Wk 2 Chap 2 motivation(2) - Chapte r 2 Marshall o Marketin...

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Marshall o Marketin Chapter 2 Motivation &  Involvement The AUT Business School Semester 1, 2014
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Marshall o Marketin Are you a motivated person? Can one change others’ motivation state in general? Or in the marketplace? Today’s topic = Motivation
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Marshall o Marketin Chapter Overview: Motivation, Ability, and Opportunity (Exhibit 2.1)
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Marshall o Marketin Motivation “. . . an inner state of arousal that [creates] . . . energy to  achiev[e] a goal.” (Hoyer & MacInnis)  “An activated state, that leads to goal directed  behaviour” (Mowen) “The forces that move people in action” (Peter & Olsen) “The processes that lead people to behave as they do”  (Solomon)
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Marshall o Marketin 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.” (AMA) Source: American Marketing Association,  ;
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Marshall o Marketin Ho w the  pro c e s s  wo rks ... Motivation
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Marshall o Marketin Positive and negative motivation Motivation can be positive or negative in direction For example: One consumer may join a gym in order to get fit  (an approach object) Whereas another consumer may join a gym to stop getting fat  (an avoidance object) Positive goal Negative goal Referred to as an approach object Referred to as an avoidance object
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Marshall o Marketin Consumer Motivation and Its Effects - 1 High-Effort Behavior  q An outcome of motivation is behavior that takes effort. q Consumers can be motivated to engage in behaviors, make decisions,  or process information in the context of acquisition, usage, or  disposition of an offering. High-Effort Information Processing and Decision Making q Motivation impacts how consumers process information and decide. q When motivation to achieve a goal is high, consumers are willing to  spend time and energy on reaching their goal, including searching for  information and spending time shopping for the product. q When motivation is low, consumers devote little effort to processing  information about a stimulus and making decisions.
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Marshall o Marketin Consumer Motivation and Its Effects - 2 Felt involvement § Enduring – Long-term interest that a consumer has in an offering, activity, or decision §
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