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Motivation-Ability-Opportunity Exposure-Attention-Perception Decision-making

Insights from Consumer Behaviour for Marketing students


Copyright 2001 Houghton Mifflin Company. All rights reserved.

Motivation
Personal relevance Consistency with values, goals and needs Perceived risk Moderate inconsistency with attitudes

leading to effortful, goal-relevant behaviour

Copyright 2001 Houghton Mifflin Company. All rights reserved.

Ability
Knowledge and experience Cognitive style Intelligence, education, age Monetary resources

leading to elaborated information processing and decision-making

Copyright 2001 Houghton Mifflin Company. All rights reserved.

Opportunity
Time Distraction Amount of information Complexity Repetition

leading to felt involvement


Copyright 2001 Houghton Mifflin Company. All rights reserved.

Copyright 2001 Houghton Mifflin Company. All rights reserved.

Copyright 2001 Houghton Mifflin Company. All rights reserved.

Copyright 2001 Houghton Mifflin Company. All rights reserved.

Copyright 2001 Houghton Mifflin Company. All rights reserved.

In-class exercise
Think of a marketing stimulus (e.g. an ad) that you processed recently.
Analyze your motivation, ability and opportunity
Copyright 2001 Houghton Mifflin Company. All rights reserved.

Lets talk about non-traditional advertising for a while

Copyright 2001 Houghton Mifflin Company. All rights reserved.

Copyright 2001 Houghton Mifflin Company. All rights reserved.

Copyright 2001 Houghton Mifflin Company. All rights reserved.

Copyright 2001 Houghton Mifflin Company. All rights reserved.

Copyright 2001 Houghton Mifflin Company. All rights reserved.

Copyright 2001 Houghton Mifflin Company. All rights reserved.

The big question

What are the marketers trying to do?


Copyright 2001 Houghton Mifflin Company. All rights reserved.

Its all for exposure!


Copyright 2001 Houghton Mifflin Company. All rights reserved.

Exposure

Exposure

Process by which the consumer comes in physical contact with a stimulus

Marketing Stimuli

Information
Brand

name, symbol, signage, etc.

Communication
Marketer

or non-marketer sources Mass media or personal resources

Copyright 2001 Houghton Mifflin Company. All rights reserved.

Attention

Definition

Process by which an individual allocates part of his or her cognitive resources (mental activity) to a stimulus

We are exposed to hundreds of marketing stimuli everyday!

Copyright 2001 Houghton Mifflin Company. All rights reserved.

In-class exercise

Are these useful?


Scroll ads on TV during a cricket telecast Road-side hoardings on ECR LCD scroll ads at a traffic signal Flash banner on msn homepage

Copyright 2001 Houghton Mifflin Company. All rights reserved.

Perception:

The registration of stimuli by one of the five senses: vision, hearing, taste, smell, and touch

Copyright 2001 Houghton Mifflin Company. All rights reserved.

Points to ponder
Slower-tempo

in-store music can increase sales as much as 38% when compared to a fast-tempo

because consumers will spend more time shopping around

fast-tempo is more desirable in restaurants

because consumers will eat faster, thereby allowing greater turnover and higher sales
Copyright 2001 Houghton Mifflin Company. All rights reserved.

Copyright 2001 Houghton Mifflin Company. All rights reserved.

Copyright 2001 Houghton Mifflin Company. All rights reserved.

Copyright 2001 Houghton Mifflin Company. All rights reserved.

Copyright 2001 Houghton Mifflin Company. All rights reserved.

Copyright 2001 Houghton Mifflin Company. All rights reserved.

Consumer decision-making

Copyright 2001 Houghton Mifflin Company. All rights reserved.

Stages in Consumer Decision Making

Copyright 2001 Houghton Mifflin Company. All rights reserved.

Problem Recognition

Copyright 2001 Houghton Mifflin Company. All rights reserved.

Ideal States, Actual States, Problems and Solutions


Ideal State
My laptop runs smoothly all the time I want to be as thin as Kareena Kapoor

Where Does it Come From?


Based on expectations of what should be Based on goals, needs, or aspirations

Actual State
My laptop is freezing on me

Solution
- call technical support - buy a new laptop

I am not nearly as thin as Kareena Kapoor

go on a diet - join weight loss training


-

I have a campus Based on placement offer transitions, changes in life situation

I have not got a campus placement offer yet and timing is running out

try off-campus - consult a placement agency - signup at monster.com


-

Copyright 2001 Houghton Mifflin Company. All rights reserved.

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