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MOTIVATION, ABILITY,OPPORTUNITY
CHAPTER 2: OVERVIEW Consumer Motivation and Its Effects What Affects Motivation? Consumer Ability: Resources to Act Co...
3Exhibit 2.1:Chapter Overview:Motivation, Ability,and Opportunity
DEFINITION Motivation is an inner state of arousal that providesenergy needed to achieve a goal.4
CONSUMER MOTIVATION“The needs, wants, drives, and desires of an individualthat lead him or her toward the purchase of prod...
CONSUMER MOTIVATION AND ITSEFFECTS High-Effort Behavior High-Effort Information Processing and Decision Making Motivate...
CONSUMER MOTIVATION AND ITSEFFECTS Objects of Involvement Involvement with Product Categories Involvement with Brands ...
WHAT AFFECTS MOTIVATION?8PerceivedRiskInconsistency withAttitudesValues, Needs,GoalsPersonalRelevance
WHAT AFFECTS MOTIVATION? Something that has a directbearing on the self and haspotentially significantconsequences for ou...
WHAT AFFECTS MOTIVATION? Value: Enduring beliefabout what is “right”,“good”, “important” Need: Internal state oftension ...
11Exhibit 2.3: Maslow’s Hierarchy of Needs
SKIP “TYPES OF NEEDS”(PAGES 50-52)12
WHAT AFFECTS MOTIVATION? Value Need Goal: Outcomes thatwe would like toachieve Goal setting Goals and effort Types o...
WHAT AFFECTS MOTIVATION? Types of Perceived Risk Performance Financial Physical (or Safety) Social Psychological Ti...
WHAT AFFECTS MOTIVATION? Risk and Involvement Reducing vs. increasingperceptions of risk15PerceivedRiskValues, Needs,Goa...
WHAT AFFECTS MOTIVATION? When inconsistency withattitudes occurs, we try toremove or at leastunderstand theinconsistency1...
CONSUMER ABILITY: RESOURCES TOACT“The extent to which consumers have the necessary resources[knowledge, intelligence, mone...
CONSUMER OPPORTUNITY“The extent to which the presence or absence of externalconstraints restricts a given behavior.”Time...
IN CLASS EXERCISE19
20MARK242ConsumerBehavior,ElaineChanSpring2010
REACTIONS TO THE NUMA NUMA DANCE He has now sought shelter from his fame in his familys small house. He hasstopped taking...
QUESTIONS Using the MAO framework, analyze the behavior of thefollowing: Gary Brolsma, before he became famous Gary Bro...
 Read Chapter 7, “Problem Recognition andInformation Search” Lecture 5: Chapter 8 Lecture 6: Chapter 923
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motivation,ability,opportunity

  1. 1. MOTIVATION, ABILITY,OPPORTUNITY
  2. 2. CHAPTER 2: OVERVIEW Consumer Motivation and Its Effects What Affects Motivation? Consumer Ability: Resources to Act Consumer Opportunity2
  3. 3. 3Exhibit 2.1:Chapter Overview:Motivation, Ability,and Opportunity
  4. 4. DEFINITION Motivation is an inner state of arousal that providesenergy needed to achieve a goal.4
  5. 5. CONSUMER MOTIVATION“The needs, wants, drives, and desires of an individualthat lead him or her toward the purchase of productsor ideas. The motivations may be physiologically,psychologically, or environmentally driven.”5Source: American Marketing Association
  6. 6. CONSUMER MOTIVATION AND ITSEFFECTS High-Effort Behavior High-Effort Information Processing and Decision Making Motivated reasoning Felt Involvement: interest in an offering Enduring vs. Situational Cognitive vs. Affective6
  7. 7. CONSUMER MOTIVATION AND ITSEFFECTS Objects of Involvement Involvement with Product Categories Involvement with Brands Involvement with Ads Involvement with a Medium Involvement with Decisions and Behaviors (“response involvement”) Specifying the Object of Involvement7
  8. 8. WHAT AFFECTS MOTIVATION?8PerceivedRiskInconsistency withAttitudesValues, Needs,GoalsPersonalRelevance
  9. 9. WHAT AFFECTS MOTIVATION? Something that has a directbearing on the self and haspotentially significantconsequences for our lives Consistency with self-concept9PersonalRelevance
  10. 10. WHAT AFFECTS MOTIVATION? Value: Enduring beliefabout what is “right”,“good”, “important” Need: Internal state oftension caused bydiscrepancy from adesired physical orpsychological state Maslow’s hierarchy10Values, Needs,GoalsPersonalRelevance
  11. 11. 11Exhibit 2.3: Maslow’s Hierarchy of Needs
  12. 12. SKIP “TYPES OF NEEDS”(PAGES 50-52)12
  13. 13. WHAT AFFECTS MOTIVATION? Value Need Goal: Outcomes thatwe would like toachieve Goal setting Goals and effort Types of goal13Values, Needs,GoalsPersonalRelevance
  14. 14. WHAT AFFECTS MOTIVATION? Types of Perceived Risk Performance Financial Physical (or Safety) Social Psychological Time14PerceivedRiskValues, Needs,GoalsPersonalRelevance
  15. 15. WHAT AFFECTS MOTIVATION? Risk and Involvement Reducing vs. increasingperceptions of risk15PerceivedRiskValues, Needs,GoalsPersonalRelevance
  16. 16. WHAT AFFECTS MOTIVATION? When inconsistency withattitudes occurs, we try toremove or at leastunderstand theinconsistency16PerceivedRiskInconsistency withAttitudesValues, Needs,GoalsPersonalRelevance
  17. 17. CONSUMER ABILITY: RESOURCES TOACT“The extent to which consumers have the necessary resources[knowledge, intelligence, money] needed to make an outcomehappen”Financial resourcesCognitive resourcesEmotional resourcesPhysical resourcesSocial and cultural resourcesEducation, and Age17
  18. 18. CONSUMER OPPORTUNITY“The extent to which the presence or absence of externalconstraints restricts a given behavior.”TimeDistractionAmount of InformationComplexity of InformationRepetition of InformationControl of Information18
  19. 19. IN CLASS EXERCISE19
  20. 20. 20MARK242ConsumerBehavior,ElaineChanSpring2010
  21. 21. REACTIONS TO THE NUMA NUMA DANCE He has now sought shelter from his fame in his familys small house. He hasstopped taking phone calls from the media, including The New York Times. Hecanceled an appearance on NBCs "Today." According to his relatives, hemoped around the house. Whats worse is that no one seems to understand. "I said, Gary this is your onechance to be famous - embrace it, " said Corey Dzielinski, who has known Mr.Brolsma since the fifth grade. "I dont know whats wrong with him," hisgrandfather said. Gary Brolsma is not the first guy to rocket out of anonymityon a starship of embarrassment. There was William Hung, the Hong Kong-born "American Idol" reject, who sang and danced so poorly he became ahousehold name. The question remains why two million people would want to watch a guy inglasses wave his arms around online to a Romanian pop song. "It definitely hasto be something different," said Tom Fulp, president of newgrounds.com. "TheNuma Numa dance, you see it and you kind of impulsively have to send it toyour friends.“21
  22. 22. QUESTIONS Using the MAO framework, analyze the behavior of thefollowing: Gary Brolsma, before he became famous Gary Brolsma, after he became famous Gary Brolsma’s friends and relatives People who tell other people / forward the Gary Brolsma link What is the marketing relevance of this whole episode?22
  23. 23.  Read Chapter 7, “Problem Recognition andInformation Search” Lecture 5: Chapter 8 Lecture 6: Chapter 923

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