Motivation, Ability and Opportunity Flashcards
Define consumer motivation
needs, wants, drives and desires of individual that will lead him/her to purchase products/services/ideas
Personal Relevance. Does Self concept play a role in this?
Personal Relevance: How relevant is it to you? Does it stir something in you? Does it MATTER?
Self concept is who you see yourself to be. The mental view you have of you.
So yes you would buy what you think YOU would like/use.
Values and how do they play a role in consumer behavior.
Values: beliefs about what is right/wrong, important, good/bad, etc.
People buy based off their morals. Example is Tom’s shoes. If you buy them they give back so if your heart says “give” then you would buy them OR if you think you are a giving person you may buy them too.
3 Needs and in class examples
Functional: solves some need
Symbolic: has meaning, relates to how we see ourselves, how others see us, how we relate to others.
Hedonic: all about pleasure seeking/fun
Credit card example: Functional = plain card, Symbolic: Disney/platinum card, Hedonic= gives points to you or fun rewards back
3 conflicts discussed related to needs. Example of each
Approach avoidance: Working out. Everyone says it is good for you, you hate it, you should probably do it.
Approach-approach: going to see a baseball game. Either way it is great. Go to the baseball game/football game do you actually ever watch the game.
Avoidance-avoidance: it’s like choosing between the auto body shop or the dentist
What are goals? 2 questions you might ask in developing them.
Goals: outcomes that we would like to achieve.
1-What am I striving for?
2-Promotion or prevention focused?
3-Concrete or abstract?
How does self-control play a role in goal achievement?
Based on how motivated they are and the amount of self control the goal will be achieved quicker/in an easier fashion. Will they have to backtrack? Example: On a diet but cheat, self-control was lacking
How does ego depletion hinder goal achievement?
Example given in class was: chose to study for 2 more hours or go to sleep knowing that you studying for those 2 more hours would be defeating and not any better for you.
Hinders goal achievement because if you actually want that grade but know that more studying won’t help your goal may not be as successful as you would hope.
Define perceived risk and 3 examples that bring about this risk.
Customer’s uncertainty about buying said product/service. Unsure about the personal consequences acquiring, using, or disposing of it may have.
3 things that bring about risk:
- Lack of information
- Newness
- High Price
List/define 3 types of perceived risks. (PST)
Performance: Will it work? (Does this product do what it says it will do?)
Social: What will my peers think of me buying this? (How will I be viewed because I bought this item?)
Time: How much time will this take to build/use? (How much time will be consumed because I’ve bought this?)
What happens when a consumer is exposed to a message that is very inconsistent with their attitudes?
They don’t even register it. It becomes a point of “I don’t care” to them.
What happens when a consumer is exposed to a message that is a little inconsistent with their values?
They start to read more about it. Fill themselves with information, they are curious, concerned and research.
List/define 4 of resources a consumer considers when making CB decision. (CAFE)
Cognitive resources: spending time to mentally consider options
Ability: do you have the power to actually make this transaction follow through?
Financial: do you have the money?
Empathy: empathy, sympathy, purchasing. The state at which your emotions are when you purchase
3 ways marketers can enhance information processing
1-Repeat it.
2-Simplify it.
3-Give (more) information.
