MKTG 322 Lecture Notes - Lecture 2: Motivated Reasoning, Financial Risk, Appraisal Theory
3 Feb 2020
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Document Summary
These jointly influence a consumer"s acquisition, usage, and disposition decisions. Motivation is influenced by : personal relevance, perceived risk, moderate inconsistency with attitudes. Ability is influenced by : financial, cognitive, emotional, physical, and social and cultural resources, education and age. Opportunity is influenced by : time, distractions, complexity, amount, repetition, and control of information. Motivation: an inner state of activation that provides energy needed to achieve a goal. Outcomes of motivation : high effort behavior. Motivated reasoning: processing information in a way that allows consumers to reach the conclusion that they want to reach. They process information in a biased way so they can obtain the particular conclusion they want to reach. Felt involvement: the consumer"s experience of being motivated with respect to a product or service, or decisions and actions about these. Outcomes of mao (motivation, ability, opportunity) : goal-relevant behavior, high-effort information processing and decision making, felt involvement. Response involvement: interest in certain decisions and behaviors.
