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