Motivation, Ability And Opportunity (MOA)

864 Words 4 Pages
When making decisions, we are lead and influenced through different influences through our motivation, ability and opportunity (MOA). Under each of these influences there are factors that affect MOA and our decision process. These could be both external or internal and some factors could affect more than one of the MOA.
Motivation is a driving force that comes from being in an unpleasant state from a want, a need or desire. This could be psychologically, physiologically or environmentally. Motivation can increase our involvement in the process to search for information. This involvement increases more when there is a risk perception of purchase and increase greater search for information. Nevertheless, motivation will be negatively affected
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These experiences can from the product itself outside information. Having the cognitive style also affects consumers in their ability to process the information and how they make their decisions, if the style, both visually or verbally is not appealing or is not able to be processed by the consumer, this may stop the consumer. The complexity of reaching information or the complexity of the information can have influence on how consumers determine a product. The language of the product can make the product too technical or to simplified. If a product is a technological company and the vocabulary used within the company is unprofessional, the consumer will distrust the company. This will initiate the consumers System 2 and will begin to evaluate the company and may decide to not purchase services from the company. Language will influence the ability to engage with the information as well if the language is too high level for the education of the consumer, or if the vocabulary is geared towards an older market but the product is for a younger age …show more content…
The ability of time allows consumers have the opportunities to search and be involved to seek information in the decision process. If there is limited time, there is less opportunity to engage in the decision process. Distractions also can inhibit the information process; these distractions can be through the form of outside environmental distractions or having a full schedule to too many stimuli in the category of the product that the decision is being made. Information itself is a factor for opportunity with the complexity, the amount, and the repetition. If the there is too much information it can be overwhelming which could make consumers decide not to pay attention to any of the information. Reducing distraction in in time pressures will help create less time constrains and amount of information with reputations with creation of linage provides opportunities for consumers to process the information and make decision simpler. As the opportunities become at more ease the decision process is easier goes three and make

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