CB_CH3 - Motivation,Ability,And Opportunity Marketing3250...

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Motivation, Ability, And  Opportunity Marketing 3250 August 31, 2009
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What is motivation?
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Motivation Motivation to process information, make a  decision, or engage in behavior is enhanced  when consumers regard something as. .. Personally relevant Consistent with their values, goals, needs Risky AND/OR Moderately inconsistent with their prior  attitudes
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Ability Whether motivated consumers actually  achieve a goal depends on whether the have  the ability to achieve based on. .. Knowledge and experience Cognitive style How you like info to be presented (ex: maps vs. written  directions) Complexity of information Intelligence, education and age AND, in the case of purchases Money
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If the goal is processing information,  opportunity is determined by. .. Time
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This note was uploaded on 09/22/2010 for the course MKTG 3250 at Colorado.

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CB_CH3 - Motivation,Ability,And Opportunity Marketing3250...

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