home  Identifying needs  Ppl express their needs w different behaviors o Goals—outcome that we would like to achieve  Goal Setting and Pursuit  Ppl set goal then implement a plan for it  Goals and Efforts  The more easily consumers can visualize their goals, the more motivated and committed they are to putting effort toward those goals  When v motivated, will see achievements more as commitment to the goal, not making progress  Types of goals  Concrete or abstract  Promotion-focused: consumers are motivated to act in ways to achieve positive outcomes  Prevention-focused: consumers are motivated to act in ways that avoid negative outcomes o Goals and Emotions  Appraisal theory—theory of emotion that proposes that emotions are based on an individual’s assessment of a situation or an outcome and its relevance to his/her goals o Self-control and goal conflict  Self-control—process consumers use to regulate feelings, thoughts, and behavior in line w long-term goal, rather than to pursue short term goals  Time plays a role

2 Motivation, ability, and opportunity Ego depletion—outcome of a decision-making effort that results in mental resources being exhausted  The challenge of info processing  Consumers seeking to exert self-control are caught in psychological conflict between desire and willpower  Another approach to strengthening self-control is empowering yourself to refuse “I don’t eat this” instead of “I can’t eat this”  The challenge of emotion regulation  Consumers have goals about how they want/don’t want to feel  Embodiment—connection between mind and body that influences and expresses consumer self-control and behavior o Perceived Risk—the extent to which the consumer anticipates negative consequences of an action, for example, buying, using or disposing of an offering, to emerge and positive consequences to not emerge  Anticipation of outcomes & how uncertain these are  Negativity of the outcomes & how severe these are  Types of perceived risk  Performance risk—the possibility that the offering will not perform as well as hoped or expected  Financial risk—extent to which buying, using or disposing of an offering is perceived to have the potential to create financial harm  Physical/safety risk—extent to which buying, using, or disposing of an offering is perceived to have the potential to do harm to one’s social standing  Social risk—extent to which buying, using, or disposing of an offering is perceived to have the potential to do harm to one’s social standing  Psychological risk—extent to which buying, using, disposing of an offering is perceived to have the potential to harm one’s sense of self and thus create negative emotions  Time risk—extent to which buying, using, or disposing of the offering is perceived to have the potential to lead the loss of time  Risk and involvement  The greater the risk, the greater the involvement o Inconsistency with attitudes  Need new info to be consistent w previously acquired knowledge/attitudes  Information that goes against existing attitudes is considered nonviable Consumer ability: resources to act o Ability—extent to which consumers have the required resources to make an outcome happen o Financial resources o Cognitive resources  Knowledge about products/services varies from consumer to consumer 

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2 Motivation, ability, and opportunity Those who know more about it are able to think deeply about product/service  EX: knows a lot about cars, will possibly be able to better understand lease payments o Emotional resources  Ability to experience empathy/sympathy can affect processing of info o Physical resources  EX: ppl who feel they’re physically capable may take strenuous hike or buy challenging exercise equipment o Social and cultural resources  Social: network ppl have & extent they can leverage the resources contained in them  Cultural: knowledge of/ access to system of (sub)cultural institutions in a society o Education and Age  Better-educated customers have more cognitive resources to use in processing complex info  Older ppl realize benefits of searching for info sometimes outweighs costs Consumer Opportunity o Time  Time-pressured ppl more likely to buy things for themselves during Christmas bc this is rare time they have to shop  Consumers under time pressure to make decision will:  Acquire less info  Process info less systematically  Place more emphasis on negative info o Distraction  Any aspect that diverts consumers’ attention o Complexity, amount, repetition, and control of info  More complex = less opportunity (time) to process  High volume makes it hard to consume all the info  EX: make how to videos to simply and cut it down  Repetition helps with processing  DON’t irritate them though  Consumers remember more if they control what info is presented, how long it’s presented, and in what order 

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