What Factors Impact CB? l The Psychological Core l The Consumer’s Culture l The Process of Making Decisions l CB Outcomes
Part 2: The Psychological Core l Motivation, Ability & Opportunity (MAO) l Exposure, Attention & Perception (EAP) l Knowledge & Understanding l Attitudes-High Consumer Effort l Attitudes-Low Consumer Effort l Memory & Retrieval
Chapter 3 MOTIVATION, ABILITY, AND OPPORTUNITY
Chapter Overview l What do we need for behavior to take place? » Motivation » Ability » Opportunity
The Psychological Core MOTIVATION GOALRELATED BEHAVIOR ABILITY INFORMATION PROCESSING/ DEC. MAKING OPPORTUNITY “FELT” INVOLVEMENT
What motivates you? ? ? Personal relevance l Perceived risk l Inconsistency with attitudes l Values, goals & needs l
Types of Needs Social l Nonsocial l. F l Symbolic l. H l
Mallow’s Hierarchy of Needs SELFACTUALIZATION EGOISTIC SOCIAL SAFETY PHYSIOLOGICAL
Needs and Conflict l l l Approachavoidance Approachapproach Avoidanceavoidance
Quick Write: Apply Motivation (needs) to your search for housing Think about the last time you had to find a new place to live. l List and describe which needs you were attempting to satisfy l Describe any of the three “need conflicts” that were present in your decision. l
Factors that impact motivation: Marketing Implications l Personal Relevance » focus on issues important to customers l Risk » reduce uncertainty or bad consequences » utilize fear tactics l Needs » ensure offerings satisfy important needs » manage conflict: focus on “approach, ” dispel “avoidance” concerns » communicate how the offering satisfies needs
Ability l l l Knowledge and experience Intelligence Education Age Resources ($$)
Opportunity l l l Time Distraction Amount of information Complexity of information Repetition
“Consumers don’t buy technology or engineering. They buy products to make them healthier, more esteemed, more attractive, thinner, prettier, wiser, manlier, shrewder, younger, richer, more desirable, happier, etc. Consumers don’t give a damn how a car works. What they want to know is how it will work for them. Consumers don’t care what’s in dog food. They want to be loved by their dog. ” --Frazier Purdy Chairperson of the Board Young & Rubicam
Chapter 3 Review l Outcomes of high MOA » goal-directed behavior » information processing & decision making » felt involvement l Factors that impact Motivation l Types of Needs & Conflict l MOA definitions
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