Ch. 2

Question 1

Motivation?

Answer 1

An inner state of arousal that creates energy to achieve a goal.

Question 2

Consumer Motivation?

Answer 2

The needs, wants drives, and desires of an individual that lead him or her toward the purchase of products or ideas. The motivations may be physiologically, psychologically, or environmentally driven.

Question 3

What are some objects of involvement?

Answer 3

Product categories, brands, ads, mediaum, decisions and behaviors.

Question 4

What affects motivation?

Answer 4

Self-concept (personal relevance). Types of needs, identifying needs (values, goals, needs). Types of risk, involvement (perceived risk).

Question 5

What are the characteristics of needs?

Answer 5

Are dynamic, exist in hierarchy (priorities), internally or externally, can conflict.

Question 6

What types of goals are there?

Answer 6

Concrete or abstract. Promotion-focused or prevention focused. To regulate how consumers feel. To regulate what consumers do.

Question 7

What is the appraisal theory?

Answer 7

Whether consumers feel good or bad about something depends on whether it is consistent or inconsistent with his/her goals. Normative/moral compatibility.

Question 8

Perceived risk?

Answer 8

The extent to which the consumer is uncertain about the personal consequences of buying, using, or disposing of an offering.

Question 9

Types of perceived risk?

Answer 9

Performance, financial, physical (safety), social, psychological, time.

Question 10

In what ways can you enhance consumers information processing?

Answer 10

Repeat communications, simplify, reduce distractions/time pressure, reduce purchasing/ using/ learning time, provide information.