The Effect Of Motivation

Question 1

High effect behavior (when motivation is high)

Answer 1

People are willing to do things that make it more likely that they will achieve their goals
Motivation creates willingness to make a considerable effort

Question 2

What will Motivated consumers do to achieve their goal

Answer 2

Pay close attention to it
Think about it
Try to understand information presented
Evaluate the information critically
Try to remember for later use

Question 3

Motivated reasoning

Answer 3

Consumers process information in a biased way so they can obtain that particular conclusion they want to reach

Question 4

Motivated reasoning occurs when

Answer 4

Self esteem is at stake
Desperately hope to achieve a particular goal
Avoid a negative outcome

Question 5

Involvement

Answer 5

Final outcome of motivation is that it evokes a psychological state of the consumer which is called involvment

Question 6

4 types of involvement

Answer 6

Enduring involvement
Situational involvement
Cognitive involvement
Affective involvement

Question 7

Objects of involvement

Answer 7

Product or retail category
Brand = brand loyalty
Ad = when personally relevant
Medium = ads are more effective
Decisions and behaviours = response involvement

Question 8

Personal relevance

Answer 8

The extent to which something has a direct bearing on and significant consequences or implications for your life

Question 9

Consistency with self concept

Answer 9

-Personal relevance to the extent that it bears on your self concept
-Self concept helps us to define who we are and it motivates our behavior
-Marketeers attempt to make the informatiom as personally relevant as possible

Question 10

Values

Answer 10

Abstract beliefs that guide what people regard as good or important
Consumers are motivated to engage in behavior that are consistent with their values

Question 11

Needs

Answer 11

Internal state of tension caused by disequilibrium from an ideal or desired state
Consumers find things personally relevant when they have a bearing on activated needs
Consumers that are motivated to satisfy a specific need, find objects unrelated to that need less attractive
Needs can also keep us away just as much as they can lead us to a product or service

Question 12

Types of needs

Answer 12

Social
Functional
Personal
Symbolic
Hedonic

Question 13

Examples of social needs

Answer 13

Modeling
Support

Question 14

Examples of Personal needs

Answer 14

Safety
Order
Physical well being
Self control
Independence

Question 15

Examples of Functional needs

Answer 15

Status
Affliation
Belonging
Achievement

Question 16

Examples of symbolic needs

Answer 16

Reinforcement
Sex
Play

Question 17

Hedonic

Answer 17

Sensory stimulation
Cognitive Stimulation
Novelty

Question 18

Social needs

Answer 18

Externally directed, relate to other individuals

Question 19

Personal needs

Answer 19

Achievement is not based on other people

Question 20

Functional need

Answer 20

Motivate the search for products that solve consumption related problems

Question 21

Symbolic needs

Answer 21

Affect how we perceive ourselves and how others perceive us

Question 22

Hedonic needs

Answer 22

Reflect our inherent desires for sensory pleasure
Needs for cognition and stimulation

Question 23

Characteristics of needs

Answer 23

Dynamic
Exist in hierarchy
Can be internally or externally aroused

Question 24

What can the need conflict

Answer 24

Approach avoidance conflict
Approach approach conflict
Avoidance avoidance conflict

Question 25

Identifying needs

Answer 25

Marketers are interested in identifying and measuring needs because they influence motivation and its effects Neuromarketing

Question 26

Goals of identifying needs

Answer 26

Specific and state or outcome that a person would like to achieve Goal attainment activities follow a certain sequence, setting goals help to drive behaviour Comsumers vary in how much effort they put into achieving goals Effort also depends on feedback demonstrating performance Goals affect our emotions

Question 27

Marketing implications

Answer 27

Segmenting markets based on needs and goals creating new needs or goals Identifying currently unfulfilled needs and develop better need that are satisying alternatives Develop new produ ts or use communication to resolve need conflicts Create bundled offerings that allow consumers to achieve more than one goal or satisfy more than one need

Question 28

Two important marketing implications

Answer 28

Enhance communication effectiveness Manage consumer’s emotions

Question 29

Perceived risk

Answer 29

The extent to which the consumer is uncertain about the personal consequences of buying, using or disposing of an offering

Question 30

If the perceived risk is high

Answer 30

Likely negative outcome

Question 31

What does the perceived risk affect?

Answer 31

Personal relevance and motivation

Question 32

Perceived risk increases when

Answer 32

Little information about offering Offering too high price Offering is technologically complex Brands differ in quality The consumer has little confidence or experience in evaluating the offering The opinion of others are important and the consumer is likely to be judged on the basis of the acquisition, usage or. Disposition decision

Question 33

5 different types of perceived risk

Answer 33

Performance risk Financial risk Physical safety risk Psychological risk Time risk

Question 34

Risk and involvement

Answer 34

High involvement products usually have a high perceived risk

Question 35

Risk and involvement in the eyes of the consumer

Answer 35

Consumers may try to minimize risk by collecting additional information or by being brand loyal Some consumers may take a simple decision rule that results in a safer choice

Question 36

Marketing implications in perceived risk

Answer 36

Reducing risk perception when perceived risk is high Enhance risk perception when risk is low

Question 37

Consumer ability

Answer 37

Motivation is restricted if consumers do not have necessary resources or ability to process information, make decisions or engage in behaviours

Question 38

Ability

Answer 38

Financial resources, cognitive resources, emotional, physical, social or cultural resources, education, age

Question 39

Financial resources

Answer 39

Lack of money restricts consumers who may have the motivation to engage in behavior that involves acquisition Use of money rather than other resources by consumers to enhance their ability to make decisions and take actions

Question 40

Cognitive resources

Answer 40

Difference in knowledge or experience of an offering Knowledge from ad exposures, interactions with sales people, information from friends or the media, previous decision making or product usage or memory Know,edgable consumers (experts) are better able to think deeply about information then equally motivated but less knowledgable consumers Experts can process information stated in terms of attributes, novices can only process information stated in terms of benefits

Question 41

Physical resources

Answer 41

Physical capabilities (body power) can affect how when where whether consumers make decisions or actions

Question 42

Emotional resources

Answer 42

Consumers ability to experience empathy and sympathy can affect their processing of information and decisions

Question 43

Social and cultural resources

Answer 43

Social relationships and cultural knowledge and experiences consumers have can affect their acquisition, consumption and disposition behaviour

Question 44

Education and age

Answer 44

Related to the ability to process information and make decisions Better educated consumers will have more cognitive resources to use in processing complex information and making decisions Age also accounts for differences in physical resources and processing ability

Question 45

Marketing implications in terms of resources

Answer 45

Marketeers should know and understand consumer’s knowledge, processing styles, education levels, ages etc Marketeers should match communication and other marketing tools with the capabilities of the target group

Question 46

Facilitate ability

Answer 46

Offering low or no downtime programs Low financing rates Rebates Provide information and education

Question 47

Consumer opportunity

Answer 47

Final factor affecting whether motivation results in action is consumer’s opportunity to engage in behavior Even when motivation and ability are high, someone may not take action because of lack of time, distraction and other factor that impede the ability to act

Question 48

Time

Answer 48

Can affect the consumers opportunity to process information, make decisions and perform certain behavior

Question 49

Time pressure

Answer 49

Consumers under time pressure to make decisions will engage in limited information processing Consumers under time pressure put more weight on negative information and are quicker to reject brands because of negative features Limited opportunity to process information from tvs and radios

Question 50

Distraction

Answer 50

Any aspect of a situation that diverts consumers attention

Question 51

Example of distraction

Answer 51

If someone talks while a consumer is viewing an ad or making a decision that distraction can inhibit the consumers ability to process information Background factors in an ad such as music or attractive models can also distract consumers from the message

Question 52

Complexity

Answer 52

Consumers find technical or quantitative information much more difficult to handle

Question 53

Visual

Answer 53

Messages containing pictures without words tend to be ambiguous and therefore hard to process, but visualisation tools can facilitate processing

Question 54

Amount

Answer 54

Lots of information makes processing more complex

Question 55

Repitition

Answer 55

Repitition enhances the ability to process information

Question 56

Control of information

Answer 56

Control of information makes it easier to process or remember information

Question 57

Marketing implications in terms of processing

Answer 57

Often marketers can do little to enhance consumer opportunities to process information Repeat marketing communication and make them easy to process Reduce distraction and time pressured decision making Reduce purchasing using learning Provide information