Motivation

MOTIVATIONMOTIVATION

BSAD 112 MOTIVATION, OPPORTUNITY, AND ABILITY Lars Perner, Instructor 2

Motives and their rolesMotives and their roles Motive is an inner state Motive is an inner state

that mobilizes bodily that mobilizes bodily energy and directs it in energy and directs it in selective fashion selective fashion towards goals usually towards goals usually located in external located in external environment.environment.

MotivationMotivation: An inner : An inner force which reflects force which reflects goal-directed arousalgoal-directed arousal


Roles Roles Defining basic strivingsDefining basic strivings

– E.g. safety, achievement or other desired state which E.g. safety, achievement or other desired state which the consumers want to achievethe consumers want to achieve

Identifying goal objectsIdentifying goal objects– Products and services are the means by which they can Products and services are the means by which they can

satisfy their motivessatisfy their motives– Motivational push influences consumers to identify Motivational push influences consumers to identify

products as goal objects e.g. promotion campaignsproducts as goal objects e.g. promotion campaigns Influencing choice criteriaInfluencing choice criteria

– Motives can also guide consumers in developing criteria Motives can also guide consumers in developing criteria for evaluating products.for evaluating products.

– E.g. car buying motives can be many like convenience, E.g. car buying motives can be many like convenience, transport, speed control, styling , mileage transport, speed control, styling , mileage

Deciding other influencesDeciding other influences– Motives affect the determinants of perception, learning, Motives affect the determinants of perception, learning,

personality and how people process information.personality and how people process information.


Motive combinationsMotive combinations Motive linking-Motive linking-

– As motives can differ in how specific they are As motives can differ in how specific they are there is a possibility of linking to occur at there is a possibility of linking to occur at various stages e.g. safety and durabilityvarious stages e.g. safety and durability

Motive bundlingMotive bundling– Realization that the same product can satisfy Realization that the same product can satisfy

various motives at the same approximate level various motives at the same approximate level of satisfaction of satisfaction

– e.g. for an automobile purchase ,a desire for e.g. for an automobile purchase ,a desire for transportation can bundle with motives for transportation can bundle with motives for achievement, social recognition, safety etcachievement, social recognition, safety etc


Motive ConflictMotive Conflict Conflict is most likely Conflict is most likely

when motive are of when motive are of approximately same approximately same strengthstrength

Three principal cases Three principal cases possible are-possible are-– Approach-Approach-

avoidanceavoidance– Approach-Approach-

approachapproach– Avoidance-Avoidance-

avoidanceavoidance


APPROACH-APPROACH-APPROACH CONFLICTAPPROACH CONFLICT

A situation occurs when A situation occurs when there are 2 desirable there are 2 desirable alternatives ( decision to alternatives ( decision to whether buy a computer whether buy a computer or a home exercise or a home exercise centre)centre)

This conflict is said to be This conflict is said to be unstableunstable

Can resolve through Can resolve through exposure to information exposure to information useful in evaluating the useful in evaluating the alternativesalternatives

consumer


AVOIDANCE – AVOIDANCE CONFLICTAVOIDANCE – AVOIDANCE CONFLICT

The situation occurs when consumers face The situation occurs when consumers face choices between two alternatives booth are choices between two alternatives booth are perceived to be negative in nature ( e.g. TV perceived to be negative in nature ( e.g. TV set is ill and two options are available either set is ill and two options are available either hefty repair bill or replacement)hefty repair bill or replacement)

consumer

Repair- Rs.8000/-


Often stable in nature and may lead Often stable in nature and may lead to search for information but often to search for information but often stop short of purchase commitment.stop short of purchase commitment.


APPROACH APPROACH AVOIDANCE AVOIDANCE CONFLICTSCONFLICTS

Often occur when making decisions Often occur when making decisions on a single product in which both on a single product in which both positive and negative aspects are positive and negative aspects are involvedinvolved

consumer

+

-


E.g. to acquire a car, consumer may E.g. to acquire a car, consumer may hesitate because of scarcity of hesitate because of scarcity of sizeable amount of money required sizeable amount of money required to purchase the car.to purchase the car.

Marketers have developed means to Marketers have developed means to reduce the avoidance aspect of such reduce the avoidance aspect of such conflicts.conflicts.


Risk Reduction StrategiesRisk Reduction Strategies By the consumerBy the consumer

– gathering informationgathering information– ““safe” choicessafe” choices

By By manufacturer/retailermanufacturer/retailer– money-back money-back

guaranteesguarantees– warrantieswarranties– trial periodstrial periods


MOTIVATION, ABILITY, AND MOTIVATION, ABILITY, AND OPPORTUNITYOPPORTUNITY

What do we need What do we need for behavior to for behavior to take place?take place?– MotivationMotivation– AbilityAbility– OpportunityOpportunity


AbilityAbility Knowledge and Knowledge and

experienceexperience IntelligenceIntelligence EducationEducation AgeAge ResourcesResources Cognitive activityCognitive activity


OpportunityOpportunity TimeTime Amount of Amount of

informationinformation ComplexityComplexity RepetitionRepetition


Exposure, Attention, and Exposure, Attention, and PerceptionPerception

What is necessary to reach What is necessary to reach consumers?consumers?– Exposure (e.g., consumer must see your Exposure (e.g., consumer must see your

billboard)billboard)– Attention (e.g., consumer must look at Attention (e.g., consumer must look at

ad message)ad message)– Perception (e.g., consumer must “take Perception (e.g., consumer must “take

in” message)in” message)


How Do You Gain Exposure?How Do You Gain Exposure? E.g..E.g..

– Research target Research target group habitsgroup habits

– Computer screen Computer screen saverssavers

– Point-of-purchase Point-of-purchase displaysdisplays


Selective ExposureSelective Exposure How much attention are How much attention are

you likely to give to the you likely to give to the following advertising following advertising encounters?encounters?– radio ad while drivingradio ad while driving– ad in newspaper or magazinead in newspaper or magazine– freeway billboardfreeway billboard– direct mail appealdirect mail appeal


How Can We Increase How Can We Increase Consumers’ Exposure?Consumers’ Exposure?

RepetitionRepetition Wide presenceWide presence


Properties of AttentionProperties of Attention SelectiveSelective Capable of being Capable of being

divideddivided LimitedLimited


Some Determinants of Some Determinants of Attention Given to StimuliAttention Given to Stimuli

Self-relevanceSelf-relevance PleasantnessPleasantness Surprising nessSurprising ness Ease of processingEase of processing

3 7

9 6= 81


Self-RelevanceSelf-Relevance Needs, values, and goalsNeeds, values, and goals Similarity of sourceSimilarity of source


Pleasantness of StimuliPleasantness of Stimuli Attractive visualsAttractive visuals MusicMusic HumorHumor


Surprising ness of StimuliSurprising ness of Stimuli NoveltyNovelty UnexpectednessUnexpectedness


Ease of ProcessingEase of Processing

ProminenceProminence ConcretenessConcreteness ContrastContrast

Motivation

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