1. Introduction & Basics Flashcards

1
Q

Definition: Consumer Behavior

A

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. “

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2
Q
  1. Definition: Needs
  2. Type of Needs
A
  • 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

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3
Q

Definition: Motivation

A

Driving force within individuals that impels them to action

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4
Q
  1. Definition: Goals
  2. Type of Goals
A
  1. The sought-after results of motivated behavior
  2. 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

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5
Q

Positive:

  1. Motivation
  2. Goals
A
  1. Motivation: A driving force toward some object or condition
  2. Approaching goals: A positive goal towards which behavior is directed
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6
Q

Negative:

  1. Motivation
  2. Goals
A
  1. Motivation: A driving force away from some object or condition
  2. Avoidance goals: A negative goal towards which behavior is directed away
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7
Q

Example Skin cream

A

Advertised as avoiding wrinkles (negative goals) or as making you look young and fresh (positive goals)

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8
Q

Types of Motives

A
  • 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
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9
Q

The Dynamic Nature of Motivation

A
  • 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
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10
Q

Failure of goal achievement

A

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
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11
Q

Measurement Methods of Motives

  1. Measurement of Motives
  2. Motivational Research
  3. Qualitative Methods (DTM WS)
A

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
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12
Q

Motives of Motivation

A
  • Expected utility
  • Role enactement
  • Negotiation
  • Desire/Curiosity
  • Sex/Erotic
  • Stimulation
  • Fear/ Risk taking
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13
Q

Examples of motives

A
  • 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)

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