24202 Chapter Notes - Chapter 1-2: Motivated Reasoning
Psychological Core I
Motivation is defied as an inner state of activation that provides energy needed to achieve a goal.!
Motivated consumers are energised, ready, and willing to engage in a goal-relevant activity,
whether they are physiologically, psychologically, or environmentally driven.!
Motivation affects high effort behaviour, information and processing and decision making, and
motivated reasoning.!
Psychological experience describes the felt involvement of the motivated consumer:!
-Enduring involvement versus situational involvement!
-Cognitive involvement versus affective involvement!
Drivers of consumer motivation:!
•Personal relevance - the extent to which something has a direct bearing on and significant
implication on an individual!
•Consistency with self-concept - mental self image and perspective of others!
•Values - beliefs of what is right, important, or good!
•Needs - internal state of tensions caused by disequilibrium from an ideal/desired physical or
psychological state!
•Goals - outcome that we would like to achieve!
•Perceived risk - extent to which the consumer in uncertain about the consequences of an action!
•Inconsistency with attitudes - extent to which new information is consistent with previously
acquired knowledge or attitudes!
Maslow’s Hierarchy of Needs:!
-Self-actualisation!
-Esteem!
-Belonging!
-Safety!
-Physiological!
Characteristics of Needs:!
-Dynamic!
-Internally or externally aroused!
-May conflict!
Forms of Situational Conflict:!
•Approach-approach - choice between two attractive alternatives!
•Approach-avoidance - positive and negative consequences!
•Avoid-avoidance - choice between two undesirable alternatives!
Perceived risk - the extent to which the consumer anticipates negative consequences of buying,
using, or disposing of an offering to emerge and positive consequences to not emerge.!
Inconsistency with attitudes - consumers tend to be motivated to process messages moderately
inconsistent with knowledge and attitudes, and moderately threatening and uncomfortable.
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Document Summary
Motivation is de ed as an inner state of activation that provides energy needed to achieve a goal. Motivated consumers are energised, ready, and willing to engage in a goal-relevant activity, whether they are physiologically, psychologically, or environmentally driven. Motivation a ects high e ort behaviour, information and processing and decision making, and motivated reasoning. Psychological experience describes the felt involvement of the motivated consumer: Forms of situational con ict: approach-approach - choice between two attractive alternatives, approach-avoidance - positive and negative consequences, avoid-avoidance - choice between two undesirable alternatives. Perceived risk - the extent to which the consumer anticipates negative consequences of buying, using, or disposing of an o ering to emerge and positive consequences to not emerge. Inconsistency with attitudes - consumers tend to be motivated to process messages moderately inconsistent with knowledge and attitudes, and moderately threatening and uncomfortable. However, consumers tend me be less motivated to process messages highly inconsistent with knowledge and attitudes.
