Chapter 2: Motive, Ability, and Opportunity

Personal Needs

-Achievement not based on other people -Ex., sleep, novelty, control, understanding

Motivation

-An inner state of activation that provides energy needed to achieve a goal -Leads consumers to engage in high-effort behavior (ex., standing in line at the Apple store for an iPhone) Ex., if you want to lose weight you'll be motivated to buy healthy foods and workout classes

What are strategies marketers can use to help consumers remember their brands, communications, or offerings?

-Chunking -Rehearsal -Recirculation -Elaboration

Social Needs

-Externally directed -Relate to other individuals -Fulfilling them requires presence/actions of others

5(+) resources associated with ability

-Financial -Cognitive -Emotional -Physical -Social and Cultural -(Education and Age)

Ability is influenced by...

-Financial, cognitive, emotion, physical, social, and cultural resources -Education and age

Needs for Cognition and Stimulation

-High cognition: enjoy mentally taxing activities such as reading vs. low cognition: enjoy watching TV -High optimum stimulation level: enjoy sensory stimulation, involved in shopping, seeking brand information, and ads; thrill-seeking vs. low optimum stimulation who want to get away from people, noise, demands (nature retreats, monasteries popular with this demographic)

Recirculation

-Information transferred to long-term memory by recirculation (repeated encounters)

Inconsistency with Attitudes

-Motivated to process messages that are moderately inconsistent with our knowledge/attitudes because such messages are perceived as moderately threatening/uncomfortable -Ex., slightly negative information about a current car brand -Consumers are less motivated to process information that is highly inconsistent with prior attitudes

Critiques of Maslow's Hierarchy

-Needs not always exactly ordered the same way -Lower-order needs do not always have to be fulfilled before higher-order needs become important to consumers -Ordering of needs may not be consistent across individuals or cultures -The hierarchy ignores the intensity of needs and the resulting effect on motivation

Motivation is influenced by...

-Personal relevance -Consistent with self-concept, values, needs, goals, emotions, and self-control processes -Perceived risk -Moderate inconsistency with attitudes

What factors increase consumers' ability to process information?

-Repetition (to an extent) -Reducing time pressure -Reducing the time needed to buy/use/learn about a product/service -Offering information when and where consumers choose to ask for it

Opportunity is influenced by...

-Time -Distractions -Complexity, amount, repetition, and control of information

Objects of Involvement

-a product or retail category -experiences -brands -advertisements -mediums

Factors affecting Consumer Opportunity

1. Availability 2. Lack of Time 3. Distraction 4. Complexity/Amount/Repetition/Control of Information

Types of Involvement (4)

1. Enduring 2. Situational 3. Cognitive 4. Affective

MAO Outcomes (3)

1. Goal-Relevant Behavior 2. High-Effort Information Processing and Decision-Making 3. Felt Involvement

Characteristics of Needs

1. Internally or externally activated 2. Need satisfaction is dynamic 3. Needs exist in a hierarchy 4. Needs can conflict

Maslow's Hierarchy of Needs

1. Self Actualization 2. Egoistic 3. Social 4. Safety 5. Physiological

What are the 5 categories of resources that determine opportunity?

1. Time 2. Distractions 3. Complexity, amount, repetition, and control of information to which consumers are exposed 4. Age 5. Education

Chunk

A group of items processed as a unit -Ex., phone numbers in chunks

Values

Abstract, enduring beliefs about what is right/wrong, important, or good/bad

Rehearsal

Actively and consciously interacting with material

Need

An internal state of tension experienced when there is a discrepancy between the current and an ideal or desired physical or psychological state

Need Conflict: Approach-Approach

When the consumer must choose between two or more equally desirable options that fulfill different needs Ex., playing with a puppy or eating ice cream

Psychological Risk

Concern about the extent to which a product/service fits with a consumer's self-concept (ex., psychologically risky for an environmentalist to buy disposable utensils)

What influences a consumer's acquisition, usage, and disposition decisions?

Consumer's motivation, ability, and opportunity

Feedback Reactions: How do I feel about achieving or not achieving a goal?

Goal Setting --> Formation of a Goal Intention --> Action Planning --> Action Initiation and Control --> Goal Attainment/Failure

Knowledge Structure

How we organize knowledge (episodic and semantic) in memory

Enduring Involvement

Long-term interest in an offering, activity, or decision Ex., car enthusiasts

Knowledge Content

Information we have already learned and stored in memory about brands, companies, etc.

Response Involvement

Interest in certain decisions and behaviors

Affective Involvement

Interest in expending emotional energy and evoking deep feelings about an offering, an activity, or a decision Ex., listening to music to experience emotions

Cognitive Involvement

Interest in thinking about and learning information pertinent to an offering, an activity, or decisions Ex., learning about the sport curling in the winter olympics

Prevention-Focused Goals

Motivated in ways that avoid negative outcomes; focus on responsibilities, safety, and guarding against risk

Promotion-Focused Goals

Motivated to act in ways to achieve positive outcomes; hopes, wants, accomplishments

MAO

Motivation, Ability, and Opportunity

Functional Needs

Need that motivates the search for offerings that solve consumption-related problems Ex., Car with a backup camera for safety

Hedonic Needs

Need that relates to sensory pleasure

Symbolic Needs

Need that relates to the meaning of our consumption behaviors to ourselves and to others How we perceive ourselves and how we are perceived by others The esteem in which we are held by others Ex., wearing Louboutins to show social position

Self-Concept

Our mental view of who we are Ex., Harley-Davidson customers see the brand as relevant to their self-concept and are therefore loyal

Ego depletion

Outcome of decision making effort that results in mental resources being exhausted

Goal

Outcome we would like to achieve

Social Risk

Potential harm to one's social standing

Self-Control

Process consumers use to regulate feelings, thoughts, and behavior in line with long-term goals, rather than to pursue short term goals

Motivated Reasoning

Processing information in a way that allows consumers to reach the conclusion that they want to reach Ex., if you want to lose weight, you might process an ad for a diet product in a way that makes you think that product will work for you

Goal Setting and Pursuit in Consumer Behavior

Setting/pursuing goals is circular: how you feel about achieving a goal affects what new goals you set and why

Types of Needs (Categorizing)

Social/Personal x Functional/Symbolic/Hedonic

Personal Relevance

Something that has a direct bearing on the self and has potentially significant consequences or implications for our lives

Situational (temporary) Involvement

Temporary interest in an offering, activity, or decision, often caused by situational consequences Ex., if you need a new car, you'd be interested in cars

Felt Involvement

The consumer's experience of being motivated with respect to a product or service, or decisions and actions about these

Financial Risk

The extent to which buying, using, or disposing of an offering is perceived to have the financial to cause financial harm

Time Risk

The extent to which buying, using, or disposing of the offering is perceived to have the potential to lead to loss of time

Ability

The extent to which consumers have the required resources to make an outcome happen.

Perceived Risk

The extent to which the consumer anticipates negative consequences of buying, using, or disposing of an offering to emerge and positive consequences not to emerge. Contains an uncertainty component and a consequences component. Higher when 1. the offering is new 2. the offering has a high price 3. the offering is technologically complex 4. brands differ substantially 5. consumer confidence/experience is low 6. opinions of others are important 7. little information available

Performance Risk

The probability that the offering will not perform as well as hoped or expected

Appraisal theory

The 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 or her goals

Elaboration

Transferring information into long-term memory by processing it at deeper levels

Need Conflict: Approach-Avoidance

When the consumer both wants to engage in the behavior and avoid it Ex., Lol you're a living example

Need Conflict: Avoidance-Avoidance

When the consumer must choose between two equally undesirable options Ex., eating a frog or eating a snail

Whether motivated consumers actually achieve a goal depends on...

whether they have the ability and opportunity to achieve it.