2. Motivation
Defined as “an inner state of
arousal,” with the aroused energy
directed to achieve a goal.
the general desire or willingness of
someone to do something.
3. Effects of Consumer
Motivation
High-Effort Behavior
High-Effort Information Processing
and Decision Making
Felt Involvement
4. High-Effort Behavior
One outcome of motivation behavior
that takes considerable effort.
Motivation not only drives behaviors
consistent with a goal but also
creates a willingness to expend time
and energy engaging in these
behaviors.
5. High-effort Information
Processing and Decision Making
Motivation also affects how we process
information and make decisions.
Consumers are highly motivated to achieve
a goal, they are more likely to pay careful
attention to it, think about it, attempt to
understand or comprehend goal-relevant
information, evaluate that information
critically, and try to remember it for later
use.
6. Motivated Reasoning
Consumers process information in a biased way
so that they can obtain the particular
conclusion they want to reach.
7. Felt Involvement
Final outcome of motivation is that
it evokes a psychological state in
consumers called involvement.
Refers to the psychological
experience of the motivated
consumer.
9. Enduring Involvement
also referred to as "leisure" or "ego"
involvement in the literature.
Exists when we show interest in an
offering or activity over a long
period of time.
continuous and is more permanent
in nature.
10. Situational or Temporary
Involvement
occurs only in specific situations
temporary interest in an offering,
activity, or decision, often caused by
situational circumstances
11. Cognitive Involvement
The consumer is interested in
thinking bout and processing
information related to his or her
goal.
interest in thinking about and
learning information pertinent to an
offering, a activity or decisions.
12. Affective Involvement
The consumer is willing to expend
emotional energy in or has
heightened feelings about an
activity.
• Emotional level
involvement in products.
13. Objects of Involvement
Product or retail category
Experiences
Involvement with a brand
Involvement with ads
Involvement with a medium
15. What affects motivation?
Personal relevance
Consistency with Self-Concept
Values, Needs, Goals
Perceived Risk
Inconsistency with Attitudes
16. Personal Relevance
something that has a direct bearing
on the self and has potentially
significant consequences on our
lives.
Has consequences on your life
(dandruff ads – cannot get a job
done)
17. Consistency with Self-concept
Helps us define who we are, and it
frequently guides our behavior.
our mental view of who we are
18. Values
Beliefs that guide what people
regard as important or good.
beliefs about what is right
19. Needs
Is an internal state of tension caused
by disequilibrium from an ideal or
desired state.
21. Types of Need
Social needs
Nonsocial needs
Functional needs
Symbolic needs
Hedonic needs
Needs for cognition and stimulation
22. Social needs
Are externally directed and relate to
other individuals.
Fulfilling these needs thus requires
the presence or actions of other
people.
24. Functional Needs
May be social or nonsocial.
It motivate the search for products
that solve consumption-related
problems.
25. Symbolic Needs
It affects how we perceive ourselves
and how we are perceived by others.
26. Hedonic Needs
Include needs for sensory
stimulation, cognitive stimulation
and novelty (nonsocial hedonic
needs) and needs for reinforcement,
sex and play (social hedonic needs)
These reflect our inherit desires for
sensory pleasure.
27. Needs for Recognition and
Stimulation
It is the intrinsic motivation to
engage in problem solving activities.
28. Characteristics of Needs
Needs are dynamic.
Needs exist in a hierarchy.
Needs can be externally or internally
aroused
Needs can conflict.
29. Needs are Dynamic
Needs are never fully satisfied.
Satisfaction is only temporary.
30. Needs exist in a Hierarchy
Although several needs may be
activated at any one time, some
assume more importance than
others.
31. Needs can be Internally or
Externally Aroused
Although many needs are internally
activated, some needs can de
externally cued.
32. Needs can Conflict
A given behavior or outcome can be
seen as both desirable and
undesirable if it satisfies some needs
but fails to satisfy others.
