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MKT-345 > Ch. 3 - Consumer Motivation and Personality > Flashcards

Ch. 3 - Consumer Motivation and Personality Flashcards

1
Q

Motivation

A

The driving force within individuals that impels them to act

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2
Q

Needs

A

Circumstances or things that are wanted or required, and therefore direct the motivational forces

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3
Q

What do unfulfilled needs do?

A

Form motivational desires

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4
Q

What do desired outcomes create?

A

Tensions which consumers strive to relieve, both consciously and subconsciously, by forming purchase-related goals and subsequent behavior that they anticipate will fulfill their needs.

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5
Q

Personality

A

The inner psychological characteristics that both determine and reflect how we think and act.

Consumers often purchase products and brands that marketers have differentiated from others by giving them “personalities.”

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6
Q

Brand Personification

A

Assigning a brand human attributes and creating sentiments for it among consumers. A form of anthropomorphism

ex: Mr. Clean

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7
Q

Anthropomorphism

A

Assigning human characteristics to on object

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8
Q

What is the foundation of marketing

A

Identifying and satisfying needs, making consumers aware of their unfelt or dormant needs

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9
Q

What are the two types of human needs?

A

Biogenic needs and psychogenic needs

both influence our buying decisions

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10
Q

Biogenic needs

A

Biogenic needs sustain physical existence, e.g., food, water, air, protection of the body, and sex.

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11
Q

Psychogenic needs

A

Motivational forces that are learned from our parents, social environment, and interactions with others

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12
Q

Physiological arousal

A

the cues our body gives that arouse uncomfortable tension

ex: stomach contractions triggers feeling hungry

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13
Q

Cognitive arousal

A

Thoughts leading to cognitive awareness of a need and action that would fulfill it

ex: Facebook reminding us of birthdays, and prompting us to send cards and buy presents

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14
Q

Goals

A

Sought after outcomes of motivated behavior

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15
Q

Buyers’ actions are drive by two sets of goals…

A

Generic goals: outcomes that consumers seek in order to satisfy physiological and psychological needs
Product specific goals: outcomes that consumers seek by using a given product or service

ex: wanting to become an entrepreneur is a generic goal, but wanting to earn an MBA from Standford is product specific

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16
Q

The motivation to select goals are either

A

Positive or negative

Driving force towards some object or condition or a driving force away from some object or condition

Approach or avoidance objects

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17
Q

Approach objects

A

Positive outcomes that people seek

College is an approach object to a high school graduate motivated for higher education

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18
Q

Avoidance objects

A

Negative outcomes that people want to prevent

College is an avoidance object to a person who know their parents would criticize them if they did not go

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19
Q

When do higher order need emerge?

A

when lower order needs are fulfilled

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20
Q

When do people set substitute goals

A

when people cannot attain their primary goals

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21
Q

Frustration

A

The feeling that results from failure to achieve a goal

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22
Q

Defense mechanisms

A

Cognitive and behavioral ways of handling frustration in order to protect one’s self esteem.

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23
Q

What are the primary defenses that people use to cope with frustration?

A

Aggression, Rationalization, Regression, Withdrawal, Projection, Daydreaming, and Identification

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24
Q

Aggression

A

Frustration turns into aggressive behavior to protect self-esteem

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25
Q

Rationalization

A

Frustration turns into inventing plausible reasons for being unable to attain their goals

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26
Q

Regression

A

Frustration turns into childish or immature behavior

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27
Q

Withdrawal

A

Frustration turns into withdrawing from the situation

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28
Q

Projection

A

Redefining a frustrating situation by projecting blame for their own failures and inabilities on other objects or persons

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29
Q

Daydreaming

A

Frustration turns into attaining imaginary gratification of unfulfilled needs

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30
Q

Identification

A

Frustration turns into subconsciously identifying with other persons or situations that they consider relevant

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31
Q

Murray’s Psychogenic Needs

A

although needs are important on their own, they are interrelated, support other needs, and conflict with other needs. Environmental circumstances strongly influence how psychogenic needs are manifested in behaviors

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32
Q

Maslow’s hierarchy of needs

A

A theoretical framework consisting of five levels of human needs, which rank in order of importance from lower-level (biogenic) needs to higher-level (psychogenic) needs. The theory states that individuals seek to satisfy lower-level needs before higher-level needs.

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33
Q

Maslow’s hierarchy of needs (level breakdown)

A

Physiological needs: food, water, air, shelter

Safety and security: protection, order, stability

Social needs: affection, friendship belonging

Ego Needs: prestige, status, self-esteem
Inwardly directed ego needs: social acceptance, self-esteem, success, independence, and personal satisfaction
Outwardly directed ego needs: prestige, reputation, status, and recognition

Self-Actualization: self-fulfillment

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34
Q

Motivational research

A

A “term of art” that refers to qualitative studies conducted by Dr. Ernest Dichter in the 1950s and 1960, which were designed to uncover consumers’ subconscious or hidden motivations in the context of buying and consumption.

Used qualitative research to figure out why consumers did what they did

35
Q

Motivational research studies results

A

Car allows consumers to convert subconscious fear of death and the urges to destroy into reality

36
Q

Employs larger and more representative consumer samples than qualitative studies

A

Quantitative research

37
Q

Projective techniques

A

A research tool requiring respondents to interpret stimuli that do not have clear meanings, with the assumption that the subjects will “reveal” or “project” their subconscious, hidden motives into (or onto) the ambiguous stimuli.

ex: roleplaying, storytelling, word association, sentence completion, picture drawing, photo sorts

38
Q

Thematic Apperception Test

A

Showing pictures to individual respondents and asking them to tell a story about each picture

39
Q

Personality

A

the inner psychological characteristics that both determine and reflect how we think and act. Inner characteristics that distinguish one individual from others

40
Q

Personality enables marketers to…

A

categorize consumers into different groups on the basis of one or several traits, because consumers who belong to a given segment are often “high” on a particular personality characteristic, whereas consumers from another segment score “low” on that same characteristic.

ex:

Low consumer ethnocentrism: Not reluctant to buy foreign-made products

41
Q

Personality is…

A

generally consistent and enduring

42
Q

When can personality change?

A

marriage, the birth of a child, the death of a parent, a change of job and profession

43
Q

What are the 3 approaches to understanding the impact of personality on consumer behavior

A

Freudian concepts
Neo-Freudian premises
Measuring distinct traits

44
Q

Freudian theory

A

A theory maintaining that unconscious needs or drives, especially biological and sexual ones, are at the heart of human motivation and personality.

id, superego, ego

45
Q

Id

A

the “warehouse” of primitive and impulsive drives—basic physiological needs such as thirst, hunger, and sex—for which the individual seeks immediate satisfaction without concern for the specific means of satisfaction.

46
Q

Superego

A

the individual’s internal expression of society’s moral and ethical codes of “proper” or “correct” conduct. The superego’s role is to see that individuals satisfy their needs in a socially acceptable fashion. Thus, the superego is a kind of “brake” that restrains or inhibits the impulsive forces of the id.

47
Q

Ego

A

the individual’s conscious control. It is a cognitive monitor that balances the impulsive demands of the id and the sociocultural constraints of the superego.

48
Q

Neo-Freudian theory

A

Neo-Freudian theory posits that, in addition to Freud’s concepts, social relationships are crucial factors in the development of personality.

Compliant, aggressive, and detached individuals

49
Q

CAD Scale

A

The CAD scale measures the extent to which individuals are Compliant, Aggressive, and Detached

50
Q

Compliant individuals

A

Those who move toward others and wish to be loved, wanted, and appreciated.

51
Q

Aggressive individuals

A

Those who move against others and desire to excel and win admiration.

52
Q

Detached individuals

A

Those who move away from others and seek independence, self-reliance, self-sufficiency, and life without obligations.

53
Q

Personality traits

A

Inner psychological characteristics that distinguish one individual from other individuals.

Reflected in consumer’s shopping patterns, but rarely influence brands’ selections

54
Q

Innovators

A

Consumers who are open to new ideas and are among the first to try new products, services, or practices

55
Q

Laggards

A

The very last consumers to adopt a new product

56
Q

Innovativeness

A

The degree of a consumer’s willingness to adopt new products and services shortly after the products are introduced.

57
Q

What are the four motivational factors that inspire consumer innovativeness?

A

Functional factors: reflect interest in the performance of an innovation
Hedonic factors: relate to feeling gratified by using the innovation
Social factors: reflect the desire to be recognized by others because of one’s pursuit of innovations
Cognitive factors: express the mental stimulation experienced by using an innovation

58
Q

The three levels of innovativeness

A

Global Innovativeness: A trait that exists independent of any product-related context and represents the “very nature” of consumers’ innovativeness

Domain-Specific Innovativeness: A narrowly defined activity within a specific domain or product category

Innovative Behavior: Actions or responses that indicate early acceptance of change and adoption of innovations (e.g., being among the first to purchase new and different products or services)

59
Q

Dogmatism

A

A personality trait representing one’s degree of cognitive rigidity—the opposite of being open-minded—toward information and opinions contradictory to one’s own

60
Q

Highly dogmatic individuals

A

Approaches unfamiliar defensively, more receptive to ads that contain appeals from authoritative figures

61
Q

Low dogmatic individuals

A

Readily considers unfamiliar or opposing beliefs, receptive to factual differences, product benefits, etc.

62
Q

Inter-directed consumers

A

rely on their own inner values and standards in evaluating new products, and are also likely to be consumer innovators.

63
Q

Other-directed consumers

A

Consumers who look up to others for guidance as to what is appropriate or inappropriate and are unlikely to be consumer innovators.

64
Q

Need for uniqueness

A

An individual’s pursuit of differentness relative to others that is achieved through the acquisition of consumer goods in order to enhance one’s personal and social identity.

65
Q

OSL

A

optimum stimulation level

A personality trait that reflects the degree to which a person likes novel, complex, and unusual experiences (i.e., high OSL), or prefers simple, uncluttered, and calm existence (i.e., low OSL)

66
Q

Sensation seeking

A

one’s need for varied, novel, and complex sensations and experiences, and the willingness to take risks for the sake of such experiences.

ex: taking on biking, skateboarding, rollerblading

67
Q

Novelty seeking

A

a personality trait that leads consumers to prefer variety, that includes exploration of new brands and novel ways of doing things

68
Q

What are the 3 parts of novelty seeking in consumer behavior?

A

Exploratory purchase behavior: Switching brands to experience new, different, and possibly better alternatives
Vicarious exploration: Gathering information about new and different product alternatives and contemplating buying them
Innovativeness: Using an already adopted product in a new or novel way

69
Q

NFC

A

Need for cognition

A personality trait that reflects a person’s craving for or enjoyment of thinking.

ex: High NFC: seek product information, current events, and educational resources online, less likely to accept marketer’s recommendations

70
Q

Verbalizers

A

People who respond favorably to verbal messages and pay less attention to visual and pictorial messages.

71
Q

Visualizers

A

People who respond favorably to visual and pictorial messages and pay less attention to verbal messages.

Object visualizers: encode and process images as a single perceptual unit (visual artists)
Spatial visualizers: process images piece by piece (scientists and engineers)

72
Q

Materialism

A

A personality trait that gauges the extent to which an individual is preoccupied with the purchase and display of non-essential and often conspicuous luxury goods.

Purchasing things is important to them, likes things that give them pleasure, define themselves by what they own

73
Q

Compulsive consumers

A

addictive and out-of-control buyers who often cause damaging consequences for both the compulsive shopper and those around him or her.

74
Q

Fixated consumers

A

collectors and hobbyists who tend to accumulate items that are related to their interests and show them off to friends and others who have similar interests.

Often passionate for the category they collect, invest a lot of effort in their collections, spend a lot of time searching for these items, and aggressive in auctions

75
Q

Ethnocentrism

A

A personality trait representing one’s tendency toward buying or not buying foreign-made products.

High: inappropriate or wrong to purchase foreign-made products because of the resulting economic impact on the domestic economy
Non: evaluate foreign made products for their extrusive characteristics (how good are they)

Why we have made in America on promotions

76
Q

Personality characteristics on colors

A

Red: excitement
Blue: communication
Green and Brown: ruggedness
Black: sophistication

lighter tones and more colors are feminine
darker tones and less colors are masculine

77
Q

Anthropomorphism

A

Assigning human characteristics to an object

78
Q

Brand personification

A

Communicating human features of a brand in advertising.

Excitement: modern, imaginative, innovative
Sophistication: associated with social status and trendy
Affection: likeable and personable
Popularity: sought after, in demand
Competence: reliable, proficient, credible

79
Q

Attachment Anxiety and Avoidance Anxiety

A

The degree to which people are concerned about whether they are worthy of love

Ones views of others in the context of attachment

High both: preferred an exciting brand personality
High anxiety, low avoidance: preferred a sincere brand personality

80
Q

Why do consumers personify brands?

A

Because marketers have given their offerings human characteristics through repetitive and effective advertising

81
Q

Self Image

A

how people perceive themselves. Self-perceptions of oneself are often related to purchases of products and services because consumers often select products that are consistent with their self-images and/or to enhance one’s self-image.

82
Q

What are the 4 components of self-image?

A

Actual self-image: the way consumers see themselves.
Ideal self-image: how consumers would like to see themselves.
Social self-image: how consumers feel others see them.
Ideal social self-image: how consumers would like others to see them.

83
Q

How are possessions the extension of oneself?

A

Actually: allowing oneself to do things that otherwise would be very difficult or impossible to accomplish, problem solving using a computer
Symbolically: making oneself feel better, considered best dressed at work
Conferring status or rank: an art collector and owning a rare and well-known masterpiece
Feelings of immortality: leaving valuable bequests after death

84
Q

What are the two types of vanity?

A

Physical vanity, which is an excessive concern with or an inflated view of one’s physical appearance.
want to look their best, think people envy their appearance

Achievement vanity, which is an excessive concern with or an inflated view of one’s personal achievements.
believe they are a good example of success, obsessed with personal achievements

Both correlation with high materialism, cosmetics, and concern with clothing

MKT-345 (6 decks)

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