1 / 6

Motivation & Involvement

Motivation & Involvement. 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

thisbe
Download Presentation

Motivation & Involvement

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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 • Zaichkowsky’s Personal Involvement Inventory (PII)

  5. Motivation & Involvement • Motivation is only part of the equation • C’s 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

More Related