1. MOTIVATION, ABILITY,
OPPORTUNITY

2. CHAPTER 2: OVERVIEW
 Consumer Motivation and Its Effects
 What Affects Motivation?
 Consumer Ability: Resources to Act
 Consumer Opportunity
2

3. 3
Exhibit 2.1:
Chapter Overview:
Motivation, Ability,
and Opportunity

4. DEFINITION
 Motivation is an inner state of arousal that provides
energy needed to achieve a goal.
4

5. CONSUMER MOTIVATION
“The needs, wants, drives, and desires of an individual
that lead him or her toward the purchase of products
or ideas. The motivations may be physiologically,
psychologically, or environmentally driven.”
5
Source: American Marketing Association

6. CONSUMER MOTIVATION AND ITS
EFFECTS
 High-Effort Behavior
 High-Effort Information Processing and Decision Making
 Motivated reasoning
 Felt Involvement: interest in an offering
 Enduring vs. Situational
 Cognitive vs. Affective
6

7. CONSUMER MOTIVATION AND ITS
EFFECTS
 Objects of Involvement
 Involvement with Product Categories
 Involvement with Brands
 Involvement with Ads
 Involvement with a Medium
 Involvement with Decisions and Behaviors (“response involvement”)
 Specifying the Object of Involvement
7

8. WHAT AFFECTS MOTIVATION?
8
Perceived
Risk
Inconsistency with
Attitudes
Values, Needs,
Goals
Personal
Relevance

9. WHAT AFFECTS MOTIVATION?
 Something that has a direct
bearing on the self and has
potentially significant
consequences for our lives
 Consistency with self-concept
9
Personal
Relevance

10. WHAT AFFECTS MOTIVATION?
 Value: Enduring belief
about what is “right”,
“good”, “important”
 Need: Internal state of
tension caused by
discrepancy from a
desired physical or
psychological state
 Maslow’s hierarchy
10
Values, Needs,
Goals
Personal
Relevance

11. 11
Exhibit 2.3: Maslow’s Hierarchy of Needs

12. SKIP “TYPES OF NEEDS”
(PAGES 50-52)
12

13. WHAT AFFECTS MOTIVATION?
 Value
 Need
 Goal: Outcomes that
we would like to
achieve
 Goal setting
 Goals and effort
 Types of goal
13
Values, Needs,
Goals
Personal
Relevance

14. WHAT AFFECTS MOTIVATION?
 Types of Perceived Risk
 Performance
 Financial
 Physical (or Safety)
 Social
 Psychological
 Time
14
Perceived
Risk
Values, Needs,
Goals
Personal
Relevance

15. WHAT AFFECTS MOTIVATION?
 Risk and Involvement
 Reducing vs. increasing
perceptions of risk
15
Perceived
Risk
Values, Needs,
Goals
Personal
Relevance

16. WHAT AFFECTS MOTIVATION?
 When inconsistency with
attitudes occurs, we try to
remove or at least
understand the
inconsistency
16
Perceived
Risk
Inconsistency with
Attitudes
Values, Needs,
Goals
Personal
Relevance

17. CONSUMER ABILITY: RESOURCES TO
ACT
“The extent to which consumers have the necessary resources
[knowledge, intelligence, money] needed to make an outcome
happen”
Financial resources
Cognitive resources
Emotional resources
Physical resources
Social and cultural resources
Education, and Age
17

18. CONSUMER OPPORTUNITY
“The extent to which the presence or absence of external
constraints restricts a given behavior.”
Time
Distraction
Amount of Information
Complexity of Information
Repetition of Information
Control of Information
18

19. IN CLASS EXERCISE
19

20. 20
MARK242ConsumerBehavior,Elaine
ChanSpring2010

21. REACTIONS TO THE NUMA NUMA DANCE
 He has now sought shelter from his fame in his family's small house. He has
stopped taking phone calls from the media, including The New York Times. He
canceled an appearance on NBC's "Today." According to his relatives, he
moped around the house.
 What's worse is that no one seems to understand. "I said, 'Gary this is your one
chance to be famous - embrace it,' " said Corey Dzielinski, who has known Mr.
Brolsma since the fifth grade. "I don't know what's wrong with him," his
grandfather said. Gary Brolsma is not the first guy to rocket out of anonymity
on a starship of embarrassment. There was William Hung, the Hong Kong-
born "American Idol" reject, who sang and danced so poorly he became a
household name.
 The question remains why two million people would want to watch a guy in
glasses wave his arms around online to a Romanian pop song. "It definitely has
to be something different," said Tom Fulp, president of newgrounds.com. "The
Numa Numa dance, you see it and you kind of impulsively have to send it to
your friends.“
21

22. QUESTIONS
 Using the MAO framework, analyze the behavior of the
following:
 Gary Brolsma, before he became famous
 Gary Brolsma, after he became famous
 Gary Brolsma’s friends and relatives
 People who tell other people / forward the Gary Brolsma link
 What is the marketing relevance of this whole episode?
22

23.  Read Chapter 7, “Problem Recognition and
Information Search”
 Lecture 5: Chapter 8
 Lecture 6: Chapter 9
23