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Summary Marketing 2: Tussentoets 1 16/17
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Marketing 2: consumer behavior. Tussentoets 1 (H2 t/m H6).
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Marketing 2- Tussentoets 1: The Psychological CoreChapter 2: Motivation, ability and opportunity
Motivation is what moves people. One outcome of motivation is behavior that takes considerable effort.
Motivation not only drives the final behaviors that bring a goal closer but also create willingness to
expend time and energy on preparatory behaviors. Consumers try to match anticipated and actual effort.
Motivation also affects how we process information and make decisions. This requires effort.
So, low motivation little effort to processing information and making decisions. For example, paper
clips. Your motivation to buy the best paper clips is likely to be low. You would devote little attention to
it. You may use decision-making short cuts: choose the cheapest brand or the same brand that you
bought last time, this is how consumers buy grocery products.
Different type of motivation is motivated reasoning: consumers process information in a biased way so
that they can obtain the particular conclusion they want to reach. Example: confirmation bias; people
seek information that supports their conclusion rather than seeking accurate information.
A final outcome of motivation is that it evokes a psychological state in consumers called involvement.
Felt involvement is the consumer’s experience of being motivated with respect to a product or service,
or decisions and actions about these.
Types of felt involvement:
(1) Enduring: exists when we show interest in an offering or activity over a long period of time.
(2) Situational (temporary): is in most instances. After buying, their involvement declines.
(3) Cognitive: the consumer is interested in thinking about and processing information related to his goal
(4) Affective: the consumer is willing to expend emotional energy in (or has heightened feelings about)
an offering or activity.
Response involvement: interest in certain decisions and behaviors. It is important to specify the object of
involvement. For instance, consumers who are involved with brands are unlikely to be involved in
deciding which brand to buy (they think their brand is the best).
What determines motivation?
It is important to know the drivers of motivation for marketers, they may able to predict the motivation.
Personal relevance
The extent to which is has a direct bearing on and significant implications for your life. Careers, clothes, a
car are likely to be personally relevant because their consequences are significant for you.
Consistent with their self-concept
Your view of yourself and the way you think others view you. It frequently motivates our behavior. Note
that different parts of a self-concept van be salient at different times.
Consistent with their values
Consumers are more motivated when they find it relevant to their values (abstract beliefs that guide
what people regard as important or good).
Consistent with their needs
A need is an internal state of tension experiences as a discrepancy between the current state and an
ideal or desired state. For example, you are hungry and you are motivated to direct your behavior
toward certain outcomes (such as opening the refrigerator). Eating satisfies your need.
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