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CB Test 2 > Ch 5 > Flashcards

Ch 5 Flashcards

1
Q

Human motivations are oriented towards what two groups of behavior?

A

Homeostasis & Self-improvement

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2
Q

Homeostasis

A

State of equilibrium wherein the body naturally reacts in a way so as to maintain a constant, normal bloodstream.
Consumers act to maintain things the way they are and their wants are a function of the need driven by homeostasis.

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3
Q

Enduring involvement

A

Ongoing interest in some product or opportunity.

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4
Q

Equity appraisal

A

Considers how fair some event is and can evoke emotions like warmth or anger.

Ex). the perception of very unfair treatment. They end up feeling angry and may cope with the anger by seeking revenge.

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5
Q

Flow

A

Extremely high emotional involvement in which a consumer is engrossed in an activity.

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6
Q

Hedonic motivation

A

Drive to experience something emotionally gratifying.

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7
Q

Maslow’s hierarchy of needs

A

A theory of human motivation which describes consumers as addressing a finite set of prioritized needs. The following list displays the set of needs, starting with the most basic:

  • physiological
  • safety and security
  • belongingness and love
  • esteem
  • self-actualization

*Management poo-poos Maslow hierarchy, but that is largely because it fails to differentiate behaviors in western cultures, where the lower-level needs are completely met.

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8
Q

Emotional labor

A

Effort put forth by service workers who have to overtly manage their own emotional displays as part of the requirements of the job.

Ex). when airline flight attendants themselves feel angry, the requirements of their job ask them to hide their true feelings and express more positive emotions.

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9
Q

Motivations

A

Inner reasons or driving forces behind human actions that drive consumers to address real needs.

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10
Q

Self-improvement motivation

A

Motivations aimed at changing the current state to a level that is more ideal, not at simply maintaining the current state.
Self-improvement leads consumers to perform acts that cause emotions that help create hedonic value.

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11
Q

Utilitarian motivation

A

Drive to acquire products that can be used to accomplish something.
these motivations work much like homeostasis.

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12
Q

Hedonic motivation

A

Drive to experience something emotionally gratifying.

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13
Q

Consumer involvement

A

Degree of personal relevance a consumer finds in pursuing value from a particular category of consumption.
Involvement is synonymous with motivation in the sense that a highly involved consumer is strongly motivated to expend effort and resources in consuming that particular thing

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14
Q

Moderating variable

A

Variable that changes the nature of the relationship between two other variables.

Consumer researchers often consider involvement a key moderating variable.

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15
Q

Product involvement

A

The personal relevance of a particular product category.

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16
Q

Product enthusiasts

A

Consumers with very high involvement in some product category.

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17
Q

Shopping involvement

A

Personal relevance of shopping activities.

  • This relevance enhances personal shopping value.
  • From a utilitarian value perspective, highly involved shoppers are more likely to process information about deals and are more likely to react to price reductions and limited offers that create better deals.
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18
Q

Situational involvement

A

Temporary interest in some imminent purchase situation.

*Often comes about when consumers are shopping for something that they have little interest in but that comes with a relatively high price.
Ex). Things like household and kitchen appliances

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19
Q

Enduring involvement

A

Ongoing interest in some product or opportunity.

Consumer is always searching for opportunities to consume the product or participate in the activity.

Associated with hedonic value, because learning about, shopping for, or consuming a product for which a consumer has high enduring involvement is personally gratifying.

Consumers with high enduring involvement typically find hedonic value in learning more about that particular product or activity.

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20
Q

Emotional involvement

A

Type of deep personal interest that evokes strongly felt feelings simply from the thoughts or behavior associated with some object or activity.

drives one to consume generally through relatively strong hedonic motivations

*Emotional involvement shares much in common with enduring involvement because the things that consumers care most about will eventually create highly emotional responses.
Ex). Sports fans do crazy things

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21
Q

Emotion

A

A specific psychobiological reaction to a human appraisal.

Ex). When a consumer receives bad service in a restaurant, she appraises the situation and then reacts emotionally.

Emotions create visceral responses—such as a smile.

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22
Q

Psychobiological

A

A response involving both psychological and physical human responses.

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23
Q

Visceral responses

A

Certain feeling states that are tied to physical reactions/behavior in a very direct way.

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24
Q

Cognitive appraisal theory

A

School of thought proposing that specific types of appraisal thoughts can be linked to specific types of emotions.

When a consumer makes an appraisal, he or she is assessing some past, present, or future situation.

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25
Q

Anticipation appraisals

A

Appraisals focusing on the future and can elicit anticipatory emotions like hopelessness or anxiety.

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26
Q

Agency appraisals

A

Reviews responsibility for events and can evoke consequential emotions like gratefulness, frustration, guilt, or sadness.

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27
Q

Mood

A

Transient and general affective state.

28
Q

Outcomes appraisal

A

Considers how something turned out relative to one’s goals and can evoke emotions like joyfulness, satisfaction, sadness, or pride.

29
Q

Mood-congruent recall

A

consumers will remember information better when the mood they are currently in matches the mood they were in when originally exposed to the information

Music is one tool useful in inducing moods.
When music sets a mood, consumers will recall products associated with that mood more readily. In addition, consumers in good moods tend to evaluate products positively compared to consumers in bad moods, and vice versa.

30
Q

Mood-congruent judgements

A

evaluations in which the value of a target is influenced in a consistent way by one’s mood

*A consumer’s mood can serve as a type of frame that can transfer into product value judgments.

31
Q

Autonomic measures

A

means of recording responses based on either automatic visceral reactions or neurological brain activity

Autonomic emotion measures monitor things like facial reactions, physiological responses such as sweating in a GSR (galvanic skin response) or lie detector test, heart rate, and activity in areas of the brain responsible for certain specific emotions, which can be documented via brain imaging

32
Q

Autobiographical memories

A

cognitive representation of meaningful events in one’s life

Consumers are more likely to recall autobiographical memories characterized by specific moods when the same mood occurs again in the future

moods tend to match memories.

33
Q

Emotional contagion

A

extent to which an emotional display by one person influences the emotional state of a bystander

Consumers who perceive other consumers or employees surrounding them as either happy or sad may experience a corresponding change in actual happiness or sadness themselves. Emotional contagion means marketing managers who have a mantra of “service with a smile” may have a good reason to do so. When service providers maintain an expression signaling positive affect (service with a smile), consumers report higher incidences of positive affect themselves

34
Q

Schema-based affect

A

emotions that become stored as part of the meaning for a category (a schema)

consumer can actually experience schema-based affect once a schema becomes active.
Ex). consumer who fears going to a dentist can actually experience true nervousness and apprehension simply by thinking about a visit to the dentist. This makes the dentist visit script active.

Social schemata, or stereotypes, are characterized by specific schema-based affect

35
Q

Self-conscious emotions

A

specific emotions that result from some evaluation or reflection of one’s own behavior, including pride, shame, guilt, and hope.

Consumers experiencing negative self-conscious emotions can perceive not only the need to rectify some problem, but also the need to restore their self-esteem.

*Unfortunately, marketers often induce these negative emotions in us—which is an ethical concern we should pay more attention to.

36
Q

Emotional effect on memory

A

relatively superior recall for information presented with mild affective content compared to similar information presented in an affectively neutral way

The implications for marketing are fairly direct. Marketing communications that present product information in a way that evokes mild levels of emotions will tend to be more effective in producing recall than communications that are affectively neutral.

37
Q

Bipolar

A

situation wherein if one feels joy he or she cannot also experience sadness

38
Q

Product contamination

A

refers to the diminished positive feelings someone has about a product because another consumer has handled the product

Supermarket consumers can be seen searching the back of the shelf for an untouched package or avoiding produce that they have seen others handling. However, in an interesting twist, research shows that through a type of emotional contagion process, a product’s value can actually increase after a consumer sees the product handled by an attractive member of the opposite sex.Footnote Instead of avoiding that product, the consumer will actually seek it out.

39
Q

Product enthusiasts

A

consumers with very high involvement in some product category

40
Q

PAD

A

acronym for pleasure–arousal–dominance.

asks consumers to rate their feelings using a number of semantic differential (bipolar opposites) items that capture emotions in these three dimensions.

Theory: pleasure—the evaluative dimension of emotion—is bipolar, meaning that if one feels joyful, one cannot also experience sadness.

41
Q

Emotional expressiveness

A

a consumer shows outward behavioral signs and otherwise reacts obviously to emotional experiences

42
Q

Situational involvement

A

temporary interest in some imminent purchase situation

43
Q

Outcomes appraisal

A

considers how something turned out relative to one’s goals and can evoke emotions like joyfulness, satisfaction, sadness, or pride

44
Q

Agency appraisals

A

reviews responsibility for events and can evoke consequential emotions like gratefulness, frustration, guilt, or sadness

45
Q

Anticipation appraisals

A

appraisals focusing on the future and can elicit anticipatory emotions like hopefulness or anxiety

46
Q

Regulatory focus theory

A

puts forward the notion that consumers orient their behavior either through a prevention or promotion focus.

Consequences and ideals are often “social”.

47
Q

Aesthetic labor

A

effort put forth by employees in carefully managing their appearance as a requisite for performing their job well, and fitting what managers see as the stereotype for their particular company’s service

The belief is that a specific appearance generates the appropriate emotional reaction in the consumer. These emotions promote behavior that can ultimately create value and potentially lead to loyalty.

A service organization’s employees (e.g., employees of an airline) are often the most “tangible representation” of the brand. In addition to team/pride (a managerial concern), uniforms allow consumers more tangible (than the service itself) “experiences” to remember.

48
Q

Regulatory focus theory explains that

A

even simple acts like this are driven either by a prevention (maintenance) or promotion (self-improvement) orientation.

48
Q

High involvement means..

A

high personal relevance and the importance of receiving high value.

49
Q

Behaviors are closely tied to emotion, creating what?

A

close links between emotions, CB, and value.

Thus, marketing success is determined by emotions, because actions bring value to a consumer to the extent that desirable emotional states can be created

50
Q

Four types of cognitive appraisals that are especially relevant for consumer behavior:

A
  1. Anticipation appraisal
  2. Agency appraisal
  3. Equity appraisal
  4. Outcomes appraisal
51
Q

Cognitive appraisal theory emphasizes the fact that:

A

emotions result from appraisals.

52
Q

Consumer affect

A

used to represent the feelings a consumer has about a particular product or activity

53
Q

Disadvantage of autonomic measures

A

have the drawback of being intrusive.

54
Q

PANAS

A

stands for positive-affect-negative-affect scale

Researchers generally apply the PANAS to capture the relative amount of positive and negative emotion experienced by a consumer at a given point in time. However, this raises several questions about the nature of emotion, including whether or not positive and negative emotions can coexist

a scale like the PANAS allows them to capture both positive and negative dimensions of emotional experience

55
Q

Emotional involvement increases when

A

the consumer receives something extra with products purchased

56
Q

A great deal of the work on flow deals with

A

computer-related activities.

For instance, consumers can become so involved in video games or online social networking that they have little physical awareness of their surroundings.

Addictions like this are driven in part by a desire to achieve the state of flow where one escapes the real world and realizes high hedonic value.

57
Q

Emotional intelligence

A

a term used to capture one’s awareness of the emotions experienced in a situation, and an ability to control reactions to these emotions.

Emotional intelligence (EI) is a multifaceted concept

includes awareness of the emotions experienced by the individual as well as an awareness and sympathy for the emotions experienced by others

58
Q

Nostalgia

A

?consumers become more willing to make purchases when a nostalgic ad evokes or recaptures a childhood mood
?Events in the past may be remembered more positively than they were in reality**
?Consumers can make purchases based on nostalgic feelings brought up about the past by the product

*Nostalgia is especially effective for targeting mid-lifers and seniors.

59
Q

Schema

A

contains the knowledge of a brand, a product, or any concept. However, a schema is not a purely cognitive entity. Schemata are developed and reinforced through actual experience.

60
Q

“Petting”

A

“Petting” is another consumer behavior tied to emotions. We will pet products that we want. Is this trying to bond socially with an inanimate object? Whatever the case, it is deep rooted in our psyche and influences our feelings, and our consumption.

61
Q

Emotions and marketing interplay in many ways:

A

We turn to products to cope with emotions.

Products can trigger emotions (through use, or through conditioned responses). Emotions can influence how we evaluate products and their alternatives (our cognitions), etc.

62
Q

Affect

A

Represents the feelings a consumer has about a particular product or activity

63
Q

Emotions play a key role in…

A

Shaping value

64
Q

Measuring emotion

A

Autonomic measures - Automatically record visceral reactions or neurological brain activity

Self-report measures - Less obtrusive than biological measures because they don’t involve physical contraptions like MRI machines or lie detectors

*Measurement of emotion is becoming increasingly accessible!

65
Q

Semantic writing

A
  • Consumers link concepts for memory retrieval
  • The active process and storage of knowledge is influenced by emotions
  • When marketing presents a product that evokes emotions, consumer recall is likely to increase

CB Test 2 (3 decks)

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