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Chapter 2

Chapter 2. Motivation, Ability, and 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.

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Chapter 2

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  1. Chapter 2 Motivation, Ability, and Opportunity

  2. 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.

  3. 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)

  4. Consumer Motivation & Effects (1) High effort behavior High-effort information processing & decision making Motivated reasoning

  5. Consumer Motivation & Effects (2) Felt involvement Enduring Situational Cognitive Affective Response

  6. Objects of Involvement Product categories Experiences Brands Ads Medium Particular show/article

  7. Personal Relevance • Consistency with self-concept • Values • Needs • Goals

  8. Needs A need is an internal state of tension caused by disequilibrium from an ideal or desired state.

  9. Characteristics of Needs Are dynamic Exist in hierarchy Internally or externally aroused Can conflict Approach-avoidance Approach-approach Avoidance-avoidance

  10. Types of Goals Concrete or abstract? Promotion-focused or prevention focused? Goals to regulate how consumers feel Goals to regulate what consumers do

  11. 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

  12. Perceived Risk “. . . the extent to which the consumer is uncertain about the personal consequences of buying, using, or disposing of an offering.”

  13. Circumstances Causing Increased Perceived Risk Lack of information Newness High price Complex technology Brand differentiation What else increases risk of your buying/consumption?

  14. Inconsistency with Attitudes When inconsistency with attitudes occurs, we try to remove or at least understand the inconsistency. Any examples of this?

  15. Consumer Opportunity Time Distraction Amount of information Complexity of information Repetition of information Control of information

  16. Enhancing Information Processing Repeat communications Simplify Reduce distractions/time pressure Reduce purchasing/ using/learning time Provide information

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