Motivation, Ability and Opportunity (MAO)

1
Motivation, Ability and Opportunity (MAO)

• Consumer Behavior

2
Overview
3
What is Consumer Behavior?
Marketing
Response
4 Ps
4
Relationship between sales and of times ad is
shown
SALES ()
of Times ad is shown
5
What is Consumer Behavior?
Black Box of the Consumer
Marketing
Response
4 Ps
6
Incidental Information
EXPOSURE ATTENTION PERCEPTION
MOTIVATION
CATEGORIZATION/ COMPREHENSION
ABILITY
DECISION
ATTITUDE FORMATION CHANGE
OPPORTUNITY
MEMORY RETRIEVAL
7
Motivation?

• Inner state of arousal/encouragement, this
  aroused energy is directed to achieving a goal
• We, as humans, are goal driven beings all of
  our behavior is driven by some motivation or
  goal.not always congruent goals
• High vs. low motivation

8
Motivation

• High motivation pay careful attention, evaluate
  critically (central issues)
• Low motivation dont devote much energy, use
  shortcuts (peripheral issues)

8
9
What affects motivation?

• A) Personal relevance
• B) Values, goals, needs
• C) Perceived risk (safety, social standing,
  self-perception, )
• D) Moderately inconsistency with attitudes

10
A) Personal Relevance increases when

• Has consequences on your life (dandruff ads
  cannot get a job done)
• Influences your self-concept or the way others
  view you (smoking is cool!)
• Consistent with values, goals, needs

10
11
B) Values, Goals, Needs

• Values beliefs that guide what we think is
  important or good (very close to wants)
• Goals objectives that we would like to achieve
  (a goal develops from a need)
• Needs Internal state of tension, caused by
  disequilibrium from ideal/desired physical or
  psychological state

12
Maslows Hierarchy of Needs
13
Types of Needs

• Biogenic Needs (food, air, water)
• Psychogenic Needs
• Need for Affiliation (social interaction)
• Need for Power/Control
• Need for Uniqueness
• Utilitarian Needs (mpg, durability)
• Hedonic Symbolic Needs

14
Characteristics of Needs

• Dynamic! ever evolving
• Exist in hierarchy
• Internally or externally aroused
• Not always congruent can conflict

15
Needs

• Social or nonsocial
• Social - Need for affiliation
• Anti-social needs seats in a theatre or
  airplane
• Functional, symbolic or hedonic
• Need for cognition or mental stimulation
• Reading are mentally taxing
• Movies that make you think

16
Identifying Needs

• How do physical characteristics of products get
  linked up with our motivations?
• How would managers even know what our motivations
  are?
• How do we know what consumers want?
• Ask them but they dont always know

17
Measuring Needs

• A means-ends chain is a knowledge structure that
  links consumers knowledge about product
  attributes with their knowledge about
  consequences and values

Attributes
Consequences
Values
18
Means-End ChainGillette Fusion
Functional Consequences
Psychosocial Consequences
Values
Brand
Attributes
Close Shave
Be attractive
Feel well-groomed
5 Blades
Gillette Fusion
Smooth, Soft Shave
Be comfort-able
Be relaxed, not stressed
Lubricating Strip
19
C) Perceived Risk

• the extent to which a consumer is uncertain
  about the consequences of buying, using or
  disposing of an offering

20
Types of Perceived Risk

• Performance risk will the product perform?
• Physical risk is it safe?
• Social risk will it hurt my social standing?
• Psychological risk does it fit with what I
  think of myself?
• Time risk do I have the time to invest in it?

21
What can marketers do?

• Reduce risk perceptions
• Reduce uncertainty
• Reduce perceived consequences of failure
• Enhance risk perceptions in order to
• Increase consumer motivation to
  process/involvement (safety features on cars)

22
Motivation evokes involvement

• Involvement
• Level of perceived personal importance and/or
  interest evoked by a stimulus
• High vs. Low Involvement

22
23
Involvement Scale
To Me (Object to be Judged) Is To Me (Object to be Judged) Is To Me (Object to be Judged) Is To Me (Object to be Judged) Is
1. important _______ unimportant
2. boring _______ interesting
3. relevant _______ irrelevant
4. exciting _______ unexciting
5. means nothing _______ means a lot
6. appealing _______ unappealing
7. fascinating _______ mundane
8. worthless _______ valuable
9. involving _______ uninvolving
10. not needed _______ needed
23
24
Involvement Objects

• Involvement is not just with a certain product
  it can be with
• Product categories - cars
• Brands Crest, Mac
• Ads (e.g., the creepy Burger king)
• Mediums magazines, TV
• Specific Decisions

24
25
Marketing Strategies

1. Concentrate on high involvement segment
2. Attempt to increase or build involvement
3. Accept low involvement

25
26
D) Inconsistency with Attitudes

• We tend to process messages that are moderately
  inconsistent with our attitudes
• If they are drastically inconsistent, we will
  dismiss them
• If they are highly consistent, the ad may not get
  our attention

27
So, motivation enhanced when something is

1. Consistent with our needs, values goals
2. Personally relevant (involving)
3. Somewhat Risky
4. Moderately inconsistent with our prior attitudes

27
28

• Knowing when to enhance perceived risk and when
  to reduce perceived risk is vital to creating
  effective marketing strategies. For which of the
  following products does it make sense (for the
  marketer) to increase perceived risk of not
  buying?
• A) Home security systems
• B) Sky-diving
• C) Life insurance
• D) All of the above
• E) A and C

29
Ability to Act - Depends Upon

• Knowledge/Experience
• Cognitive Style
• Intelligence
• Education
• Age
• Money

30
Opportunity

• Consumers may be motivated and have the ability,
  but are we as marketers giving them the
  opportunity to process the information?
• Even when motivation and ability are high we
  must ensure opportunity

31
Opportunity determined by

• Time
• Distractions
• Amount of Information
• Complexity of Information
• Repetition of Information

32
In marketing, which do you think are the most
important factors in determining whether
consumers will engage in the action we want them
to?Hint Dinar Example
33
Marketing Implications

• Motivation
• Segment on needs
• Create new needs
• Develop need-satisfying offerings
• Ability
• Understand consumers knowledge and processing
  styles
• Match communications with processing styles
• Facilitate ability
• Opportunity
• Repetition
• Reduce time-pressured decision making
• Reduce purchase/usage time

34
Takeaway

• Advertisers leverage MOA to
• involve and engage
• target customers

35
Managerial Questions?

• What factors of motivation, ability, and
  opportunity could affect consumers whom you are
  trying to attract to your brand?
• How would consumer motivation, ability, and
  opportunity affect your brand compared to others
  in your category (i.e., competitors)?
• What would you do to address the issues of
  motivation, ability, and opportunity if you were
  preparing a marketing effort for your brand?