The Effect Of Motivation Flashcards
High effect behavior (when motivation is high)
People are willing to do things that make it more likely that they will achieve their goals
Motivation creates willingness to make a considerable effort
What will Motivated consumers do to achieve their goal
Pay close attention to it
Think about it
Try to understand information presented
Evaluate the information critically
Try to remember for later use
Motivated reasoning
Consumers process information in a biased way so they can obtain that particular conclusion they want to reach
Motivated reasoning occurs when
Self esteem is at stake
Desperately hope to achieve a particular goal
Avoid a negative outcome
Involvement
Final outcome of motivation is that it evokes a psychological state of the consumer which is called involvment
4 types of involvement
Enduring involvement
Situational involvement
Cognitive involvement
Affective involvement
Objects of involvement
Product or retail category
Brand = brand loyalty
Ad = when personally relevant
Medium = ads are more effective
Decisions and behaviours = response involvement
Personal relevance
The extent to which something has a direct bearing on and significant consequences or implications for your life
Consistency with self concept
-Personal relevance to the extent that it bears on your self concept
-Self concept helps us to define who we are and it motivates our behavior
-Marketeers attempt to make the informatiom as personally relevant as possible
Values
Abstract beliefs that guide what people regard as good or important
Consumers are motivated to engage in behavior that are consistent with their values
Needs
Internal state of tension caused by disequilibrium from an ideal or desired state
Consumers find things personally relevant when they have a bearing on activated needs
Consumers that are motivated to satisfy a specific need, find objects unrelated to that need less attractive
Needs can also keep us away just as much as they can lead us to a product or service
Types of needs
Social
Functional
Personal
Symbolic
Hedonic
Examples of social needs
Modeling
Support
Examples of Personal needs
Safety
Order
Physical well being
Self control
Independence
Examples of Functional needs
Status
Affliation
Belonging
Achievement
Examples of symbolic needs
Reinforcement
Sex
Play
Hedonic
Sensory stimulation
Cognitive Stimulation
Novelty
Social needs
Externally directed, relate to other individuals
Personal needs
Achievement is not based on other people
Functional need
Motivate the search for products that solve consumption related problems
Symbolic needs
Affect how we perceive ourselves and how others perceive us
Hedonic needs
Reflect our inherent desires for sensory pleasure
Needs for cognition and stimulation
Characteristics of needs
Dynamic
Exist in hierarchy
Can be internally or externally aroused
What can the need conflict
Approach avoidance conflict
Approach approach conflict
Avoidance avoidance conflict
Identifying needs
Marketers are interested in identifying and measuring needs because they influence motivation and its effects
Neuromarketing
Goals of identifying needs
Specific and state or outcome that a person would like to achieve
Goal attainment activities follow a certain sequence, setting goals help to drive behaviour
Comsumers vary in how much effort they put into achieving goals
Effort also depends on feedback demonstrating performance
Goals affect our emotions
Marketing implications
Segmenting markets based on needs and goals creating new needs or goals
Identifying currently unfulfilled needs and develop better need that are satisying alternatives
Develop new produ ts or use communication to resolve need conflicts
Create bundled offerings that allow consumers to achieve more than one goal or satisfy more than one need
Two important marketing implications
Enhance communication effectiveness
Manage consumer’s emotions
Perceived risk
The extent to which the consumer is uncertain about the personal consequences of buying, using or disposing of an offering
If the perceived risk is high
Likely negative outcome
What does the perceived risk affect?
Personal relevance and motivation
Perceived risk increases when
Little information about offering
Offering too high price
Offering is technologically complex
Brands differ in quality
The consumer has little confidence or experience in evaluating the offering
The opinion of others are important and the consumer is likely to be judged on the basis of the acquisition, usage or. Disposition decision
5 different types of perceived risk
Performance risk
Financial risk
Physical safety risk
Psychological risk
Time risk
Risk and involvement
High involvement products usually have a high perceived risk
Risk and involvement in the eyes of the consumer
Consumers may try to minimize risk by collecting additional information or by being brand loyal
Some consumers may take a simple decision rule that results in a safer choice
Marketing implications in perceived risk
Reducing risk perception when perceived risk is high
Enhance risk perception when risk is low
Consumer ability
Motivation is restricted if consumers do not have necessary resources or ability to process information, make decisions or engage in behaviours
Ability
Financial resources, cognitive resources, emotional, physical, social or cultural resources, education, age
Financial resources
Lack of money restricts consumers who may have the motivation to engage in behavior that involves acquisition
Use of money rather than other resources by consumers to enhance their ability to make decisions and take actions
Cognitive resources
Difference in knowledge or experience of an offering
Knowledge from ad exposures, interactions with sales people, information from friends or the media, previous decision making or product usage or memory
Know,edgable consumers (experts) are better able to think deeply about information then equally motivated but less knowledgable consumers
Experts can process information stated in terms of attributes, novices can only process information stated in terms of benefits
Physical resources
Physical capabilities (body power) can affect how when where whether consumers make decisions or actions
Emotional resources
Consumers ability to experience empathy and sympathy can affect their processing of information and decisions
Social and cultural resources
Social relationships and cultural knowledge and experiences consumers have can affect their acquisition, consumption and disposition behaviour
Education and age
Related to the ability to process information and make decisions
Better educated consumers will have more cognitive resources to use in processing complex information and making decisions
Age also accounts for differences in physical resources and processing ability
Marketing implications in terms of resources
Marketeers should know and understand consumer’s knowledge, processing styles, education levels, ages etc
Marketeers should match communication and other marketing tools with the capabilities of the target group
Facilitate ability
Offering low or no downtime programs
Low financing rates
Rebates
Provide information and education
Consumer opportunity
Final factor affecting whether motivation results in action is consumer’s opportunity to engage in behavior
Even when motivation and ability are high, someone may not take action because of lack of time, distraction and other factor that impede the ability to act
Time
Can affect the consumers opportunity to process information, make decisions and perform certain behavior
Time pressure
Consumers under time pressure to make decisions will engage in limited information processing
Consumers under time pressure put more weight on negative information and are quicker to reject brands because of negative features
Limited opportunity to process information from tvs and radios
Distraction
Any aspect of a situation that diverts consumers attention
Example of distraction
If someone talks while a consumer is viewing an ad or making a decision that distraction can inhibit the consumers ability to process information
Background factors in an ad such as music or attractive models can also distract consumers from the message
Complexity
Consumers find technical or quantitative information much more difficult to handle
Visual
Messages containing pictures without words tend to be ambiguous and therefore hard to process, but visualisation tools can facilitate processing
Amount
Lots of information makes processing more complex
Repitition
Repitition enhances the ability to process information
Control of information
Control of information makes it easier to process or remember information
Marketing implications in terms of processing
Often marketers can do little to enhance consumer opportunities to process information
Repeat marketing communication and make them easy to process
Reduce distraction and time pressured decision making
Reduce purchasing using learning
Provide information
