Motivation, ability, and opportunity week 1 notes
Motivation, ability, and opportunity week 1 notes MKTG 3553
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This 2 page Class Notes was uploaded by ajtovar on Friday August 26, 2016. The Class Notes belongs to MKTG 3553 at University of Arkansas taught by Alireza Golmohammadi in Fall 2016. Since its upload, it has received 7 views. For similar materials see Consumer Behavior in Marketing at University of Arkansas.
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Date Created: 08/26/16
1. Psychological core a. Motivation, ability, and opportunity b. Exposure, attention, and perception c. Categorizing and comprehending info d. Forming and changing attitudes e. Forming and retrieving memories 2. Decision-making process a. Problem recognition and search for info 3. Judgements and decisions a. Post-decision evaluations 4. Consumer culture (external processes/ influences) a. Social class and household b. Values, personality, lifestyles c. Reference groups and other social influences 5. Consumer behavior outcomes a. Symbolize who we are-external signs used to express our identity b. Diffuse through a market-influence others decision making c. Ethics and social responsibility Motivation, ability, and opportunity 3 factors that shape how much effort customers include in decision making Effort is important 1. Motivation = “an inner state of arousal that creates energy to achieve a goal” a. Ex. Customers waiting in line (putting in effort) because they are motivated to get a new iPhone b. Consumer motivation = the needs, wants, drives, and desires of an individual that lead him/her toward the purchase of products i. Motivations may be physiologically, psychologically, or environmentally driven 2. Consumer motivation and its effects a. High effort behavior i. Ex. Looking for a new car and researching different models b. High-effort info processing and decision making i. Pay careful attention to it, think about it, attempt to understand or comprehend goal-relevant info ii. Motivated reasoning: processing info in a biased way so that one can obtain the particular conclusion they want to reach. 1. People will actively seek and believe something and will give credence to opinions that support that belief 2. When they come across facts that are contrary to their belief, they may ignore them c. Involvement: arousal or interest in an offering, activity, brand or decision i. Enduring (long term interest) 1. Car enthusiasts ii. Situational (temporary interest) 1. Someone looking for a new car iii. Cognitive (interest in thinking and learning) iv. Affective (interest in expending emotional energy) 3. Objects of involvement a. Product categories (cars, phones) b. Experiences (rafting) c. Brands (apple, coca-cola) d. Ads (Budweiser Clydesdales) e. Medium (twitter, Instagram) f. Shows, articles (jersey shore)
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