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 ID: 651260
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Slide1
Chapter 2
Motivation, Ability, and
OpportunitySlide2
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.Slide3
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)Slide4
Consumer Motivation
& Effects (1)
High effort behavior
High-effort information processing & decision making
Motivated reasoningSlide5
Consumer Motivation
& Effects (2)
Felt involvement
Enduring
Situational
Cognitive
Affective
ResponseSlide6
Objects of Involvement
Product categories
Experiences
Brands
Ads
Medium
Particular show/articleSlide7
Personal Relevance
Consistency with self-concept
Values
Needs
GoalsSlide8
Needs
A need is an internal state of tension caused by disequilibrium from an ideal or desired state.Slide9
Characteristics of Needs
Are dynamic
Exist in hierarchy
Internally or externally aroused
Can conflict
Approach-avoidance
Approach-approach
Avoidance-avoidanceSlide10
Types of Goals
Concrete or abstract?
Promotion-focused or prevention focused?
Goals to regulate how consumers feel
Goals to regulate what consumers doSlide11
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 compatibilitySlide12
Perceived Risk
“
. . . the extent to which the consumer is uncertain about the personal consequences of buying, using, or disposing of an offering.
”Slide13
Circumstances Causing Increased Perceived Risk
Lack of information
Newness
High price
Complex technology
Brand
differentiation
What else increases risk of your buying/consumption?Slide14
Inconsistency with Attitudes
When inconsistency with attitudes occurs, we try to remove or at least understand the inconsistency
.
Any examples of this?Slide15
Consumer Opportunity
Time
Distraction
Amount of information
Complexity of information
Repetition of information
Control of informationSlide16
Enhancing
Information Processing
Repeat communications
Simplify
Reduce distractions/time pressure
Reduce purchasing/ using/learning time
Provide information