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MG308A > Motivation, Ability, Opportunity > Flashcards

Motivation, Ability, Opportunity Flashcards

1
Q

The psychological core

A
  1. Motivation = goal-related behaviour
  2. Ability = info processing/DM
  3. Opportunity = “felt involvement”
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2
Q

Motivation

A

an inner state of arousal that provides energy needed to achieve a goal
-Engage in behaviors
-Process information
-Make decisions

An innate human desire to set and achieve goals

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3
Q

What is motivation affected by

A

Affected by consumer involvement and perceived risk

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4
Q

What drives motivation

A

Driven by needs and wants/desires “motives”

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5
Q

Involvement

A

Perceived relevance of an offering
-Strong for certain categories, experiences, brands, ads
-Ranges from situational to enduring
-Exists along a continuum (low involvement + high involvement)

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6
Q

Low involvement

A

-Inertia (“habit” or routine)
-Disinterest
-Simple processing
-Lower risk
e.g. milk, toothpaste

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7
Q

High involvement

A

-Linked to past experience
-Obsession (cult products)
-Deeper processing and elaboration
-Higher risk (lack of info, novelty, complexity, expensive)
e.g. house, computer

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8
Q

The motivation process (slide 7)

A
  1. Unfulfilled needs, wants and desires
  2. Tension
  3. Drive toward goal - involvement, cognitive processes, culture.
  4. Behaviour
  5. Goal or need fulfillment - tension reduction
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9
Q

Types of needs

A
  1. Biogenic needs
  2. Psychogenic needs
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10
Q

Biogenic needs

A

necessary to maintain life
-Air, food, water, shelter, sleep

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11
Q

Psychogenic needs

A

Culture-relates needs
-Superiority
-Emotional stability
-Achievement
-Autonomy
-Variety
-Uniqueness
-Power

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12
Q

Maslow’s Hierarchy of Needs

A
  1. Physiological - food, water, shelter
  2. Safety - security, shelter, protection
  3. Social - love, friendship, belongingness
  4. Egoistic - prestige, confidence, self-esteem, accomplishment, respect
  5. Self actualization: self-fulfillment, enriching experiences, creativity
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13
Q

Maslow’s Hierarchy of Needs - types of offerings

A
  1. Physiological - medicine, staples
  2. Safety - alarm systems, retirement, investment
  3. Social - clothing, grooming, restaurants, cell phones
  4. Egoistic - cars, furniture, credit cards, country clubs, liquors
  5. Self-actualisation - hobbies, travel, museum, education
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14
Q

Motivation applied to marketing

A

-Utilitarian motives
-Hedonic motives

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15
Q

Utilitarian motives

A

Focus on a products tangible and objective benefits
-Choosing the most convenient place to have lunch
-Buying a tank of gas for the car
-Choosing to shop with retailers who are efficient in answering questions
-Using an air freshener to cover up a strange smell in your dorm
-Going gift shopping out of a sense of obligation to give a gift.

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16
Q

Hedonic motives

A

Focus on a products intangible, experiential, and/or symbolic meanings
-Going out to a trendy restaurant for lunch
-Driving the car fast on a curvy road
-Choosing to shop with retailers who are fun and exciting
Using an air freshener because you really like the smell.
-Giving a gift to enjoy the giving process and the joy recipient experiences when opening the gift.

17
Q

Motivational conflicts

A

A goal has valence, which means it can be positive or negative - goals can be sought or avoided.
Positive and negative motives can conflict with one another.

18
Q

Types of conflict

A
  1. Approach-approach
  2. Avoidance-avoidance
  3. Approach-avoidance
19
Q

Approach-approach

A

choosing between positive outcomes
-sweets
-fast food

20
Q

Avoidance-avoidance

A

choosing between negative outcomes
-studying
-cleaning
-failing exams

21
Q

Approach-avoidance

A

one outcome has both positive and negative aspects.

22
Q

Present bias: a special type of approach/approach conflict

A
  • Immediate events get full weight
    -Everything else gets half weight

-Suppose exercise has effort cost of: 6
-And delayed health health benefit at 8

-Exercise today= -6+1/2(8)=-2<0 (no)
-Exercise tomo: 1/2(-6+8) = 1>0 (yes)

23
Q

Want/should conflict in grocery orders

A

Orders made 1-5 days in advance

As the delay gets longer:
- Customer spend less overall
-Customers spend a higher% on “shoulds”
-Customers spend a lower % on “wants”

24
Q

When do we tend to be skeptical

A

we tend to skeptical of products that promise to achieve too many goals
E.g. toothpaste A prevents cavities
Toothpaste B prevents cavities and whitens teeth.
-We believe toothpaste A is more effective at preventing cavities.

25
Q

Certain types of goals are especially common and appealing

A

Distribution of marathon finishing times (N=9.5 million)

25
Q

If you crave goal pursuit what is very aversive

A

idleness (lazy) is very aversive

26
Q

Prices for used cars (from auctions in which used-car dealers can participate)

A

The higher the miles on the car the low the average sales price

27
Q

Goal-gradient hypothesis

A

goal pursuit intensifies the closer we get to a goal with a clearly defined end state.

28
Q

Goal-gradient effect in charitable giving

A

Charity has $300 goal
-Mean donations =$0

Need $245 to hit goal
-Mean donations: $1.05

Need $145 to hit goal
-Mean donations:$2.86

When goal gradient is used mean donation increases.
Mean donation increases further when goal is closer.

29
Q

Data from a coffee-shop reward program (buy 10 get 11th free)

A

The average number of days until purchasing the next coffee decreased when people progressed toward goal of the free coffee.

30
Q

Goals do not always have clear end states

A

For example, getting in shape in January, February, March etc.

31
Q

How can marketers help - commitment devices

A

A choice that a consumer makes in the present that restricts his/her own choices in the future
e.g. religion

32
Q

Examples of commitment devices

A

Prescription medicine
Alarm clock on wheels
Saving schemes
Goal setting websites

33
Q

Fresh-Start effects:

A

When do we open stick commitment contract:
Most: on the first day of the year, first workday after federal holiday, first day of the week
Least: on the first day of the month, the day after ABC News released an article featuring stikK.com, in the first month following a birthday.

34
Q

Fresh-start effects: when do we google diet

A

Most: first month of year
-on the first day of the week
-on the first workday after a federal holiday
Least: on the first day of the month
-the day after news paper released a report on a new diet pill.

MG308A (12 decks)

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