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Happiness Marketing > Before Midterm > Flashcards

Before Midterm Flashcards

1
Q

The scientific study of the strengths and virtues that enable individuals and communities to thrive

A

Positive Psychology

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2
Q

mutually beneficial relationship between marketers, customers and anyone affected by the marketing effort

A

Positive Marketing

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3
Q

Two desirable alternatives with cognitive dissonance

A

Approach- Approach (when you need to choose between two amazing destinations for vacation and the choice is hard)

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4
Q

Positive and negative aspects of desired product; guilt of desire occurs

A

Approach- Avoidance (you’re offered your dream job, but you need to move far away from all your family and friends)

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5
Q

Facing a choice with two undesirable alternatives, dealing with pain

A

Avoidance- Avoidance (you hate your job, but your scared that you’ll be unemployed if you quit)

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6
Q

need like air, water, and food

A

Biogenic need

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7
Q

Need for status power and affiliation

A

Psychogenic

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8
Q

The components of happiness

A

Pleasure
Engagement
Meaning

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9
Q

The formula for happiness
H=S+C+V
What does each of the letters mean?
What is the percentage of each?

A

H: your enduring level of happiness
S: Your set range (50%)
C: Circumstances in your life (10%)
V: Factors under your voluntary control (40%)

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10
Q

What is Seligman’s PERMA model of happiness?

A

P: Positive emotions (feeling good)
E: Engagement (finding your flow)
R: Positive relationships (authentic connections
M: Meaning (purposeful existence)
A: Accomplishments (A sense of accomplishment)

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11
Q 
How to calculate the Net Promoter Score?
1-6 it's the detractors 
7-8 it's the passives 
9-10 it's the promoters 
The company has 2 people detractors 
4 people that are passive 
4 people that are promoters
A 
there is a total of 10 people that responded, therefore: 
20% of detractors
40% of passive
40% of promoters 
(promoters - detractors)
40-20= 20%
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12
Q

Why is it hard to measure happiness?

A
  • It is not a static state
  • Happiness is subjective
  • Happiness is a complex construct
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13
Q

What is the result of consciousness or sensation induced bu the enjoyment or anticipation of what is felt or viewed as good and desireable?

A

It is Pleasure

you can have physical pleasure, social, emotional, intellectual and spiritual pleasure

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14
Q

Regarding hapiness is Adaptation a good or a bad thing?

A

It is both because

1) it brings us back to our setpoint meaning that we get used to our happy state and it becomes a new norm
2) it protects us from being overwhelmed by external stimulis

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15
Q

Which of these is not one of the six virtues of the strength of character:

1) Wisdom and Knowledge
2) Courage
3) Passion
4) Love and humanity
5) Justice
6) Temperance
7) Spirituality and transcendence

A

the answer is 3) Passion

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16
Q

Citizenship, Fairness, and Leadership are all apart of which trait of the VIA character strengths?

A

Justice

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17
Q

Temperance includes which of these?

1) Forgiveness
2) Prudence
3) Calmness
4) Self-regulation
5) Prudence

A

it includes all except Calmness

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18
Q

If you believe that things happen to you all the time and there is nothing that you can change is it

1) Internal Locus of control
2) external locus of control

A

the answer is 2) external locus of control

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19
Q

What is the effects of having an internal locus of control?

1) You are happier
2) You think that what happens can’t be changed
3) You think that what happens is determined by your actions
4) you feel powerless

A

the answer is 1 and 3

20
Q

what is the most common thing that a person with an external locus of control would say?

1) It’s not my fault
2) I will do better next time
3) There’s nothing I can do about it

A

the answer is 3 (potentially 1 too)

21
Q

Give an example of this type of self-control:

delayed gratification

A

You can eat a marshmallow now, or if you wait 10 minutes you can eat 3 marshmallows

22
Q

Does self-control lead to an increase in happiness

A

Yes

23
Q

What are the 3 flaws of traditional marketing?

1) Only holds attention briefly
2) Is intrusive (talks directly to client)
3) Isn’t properly targetted to client
4) Is expensive if the campaign isn’t successful
5) Can lead to customer alienation

A

the answer is 1, 2 and 4

24
Q

Which of these are some advantages of brand marketing?

1) Provides value and brand loyalty
2) Gives insight on customer loyalty
3) content could go viral
4) Multimedia format attracts a wider variety of clients
5) It can educate and create an emotional link with client
6) The brand equity is boosted from this

A

the answer is 1, 3, 4, 5

25
Q

What are the six principles that are included in STEPPS that explain why happiness is contagious?

A

S: Social Currency = People care about how they look to others
T: Triggers = If people often think about you they will talk about you; people need to be trigured by you for this
E: Emotions = When we care we share; things that are emotional often go viral (sad videos of dogs that end up being happy because they find a family
P: Public = Build to show, built to grow. the more public somethig is the more people will immitate it (have products that advertise themselves
P: Practical value = use things that get share. Hightlight what’s usefull and people will share the message
S: Stories = Stories are vessels for information; use it!

26
Q

Why does employee happiness is extremely important

A

a happy employee will be 31% more productive have 37% higher sales and be 3x more creative

27
Q

Which of these not a characteristic of FLOW

1) Intense and focused concentration
2) Distortion of temporal experience
3) Merging of actions and awareness
4) Increase of reflective self-consciousness
5) Intrinsically rewarding

A

The answer is 4)

The truth would be:: DECREASE of reflective self-consciousness

28
Q

What are the engagement methods for marketers?

A

1) Activating (get the client to notice and act)
2) Immersing (let the customer absorb the experience)
3) Sharing (bring the experience to others

29
Q

Being mindful we become more sensitive to context and perspective; we are situated in the present.
What are some of the benefits of mindfulness

A

1) Increased levels of empathy
2) Less anxiety and depression
3) Better sleep
4) More trusting and caring

30
Q

What is the difference between approach goals and Avoidance goals?

A

Approach goals: we work towards getting something (we work hard to get a good mark
Avoidance goals: we work towards avoiding something ( we work hard to avoid failing)

31
Q

What is Intrinsic motivation? What are some of the motivators?

A

Intrinsic motivation is driven by an interest, it exists within an individual. (personal growth, social contribution)
some motivators are: Love, Learning, Curiosity, Meaning, Mastery, Autonomy

32
Q

What is extrinsic motivation? What are some of the motivators?

A

Extrinsic motivation comes from outside an individual. (physical appearance, financial success)
Some motivators are: Badges, Competition, Money, Fear of failure,

33
Q

True or False;

Highly abstract goals may increase immediate well being?

A

false!

abstract goals may decrease immediate well being

34
Q

True or false;

goals are a result of extrinsic motivation

A

false,

goals are a result of intrinsic motivation and are personally valued, realistic and freely chosen

35
Q

Is materialism a form of intrinsic or extrinsic goal?

A

materialism is a form of extrinsic goal

36
Q

Are these part of motivational marketing?

1) authentic communication
2) Product and brand essence
3) Corporate Social Responsibility

A 
False; those are part of Meaning Marketing 
Motivational marketing includes: 
1) Fear, Embarrassment, and Guilt
2) Freebies and bargains
3) is effortless 
4) Money making?
37
Q

True or False;

Satisficers are only satisfied when they get the best

A

False! Satisficers will be satisfied if they’re happy with what they have, even if it’s not the best.
Maximizers will only be satisfied when they have the absolute best

38
Q

True or False;

Maximisers are more likely to experience regret once their purchase is done

A

true

they will also savour events for a shorter period of time and are more likely to not cope well with negative events

39
Q

Why do people suffer from choice?

A

1) Regret
2) choice possibilities
3) Opportunity cost
4) High expectation
5) Social comparisons

40
Q

What is a nudge

A

A nudge is any aspect of a design of a choice that alters people’s behaviour in a predictable way without forbidding any of their choices or changing the choice at all.
(for example you’re a politician who wants to reduce obesity; you might pass a law that puts fruits at the register insteat of chocolate. consumers can still buy chocolate, but now they’ll have healthy choices at the register)

41
Q

Which of these caracteristics are not part of the Automatic system?

1) Rational
2) Fast
3) Assiociative

A

The answe is Rational
Automatic system is:
Uncontrolled, effortless, associative, fast, unconscious and affective

42
Q

What are some of the characteristics of the reflective system?

A

1) Controlled
2) effortful
3) Slow
4) Conscious
5) Rational

43
Q

What are some of the questions to ask and to answer in marketing when using Storytelling?

A

1) what is the brand’s story
2) can the story stick
3) is the story emotional
4) is there something new in the story
5) is it memorable

44
Q

In the context of storytelling, what does STEPPS do?

A

STEPPS are six principles that drive things to become popular (can be a product or a policy…)
Social Currency (people care about it)
Triggers (people need to talk about it)
Emotion ( if people care they will share)
Puplic (the more puplic it is the more it will be shown)
Practical Value (usefull things get shared)
Stories (information goes around easier in stories)

45
Q

Can you explain what Crowdsourcing is?

A

Obtaining needed services, ideas or content by soliciting contributions from a large group of people (especially online)

46
Q

What are some of the advantages of Crowdsourcing?

What are some of its disadvantages?

A

1) it connects businesses with audiences and consumers
2) It depends on the freelancing community
3) keeps overhead and administration costs low
4) Provides opportunity to for unknowned innovators to emmerge

1) little guaranty it may work or be of high quality
2) professionals could be set asside for amateurs instead
3) participants often don’t get paid for their efforts

Happiness Marketing (2 decks)

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