MKTG 322 Chapter Notes - Chapter 2: Pleasure, Goal Setting, Eval

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Chapter 2
Consumer Motivation and Its Effects
Motivationan inner state of arousal that provides energy needed to achieve a
goal
Comes from latin workmoveremeaning to move
Motivated cons is energized, ready, and willing to engage in a goal-relevant
activity
Cons can be motivated to engage in behaviors, make decisions, or process info
and this motivation can be seen in the context of acquiring, using, or disposing of
an offering
High-Effort Behavior
Motivation not only drives behaviors consistent with a goal but also cerates a
willingness to expend time/energy engaging in these behaviors
Cons try to match anticipate and actual effort
If anticipated behavior seems like too much, they will simplify decision
If cons think important decision will be too simple, will complicate it with extra
effort
High-Effort Info Processing and Decision Making
Affects how we process info and make decisions
When highly motivated to achieve goal, more likely to pay careful attention to it,
think about it, attempt to understand/comprehend goal-relevant info, eval that
info critically, and try to remember it for later use
Takes a lot of effort
When cons have low motivations, devote little effort to processing info and
making decisions
Devote little attention to learning about characteristics
May use decision-making shortcuts, such as cheapest brand or same brand as
last time
Motivated reasoningprocessing info in a way that allows consumers to reach
the conclusion that they want to reach
When cons engage in motivated reasoningprocess info in biased way so that
they can obtain the particular conclusion they want to reach
Felt Involvement
Final outcome of motivationevokes psychological state in cons called
involvement
Felt involvementself-reported arousal or interest in an offering, activity, or
decision
Types of Involvement
Enduring, situational, cognitive, affective
Enduring involvementlong-term interest in an offering, activity, or decision
o Enthusiasts engage in activities that reveal this interest
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Chapter 2
Situational (temporary) involvementtemporary interest in an offering, activity,
or decision, often caused by situational circumstances
o What consumers experience in most instances
Cognitive involvementinterest in thinking about and learning info pertinent to
an offering, activity, or decisions
o Cons in interested in thinking about and processing info related to goal
Goal includes learning about the offering
Affective involvementinterest in expending emotional energy and evoking
deep feelings about an offering, activity, or decision
o Willing to expend emotional energy in or has heightened feelings about
something
Objects of Involvement
Can include a product or retail category, or experiences
Involvement with a brandbeing emotionally attached to it, views brand as
extension of oneself and feels great deal of passions towards it
Involved with adsinteresting and relevant to cons
Involved with a medium or with a particular article/show in which an ad is placed
Response involvementinterest in certain decisions and behaviors
Bc cons can be involved with many different entities, important to specify the
obj of involvement when using the term involvement
Motivated to behave, process info, or engage in effortful decision making about
things that we feel are personally relevant
Will experience considerable involvement when buying, using, or disposing them
Sometimes interested, enthusiastic, and perhaps overwhelmed
Also motivated to think deeply about issues pertinent to a given decision when
we believe we will have to justify or explain our decisions
What Affects Motivation?
Bc motivation can affect outcomes of interest to marketers (like goal-relevant
behaviors such as purchasing, effortful info processing, and felt involvement),
important for marketers to understand what affects motivation
If marketers know what drivers of consumer motivation are, may be able to
pedit osues’ otiatio to thik aout it,  ioled ith, ad/o poess
info about their brand/ad and develop marketing tactics to influence this
motivation
Affected when cons regard something as personally relevant, consistent with
their values, needs, goals, emotions, and self-control processes, risky and/or
moderately inconsistent with their prior attitudes
Personal Relevance
--Something that has a direct bearing on the self and has potentially significant
consequences or implications for our lives
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Chapter 2
Something will be motivating to the extent that it has personal relevance
Careers, romantic relationships, a car, an apartment or house, clothes, and
hobbies are personally relevant bc their consequences are significant for you
Relevance fuels motivation to process info, make decision and take actions
Consistency with Self-Concept
--our mental view of who we are
Any kind of offering, (good service persona place) may be personally relevant to
extent that it bears self-concept, view of yourself and how you think others view
you
Helps us define who we are, motivates our behavior
Different parts of self-concept can be salient at different times
Id with a brand and making an emotional connection with it strengthens brand
loyalty and makes those cons less price sensitive toward that brand
Values
Personally relevant when brearing on activated needs
Needinternal state of tension caused by disequilibrium from an idea/desired
physical or psychological state
Five categories of consumer needsAbraham Maslow
o Physiological (need for food, water, and sleep)
o Safety (need for shelter, protection, and security)
o Social (need for affection, friendship, and to belong)
o Egoistic (need for prestige, success, accomplishment, and self-esteem)
o Self-actualization (need for self-fulfillment and enriching experiences)
Within hierarchy, lower-level needs generally must be satisfied before higher
level needs become activated
This hierarchy is too simplistic
o Needs are not always ordered exactly as in this hierarchy
o Lower-order needs need to be fulfilled before higher-order needs
become important to consumers
o Ignores intensity of needs and resulting effect on motivation
o Ordering of needs may not be consistent across cultures
Types of Needs
Social and nonsocial, functional, symbolic and hedonic
Social
o Externally directed and relate to other individuals
o Requires presense or actions of other people
o Need for status drives our desire to have others holdus in high regard;
need for support drives ust o have others relieve us of our burdens
o Need for models reflects a wish to have others show us how to behave
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