Motivation, Ability, Opportunity Flashcards
The psychological core
- Motivation = goal-related behaviour
- Ability = info processing/DM
- Opportunity = “felt involvement”
Motivation
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
What is motivation affected by
Affected by consumer involvement and perceived risk
What drives motivation
Driven by needs and wants/desires “motives”
Involvement
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)
Low involvement
-Inertia (“habit” or routine)
-Disinterest
-Simple processing
-Lower risk
e.g. milk, toothpaste
High involvement
-Linked to past experience
-Obsession (cult products)
-Deeper processing and elaboration
-Higher risk (lack of info, novelty, complexity, expensive)
e.g. house, computer
The motivation process (slide 7)
- Unfulfilled needs, wants and desires
- Tension
- Drive toward goal - involvement, cognitive processes, culture.
- Behaviour
- Goal or need fulfillment - tension reduction
Types of needs
- Biogenic needs
- Psychogenic needs
Biogenic needs
necessary to maintain life
-Air, food, water, shelter, sleep
Psychogenic needs
Culture-relates needs
-Superiority
-Emotional stability
-Achievement
-Autonomy
-Variety
-Uniqueness
-Power
Maslow’s Hierarchy of Needs
- Physiological - food, water, shelter
- Safety - security, shelter, protection
- Social - love, friendship, belongingness
- Egoistic - prestige, confidence, self-esteem, accomplishment, respect
- Self actualization: self-fulfillment, enriching experiences, creativity
Maslow’s Hierarchy of Needs - types of offerings
- Physiological - medicine, staples
- Safety - alarm systems, retirement, investment
- Social - clothing, grooming, restaurants, cell phones
- Egoistic - cars, furniture, credit cards, country clubs, liquors
- Self-actualisation - hobbies, travel, museum, education
Motivation applied to marketing
-Utilitarian motives
-Hedonic motives
Utilitarian motives
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.
Hedonic motives
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.
Motivational conflicts
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.
Types of conflict
- Approach-approach
- Avoidance-avoidance
- Approach-avoidance
Approach-approach
choosing between positive outcomes
-sweets
-fast food
Avoidance-avoidance
choosing between negative outcomes
-studying
-cleaning
-failing exams
Approach-avoidance
one outcome has both positive and negative aspects.
Present bias: a special type of approach/approach conflict
- 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)
Want/should conflict in grocery orders
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”
When do we tend to be skeptical
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.
