Transcript Motivation, Ability and Opportunity

Motivation, Ability and
Opportunity (MAO)
Consumer Behavior
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Overview
What is Consumer Behavior?
Marketing
Response
4 P’s
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Relationship between sales and # of times
ad is shown
SALES
($)
# of Times ad is shown
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What is Consumer Behavior?
Marketing
Black Box
of the
Consumer
Response
4 P’s
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Incidental Information
EXPOSURE
ATTENTION
PERCEPTION
MOTIVATION
CATEGORIZATION/
COMPREHENSION
ABILITY
OPPORTUNITY
ATTITUDE
FORMATION &
CHANGE
MEMORY &
RETRIEVAL
D
E
C
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S
I
O
N
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Motivation?
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Inner state of arousal/encouragement, this aroused
energy is directed to achieving a goal
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We, as humans, are goal driven beings – all of our
behavior is driven by some motivation or goal….not
always congruent goals
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High vs. low motivation
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Motivation
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High motivation – pay careful attention,
evaluate critically (central issues)
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Low motivation – don’t devote much energy,
use shortcuts (peripheral issues)
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What affects motivation?
A) Personal relevance
B) Values, goals, & needs
C) Perceived risk (safety, social standing, selfperception, …)
D) Moderately inconsistency with attitudes
A) Personal Relevance increases when:
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Has consequences on your life
(dandruff ads – cannot get a job done)
Influences your self-concept or the way
others view you (smoking is cool!)
Consistent with values, goals, & needs
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B) Values, Goals, Needs
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Values – beliefs that guide what we think is
important or good (very close to wants)
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Goals – objectives that we would like to achieve (a
goal develops from a need)
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Needs – Internal state of tension, caused by
disequilibrium from ideal/desired physical or
psychological state
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Maslow’s Hierarchy of Needs
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Types of Needs
Biogenic Needs (food, air, water)
 Psychogenic Needs
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Need for Affiliation (social interaction)
Need for Power/Control
Need for Uniqueness
Utilitarian Needs (mpg, durability)
 Hedonic & Symbolic Needs
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Characteristics of Needs
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Dynamic! – ever evolving
Exist in hierarchy
Internally or externally aroused
Not always congruent – can conflict
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Needs
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Social or nonsocial
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Social - Need for affiliation
Anti-social needs – seats in a theatre or airplane
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Functional, symbolic or hedonic
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Need for cognition or mental stimulation
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Reading are mentally taxing
Movies that make you think
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Identifying Needs
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How do physical characteristics of products
get linked up with our motivations?
How would managers even know what our
motivations are?
How do we know what consumers want?
Ask them – but they don’t always know
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Measuring Needs
Attributes
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Consequences
Values
A means-ends chain is a knowledge structure
that links consumers’ knowledge about
product attributes with their knowledge about
consequences and values
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Means-End Chain:
Gillette Fusion
Brand
Attributes
Functional
Psychosocial
Consequences Consequences
Values
5 Blades
Close
Shave
Feel wellgroomed
Be
attractive
Lubricating
Strip
Smooth,
Soft
Shave
Be
comfortable
Be
relaxed,
not
stressed
Gillette
Fusion
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C) Perceived Risk
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…the extent to which a consumer is uncertain
about the consequences of buying, using or
disposing of an offering
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Types of Perceived Risk
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Performance risk – will the product perform?
Physical risk – is it safe?
Social risk – will it hurt my social standing?
Psychological risk – does it fit with what I think of
myself?
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Time risk – do I have the time to invest in it?
Washington State University - kre
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What can marketers do?
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Reduce risk perceptions
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Reduce uncertainty
Reduce perceived consequences of failure
Enhance risk perceptions in order to
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Increase consumer motivation to
process/involvement (safety features on cars)
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Motivation evokes involvement:
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Involvement:
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Level of perceived personal importance
and/or interest evoked by a stimulus
High vs. Low Involvement
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Involvement Scale
To Me (Object to be Judged) Is
1. important
_:_:_:_:_:_:_
unimportant
2. boring
_:_:_:_:_:_:_
interesting
3. relevant
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irrelevant
4. exciting
_:_:_:_:_:_:_
unexciting
5. means nothing
_:_:_:_:_:_:_
means a lot
6. appealing
_:_:_:_:_:_:_
unappealing
7. fascinating
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mundane
8. worthless
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valuable
9. involving
_:_:_:_:_:_:_
uninvolving
10. not needed
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needed
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Involvement Objects
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Involvement is not just with a certain product
– it can be with:
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Product categories - cars
Brands – Crest, Mac
Ads (e.g., the creepy Burger king)
Mediums – magazines, TV
Specific Decisions
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Marketing Strategies
1) Concentrate on high involvement
segment
2) Attempt to increase or build
involvement
3) Accept low involvement
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D) Inconsistency with Attitudes
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We tend to process messages that are
moderately inconsistent with our attitudes
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If they are drastically inconsistent, we will dismiss
them
If they are highly consistent, the ad may not get
our attention
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So, motivation enhanced when something
is:
1)
2)
3)
4)
Consistent with our needs, values &
goals
Personally relevant (involving)
Somewhat Risky
Moderately inconsistent with our prior
attitudes
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Knowing when to enhance perceived risk
and when to reduce perceived risk is vital to
creating effective marketing strategies. For
which of the following products does it make
sense (for the marketer) to increase
perceived risk of not buying?
A) Home security systems
B) Sky-diving
C) Life insurance
D) All of the above
E) A and C
Ability to Act - Depends Upon:
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Knowledge/Experience
Cognitive Style
Intelligence
Education
Age
Money
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Opportunity
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Consumers may be motivated and have the
ability, but are we as marketers giving them
the opportunity to process the information?
Even when motivation and ability are high –
we must ensure opportunity
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Opportunity determined by:
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Time
Distractions
Amount of Information
Complexity of Information
Repetition of Information
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In marketing, which do you think are the
most important factors in determining
whether consumers will engage in the
action we want them to?
Hint: Dinar Example
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How well does your drawing match?
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Marketing Implications:
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Motivation
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Ability
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Segment on needs
Create new needs
Develop need-satisfying offerings
Understand consumers’ knowledge and processing
styles
Match communications with processing styles
Facilitate ability
Opportunity
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Repetition
Reduce time-pressured decision making
Reduce purchase/usage time
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Takeaway…
Advertisers leverage MOA to
involve and engage
target customers
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Managerial Questions?
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What factors of motivation, ability, and
opportunity could affect consumers whom
you are trying to attract to your brand?
How would consumer motivation, ability, and
opportunity affect your brand compared to
others in your category (i.e., competitors)?
What would you do to address the issues of
motivation, ability, and opportunity if you were
preparing a marketing effort for your brand?
Biodiesel