Chapter 2 Flashcards
Motivation
Is an inner state of activation that provides energy needed to achieve the goal
The effects of motivation
High effort behavior
high-effort information and decision-making
Felt involvement
Motivation also affects how we process information and make decisions. When consumers are highly motivated to achieve a goal, they are more liekly to
Pay careful attention to it, think critically, and try to remember it for later use.
Motivated reasoning
Refers to processing information in a (biased) way that allows consumers to reach the conclusion that they want to reach
Felt involvement
Is the consumers experience of being motivated with respect to a product or service or decisions and actions about these
the psychological experience of the motivated consumer
Four types of felt involvement
Enduring involvement
Situational (temporary) involvement
Cognitive involvement
Affective involvement
Enduring involvement (types of felt involvement)
Exists when we show interest in an offering or activity over a long period of time
Situational (temporary) involvement (felt involvement)
Temporary interest in an offering, activity, or decision, often caused by situational circumstances
Cognitive involvement (felt involvement)
Interest in thinking about and learning information pertinent to an offering, an activity, or decisions
Affective involvement (felt involvement)
Interest in expending emotional energy and evoking deep feelings about an offering, an activity or a decision
Motivation is influenced by personal relevance
Consistency with self-concept, values, needs, goal, emotions, and self-control process; perceived risks; and/or moderate inconsitency with attitudes
Personal relevance
Is something that has a direct bearing on the self and has potentially significant consequences or implications for our lives
Self concept
Refers to our mental view of who we are
Values
Abstract, enduring beliefs, about what is right/wrong
Self control
Process consumers use to regulate feelings, thoughts and behavior in line with long term goals
NEeds
Are internal states of tension experienced when there is a discrepancy between the current and an ideal or desired physical or psychological state
Maslow’s Hierarchy of needs
Self-actualization
Egoistic
Social
Safety
Physiologicaly
Another way to categorize needs: based on whether they are
Social (externally directed and relate to other individuals) or non-social/personal (achievement is not based on other people)
Functional (need that motivates the search for offerings that solve consumption-related problems), symmbolic (needs that relates to the meaning of our consumptino behaviors to ourselves and to others) or hedonic (need that relates to sensory pleasure)
Perceived risk
Is 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
Six types of risk
Performance risk
Financial risk
Ohysical (or safety) risk
social risk
Psychological risk
Time risk
Performance risk
The possibility that the offering will not perform as well as hoped or expected
Financial risk
The extent to which buying, using, or disposing of an offering is perceived to have the potential to create financial harm
Physical (or 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 ones safety
Social risk
The extent to which buying, using, or disposing of an offering is perceived to have the potential to do harm to ones social standing
Psychological risk
The extent to which buying, using, or disposing of an offering is perceived to have the potential to harm ones sense of self and thus create negative emotions
Time risk
The extent to which buying, using, or disposing of the offering is perceived to have the potential to lead the loss of time
Inconsistency with attitudes
Refers to the extent to which new information is consistent with perviously acquired knowledge or attitudes. We tend to be motivated to process messages that are moderately inconsistent with our knowledge
Consumer ability
Is the extent to which consumers have the required resources to make an outcome happen
Consumer ability is influenced by
Financial resources
Cognitive resources
Emotional resources
Physical resources
Social and cultural resources
Education and age
Financial resoures (consumer ability)
consumers can use money instead of other resources to enhance their ability to make decisions and take actions)
Cognitive resources (consumer ability)
Knowledgeable consumers, or “experts” are better able to think deeply about information than are equally motivated but less knowledgeable consumers, or “novices” These differences in prior knowledge affect how consumers make decisions)
Emotional resources (consumer ability)
(consumers ability to experience empathy and sympathy can affect their processing of information and their decisions about brand choices, consumption, disposition, spending…)
Physical resources (consumer ability)
Physical capabilities can affect how, when, where, and whether consumers make decisions and take actions)
Social and cultural resources (consumer ability)
Knowledge of an access to these resources affect acquisition, consumption and disposition behavior of consumers)
education and age (consumer ability)
Related to the ability to process information and make decisions
1) better eductated consumers will have more cognitive resources to use in processing complex information and making decisions
2) older children seem to be more sensitive to the fact that the benefits of searching for information sometimes outweight the costs
Consumer opportunity is influenced by
Time
Distractions
Complexity
Amount
Repetition
and control of information
Time (consumer opportunity)
Can affect the consumers opportunity to process information, make decisions and perform certain behaviors
Consumers under time pressure to make decisions will
1) acquire less information
2) process the information less systematically
3) place more emphasis on negative information
Distraction (consumer ability)
Refers to any aspect of a situation that diverts consumers attention. It seems to influence mostly the effect that consumers (slow) thoughts have on their choices, and less so the effect that their (fast) emotions have on choices
Complexity (consumer ability) of the information to which consumers are exposed can
Affect their opportunity to process it. Consumers find technical or quantitative information more difficult to handle than nontechnical and qualitative data. INformation may also be complex if the individual must sift through a huge volume of it
Repetition (consumer ability)
May enhance consumers ability to process information. If consumers are repeatedly exposed to information, they have more opportunities to think about, scrutinize, relate to, and remember the information
Consumer remember and learn more when they can control the flow of information by determining what information is presented, for how long, and in what order
