What Factors Impact CB?

The Psychological Core

The Consumers Culture

The Process of Making Decisions

CB Outcomes

Part 2: The Psychological Core

Motivation, Ability & Opportunity (MAO)

Exposure, Attention & Perception (EAP) Knowledge & Understanding Attitudes-High Consumer Effort Attitudes-Low Consumer Effort Memory & Retrieval

Chapter 3 MOTIVATION, ABILITY, AND OPPORTUNITY

Chapter Overview

What do we need for behavior to take place?

Motivation Ability Opportunity

The Psychological Core

MOTIVATION
GOALRELATED BEHAVIOR

ABILITY

INFORMATION PROCESSING/ DEC. MAKING FELT INVOLVEMENT

OPPORTUNITY

What motivates you???

Personal relevance Perceived risk Inconsistency with attitudes Values, goals & needs

Types of Needs
Social Nonsocial F Symbolic H

Mallows Hierarchy of Needs

SELFACTUALIZATION
EGOISTIC

SOCIAL

SAFET Y PHYSIOLOGICAL

Needs and Conflict

Approachavoidance Approachapproach Avoidanceavoidance

Quick Write: Apply Motivation (needs) to your search for housing

Think about the last time you had to find a new place to live. List and describe which needs you were attempting to satisfy Describe any of the three need conflicts that were present in your decision.

Factors that impact motivation: Marketing Implications

Personal Relevance
focus on issues important to customers

Risk
reduce uncertainty or bad consequences utilize fear tactics

Needs
ensure offerings satisfy important needs manage conflict: focus on approach, dispel avoidance concerns communicate how the offering satisfies needs

Ability

Knowledge and experience Intelligence Education Age Resources ($$)

Opportunity

Time Distraction Amount of information Complexity of information Repetition

Consumers dont buy technology or engineering. They buy products to make them healthier, more esteemed, more attractive, thinner, prettier, wiser, manlier, shrewder, younger, richer, more desirable, happier, etc. Consumers dont give a damn how a car works. What they want to know is how it will work for them. Consumers dont care whats in dog food. They want to be loved by their dog. --Frazier Purdy
Chairperson of the Board Young & Rubicam

Chapter 3 Review

Outcomes of high MOA

goal-directed behavior information processing & decision making

felt involvement

Factors that impact Motivation Types of Needs & Conflict

MOA definitions