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Unit 9: Motivation and Perception

(ii) Motivation: Motivation provides the intensity and direction for the choice process to the Notes
consumer in this model. This acts as the superiding component and controls the continuation
and suspension of various processes in the model like attention and scanning etc.
(iii) Attention and Perceptual Encoding: This model divides attention into voluntary and
involuntary ion. The voluntary attention is the conscious attention seeking to achieve
hierarchy of goals set by consumer for himself. The involuntary attention is triggered
when the consumers have to resolve between the conflicting information received for
processing before deciding whether to process information through voluntary attention.

Figure 9.2: The Bettman's Information Processing Model of Consumer Choice

The perceptual encoding helps the consumer in integrating the acquired information to
his perceptual network. It also helps the consumer in deciding how and how much to
process the information received from the marketer.
(iv) Information Acquisition and Evaluation: Within the scope of heuristics, the consumer
also decides about the nature and amount of information that would be necessary and
sufficient for decision making. If the available information is found to be insufficient but
necessary, he goes for acquiring further information through external search. This new
information is again evaluated in the light of decision at hand. This process continues till
the consumer is satisfied with the balance achieved between the utility of information and
the sacrifices required to acquire them.

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