Motivation, Ability and Oppurtunity Flashcards
Motivation
The inner state of arousal
This aroused energy is directed to achieving a goal
Humans are goal-driven, but not always congruent goals
High motivation
Paying careful attention, evaluate critically, try to remember
Low motivation
Don’t devote much energy, use shortcuts
Evokes involvement
level of perceived personal importance and/or interest evoked by a stimulus
Classification of Involvement (Enduring)
Constant Involvement
Classification of Involvement (Situational)
Sparsely Involvement
Types of Needs
Biogenic Needs (Natural Physical Needs) Psychogenic Needs - Need for Affiliation - Need for Power/Control - Need for Uniqueness Utilitarian and Hedonic/pleasure-seeking Needs Social/Anti-Social/Non-social needs
When is motivation enhanced?
When it is personally relevant
Discrepancy between present and ideal state
- Discrepancies create tension
The larger the discrepancy = the more urgency felt = the more motivation experienced
Needs vs Wants
There are multiple ways to reach a goal
Need - Something that must be satisfied to survive
Example: Hunger, Thirst, Warmth
Want - How one tries to satisfied the need
Example: Chipotle vs Food, Root Beer vs Water, Jacket vs. Blanket
Goal Valence (Positive)
People will try to achieve the goal by heading towards it
Example: Weight Loss (Solution: Gym/Exercise)
Goal Valence (Negative)
People try to achieve the goal by avoiding it
Example: Body Odor (Solution: Deodorant/Shower)
Means-End Chain
A knowledge structure that links consumers’ knowledge about product attributes with their knowledge about consequences and values
Attributes -> Consequences -> Values
Perceived Risk
The extent to which a consumer is uncertain about the consequences of buying, using or disposing of an offering
Performance Risk
Will the product preform?
Physical Risk
Is the product safe?
