MGMC02H3 Chapter 2: Chapter 2 notes.docx
Document Summary
Mgtd13 chapter 2 motivation, ability and opportunity. Motivation an inner state of arousal that provides energy needed to achieve a goal: engage in behaviours, make decisions, or process information to acquire, use, dispose an offering, outcome of a motivation takes a considerable effort. High motivation leads to more effort in information processing and decision making. Felt involvement self reported arousal or interest in an offering, activity or interest (psychological experience of motivated person) Objects of involvement product or retail (cars, cosmetics), experiences (sky diving), involvement w/ brands, involvement w/ ads, involvement w/ medium (tv or internet) Response involvement interest in certain decisions and behaviours. It is important to specify the object of involvement. For example, you may really like a brand but also like an ad of another brand. However, your brand loyalty will win you over anyways. Personal relevance - something that has a direct bearing on the self and has potentially significant consequences or implications for our lives.
