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ADV 319 Chapter 2 Notes

by: Cassidy Schap

ADV 319 Chapter 2 Notes Adv 319

Cassidy Schap
GPA 3.78
Psychology of advertising
Angeline Close

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About this Document

This is a comprehensive set of notes from Consumer Behavior chapter 2.
Psychology of advertising
Angeline Close
Class Notes
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This 10 page Class Notes was uploaded by Cassidy Schap on Saturday September 26, 2015. The Class Notes belongs to Adv 319 at University of Texas at Austin taught by Angeline Close in Fall 2015. Since its upload, it has received 41 views. For similar materials see Psychology of advertising in Advertising at University of Texas at Austin.


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Date Created: 09/26/15
ADV319 Chapter 2 Motivation Ability and Opportunity Consumer Motivation and Its Effects Motivation An inner state of arousal that provides energy to achieve a goal a Ex If you nd out a highly anticipated video game is to be released next Tuesday you will be motivated to buy it early that morning b One outcome of motivation is behavior that takes considerable motivation iEx If you want to buy a car you will research vehicles online look at ads visit dealerships etc LMotivation affects how we process and make decisions iWhen consumers are highly motivated to achieve a goal they are more likely to pay close attention to it think about it attempt to comprehend and understand goal related information evaluate that info critically and remember it for later use WEI IRENE EH1 E TlllE F lnE iSil E w39 lh mniim mil mammalian Em 39 luler ir ma a Elli vi PamMm Mi l 771 in 39 39 h h m l w k sadmm i Elh i39hquot m llullntlwitlnn ability and opportunity MAM Tn engage In various in nnsnmnr ltirlh mints are affected LEIlam er lj lure mew by me li39y39 factnr him limes if lhIgl I M u inrrlu tie Ill ll goalilw releua nt helmm Elf IlEI l39i igll Elf nn39 Mmiualtin nr gmlrm and ingl tir39nflntmn processing and Eli iamn making antll IIEI inlt in39im lven l ent Elnpruvn lunng ADV319 Chapter 2 Motivation Ability and Opportunity iiHowever when consumers have low motivation they are less likely to devote time and energy in info processing and decisionmaking 1There s likely a low motivation to nd the best deal on paperclips d Most research on consumer behavior is on the consumer s motivation to process information accurately as discussed above However there is another type of motivation less researched eThis is called motivated reasoning which is processing information in a way that allows consumers to reach the conclusion that they want to reach iEx If you want to lose weight seeing a diet ad may make you process the ad in a biased way that makes you come to the conclusion that this product will work for you fThe nal outcome of motivation is that it evokes a psychological state in consumers called involvement 1The psychological experience of a motivated consumer called felt involvement is the self reported arousal or interest in an offering activity or decision and it takes 4 forms a Enduring involvement Long term interest in an activity offering or decision i Ex Car enthusiasts show enduring involvement with cars by going to a lot of car shows working with cars etc b Situational Involvement or temporary involvement temporary interest in an activity offering or decision often onset by situational circumstances iEx When a person who has no enduring interest in cars needs to buy a new car they will show situational involvement LCognitive involvement Interest in thinking about and learning about information pertinent to an activity offering or decisions iEx Someone interested in cars who wants to learn about different brands and styles of cars and the technicalities of the engine and how they run is experiencing Cognitive Involvement dAffective Involvement Interest in expending emotional energy and evoking deep feelings about an offering activity or decision iEx A person who drives a 57 Chevy because it is the same car their dad drove when they were little and this emotionally affects them is experiencing Affective Involvement ADV319 Chapter 2 Motivation Ability and Opportunity 2 Response Involvement Interest in certain decisions and behaviors a Ex consumers may be highly involved in the process of deciding between certain brands 3 It is important to discuss the object ofinvolvement when discussing involvement as a consumer for example might be like a certain ad because they think its funny or interesting but aren t involved with the company responsible beyond that What affects Motivation 1Personal Relevance aSomething that has a direct bearing on the self and has potentially signi cant consequences or implications on our lives iEX If your laptop has recalls for its potential to heat until it causes res it would likely have personal relevance to you 2Self Concept aOur mental view of who we are i EX buying clothes is largely decided to express ourselves to reinforce our Self Concept 3Values a Abstractenduring beliefs about what is rightwrong important or goodbad i EX if intellectual development is important to you then you will be motivated to make decisions that fall in line with this value such as pursuing a college degree 4Needs aAn internal state of tension caused by disequilibrium from an idealdesired physical or psychological state iEX If you get hungry during the day you feel your stomach grumble and make decisions to satisfy that need like buying food bPsychologist Abraham Maslow organizes needs into 5 categories 1Physiological Need for food water sleep 2Safety Need for shelter protection security 3Social Need for affection friendship and belonging 4Egotistical Need for prestige success and accomplishment 5Self Actualization Need for self ful llment and enriching experiences ADV319 Chapter 2 Motivation Ability and Opportunity Exhibit 23 Masluw s Hierarchy of Needs LLower level needs must be satis ed before higher eveneeds 1EX Need food before you can worry about your prestige LThis organization is a little too simplistic 1Some decisions do not follow this hierarchy a EX Some people will buy lottery tickets before they buy food 2 Hierarchy ignores the intensity of the needs and its resulting effects on motivation 3 Ordering of needs may not be consistent across cultures c There s another way to organize Needs through the binary of Social and NonSocial or the trinary of Functional Symbolic and Hedonic ADV319 Chapter 2 Motivation Ability and Opportunity Mansnciimll 39 J r iiull Eymball i i i Independence la slimtullulli m quotI Cognilive 113 39 in lia teglurixiig Weeds Social needs are externally directed and relate to other individuals i EX We may be motivated to buy Hallmark cards or use social media like Facebook because they help us achieve a need for af liation ii Can also be antisocial needs need for space and psychological distance from others like wanting more space in between plane seats Nonsocia needs are those for which achievement is not based on other people i Our needs for sleep novelty control uniqueness understanding which involve only ourselves can affect the usage of certain goods and services Functional needs motivate the search for products that solve the consumptionrelated problems i Can be social or nonsocial ii EX Functional nonsocial Buying a car with side air bags because it appeals to safety needs iii EX Functional Social Hiring a Nanny to look after a child solves a need for support Symbolic Needs relate to how we perceive ourselves how others perceive us how we relate to others and the esteem to which we are held by others i Things like achievement independence self control and uniqueness are symbolic needs ii EX Wearing Louboutin to express social standing Hedonic Needs re ect our desires for sensory pleasure ADV319 Chapter 2 Motivation Ability and Opportunity i Consumers exposed to sexual marketing cues tend to buy senserewarding products like snacks more often than when such cues are not present ii EX Going to a luxury shopping mall for eyecatching ambience i Needs for cognition and stimulation also affect motivation and behavior j All needs share several characteristics i Needs are Dynamic 1 Needs are never fully satis ed satisfaction is only temporary If you eat once it will not solve your need for food forever ii Needs exist in a Hierarchy 1 Though several needs can be activated at one time some assume more importance than others If you get hungry during a test the need for achievement may outweigh the need for food so that you stay and nish iii Needs can be internally or externally aroused 1 Many needs are internally activated but some can be activated externally Smelling pizza next door may make you want to getmake pizza iv Needs can con ict 1 ApproachAvoidance Con ict a An inner struggle about acquiring or consuming an offering that ful lls one need but fails to ful ll another b EX Smoking cigarettes want to look cool but know it is bad for health 2 ApproachApproach Con ict a An inner struggle about which offering to acquire when each can satisfy a different but important need b EX Having a work function achievement need the same night as a party af liation need 3 AvoidanceAvoidance Con ict a An inner struggle about which offering to acquire when neither can satisfy an important but different need b EX Choosing whether to walk home late at not not satisfying need for safety or to wait an hour to be picked up not satisfying need for convenience ADV319 Chapter 2 Motivation Ability and Opportunity k It can be very dif cult to Identify Needs in consumers as consumers are often unaware of their speci c needs as well as needs for one item can vary crossculturally i EX In Germany people drink mineral water for health bene ts functional need while in France women drink it to look good symbolic need 5 Goals a A particular end state or outcome that a person would like to achieve i More speci c and concrete than needs ii EX Lose weight before summer starts save a certain amount of money to buy furniture or study every day for an upcoming exam b Goal setting comprises of what to pursue saving moneylosing weight and at what level 50020lbs clump To Page llirilllilm lllllaim h l un iiiiilln H c Some research shows that the amount of effort a person puts into achieving a goal may not just rely on how important that goal is to them but also how well they are doing at achieving other potentially unrelated goals i EX If you are making progress in your goal of getting good grades you may start a new goal of getting into an exercise routine d Amount of effort put into a goal also depends on whether consumers are getting feedback demonstrating progress in that goal ADV319 Chapter 2 Motivation Ability and Opportunity i EX Likely to stay in exercise routine if you notice improvements in strength and endurance e Types of Goals i Goals are more speci c than needs but they can vary between concrete and abstract 1 Concrete EX If you are tired your goal may be to go to bed earlier 2 Abstract EX To be a better student ii Goals also differ between being PromotionFocused achieve positive outcomes hopes wants accomplishments or PreventionFocused avoid negative outcomes responsibility and safety 1 Promotion EX When buying a new car focusing on how much fun it will be to drive it 2 Prevention EX When buying a new car focusing on how much you would have to pay for insurance 6 Goals and Emotions a Appraisal Theory theory of emotion that proposes that emotions are based on an individuals assessment of a situation or an outcome and its relevance to his or her goals Graph below far My fair Mn lili ii i i my goals wi m geek 1 Emma Umin Uncertain ailml u wim I smile do orquot shaml39 tll In wmlm I shut do sin should dam 31 isl ild Iw mmi h W do mshm I39mm dune m ll islimz ld do a dam Irre lzequot ml h snailbu i M dis mshmi l Elma stigma Ealmi lit wlui Ii slmulcl an m shmiidl Irma diam IrriaElEls39ml39lln wlwl I slmlcl fab 7 Self Control and Goal Con ict ADV319 Chapter 2 Motivation Ability and Opportunity a Self Control Process consumers use to regulate feelings thoughts and behavior in line with longterm goals b Ego Depletion Outcome of decisionmaking efforts that results in mental resources being exhausted i EX of both Goal is to be healthy so you exercise self control and eat yogurt But later your selfcontrol crumbles and you eat potato chips because of ego depletion c Embodiment Connection between mind and body that in uences consumer selfcontrol and behavior i EX Getting angry mind and rming muscles body 8 Marketing Implications a An understanding of consumers selfconcept needs goals and selfcontrol processes is important in many areas of market strategies and tactics b Marketers frequently use needs goals or values to segment and target speci c markets 9 Perceived Risks a The extent to which the consumer is uncertain about the consequences of an action For example buying using or disposing of an offering b There are 6 types of Perceived Risks consumers may expe ence i Performance Risk 1 Possibility offering will perform less than expected i Financial Risk 1 Extent to which buying using or disposing of an offering is perceived to have the potential to create nancial harm iii Physical Safety Risk 1 Extent to which buying using or disposing of an offering is perceived to have the potential to create physical harm or harm one s safety iv Social Risk 1 Extent to which buying using or disposing of an offering is perceived to have the potential to do harm to one s social standing v Psychological Risk 1 Extent to which buying using or disposing of an offering is perceived to have the potential to harm one s sense of self and thus create negative emotions vi Time Risk ADV319 Chapter 2 Motivation Ability and Opportunity 1 Extent to which buying using or disposing of an offering is perceived to have the potential to lead to a loss of time Consumer Ability Resources to Act 1Ability The extent to which consumers have the resources to make an outcome happen 2There are 5 types of these resources aFinancial Resources b Cognitive Resources LEmotional Resources dPhysical Resources e Social and Cultural Resources Consumer Opportunity 1The nal factor affecting whether motivation results in action in action is consumers opportunity to engage in a behavior a EX Having the motivation and money to join a health club to work out but not having the time bThere are 3 factors that affect Consumers Opportunity i Lack of Time ii Distraction 1 EX Having an important exam that diverts a consumer s attention from going to a yoga class they really wanted to take LThe Complexity amount repetition and control of Information 1 EX Wanting to improve your house but the amount of info to learn various home improvement methods is too longunorganized to take on


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