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What Factors Impact CB?

What Factors Impact CB?. The Psychological Core The Consumer’s Culture The Process of Making Decisions CB Outcomes. Part 2: The Psychological Core. Motivation, Ability & Opportunity (MAO) Exposure, Attention & Perception (EAP) Knowledge & Understanding Attitudes-High Consumer Effort

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What Factors Impact CB?

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  1. What Factors Impact CB? • The Psychological Core • The Consumer’s Culture • The Process of Making Decisions • CB Outcomes

  2. Part 2: The Psychological Core • Motivation, Ability & Opportunity (MAO) • Exposure, Attention & Perception (EAP) • Knowledge & Understanding • Attitudes-High Consumer Effort • Attitudes-Low Consumer Effort • Memory & Retrieval

  3. Chapter 3MOTIVATION, ABILITY, AND OPPORTUNITY

  4. Chapter Overview • What do we need for behavior to take place? • Motivation • Ability • Opportunity

  5. The Psychological Core GOAL-RELATED BEHAVIOR MOTIVATION INFORMATION PROCESSING/ DEC. MAKING ABILITY “FELT” INVOLVEMENT OPPORTUNITY

  6. What motivates you??? • Personal relevance • Perceived risk • Inconsistency with attitudes • Values, goals & needs

  7. Types of Needs • Social • Nonsocial • F • Symbolic • H

  8. Mallow’s Hierarchy of Needs SELF- ACTUALIZATION EGOISTIC • SOCIAL SAFETY PHYSIOLOGICAL

  9. Needs and Conflict • Approach-avoidance • Approach-approach • Avoidance-avoidance

  10. Quick Write: Apply Motivation (needs) to your search for housing • Think about the last time you had to find a new place to live. • List and describe which needs you were attempting to satisfy • Describe any of the three “need conflicts” that were present in your decision.

  11. Factors that impact motivation: Marketing Implications • Personal Relevance • focus on issues important to customers • Risk • reduce uncertainty or bad consequences • utilize fear tactics • Needs • ensure offerings satisfy important needs • manage conflict: focus on “approach,” dispel “avoidance” concerns • communicate how the offering satisfies needs

  12. Ability • Knowledge and experience • Intelligence • Education • Age • Resources ($$)

  13. Opportunity • Time • Distraction • Amount of information • Complexity of information • Repetition

  14. “Consumers don’t buy technology or engineering. They buy products to make them healthier, more esteemed, more attractive, thinner, prettier, wiser, manlier, shrewder, younger, richer, more desirable, happier, etc. Consumers don’t give a damn how a car works. What they want to know is how it will work for them. Consumers don’t care what’s in dog food. They want to be loved by their dog.” --Frazier Purdy Chairperson of the Board Young & Rubicam

  15. Chapter 3 Review • Outcomes of high MOA • goal-directed behavior • information processing & decision making • felt involvement • Factors that impact Motivation • Types of Needs & Conflict • MOA definitions

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