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Motivation, Ability and Opportunity (MAO) Consumer Behavior 1 Overview What is Consumer Behavior? Marketing Response 4 P’s 3 Relationship between sales and # of times ad is shown SALES ($) # of Times ad is shown 4 What is Consumer Behavior? Marketing Black Box of the Consumer Response 4 P’s 5 Incidental Information EXPOSURE ATTENTION PERCEPTION MOTIVATION CATEGORIZATION/ COMPREHENSION ABILITY OPPORTUNITY ATTITUDE FORMATION & CHANGE MEMORY & RETRIEVAL D E C I S I O N 6 Motivation? Inner state of arousal/encouragement, this aroused energy is directed to achieving a goal We, as humans, are goal driven beings – all of our behavior is driven by some motivation or goal….not always congruent goals High vs. low motivation 7 Motivation High motivation – pay careful attention, evaluate critically (central issues) Low motivation – don’t devote much energy, use shortcuts (peripheral issues) 8 What affects motivation? A) Personal relevance B) Values, goals, & needs C) Perceived risk (safety, social standing, selfperception, …) D) Moderately inconsistency with attitudes A) Personal Relevance increases when: Has consequences on your life (dandruff ads – cannot get a job done) Influences your self-concept or the way others view you (smoking is cool!) Consistent with values, goals, & needs 10 B) Values, Goals, Needs Values – beliefs that guide what we think is important or good (very close to wants) Goals – objectives that we would like to achieve (a goal develops from a need) Needs – Internal state of tension, caused by disequilibrium from ideal/desired physical or psychological state 11 Maslow’s Hierarchy of Needs 12 Types of Needs Biogenic Needs (food, air, water) Psychogenic Needs Need for Affiliation (social interaction) Need for Power/Control Need for Uniqueness Utilitarian Needs (mpg, durability) Hedonic & Symbolic Needs 13 Characteristics of Needs Dynamic! – ever evolving Exist in hierarchy Internally or externally aroused Not always congruent – can conflict 14 Needs Social or nonsocial Social - Need for affiliation Anti-social needs – seats in a theatre or airplane Functional, symbolic or hedonic Need for cognition or mental stimulation Reading are mentally taxing Movies that make you think 15 Identifying Needs How do physical characteristics of products get linked up with our motivations? How would managers even know what our motivations are? How do we know what consumers want? Ask them – but they don’t always know 16 Measuring Needs Attributes Consequences Values A means-ends chain is a knowledge structure that links consumers’ knowledge about product attributes with their knowledge about consequences and values 17 Means-End Chain: Gillette Fusion Brand Attributes Functional Psychosocial Consequences Consequences Values 5 Blades Close Shave Feel wellgroomed Be attractive Lubricating Strip Smooth, Soft Shave Be comfortable Be relaxed, not stressed Gillette Fusion 18 C) Perceived Risk …the extent to which a consumer is uncertain about the consequences of buying, using or disposing of an offering 19 Types of Perceived Risk Performance risk – will the product perform? Physical risk – is it safe? Social risk – will it hurt my social standing? Psychological risk – does it fit with what I think of myself? Time risk – do I have the time to invest in it? Washington State University - kre 20 What can marketers do? Reduce risk perceptions Reduce uncertainty Reduce perceived consequences of failure Enhance risk perceptions in order to Increase consumer motivation to process/involvement (safety features on cars) 21 Motivation evokes involvement: Involvement: Level of perceived personal importance and/or interest evoked by a stimulus High vs. Low Involvement 22 Involvement Scale To Me (Object to be Judged) Is 1. important _:_:_:_:_:_:_ unimportant 2. boring _:_:_:_:_:_:_ interesting 3. relevant _:_:_:_:_:_:_ irrelevant 4. exciting _:_:_:_:_:_:_ unexciting 5. means nothing _:_:_:_:_:_:_ means a lot 6. appealing _:_:_:_:_:_:_ unappealing 7. fascinating _:_:_:_:_:_:_ mundane 8. worthless _:_:_:_:_:_:_ valuable 9. involving _:_:_:_:_:_:_ uninvolving 10. not needed _:_:_:_:_:_:_ needed 23 Involvement Objects Involvement is not just with a certain product – it can be with: Product categories - cars Brands – Crest, Mac Ads (e.g., the creepy Burger king) Mediums – magazines, TV Specific Decisions 24 Marketing Strategies 1) Concentrate on high involvement segment 2) Attempt to increase or build involvement 3) Accept low involvement 25 D) Inconsistency with Attitudes We tend to process messages that are moderately inconsistent with our attitudes If they are drastically inconsistent, we will dismiss them If they are highly consistent, the ad may not get our attention 26 So, motivation enhanced when something is: 1) 2) 3) 4) Consistent with our needs, values & goals Personally relevant (involving) Somewhat Risky Moderately inconsistent with our prior attitudes 27 Knowing when to enhance perceived risk and when to reduce perceived risk is vital to creating effective marketing strategies. For which of the following products does it make sense (for the marketer) to increase perceived risk of not buying? A) Home security systems B) Sky-diving C) Life insurance D) All of the above E) A and C Ability to Act - Depends Upon: Knowledge/Experience Cognitive Style Intelligence Education Age Money 29 Opportunity Consumers may be motivated and have the ability, but are we as marketers giving them the opportunity to process the information? Even when motivation and ability are high – we must ensure opportunity 30 Opportunity determined by: Time Distractions Amount of Information Complexity of Information Repetition of Information 31 In marketing, which do you think are the most important factors in determining whether consumers will engage in the action we want them to? Hint: Dinar Example 32 How well does your drawing match? 33 Marketing Implications: Motivation Ability Segment on needs Create new needs Develop need-satisfying offerings Understand consumers’ knowledge and processing styles Match communications with processing styles Facilitate ability Opportunity Repetition Reduce time-pressured decision making Reduce purchase/usage time 34 Takeaway… Advertisers leverage MOA to involve and engage target customers 35 Managerial Questions? What factors of motivation, ability, and opportunity could affect consumers whom you are trying to attract to your brand? How would consumer motivation, ability, and opportunity affect your brand compared to others in your category (i.e., competitors)? What would you do to address the issues of motivation, ability, and opportunity if you were preparing a marketing effort for your brand? Biodiesel