5. CONSUMER MOTIVATION
“The needs, wants, drives, and desires of an individual
that lead him or her toward the purchase of products
or ideas. The motivations may be physiologically,
psychologically, or environmentally driven.”
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Source: American Marketing Association
6. CONSUMER MOTIVATION AND ITS
EFFECTS
High-Effort Behavior
High-Effort Information Processing and Decision Making
Motivated reasoning
Felt Involvement: interest in an offering
Enduring vs. Situational
Cognitive vs. Affective
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7. CONSUMER MOTIVATION AND ITS
EFFECTS
Objects of Involvement
Involvement with Product Categories
Involvement with Brands
Involvement with Ads
Involvement with a Medium
Involvement with Decisions and Behaviors (“response involvement”)
Specifying the Object of Involvement
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9. WHAT AFFECTS MOTIVATION?
Something that has a direct
bearing on the self and has
potentially significant
consequences for our lives
Consistency with self-concept
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Personal
Relevance
10. WHAT AFFECTS MOTIVATION?
Value: Enduring belief
about what is “right”,
“good”, “important”
Need: Internal state of
tension caused by
discrepancy from a
desired physical or
psychological state
Maslow’s hierarchy
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Values, Needs,
Goals
Personal
Relevance
13. WHAT AFFECTS MOTIVATION?
Value
Need
Goal: Outcomes that
we would like to
achieve
Goal setting
Goals and effort
Types of goal
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Values, Needs,
Goals
Personal
Relevance
14. WHAT AFFECTS MOTIVATION?
Types of Perceived Risk
Performance
Financial
Physical (or Safety)
Social
Psychological
Time
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Perceived
Risk
Values, Needs,
Goals
Personal
Relevance
15. WHAT AFFECTS MOTIVATION?
Risk and Involvement
Reducing vs. increasing
perceptions of risk
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Perceived
Risk
Values, Needs,
Goals
Personal
Relevance
16. WHAT AFFECTS MOTIVATION?
When inconsistency with
attitudes occurs, we try to
remove or at least
understand the
inconsistency
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Perceived
Risk
Inconsistency with
Attitudes
Values, Needs,
Goals
Personal
Relevance
17. CONSUMER ABILITY: RESOURCES TO
ACT
“The extent to which consumers have the necessary resources
[knowledge, intelligence, money] needed to make an outcome
happen”
Financial resources
Cognitive resources
Emotional resources
Physical resources
Social and cultural resources
Education, and Age
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18. CONSUMER OPPORTUNITY
“The extent to which the presence or absence of external
constraints restricts a given behavior.”
Time
Distraction
Amount of Information
Complexity of Information
Repetition of Information
Control of Information
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21. REACTIONS TO THE NUMA NUMA DANCE
He has now sought shelter from his fame in his family's small house. He has
stopped taking phone calls from the media, including The New York Times. He
canceled an appearance on NBC's "Today." According to his relatives, he
moped around the house.
What's worse is that no one seems to understand. "I said, 'Gary this is your one
chance to be famous - embrace it,' " said Corey Dzielinski, who has known Mr.
Brolsma since the fifth grade. "I don't know what's wrong with him," his
grandfather said. Gary Brolsma is not the first guy to rocket out of anonymity
on a starship of embarrassment. There was William Hung, the Hong Kong-
born "American Idol" reject, who sang and danced so poorly he became a
household name.
The question remains why two million people would want to watch a guy in
glasses wave his arms around online to a Romanian pop song. "It definitely has
to be something different," said Tom Fulp, president of newgrounds.com. "The
Numa Numa dance, you see it and you kind of impulsively have to send it to
your friends.“
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22. QUESTIONS
Using the MAO framework, analyze the behavior of the
following:
Gary Brolsma, before he became famous
Gary Brolsma, after he became famous
Gary Brolsma’s friends and relatives
People who tell other people / forward the Gary Brolsma link
What is the marketing relevance of this whole episode?
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