Motivation-Ability-Opportunity

Exposure-Attention-Perception
Decision-making

Insights from
Consumer Behaviour
for
Marketing students
Copyright © 2001 Houghton Mifflin Company. All rights reserved.
 Motivation
 Personal relevance
 Consistency with values, goals and needs
 Perceived risk
 Moderate inconsistency with attitudes

… leading to effortful, goal-relevant behaviour

Copyright © 2001 Houghton Mifflin Company. All rights reserved.

 Ability
 Knowledge and experience
 Cognitive style
 Intelligence, education, age
 Monetary resources

…leading to elaborated information

processing and decision-making

Copyright © 2001 Houghton Mifflin Company. All rights reserved.

 Opportunity
 Time
 Distraction
 Amount of information
 Complexity
 Repetition

…leading to felt involvement

Copyright © 2001 Houghton Mifflin Company. All rights reserved.

Copyright © 2001 Houghton Mifflin Company. All rights reserved.
Copyright © 2001 Houghton Mifflin Company. All rights reserved.
Copyright © 2001 Houghton Mifflin Company. All rights reserved.
Copyright © 2001 Houghton Mifflin Company. All rights reserved.
 In-class exercise

Think of a marketing stimulus

(e.g. an ad) that you ‘processed’
recently.

Analyze your motivation, ability

and opportunity

Copyright © 2001 Houghton Mifflin Company. All rights reserved.

Let’s talk about non-traditional
advertising for a while

Copyright © 2001 Houghton Mifflin Company. All rights reserved.

Copyright © 2001 Houghton Mifflin Company. All rights reserved.
Copyright © 2001 Houghton Mifflin Company. All rights reserved.
Copyright © 2001 Houghton Mifflin Company. All rights reserved.
Copyright © 2001 Houghton Mifflin Company. All rights reserved.
Copyright © 2001 Houghton Mifflin Company. All rights reserved.
 The big question

What are the

marketers trying
to do?
Copyright © 2001 Houghton Mifflin Company. All rights reserved.
It’s all for
exposure!

Copyright © 2001 Houghton Mifflin Company. All rights reserved.

 Exposure
 Exposure
 Process by which the consumer comes
in physical contact with a stimulus
 Marketing Stimuli
 Information
 Brand name, symbol, signage, etc.
 Communication
 Marketer
or non-marketer sources
 Mass media or personal resources

Copyright © 2001 Houghton Mifflin Company. All rights reserved.

 Attention
 Definition
 Process by which an individual
allocates part of his or her cognitive
resources (mental activity) to a stimulus
 We are exposed to hundreds of
marketing stimuli everyday!

Copyright © 2001 Houghton Mifflin Company. All rights reserved.

 In-class exercise
 Are these useful?

 Scroll ads on TV during a cricket telecast

 Road-side hoardings on ECR
 LCD scroll ads at a traffic signal
 Flash banner on msn homepage

Copyright © 2001 Houghton Mifflin Company. All rights reserved.

Perception:
 The registration of stimuli by one of the
five senses: vision, hearing, taste, smell,
and touch

Copyright © 2001 Houghton Mifflin Company. All rights reserved.

 Points to ponder
 Slower-tempo in-store music can
increase sales as much as 38% when
compared to a fast-tempo
… because consumers will spend more
time shopping around
A fast-tempo is more desirable in
restaurants
… because consumers will eat faster,
thereby allowing greater turnover and
higher sales
Copyright © 2001 Houghton Mifflin Company. All rights reserved.
Copyright © 2001 Houghton Mifflin Company. All rights reserved.
Copyright © 2001 Houghton Mifflin Company. All rights reserved.
Copyright © 2001 Houghton Mifflin Company. All rights reserved.
Copyright © 2001 Houghton Mifflin Company. All rights reserved.
Copyright © 2001 Houghton Mifflin Company. All rights reserved.
Consumer decision-making

Copyright © 2001 Houghton Mifflin Company. All rights reserved.

 Stages
in
Consumer
Decision
Making

Copyright © 2001 Houghton Mifflin Company. All rights reserved.

Problem Recognition

Copyright © 2001 Houghton Mifflin Company. All rights reserved.

 Ideal States, Actual States,
Problems and Solutions
Ideal State Where Does it Actual State Solution
Come From?
My laptop runs Based on My laptop is - call technical support
smoothly all the expectations of freezing on me - buy a new laptop
time what should be

I want to be as Based on goals, I am not nearly as - go on a diet

thin as Kareena needs, or thin as Kareena - join weight loss
Kapoor aspirations Kapoor training

I have a campus Based on I have not got a - try off-campus

placement offer transitions, campus placement - consult a placement
changes in life offer yet and agency
situation timing is running - signup at
out monster.com

Copyright © 2001 Houghton Mifflin Company. All rights reserved.