Motivation

1
Motivation Involvement
2
Motivation Involvement

• Consumer Motivation
• An unobservable inner force that stimulates and
  compels a behavioral response and provides
  direction to that response
• Process (Dynamic)
• Unfulfilled Needs
• Innate Needs
• Learned Needs
• Tension
• Drive
• Behavior
• Needs Fulfillment

3
Motivation Involvement

• Involvement one type of motivation
• Perceived personal relevance that a C has with a
  good, service, idea, ad message, etc.
• As involvement increases, the consumer has
  greater motivation to comprehend and elaborate on
  information
• General Model of Involvement
• Antecedents
• Personal Factors
• Stimulus Factors
• Situational Factors
• Involvement
• Consequences
• Nature of Information Processing (Brand versus
  Non-Brand Processing)
• EPS

4
Motivation Involvement

• Involvement
• Measuring Involvement
• Direct Measures
• Attributes-Considered Matrix
• Number of Attributes Considered
• Range of Acceptable Values of the Attributes
• Perceptual Measure
• Zaichkowskys Personal Involvement Inventory (PII)

5
Motivation Involvement

• Motivation is only part of the equation
• Cs must have ability as well
• One type of ability -- Knowledge
• Knowledge is the skill or proficiency in
  performing consumer tasks
• Domain of Consumer Knowledge
• Product Knowledge
• Purchase Knowledge
• Usage Knowledge

6
Motivation Involvement

• Effect on Consumer Decision Making
• High Motivation and Ability
• Consumers are Information Seekers Processors
• Objective is on Maximizing Satisfaction
• Attitudes Toward Brands are Held with Certainty
  are Difficult to Change
• Low Motivation and Ability
• Consumers are Passive Learners Non-Information
  Gatherers
• Objective is on Minimizing Problems
• Attitudes Toward Brands are Held with Little
  Certainty are Easy to Change