Week 2 Motivation, Ability and Opportunity PDF

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Week 2 Motivation, Ability and Opportunity Tuesday, 14 November 2017

12:18 pm

MOTIVATION Factors that Drive Motivation Needs An internal state of tension caused by disequilibrium from an ideal or desired state 1. Physiological needs - these include the most based needs that are vital to survival ○ Water ○ Air ○ Food ○ Sleep 2. Security needs - these include needs for safety and security ○ Personal and financial security ○ Healthcare ○ Neighbourhoods safety ○ House for shelter 3. Social needs - these include needs for belonging, love and affection ○ Friendships ○ Romantic attachments ○ Families 4. Esteem needs - these include the need for things that reflect on selfesteem ○ Personal worth ○ Social recognition ○ Accomplishment 5. Self-actualisation needs - the highest level ○ Self aware ○ Concerned with personal growth ○ Interested fulfilling their potential Alternative ways to categorise needs: Needs can be categorised according to whether they are - Social or non-social - Function, symbolic, hedonic in nature

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Social fulfilling social needs requires the presence or actions of other people - Status: desire to have other hold us in high regard - Models: reflect a wish to have others show us how to behave Non-social those for which achievement is not based on other people - Our need for sleep, novelty, control, or uniqueness involve only ourselves - So I might buy the same thing over and over again to reflect a need for consistency. Or buy something different for my need for variety. Functional these motivate the search for products that solve consumptionrelated problems. So if you are concerned about safety, you might visit howsafeismycar.com and consider buying a car with side airbags Symbolic these needs affect how we perceive ourselves and how others perceive us. So they are connected with our sense of self. - I might buy a cup of FairTrade coffee because it expresses my identity through the symbolism of Fair Trade goods. Hedonic These needs reflect our inherent desires for sensory pleasure. So I might purchase Magnum ice-cream because of the pleasure it brings when I consume it. Importance of Needs

"The purpose of any organisation should be the satisfaction of its customer needs." The organisation should define its business in terms of the customer need it satisfies, not in terms of the product it sells e.g. selling transportation or the train itself Consumer Needs vs Wants Needs are more abstract, fundamental. They are an internal state of tension caused by disequilibrium from an ideal or desire state and current state. They have a physiological, psychological or environmental basis. Wants on the other hand are more concrete, specific. They are a desire for a particular means to satisfy the need. They are shaped by a person's knowledge, culture, and context. Self-Actualisation needs - WANTS • I want to study at Monash • I want to go on a trip to Peru Social needs - WANTS • I want a Facebook, twitter, snapchat account Esteem needs - WANTS • I want a Rolex watch • I want a luxury sports car Identifying Needs Consumer research tools • Surveys • Focus groups • Interviews • Experiments • Observations and ethnographic research • Neuroscience Goals End states or desired outcomes that an individual would like to achieve. More specific and concrete than needs • •

Need: Self-actualisation and fulfilment - develop ones writing skills Need: self-esteem and recognition - get a degree, become a famous actor

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Approach/Promotion oriented - motivated to act in ways to achieve outcomes e.g. achieve making yourself proud, achieve a vacation - doing something positive Avoidance/Prevention oriented - motivated to act in ways that avoid negative outcomes - avoid skin cancers or getting sunburnt - to stop something from happening

Characteristics of Goals Goals can conflict - multiple simultaneous goals - disengage from one goal to pursue another • Approach - Avoidance: desire a product/service but wish to avoid it at the same time • Approach - Approach: a person must choose between two desirable alternatives Appraisal Theory We appraise (evaluate) the goal outcome and the effectiveness of the chosen actions/means

How we appraise a situation, event or outcome (i.e. positively or negatively) determines our emotional response to it • •

Outcome is consistent with my goals: situation caused by myself and is good for me Outcome is inconsistent with my goals: situation is caused by me but is bad by me

Factors that Influence Consumer Motivation Many factors can influence the amount or type of motivation a consumer has, such as their values, or their concept of who they are • Values: beliefs about what is right, important, or good • The self-concept: our mental view of who we are. Defines who we are. Guides out behaviour

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Types of self-concepts: § Actual self - a person's realistic appraisal of the qualities he or she does and does not possess § Ideal self - a person's conception of how he os she would like to be - partially moulded by elements of a consumer's culture § Ought self - a person's conception of how he or she should be - shaped by an individual's duties and obligations

Understanding Motivation To understand motivation, or that inner state of arousal, we considered the personal relevance: the role of needs, goals, values and the self-concept MODERATORS Limits to Motivation Perceived Risk There are 6 types of perceived risk 1. Performance risk - will the car perform as expected? Will I run out of charge? 2. Financial risk - "that's a lot of money to spend on a car…" 3. Social risk - if I drive an electric car what will my friends think of me? 4. Physical/Safety risk - the extent to which buying, using or disposing of an offering is perceived to have the potential to create physical harm or harm one's safety 5. Psychological risk - the extent to which buying, using, or disposing of an offering is perceived to have the potential to harm one's sense of self and thus create negative emotions 6. Time risk - the extent to which buying, using or disposing of an offering is perceived to have the potential to lead to loss of time Other Factors Moderating Motivation: Ability and Opportunity Ability: the extent to which consumers have the resources needed to make an outcome happen • Financial, cognitive, emotional, physical resources • Culture, education, age Opportunity: 1. Time available 2. Amount and complexity of information that needs to be processed 3. Repetition of information C

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Consumer Ability Motivation may not happen unless the consumer has the ABILITY to process information, make decisions, or engage in behaviours. Marketers can provide information and advice to consumers when products are complex, or consumers lack knowledge/experience • Cognitive (knowledge and experience) Resources - knowledgeable consumers (or "experts") are better able to think deeply about information than less knowledgeable (or "novice") consumers (even though they may both be equally motivated) - novices and experts process information in different ways • Emotional resources - consumers' ability to experience empathy and sympathy can affect their processing of information • Physical resources - "body power" can affect how, when, where and whether consumers make decisions and take actions Opportunity The final factor affecting whether motivation results in action is consumers' opportunity to engage in a behaviour. So when motivation and ability are high, consuemrs may not take action or make a decision because of: 1. Time 2. Distraction 3. Complexity, amount, repetition, and control of information Understanding Moderators Moderators may include the role of perceived risk, ability, and opportunity

OUTCOMES Behaviour and Involvement We know that consumers can be motivated to engage in behaviours, make decisions, or process information. But what are the effects of motivation? Behaviour • High-effort behaviour: one outcome of motivation is behaviour that takes considerable effort. Motivation can drive behaviours consistent with a goal but also create a willingness to expend time and energy engaging those behaviours Processing and Decision-Making • High-Effort Information Processing and Decision-Making - motivation also affects how we process information and make decisions When we are

affects how we process information and make decisions. When we are highly motivated to achieve a goal, we are more likely to pay attention to it, think about it, critically evaluate any information, and try and remember it for use later. Involvement Involvement can fall into different categories: 1. Enduring involvement: over a long period of time 2. Situation involvement: temporary, possibly caused by the circumstances surrounding the situation 3. Cognitive involvement: interested in thinking and processing information about an offering 4. Affective involvement: interest in spending emotional energy and/or evoking deep feelings about an offering Outcomes of Motivation Motivation can result in three outcomes: 1. High vs Low effort behaviour 2. High vs Low effort information processing and decision making 3. High vs Low involvement...