H567/02 Psychological themes through core studies Sample ...
The psychological core
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Transcript of The psychological core
Chapter 2The Psychological Core:
Motivation, Ability and Opportunity
Motivation Defined as “an inner state of
arousal,” with the aroused energy directed to achieve a goal.
the general desire or willingness of someone to do something.
Effects of Consumer Motivation High-Effort Behavior High-Effort Information
Processing and Decision Making Felt Involvement
High-Effort Behavior
One outcome of motivation behavior that takes considerable effort.
Motivation not only drives behaviors consistent with a goal but also creates a willingness to expend time and energy engaging in these behaviors.
High-effort Information Processing and Decision Making
Motivation also affects how we process information and make decisions.
Consumers are highly motivated to achieve a goal, they are more likely to pay careful attention to it, think about it, attempt to understand or comprehend goal-relevant information, evaluate that information critically, and try to remember it for later use.
Motivated ReasoningConsumers process information in a
biased way so that they can obtain the particular conclusion they want to reach.
Felt Involvement
Final outcome of motivation is that it evokes a psychological state in consumers called involvement.
Refers to the psychological experience of the motivated consumer.
Types of Involvement
Enduring Involvement Situational Involvement Cognitive Involvement Affective Involvement
Enduring Involvement
also referred to as "leisure" or "ego" involvement in the literature.
Exists when we show interest in an offering or activity over a long period of time.
continuous and is more permanent in nature.
Situational or Temporary Involvement occurs only in specific situations temporary interest in an
offering, activity, or decision, often caused by situational circumstances
Cognitive Involvement
The consumer is interested in thinking bout and processing information related to his or her goal.
interest in thinking about and learning information pertinent to an offering, a activity or decisions.
Affective Involvement
The consumer is willing to expend emotional energy in or has heightened feelings about an activity.
• Emotional level involvement in products.
Objects of Involvement Product or retail category Experiences Involvement with a brand Involvement with ads Involvement with a medium
Response Involvement
interest in certain decisions and behaviors.
What affects motivation?
Personal relevance Consistency with Self-Concept Values, Needs, Goals Perceived Risk Inconsistency with Attitudes
Personal Relevance
something that has a direct bearing on the self and has potentially significant consequences on our lives.
Has consequences on your life (dandruff ads – cannot get a job done)
Consistency with Self-concept Helps us define who we are, and
it frequently guides our behavior. our mental view of who we are
Values
Beliefs that guide what people regard as important or good.
beliefs about what is right
Needs
Is an internal state of tension caused by disequilibrium from an ideal or desired state.
Maslow’s Hierarchy of Needs
Types of Need
Social needs Nonsocial needs Functional needs Symbolic needs Hedonic needs Needs for cognition and
stimulation
Social needs
Are externally directed and relate to other individuals.
Fulfilling these needs thus requires the presence or actions of other people.
Nonsocial needs
Are those for which achievement is not based on other people.
Functional Needs
May be social or nonsocial. It motivate the search for
products that solve consumption-related problems.
Symbolic Needs
It affects how we perceive ourselves and how we are perceived by others.
Hedonic Needs
Include needs for sensory stimulation, cognitive stimulation and novelty (nonsocial hedonic needs) and needs for reinforcement, sex and play (social hedonic needs)
These reflect our inherit desires for sensory pleasure.
Needs for Recognition and Stimulation It is the intrinsic motivation to
engage in problem solving activities.
Characteristics of Needs
Needs are dynamic. Needs exist in a hierarchy. Needs can be externally or
internally aroused Needs can conflict.
Needs are Dynamic
Needs are never fully satisfied. Satisfaction is only temporary.
Needs exist in a Hierarchy
Although several needs may be activated at any one time, some assume more importance than others.
Needs can be Internally or Externally Aroused Although many needs are
internally activated, some needs can de externally cued.
Needs can Conflict
A given behavior or outcome can be seen as both desirable and undesirable if it satisfies some needs but fails to satisfy others.
Approach-avoidance conflict You both want to engage in the
behavior and want to avoid it.
Avoidance-Avoidance conflict It occurs when the consumer
must choose between two equally undesirable options.
Approach-approach conflict It occurs when someone must
choose between two or more equally desirable options that fulfill different needs.