11

Motivation, Ability Motivation, Ability and Opportunity and Opportunity (MAO)(MAO)

Consumer BehaviorConsumer Behavior

Overview

33

What is Consumer What is Consumer Behavior?Behavior?

Marketing

Response

4 P’s

44

Relationship between sales and Relationship between sales and # of times ad is shown# of times ad is shown

SALES

($)

# of Times ad is shown

55

What is Consumer What is Consumer Behavior?Behavior?

Marketing

Black Box of the

Consumer

Response

4 P’s

66

ABILITY

MOTIVATION

OPPORTUNITY

EXPOSURE ATTENTION

PERCEPTION

ATTITUDE FORMATION &

CHANGE

CATEGORIZATION/ COMPREHENSION

MEMORY & RETRIEVAL

Incidental Information

DECISION

77

MMotivation?otivation?

Inner state of arousal/encouragement, this aroused Inner state of arousal/encouragement, this aroused energy is directed to achieving a goalenergy is directed to achieving a goal

We, as humans, are goal driven beings – all of our We, as humans, are goal driven beings – all of our behavior is driven by some motivation or goal….not behavior is driven by some motivation or goal….not always congruent goalsalways congruent goals

High vs. low motivationHigh vs. low motivation

88

MotivationMotivation

High motivation – pay careful attention, High motivation – pay careful attention, evaluate critically (central issues)evaluate critically (central issues)

Low motivation – don’t devote much energy, Low motivation – don’t devote much energy, use shortcuts (peripheral issues)use shortcuts (peripheral issues)

What affects motivation?

A) Personal relevance

B) Values, goals, & needs

C) Perceived risk (safety, social standing, self-perception, …)

D) Moderately inconsistency with attitudes

1010

A) Personal Relevance increases A) Personal Relevance increases when:when:

Has consequences on your life Has consequences on your life (dandruff ads – cannot get a job done)(dandruff ads – cannot get a job done)

Influences your self-concept or the way Influences your self-concept or the way others view you (smoking is cool!)others view you (smoking is cool!)

Consistent with values, goals, & needsConsistent with values, goals, & needs

1111

B) Values, Goals, NeedsB) Values, Goals, Needs

Values – beliefs that guide what we think is Values – beliefs that guide what we think is important or good (very close to wants)important or good (very close to wants)

Goals – objectives that we would like to achieve (a Goals – objectives that we would like to achieve (a goal develops from a need)goal develops from a need)

Needs – Internal state of tension, caused by Needs – Internal state of tension, caused by disequilibrium from ideal/desired physical or disequilibrium from ideal/desired physical or psychological statepsychological state

1212

Maslow’s Hierarchy of NeedsMaslow’s Hierarchy of Needs

1313

Types of NeedsTypes of Needs

Biogenic Needs (food, air, water)Biogenic Needs (food, air, water) Psychogenic NeedsPsychogenic Needs

Need for Affiliation (social interaction)Need for Affiliation (social interaction) Need for Power/ControlNeed for Power/Control Need for UniquenessNeed for Uniqueness

Utilitarian Needs (mpg, durability)Utilitarian Needs (mpg, durability) Hedonic & Symbolic NeedsHedonic & Symbolic Needs

1414

Characteristics of NeedsCharacteristics of Needs

Dynamic! – ever evolvingDynamic! – ever evolving Exist in hierarchyExist in hierarchy Internally or externally arousedInternally or externally aroused Not always congruent – can conflictNot always congruent – can conflict

1515

NeedsNeeds

Social or nonsocialSocial or nonsocial Social - Need for affiliationSocial - Need for affiliation Anti-social needs – seats in a theatre or airplaneAnti-social needs – seats in a theatre or airplane

Functional, symbolic or hedonicFunctional, symbolic or hedonic

Need for cognition or mental stimulationNeed for cognition or mental stimulation Reading are mentally taxingReading are mentally taxing Movies that make you thinkMovies that make you think

1616

Identifying NeedsIdentifying Needs

How do physical characteristics of products How do physical characteristics of products get linked up with our motivations? get linked up with our motivations?

How would managers even know what our How would managers even know what our motivations are?motivations are?

How do we know what consumers want? How do we know what consumers want? Ask them – but they don’t always knowAsk them – but they don’t always know

1717

Measuring NeedsMeasuring Needs

A A means-ends chainmeans-ends chain is a knowledge structure is a knowledge structure that links consumers’ knowledge about that links consumers’ knowledge about product attributes with their knowledge about product attributes with their knowledge about consequences and valuesconsequences and values

Attributes

Consequences

Values

1818

Means-End Chain:Means-End Chain:Gillette FusionGillette Fusion

Gillette

Fusion

5 Blades

Lubricating Strip

Close Shave

Smooth, Soft Shave

Feel well-groomed

Be comfort-

able

Be attractiv

e

Be relaxed,

not stressed

Brand AttributesFunctional

ConsequencesPsychosocial

ConsequencesValues

1919

C) Perceived RiskC) Perceived Risk

……the extent to which a consumer is uncertain the extent to which a consumer is uncertain about the consequences of buying, using or about the consequences of buying, using or disposing of an offeringdisposing of an offering

Washington State University - kreWashington State University - kre 2020

Types of Perceived RiskTypes of Perceived Risk

Performance risk – Performance risk – will the product perform?will the product perform?

Physical risk – Physical risk – is it safe?is it safe?

Social risk – Social risk – will it hurt my social standing?will it hurt my social standing?

Psychological risk – Psychological risk – does it fit with what I think of does it fit with what I think of myself?myself?

Time risk – Time risk – do I have the time to invest in it?do I have the time to invest in it?

2121

What can marketers do?What can marketers do?

Reduce risk perceptionsReduce risk perceptions Reduce uncertaintyReduce uncertainty Reduce perceived consequences of failureReduce perceived consequences of failure

Enhance risk perceptions in order toEnhance risk perceptions in order to Increase consumer motivation to Increase consumer motivation to

process/involvement (safety features on cars)process/involvement (safety features on cars)

2222

Motivation evokes Motivation evokes involvement:involvement:

Involvement:Involvement: Level of perceived personal importance Level of perceived personal importance

and/or interest evoked by a stimulusand/or interest evoked by a stimulus

High vs. Low InvolvementHigh vs. Low Involvement

2323

Involvement ScaleInvolvement ScaleTo Me (Object to be Judged) IsTo Me (Object to be Judged) Is

1.1. importantimportant _:_:_:_:_:_:__:_:_:_:_:_:_ unimportantunimportant

2.2. boringboring _:_:_:_:_:_:__:_:_:_:_:_:_ interestinginteresting

3.3. relevantrelevant _:_:_:_:_:_:__:_:_:_:_:_:_ irrelevantirrelevant

4.4. excitingexciting _:_:_:_:_:_:__:_:_:_:_:_:_ unexcitingunexciting

5.5. means nothingmeans nothing _:_:_:_:_:_:__:_:_:_:_:_:_ means a lotmeans a lot

6.6. appealingappealing _:_:_:_:_:_:__:_:_:_:_:_:_ unappealingunappealing

7.7. fascinatingfascinating _:_:_:_:_:_:__:_:_:_:_:_:_ mundanemundane

8.8. worthlessworthless _:_:_:_:_:_:__:_:_:_:_:_:_ valuablevaluable

9.9. involvinginvolving _:_:_:_:_:_:__:_:_:_:_:_:_ uninvolvinguninvolving

10.10. not needednot needed _:_:_:_:_:_:__:_:_:_:_:_:_ neededneeded

2424

Involvement ObjectsInvolvement Objects

Involvement is not just with a certain product Involvement is not just with a certain product – it can be with:– it can be with:

Product categories - cars Product categories - cars Brands – Crest, MacBrands – Crest, Mac Ads (e.g., the creepy Burger king)Ads (e.g., the creepy Burger king) Mediums – magazines, TVMediums – magazines, TV Specific Decisions Specific Decisions

2525

Marketing Strategies

1) Concentrate on high involvement segment

2) Attempt to increase or build involvement

3) Accept low involvement

2626

D) Inconsistency with AttitudesD) Inconsistency with Attitudes

We tend to process messages that are We tend to process messages that are moderately inconsistent with our attitudes moderately inconsistent with our attitudes If they are drastically inconsistent, we will dismiss If they are drastically inconsistent, we will dismiss

themthem If they are highly consistent, the ad may not get If they are highly consistent, the ad may not get

our attention our attention

2727

So, motivation enhanced when So, motivation enhanced when something is:something is:

1)1) Consistent with our needs, values & Consistent with our needs, values & goalsgoals

2)2) Personally relevant (involving)Personally relevant (involving)

3)3) Somewhat RiskySomewhat Risky

4)4) Moderately inconsistent with our prior Moderately inconsistent with our prior attitudesattitudes

Knowing when to enhance perceived risk and when to reduce perceived risk is vital to creating effective marketing strategies. For which of the following products does it make sense (for the marketer) to increase perceived risk of not buying?

A) Home security systems

B) Sky-diving

C) Life insurance

D) All of the above

E) A and C

2929

AAbility to Act - Depends Upon:bility to Act - Depends Upon:

Knowledge/ExperienceKnowledge/Experience Cognitive Style Cognitive Style IntelligenceIntelligence EducationEducation AgeAge MoneyMoney

3030

OOpportunitypportunity

Consumers may be motivated and have the Consumers may be motivated and have the ability, but are we as marketers giving them ability, but are we as marketers giving them the opportunity to process the information?the opportunity to process the information?

Even when motivation and ability are high – Even when motivation and ability are high – we must ensure opportunitywe must ensure opportunity

3131

Opportunity determined by:Opportunity determined by:

TimeTime Distractions Distractions Amount of InformationAmount of Information Complexity of InformationComplexity of Information Repetition of InformationRepetition of Information

3232

In marketing, which do you In marketing, which do you think are the most important think are the most important factors in determining factors in determining whether consumers will whether consumers will engage in the action we want engage in the action we want them to?them to?

Hint: Dinar ExampleHint: Dinar Example

3333

How well does your drawing How well does your drawing match?match?

3434

Marketing Implications:Marketing Implications: MotivationMotivation

Segment on needsSegment on needs Create new needsCreate new needs Develop need-satisfying offeringsDevelop need-satisfying offerings

AbilityAbility Understand consumers’ knowledge and processing stylesUnderstand consumers’ knowledge and processing styles Match communications with processing stylesMatch communications with processing styles Facilitate abilityFacilitate ability

OpportunityOpportunity RepetitionRepetition Reduce time-pressured decision makingReduce time-pressured decision making Reduce purchase/usage timeReduce purchase/usage time

3535

Advertisers leverage MOA to Advertisers leverage MOA to

involve and engageinvolve and engage

target customerstarget customers

Takeaway…Takeaway…

Managerial Questions?

What factors of motivation, ability, and opportunity could affect consumers whom you are trying to attract to your brand?

How would consumer motivation, ability, and opportunity affect your brand compared to others in your category (i.e., competitors)?

What would you do to address the issues of motivation, ability, and opportunity if you were preparing a marketing effort for your brand?

Biodiesel