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    Chapter 2 Motivation Ability and Opportunity

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    Ruby De Grano
    This chapter discusses motivation, ability, and opportunity as factors that influence consumer behavior. It covers the concepts of motivation, motivated reasoning, involvement, and how personal relevance, values, needs, goals, emotions, and risk can affect motivation. It defines different types of needs, including social, nonsocial, functional, symbolic, hedonic, and needs for recognition and stimulation. It also discusses characteristics of needs and different types of need conflicts.

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    Chapter 2 Motivation Ability and Opportunity

    Uploaded by

    Ruby De Grano
    176 views10 pages
    This chapter discusses motivation, ability, and opportunity as factors that influence consumer behavior. It covers the concepts of motivation, motivated reasoning, involvement, and how personal relevance, values, needs, goals, emotions, and risk can affect motivation. It defines different types of needs, including social, nonsocial, functional, symbolic, hedonic, and needs for recognition and stimulation. It also discusses characteristics of needs and different types of need conflicts.

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    CHAPTER 2 MOTIVATION ABILITY AND OPPORTUNITY

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    This chapter discusses motivation, ability, and opportunity as factors that influence consumer behavior. It covers the concepts of motivation, motivated reasoning, involvement, and how personal relevance, values, needs, goals, emotions, and risk can affect motivation. It defines different types of needs, including social, nonsocial, functional, symbolic, hedonic, and needs for recognition and stimulation. It also discusses characteristics of needs and different types of need conflicts.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    176 views10 pages

    Chapter 2 Motivation Ability and Opportunity

    Uploaded by

    Ruby De Grano
    This chapter discusses motivation, ability, and opportunity as factors that influence consumer behavior. It covers the concepts of motivation, motivated reasoning, involvement, and how personal relevance, values, needs, goals, emotions, and risk can affect motivation. It defines different types of needs, including social, nonsocial, functional, symbolic, hedonic, and needs for recognition and stimulation. It also discusses characteristics of needs and different types of need conflicts.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 10

    CHAPTER 2

    MOTIVATION, ABILITY , AND


    OPPORTUNITY

    Instructor: RUBY-LYN T. DE GRANO


    CONSUMER BEHAVIOR AND ITS EFFECTS

    • MOTIVATION: An inner state of arousal that provides energy needed to


    achieve a goal.
    High-effort behavior- one outcome of motivation that takes considerable
    effort.
    • MOTIVATED REASONING: Processing information in a way that allows
    consumers to reach the conclusion that they want to reach.
    CONSUMER BEHAVIOR AND ITS EFFECTS
    • FELT INVOLVEMENT: Self-reported arousal or interest in an offering activity,
    or decision.
    TYPES OF INVOLVEMENT
    1. ENDURING INVOLVEMENT- long term interest in an offering
    2. SITUATIONAL INVOLVEMENT- temporary interest in an offering caused by a
    situation
    3. COGNITIVE INVOLVEMENT- interest in thinking about and learning
    information
    4. AFFECTIVE INVOLEVMENT- interest in expending emotional energy and
    evoking deep feelings about offering
    WHAT AFFECTS MOTIVATION

    1. PERSONALLY RELEVANT
    2. CONSISTENT WITH THEIR VALUES, NEEDS, GOALS,
    EMOTIONS, AND SELF-CONTROL PROCESSES
    3. RISKY
    4. MODERATELY INCONSISTENT WITH THEIR PRIOR ATTITUDES.
    PERSONAL RELEVANCE

    • Something that has a direct bearing on the


    self and has potentially significant
    consequences or implication.
    CONSISTENT WITH THEIR VALUES, NEEDS, GOALS,
    EMOTIONS, AND SELF-CONTROL PROCESSES
    • SELF-CONCEPT- our mental view of who we are
    • VALUES- abstract, enduring beliefs about what is right/wrong, important, or
    good/bad.
    • NEED- an internal state of tension caused by disequilibrium from an
    ideal/desired physical or psychological state.
    TYPES OF NEEDS
    1. Social needs –externally directed or related to other individuals
    2. Nonsocial needs-are those for which is not based on other people.
    3. Functional needs- motivates the search for offerings that solve consumption-
    related problems
    4. Symbolic needs – relates to how we perceived ourselves
    5. Hedonic needs – relates to sensory pleasure
    6. Needs for recognition and stimulation- consumer want to understand the world
    themselves and see some structure in it.
    CHARACTERISTICS OF NEEDS
    1. Needs are dynamic – needs are never fully satisfied; satisfaction is only
    temporary
    2. Needs exist in an hierarchy- several needs may be activated at any one
    time.
    3. Needs can be internally or externally aroused- many needs are internally
    activated, some needs can be externally cued
    4. Needs can conflict- there are various types of need conflict
    TYPES OF NEED CONFLICT

    1. APPROACH -AVOIDANCE CONFLICT – an inner struggle about


    acquiring or consuming an offering that fulfills one need but fails to
    fulfill another
    2. APPROACH-APPROACH CONFLICT- an inner struggle about which
    offering to acquire when each can satisfy an important but different need
    3. AVOIDANCE-AVOIDANCE CONFLICT- an inner struggle about
    which offering to acquire when neither can satisfy an important but
    different need
    GOALS
    GOALS – outcome that we would like to achieve
    TYPES OF GOALS

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