MOTIVATION, ABILITY AND

OPPORTUNITY
INTRODUCTION
-Motivation to process information, make a decision or engage in a
behavior is enhanced when consumers regard something as:
1. Personally relevant
2. Consistent with their values, needs, goals and emotions
3. Risky
4. Moderately inconsistent with their prior attitude
- Whether motivated consumers actually achieve a goal depends
on whether they have the ability to achieve it, which is based on;
1. Their knowledge and experiences
2. Cognitive styles
3. Complexity of information
4. Intelligence, education, and age and in the case of purchase
goals
5. Money
- Achieving goals like processing information also depends on
whether consumers have the opportunity to achieve the goal. If the
goal is to process information, opportunity is determines by;
1. Time
2. Distractions
3. The amount, repetition, and control of information to which
consumers are exposed
CONSUMER MOTIVATION AND ITS EFFECT
 Motivation- an inner state of arousal that provides energy needed to
achieve a goal.
- The processes that account for an individual’s intensity, direction and
persistence of effort toward achieving a goal
- Motivation is not directly observable, it is personal, however the
process is common and it is goal directed.
- Consist of the drives, urges, wishes or desires that initiate the
sequence of events leading to a behavior.
- It begins with the presence of a stimulus that spurs the recognition of a
need.
TYPES OF MOTIVATION

1. Achievement - This is the motivation at a person to attain goals

2. Socialization - Some people considers their main motivation for
actions
3. Incentive motivation- This motivation serves rewards
4. Fear motivation - Involves pointing a various consequences
5. Change motivation - It is often the cause of true progress
EFFECTS OF MOTIVATION

1. High- effort behavior- Motivation not only drives behaviors

consistent with a goal but also creates willingness to expend
time and energy engaging in these behaviors.
2. High- effort information processing and decision making-
When consumer are highly motivated to achieve a goal, they
are more likely to pay careful attention to it, think about it,
attempt to understand goal-relevant information, evaluate that
information critically and try to remember it for later use.
 Felt Involvement
• Self- reported arousal or interest
in an offering, activity, or decision.
• Refer to the psychological
experience of the motivated
consumer.
TYPES OF INVOLVEMENT
• Enduring involvement - Long term interest in an offering, activity or decision
- The consumer’s baseline or long-term level of interest
in a given product.
• Situational involvement – Temporary interest in an offering, activity, or decision,
often caused by situational circumstances.
• Cognitive involvement – Interest in thinking about and learning information
pertinent to an offering, activity, or decisions.
• Affective involvement – Interest in expending emotional energy and evoking
deep feelings.
OBJECTS OF INVOLVEMENT
• Product or retail category
• Experiences
• Involvement with a brand
• Involved with ads
• Involved with a medium
GOALS
 A particular end state or outcome that a
person would like to achieve.
 An observable and measurable end result
having one or more objectives to be achieved
within a more or less fixed timeframe.
Goal setting and pursuit
- Goal setting helps consumers figure out what they need to do to attain a goal.

Goals and effort

- Consumers vary in how much effort they will exert to achieve a goal
- The amount of effort people exert to achieve a goal depends not only on how important the
goal is to them but also on how well they are in achieving other potentially unrelated, goals.

Types of Goals
• Concrete - They are specific to a given behavior or action and determined by the situation at hand.
• Promotion-focused - Consumers are motivated to act in ways to achieve negative outcomes.
• Prevention-focused – Consumers are motivated to act in ways that avoid negative outcomes.
• Goals to regulate how they feel – If you feel depressed, you might have a goal of trying to make
yourself feel better.
• Goals to regulate what they do – In trying to control your behavior, you hope that you can achieve
goals that will be important to you.
GOALS AND EMOTIONS
Appraisal theory – A theory of emotion that proposes that emotion are based on
an individual’s assessment of a situation or an outcome and its
relevance to his or her goals.
Perceived Risk – The extent to which the consumer is uncertain about the
consequences of an action, buying, using, or disposing of an
offering.
- If negative outcomes are likely or positive outcomes are unlikely
perceived risk is high. Consumers are more likely to pay
attention to and carefully process marketing communications
when perceived risk Is high.
TYPES OF PERCEIVED RISK

• Performance Risk – Uncertainty about whether the offering will perform as

expected.
• Financial Risk – The extent to which buying, using, or disposing of an offering is perceived to
have the potential to create financial harm. Can I afford the purchase?
• Physical or safety Risk – The extent to which buying, using , or disposing of an offering is
perceived to have the potential to create physical harm or one’s safety.
• Social Risk – The extent to which buying, using, or disposing of an offering is perceived to
have the potential to do harm to one’s social standing.
• Psychological Risk – The extent to which buying, using , or disposing of an offering is
perceived to have the potential to create negative emotions or harm one’s sense of self.
• Time Risk – Uncertainties over the length of time consumers must invest in buying, using or
disposing of the offering.
 CONSUMER ABILITY: RESOURCES TO ACT
Ability – The extent to which consumers have the resource
needed to make an outcome happen.
Money – The lack of money also constrains consumers who
might otherwise have the motivation to engage in a
behavior that involves acquisition.
Consumer Opportunity – The final factor affecting whether
motivation results in action is consumer’s
opportunity to engage in a behavior.