Motivation, Ability, Opportunity

Question 1

Define motivation

Answer 1

An inner state of activation that provides energy needed to achieve a goal

• A motivated consumer aims to bring their goal closer

Question 2

Define High-Effort Information Processing
and Decision-Making

Answer 2

High motivation leads to careful evaluation, while low motivation leads to shortcuts. It can also cause motivated reasoning, where consumers process information in a biased way to support what they want to believe.

Question 2

Define high-effort behaviour

Answer 2

Motivation is the internal drive that increases the effort people put into achieving a goal

Question 3

Define Motivated reasoning

Answer 3

when consumers process information in a biased way to support a preferred conclusion, rather than seeking accurate or objective information.

Question 4

Define Enduring involvement

Answer 4

Long term interest in an offering, activity or decision

Question 5

Define Situational involvement

Answer 5

Temporary interest in an offering, activity or decision

Question 6

Define Cognitive involvement

Answer 6

Interest in thinking about and learning information about an offering, activity or decision

Question 7

Define Affective involvement

Answer 7

Interest in expending emotional energy and evoking deep feelings about an offering, activity or decision

Question 8

Define personal relevance

Answer 8

refers to how much something matters to a consumer’s goals or values, which increases their motivation to think, decide, or act on that information.

Question 9

Perceived risks

Answer 9

anticipated negative consequences of an action

Question 10

Performance risk

Answer 10

offering not performed as well as expected

Question 11

Financial risk

Answer 11

offering may create potential financial harm

Question 12

Physical risk

Answer 12

offering may create potential physical harm

Question 13

Social risk

Answer 13

offering may do harm on one’s social standing

Question 14

Psychological risk

Answer 14

offering may potentially harm one’s sense of self

Question 15

Time-risk

Answer 15

offering may potentially lead to loss of time

Question 16

Define consistency with self-concept, values, needs, goals

Answer 16

the more consistent the received info with consumer’s self concept, value, needs, goals the more motivated

Question 17

Define self-concept and the types

Answer 17

our mental view of who we are
□ Actual self: reality of oneself
□ Ideal self: who we want to be

Question 18

Define values

Answer 18

abstract, enduring, beliefs about what is right/wrong, important, or good/bad
□ Define what is important in life
□ Values guide behaviour

Question 19

Define Needs

Answer 19

an internal state of tension experienced when there is discrepancy between current and ideal physical/psychological state

Question 20

Functional need

Answer 20

practical needs that motivate consumers to seek products that solve problems, provide safety, order, or control in their lives.

e.g. safety, security, food, autonomy, health, order

Question 21

Symbolic need

Answer 21

related to how consumers see themselves and want to be seen by others, including needs for achievement, belonging, status, uniqueness, and social acceptance.

e.g. esteem, achievement, status, purpose, belonging

Question 22

Hedonic/experiential need

Answer 22

consumer desires for sensory pleasure, cognitive stimulation, novelty, and play that drive motivation. These include the need for relaxation, mental engagement, sensory experiences, and exciting or enjoyable activities.

e.g. Sensory/cognitive stimulation, relaxation

Question 23

Promotion-focused goal

Answer 23

More motivated to achieve positive outcomes

Question 24

Prevention- focused goal

Answer 24

More motivation to avoid negative outcomes

Question 25

Define ability

Answer 25

The extent to which consumers have the required resources to make an outcome happen

Question 26

Define Opportunity

Answer 26

The extent to which the presence or absence of constraints restricts a given behaviour

Question 27

Characteristics of needs

Answer 27

1. Internally Activated Needs Needs that arise from within the individual (e.g. hunger, curiosity, desire for control). 2. Externally Activated Needs Needs triggered by external cues (e.g. smelling pizza triggers hunger). 3. Dynamic Nature of Needs Needs are temporary and constantly changing — once one is satisfied, another emerges. 4. Need Prioritization Shifts After satisfying one need (e.g. hunger), new needs (e.g. social connection) come to the foreground.

Question 28

Inconsistencies with attitudes

Answer 28

whether the new information is consistent with previous knowledge/attitude - A moderate clash of inconsistency between new info and existing attitude

Question 29

5 steps for having a goal

Answer 29

1. Goal Setting 2. Formation of a Goal Intention 3. Action Planning 4. Action, Initiation and Control 5. Goal Attainment/Failure

Question 30

appraisal theory

Answer 30

explains that emotions are shaped by how we evaluate (or appraise) a situation, including whether the outcome matches our goals, who caused it, how certain it is, and whether it aligns with moral expectations.

Question 31

Time opportunity

Answer 31

affects a consumer’s ability to process information, make decisions, and act, with time pressure reducing information use and increasing focus on negative cues, while more time allows for better problem-solving and creativity.

Question 31

Distraction opportunity

Answer 31

anything that diverts a consumer’s attention, reducing their ability to process information, especially thoughts, while having less impact on emotions.

Question 32

Information Overload opportunity

Answer 32

Information complexity and volume can limit a consumer’s ability to process content, while tools like repetition, visualization, and user control over how and when information is received can enhance processing and understanding.