C5 Flashcards
Motivation
Process that leads people to behave as they do. Occurs when a need arises that a consumer wishes to satisfy.
Motivational strength
Drive: degree of arousal present due to a discrepancy between the consumers present and some ideal state.
Want: a manifestation of a need created by personal and cultural factors.
Motivation can be described in terms of strength: pull it exerts on consumer, direction: particular way consumer attempts to reduce motivational tension.
Need types
Biogenic: needs necessary to maintain life.
Psychogenic: culture related needs (power, affiliation)
Hedonic: subjective and experimental needs (excitement, self confidence)
Satisfaction of utilitarian need implies that consumers will emphasise the objective, tangible aspects of products.
Motivational conflicts
Approach-approach: person must choose between 2 desirable alternatives.
Approach-avoidance: exists when consumers desire a goal but wish to avoid it at the same time (eating chocolate).
Avoidance-avoidance: consumers face a choice between 2 undesirable alternatives.
Intrinsic and extrinsic motivation
Intrinsic: motivated by enjoyment of an activity without a further end goal.
Extrinsic: motivation by external influences, or by a goal that is separate from ourselves.
Faces of involvement
Product involvement: related to consumers level of interest in a particular product.
Message response involvement: consumers interest in processing marketing communications. Fuels rapid growth of interactive mobile marketing.
Purchase situation involvement: refers to differences that may occur when buying the same object for different contexts.
Personality
Personality research helps make the connection between: personality and brand choice, advertising, product selection, shopping behaviour, loyalty, WOM.
Nature: aspects we are born with.
Nurture: how the world influences those aspects.
Freudian theory
Orientated toward immediate gratification. Pleasure principle: behaviour is guided by primary desire to maximise pleasure and avoid pain. Id is selfish, illogical and ignores consequences.
Superego: a persons conscience.
Ego: system that mediated between the id and the superego.
Trait theory
Focuses on quantitative measurement of personality traits (identifiable characteristics that define person).
Extroversion- being socially outgoing.
Introversion- being quiet and reserved.
Innovativeness
Materialism
Self consciousness
5 personality dimensions
Openness to experience Conscientiousness Extroversion Agreeableness Neuroticism (how well person copes w stress)
Innie or outie
Extent to which a person is motivated to consume in order to fit in, in contrast to consuming to express a unique sense of self without concern for acceptance by a group.
Idiocentrics: individuals who have an individualist orientation.
Allocentrics: individuals who have a group orientation.
Brand personality and equity
BP: set of traits people attribute to a product as if it were a person. Personality dimensions used to compare brands: sincerity, excitement, competence, sophistication, ruggedness.
BE: extent to which a consumer holds strong, favourable and unique associations with a brand in memory.
