Session 4:How to Tap Into Consumer Motivation

Question 1

What does motivation lead to?

Answer 1

1. High-effort behavior
2. High-effort information processing and decision making
3. Evoke involvement

Question 2

What Increases Consumer Motivation?

Answer 2

1. Personally relevant
   2 Needs are unsatisfied
2. Perceived risk is high
3. Moderately inconsistent with our prior attitudes

Question 3

Suppose that the description of a diet plan is described as a one-year plan, 12-month plan, or 365-day plan. Which plan would attract the most people ?

Answer 3

12-month plan

Question 4

How Does Personal Relevance (e.g., Diet Goals) Influence Motivation and Information Processing

Answer 4

Self-relevance (goals) influences consumers’ perceptions of plan duration (and difficulty) and expected plan success.

Question 5

Approach-approach conflict

Answer 5

Go skiing in Colorado or snorkeling in Hawaii?

*Marketing solutions: bundle several benefits together (to ease cognitive dissonance)

Question 6

Avoidance-avoidance conflict

Answer 6

Spending more on an old car or buying a new car

*Marketing solutions: stress the unforeseen benefits of choosing one option (e.g., special credit plans to ease the pain of car payments)

Question 7

Approach-avoidance conflict

Answer 7

Eating dessert, going to a buffet

*Marketing solutions: Find triggers to increase approach motivation or to decrease avoidance motivation

Question 8

What are some problems consumers have?

Answer 8

• lack of awareness of their needs or wants (or trouble explaining them)
• problems inferring needs from behaviors

Question 9

What are some solutions to problems consumers have?

Answer 9

Often-used methods

• Observation
• Interviews
• Storytelling
• Projective techniques
• Means-end chain method

Question 10

Means-Ends Chain Method

Answer 10

Attributes –> Consequences –> Values

Question 11

Projective Techniques

Answer 11

An unstructured and indirect form of questioning which encourages the respondents to project their underlying motivations, beliefs, attitudes, or feelings regarding the issues of concern.

Question 12

What are some examples of Projective Techniques

Answer 12

• Word Association
• Sentence Completion
• Picture Interpretation
• Collage Making
• Dream Analysis
• Role Playing/Third Person
  Techniques

Question 13

What are the advantages to Projective Techniques?

Answer 13

• May elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study
• Helpful when underlying motivations, beliefs and attitudes are operating at a subconscious level

Question 14

What are the disadvantages to Projective Techniques

Answer 14

1. Consumer immersion in the exercise

2. Skilled interpreters for analysis