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Consumer Behaviour > The Effect Of Motivation > Flashcards

The Effect Of Motivation Flashcards

1
Q

High effect behavior (when motivation is high)

A

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

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2
Q

What will Motivated consumers do to achieve their goal

A

Pay close attention to it
Think about it
Try to understand information presented
Evaluate the information critically
Try to remember for later use

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3
Q

Motivated reasoning

A

Consumers process information in a biased way so they can obtain that particular conclusion they want to reach

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4
Q

Motivated reasoning occurs when

A

Self esteem is at stake
Desperately hope to achieve a particular goal
Avoid a negative outcome

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5
Q

Involvement

A

Final outcome of motivation is that it evokes a psychological state of the consumer which is called involvment

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6
Q

4 types of involvement

A

Enduring involvement
Situational involvement
Cognitive involvement
Affective involvement

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7
Q

Objects of involvement

A

Product or retail category
Brand = brand loyalty
Ad = when personally relevant
Medium = ads are more effective
Decisions and behaviours = response involvement

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8
Q

Personal relevance

A

The extent to which something has a direct bearing on and significant consequences or implications for your life

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9
Q

Consistency with self concept

A

-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

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10
Q

Values

A

Abstract beliefs that guide what people regard as good or important
Consumers are motivated to engage in behavior that are consistent with their values

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11
Q

Needs

A

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

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12
Q

Types of needs

A

Social
Functional
Personal
Symbolic
Hedonic

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13
Q

Examples of social needs

A

Modeling
Support

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14
Q

Examples of Personal needs

A

Safety
Order
Physical well being
Self control
Independence

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15
Q

Examples of Functional needs

A

Status
Affliation
Belonging
Achievement

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16
Q

Examples of symbolic needs

A

Reinforcement
Sex
Play

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17
Q

Hedonic

A

Sensory stimulation
Cognitive Stimulation
Novelty

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18
Q

Social needs

A

Externally directed, relate to other individuals

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19
Q

Personal needs

A

Achievement is not based on other people

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20
Q

Functional need

A

Motivate the search for products that solve consumption related problems

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21
Q

Symbolic needs

A

Affect how we perceive ourselves and how others perceive us

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22
Q

Hedonic needs

A

Reflect our inherent desires for sensory pleasure
Needs for cognition and stimulation

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23
Q

Characteristics of needs

A

Dynamic
Exist in hierarchy
Can be internally or externally aroused

24
Q

What can the need conflict

A

Approach avoidance conflict
Approach approach conflict
Avoidance avoidance conflict

25
Q

Identifying needs

A

Marketers are interested in identifying and measuring needs because they influence motivation and its effects
Neuromarketing

26
Q

Goals of identifying needs

A

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

27
Q

Marketing implications

A

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

28
Q

Two important marketing implications

A

Enhance communication effectiveness
Manage consumer’s emotions

29
Q

Perceived risk

A

The extent to which the consumer is uncertain about the personal consequences of buying, using or disposing of an offering

30
Q

If the perceived risk is high

A

Likely negative outcome

31
Q

What does the perceived risk affect?

A

Personal relevance and motivation

32
Q

Perceived risk increases when

A

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

33
Q

5 different types of perceived risk

A

Performance risk
Financial risk
Physical safety risk
Psychological risk
Time risk

34
Q

Risk and involvement

A

High involvement products usually have a high perceived risk

35
Q

Risk and involvement in the eyes of the consumer

A

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

36
Q

Marketing implications in perceived risk

A

Reducing risk perception when perceived risk is high
Enhance risk perception when risk is low

37
Q

Consumer ability

A

Motivation is restricted if consumers do not have necessary resources or ability to process information, make decisions or engage in behaviours

38
Q

Ability

A

Financial resources, cognitive resources, emotional, physical, social or cultural resources, education, age

39
Q

Financial resources

A

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

40
Q

Cognitive resources

A

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

41
Q

Physical resources

A

Physical capabilities (body power) can affect how when where whether consumers make decisions or actions

42
Q

Emotional resources

A

Consumers ability to experience empathy and sympathy can affect their processing of information and decisions

43
Q

Social and cultural resources

A

Social relationships and cultural knowledge and experiences consumers have can affect their acquisition, consumption and disposition behaviour

44
Q

Education and age

A

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

45
Q

Marketing implications in terms of resources

A

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

46
Q

Facilitate ability

A

Offering low or no downtime programs
Low financing rates
Rebates
Provide information and education

47
Q

Consumer opportunity

A

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

48
Q

Time

A

Can affect the consumers opportunity to process information, make decisions and perform certain behavior

49
Q

Time pressure

A

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

50
Q

Distraction

A

Any aspect of a situation that diverts consumers attention

51
Q

Example of distraction

A

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

52
Q

Complexity

A

Consumers find technical or quantitative information much more difficult to handle

53
Q

Visual

A

Messages containing pictures without words tend to be ambiguous and therefore hard to process, but visualisation tools can facilitate processing

54
Q

Amount

A

Lots of information makes processing more complex

55
Q

Repitition

A

Repitition enhances the ability to process information

56
Q

Control of information

A

Control of information makes it easier to process or remember information

57
Q

Marketing implications in terms of processing

A

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

Consumer Behaviour (5 decks)

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