1. Introduction & Basics Flashcards
Definition: Consumer Behavior
The consumer behavior discipline focuses on „end users‘ acquisition and consumption of products, services, and experiences acquired through an economic marketplace and factors that affect or are affected by these activities. “
- Definition: Needs
- Type of Needs
- Def: Are the essence of the marketing concept.
–> Marketers do not create needs but can make consumers aware of needs
- T_ypes of Needs_:
Innate Needs: Physiological needs that are considered primary needs or concepts
Acquired needs: Learned to response to our culture or environment. Psychological needs that are considered secondary needs
Definition: Motivation
Driving force within individuals that impels them to action
- Definition: Goals
- Type of Goals
- The sought-after results of motivated behavior
- Types of Goals:
Generic goals: General categories of goals that consumers see as a way to fulfill their needs
Product-specific Goals: Specifically branded products or services that consumers elect as their goals
Positive:
- Motivation
- Goals
- Motivation: A driving force toward some object or condition
- Approaching goals: A positive goal towards which behavior is directed
Negative:
- Motivation
- Goals
- Motivation: A driving force away from some object or condition
- Avoidance goals: A negative goal towards which behavior is directed away
Example Skin cream
Advertised as avoiding wrinkles (negative goals) or as making you look young and fresh (positive goals)
Types of Motives
- Rational: implies that consumers select goals based on totally objective criteria such as size, weight, price
- Emotional: implies that consumers select goals based on subjective or personal criteria s
The Dynamic Nature of Motivation
- Needs are never fully satisfied
- New needs emerge as old needs are satisfied
- People who achieve their goals typically set new and higher goals for themselves
Failure of goal achievement
Frustration:
- Failure to achieve a goal may lead to frustration
- Some adapt, others adopt defensive mechanisms to protect their ego
Defensiv Mechanism:
- Methods by which people mentally redefine frustrating situations to protect their self- images or self-esteem
Substitute Goals:
- Are used when a consumer cannot attain a specific goal he anticipates will satisfy a need
- Will dispel tension
- May actually replace primary goal over time
Measurement Methods of Motives
- Measurement of Motives
- Motivational Research
- Qualitative Methods (DTM WS)
Measurement of Motives:
- Researchers rely on combination of techniques
- Combination of behavioral, subjective and qualitative data
- Measurement scale is complex to construct
Motivational Research:
- Often qualitatively research designed to uncover consumers subconscious hidden motivations
- Uncover underlying feelings, attitudes and motivation
Qualitative Methods:
- Storytelling
- Metaphor analysis
- Word association and sentence completion
- TAT
- Drawing pictures and photo sorts
Motives of Motivation
- Expected utility
- Role enactement
- Negotiation
- Desire/Curiosity
- Sex/Erotic
- Stimulation
- Fear/ Risk taking
Examples of motives
- Desire / Curiosity:
Often, consumer buy products to spoil or entertain themselves (e.g., Kinder Surprise Eggs)
- Negotiation:
Motivation to seek economic advantages through negotiation
- Role enactment:
fulfill a societal accepted role, e.g., very prominent in advertising the role of a good mum (especially in ads for detergents, washing liquid)