Motivation, Ability, And Opportunity

Front 1

Motivation

Back 1

-Energy directed at objects or activities
-A driving force that moves or incites us to act and is the underlying basis of all behavior
-Individuals are driven to satisfy their needs, wants, and desires

Front 2

High motivation vs. Low Motivation

Back 2

-High Motivation: pay careful attention, evaluate critically, try to remember
-Low Motivation: don't devote much energy, use shortcuts

Front 3

You can have high or low motivation to...

Back 3

-Process information in an advertisement, which influences how well you will remember it (the more you process it, the better you remember it)
-When forming an attitude about a product
-When making a purchase decision

Front 4

Degree of Involvement

Back 4

-Situational Involvement: a need (i.e. buying a new car)
-Enduring Involvement: a hobby (i.e. a car enthusiast)

Front 5

Marketing Strategy and Involvement

Back 5

-Concentrate on high involvement segment
-Attempt to increase or build involvement
-Accept low involvement

Front 6

Perceived Risk

Back 6

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

Front 7

Types of Risk

Back 7

-Performance risk: will it perform properly?
-Physical risk: is it safe?
-Social risk: will it hurt social standing?
-Psychological risk: does it fit my image?
-Time risk- how much time will it take up?
-Financial risk- how much is it?

Front 8

Needs

Back 8

-Discrepancy between present (actual) state and ideal (desired) state
---Discrepancy creates tension
---Drive: the larger the discrepency, the greater the urgency that's felt to reduce tension (high motivation)
---Drive = strength of motivation

Front 9

Goal-Relevant Behavior

Back 9

-When a need is unmet, we get motivated to process goal-relevant information and take goal-relevant action to reduce drive (to make actual state = ideal state)
-**Motivation has a strength and direction

Front 10

Wants

Back 10

-A particular form of consumption used to satisfy a need
-A specific route to drive reduction culturally and individually determined

Front 11

Values, Goals, Needs, and Wants

Back 11

-Values: enduring beliefs that guide what we believe is important or good over time and across situations
-Goals: objectives that we would like to achieve when needs motivates us
-Needs: internal state of tension, caused by disequilibrium from ideal/desired physical or psychological state
-Want: a particular form of consumption used to satisfy a need

Front 12

Maslow's Hierarchy of Needs

Back 12

-Self-actualization needs (self-fulfillment)
-Personal needs (status, respect, prestige)
-Social needs (friendship, belonging, love)
-Safety needs ( financial security)
-Physiological needs (food, water, shelter, oxygen)

Front 13

Characteristics of Needs

Back 13

-Dynamic
-Exist in hierarchy
-Can be internally or externally eroused
-Goals can conflict with each other

Front 14

A Means-End Chain

Back 14

-A knowledge structure that links consumers' knowledge about product attributes with their knowledge about condsequences and values

Front 15

Attributes, Consequences, and Values

Back 15

-Attributes>> Consequences>> Values
---Attributes: concreate and abstract
---Consequences: functional and psychological
---Values: instrumental and terminal

Front 16

Means-End Chain Process

Back 16

-One-on-one interviews using laddering
-Brand>> Attribute>> Functional Consequence>> Psychological Consequence>> Value

Front 17

Hierarchical Value Map

Back 17

-Multiple consumers' means-end chains tend to see trends in motivations across consumers
-In other words, many consumers' tend to have the same valued end-states which subconsciously motivates/drives them to purchase a particular product

Front 18

Common Valued End-States

Back 18

-Being well-respected
-Warm relationships with others (Love)
-Fun and enjoyment
-Sense of Accomplishment
-Self-Respect
-Security
-Sense of Belonging
-Self-fulfillment

Front 19

Understanding Consumers' Needs

Back 19

-Strategies based solely on functional benefits can be strategically ineffective and limiting:
---Does the functional benefit represent a compelling reason to buy a brand?
---Competitors can quickly copy it
---Benefit may not represent basis of a long-term relationship (no emotional attachment)
---A strong functional association can confine the brand (Healthy Choice= eating healthy vs. Weight Watchers= calorie restrictive)

Front 20

Emotional Benefits

Back 20

-Brand makes buyer or user feel something during the purchase process or user experience
-"When I buy or use this brand, I feel....."
-EXAMPLES:
---Volvo= safe
---BMW= excited
---Coke= energetic
---Hallmark= appreciated

Front 21

Self-expressive Benefits

Back 21

-Brand provides a vehicle for person to express him/herself
-Instead of feeling an emotion, you identify a personality you achieve
-"When I buy or use this brand, I am....."
-EXAMPLES:
---Lexus= successful
---Apple= savvy
---Kmart= frugal
---REI= extreme camper

Front 22

Social Benefits

Back 22

-Helps consumers connect with others through social relationships
-Instead of feeling an emotion or recognize an identity, you achieve a resource group and connect with others
-"When I buy or use this brand, the type of people I relate to are....."
-EXAMPLES:
---Starbucks= innovative, artsy people
---Golf Clubs= pro-golfer
---Betty Crocker= excellent cooks

Front 23

How to Move Beyond Functional Benefits

Back 23

-Create a strong brand personality/brand image
-Aspire to deliver multiple benefits

Front 24

ZMET- Zaltman Metaphor Elicitation Technique

Back 24

-In-depth interview
-Participant brings in picutres describing how they feel about a particular topic
-In interview, participant describes what the pictures mean
-The pictures allow people to articulate things they are normally unable to express
---"A picture is worth a thousand words"

Front 25

Seven Universal Metaphors

Back 25

-Balance
-Transformation
-Connection
-Containers
-Resources
-Journey
-Control

Front 26

Need Recognition

Back 26

-Occurs when consumer sees the difference between a perceived actual state and a plausible ideal state
-Need Recognition: actual state moves downward (running out of a product, buying a deficient product, product breaks)
-Opportunity recognition: ideal state moves upward (exposed to different/better quality products- new technology, new fashion)
**When you don't have any needs: your actual state = ideal state

Front 27

Influencing Need Recognition

Back 27

-Firms can change a consumers' desired/ideal state
---EXAMPLE: Body Shape/Image has changed
---Marilyn Monroe was a size 8-10, and now Victoria Beckham is a size 0-2
-Firms can change a consumers' perceived actual state
---EXAMPLE: Home Security Alarm Ads
---Security alarm companies make you think that your less safe than you actually are

Front 28

Ability and Opportunity

Back 28

-Motivation may not result in action if consumers do not have the ABILITY and OPPORTUNITY to process information, make decisions, or engage in behaviors

Front 29

Ability

Back 29

-Ability to process info depends on your knowledge and experience, your cognitive style, your intelligence, and your education (person-specific factors)
-Ability to make purchase decisions depends on your age and your income (money)

Front 30

Marketing Implications for Ability

Back 30

-Understand consumers' knowledge and processing styles
-Match comm with processing styles
-Make sure your target consumers have the ability to purchase

Front 31

Opportunity

Back 31

-Ability to process info is determined by the time, distractions, amount of info, complexity, and repetition (situational factors)
-Ability to make purchase decisions is determined by the availability of the offering

Front 32

Marketing Implications for Opportunity

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-Repetition of messages>> greater opportunity to process info
-Don't make info too complex for the time you have to deliver the message
-Wide distribution= a lot more purchasing opportunities

Front 33

When Motivation is Enhanced...

Back 33

-Goals are at stake (risky situations)>> physical, financial, and psychological
-Information is moderately inconsistent with our prior attitudes
-Our needs are unsatisfied
-Something is personally relevant (influences your degree of involvement)

Front 34

Primary and Secondary Needs

Back 34

-Primary needs: physiological needs such as air, food, water, shelter, clothing, etc.
-Secondary needs: psychological needs that are learned as we grow and are socialized, which includes the need for affection, companionship, power, self-esteem, and intellectual stimulation

Front 35

Arousal, Goals, and Drives

Back 35

-Physical changes trigger need arousal
---Cognitive arousal is tied closely to the environment because environmental situations and stimuli often trigger cognitive arousal
-Once a need is aroused, a state of tension is created that energizes a person to reduce or eliminate the need, returning to a preferred state, called the goal-state
-This tension is called a drive, and the degree or amount of tension influences the urgency with which actions are taken to return to the desired goal-state

Front 36

Motivation Influencing Behavior

Back 36

-Motivation influences the direction of a consumer's behavior
---Approach: movement towards a desired object or outcome
---Avoidance: movement away from an undesired object or outcome

Front 37

Drive Theory

Back 37

-Theory maintains that people have several basic physiological needs, such as needs for food water, air, etc.
-When people do not get enough food, water, air, or other basic requirements for survival, a source of energy known as drive compels people to behave in ways that attempts to reduce these drives or needs

Front 38

Self-determination Theory

Back 38

-Distinguishes between intrinsic motivation and extrinsic motivation
---Intrinsic motivation: the desire to pursue an activity or goal for its own sake (these people are more creative, hard-working, and happy for completing an intrinsic goal)
---Extrinsic motivation: the desire to pursue an activity or goal in order to receive a reward, such as money or praise

Front 39

The Trio of Needs

Back 39

-The need for power: the desire to control other people, objects (money), and the environment (one's home or work) because power increases the likelihood that the consumer can acquire the things they want
-The need for affiliation: the need for belongingness and friendship or the desire to be a member of an important social group
-The need for achievement: the need to accomplish difficult tasks (completing a college degree, getting a high-paying job) and to be successful

Front 40

4 Major Types of Attitudes in the Attitude Function Theory

Back 40

-Knowledge function: summarizes large amounts of information to simplify the world and help consumers make decisions
-Value-expressive function: communicate important beliefs to others and help consumers interact with each other more
-Ego-defensive function: helps consumers feel safe, secure, and good about themselves
-Adjustment function: helps consumers approach pleasure and avoid pain more quickly and efficiently

Front 41

Regulatory Focus

Back 41

-Theory suggesting that consumers regulate or control their behavior by using either a promotion or prevention focus
---Promotion focus: concerned with the presence or absence of positive outcomes and with aspirations and accomplishment
---Prevention focus: concerned with the presence or absence of negative outcomes and with protection and responsibilities

Front 42

Cognitive Dissonance Theory

Back 42

-Behavior can influence attitudes
-Consumers strive for consonance, or consistency between a specific behavior and an attitude related to that behavior
-Dissoncance, or behavior-attitude inconsistency, produces an unpleasant tension, referred to as dissonance arousal
---People are motivated to reduce the dissonance by changing their attitude to match the behavior that was performed