Chapter 10 Flashcards
Motivation is
the reason for behavior
A motive is
a construct representing an unobservable inner force that stimulates and compels a behavioral response
Involvement is a
motivational state caused by consumer
perceptions that a product, brand, or advertisement is relevant or interesting
What are manifest motives?
The link between behavior and motives that are known and freely admitted
What are latent motives?
The link between behavior and motives that either are unknown or are such that the consumer is reluctant to admit or reveal them
What does consumer involvement increase?
attention, analytical processing, information search, and word of mouth.
What are the three types of motivational conflict?
- Approach-Approach
- Approach-Avoidance
- Avoidance-Avoidance
Approach-Approach motivational conflict is
a choice between two attractive alternatives
Approach-Avoidance motivational conflict is
a choice with both positive and negative consequences
Avoidance-Avoidance motivational conflict is
a choice involving only undesirable outcomes
Two types of focused ads
- Prevention
- Promotion
What is prevention focused ads best for?
Last minute shoppers
What is promotion focused ads best for?
Worked best for shoppers buying for the future
What is a personality?
An individual’s characteristic response tendencies across similar situations
What are two approaches for marketers targeting personality?
- Multitrait Approach
2.Single Trait Approach
The Single Trait Approach consist of
- Consumer Ethnocentrism
- Need for Cognition
- Consumers’ Need for Uniqueness
What model under the Multitrait Approach is most commonly used and what is it?
Five Factor Model
- It identifies five basic traits that are formed by genetics and early learning
What is consumer ethnocentrism?
Reflects an individual difference in consumers’ propensity to be biased against the purchase of foreign products
How would you describe the consumer’s need for uniqueness?
Reflects an individual difference in consumers’ propensity to pursue differentness relative to others through the
acquisition, utilization, and disposition of consumer goods
What is the need for cognition?
Reflects an individual difference in consumers’ propensity to engage in and enjoy thinking
A brand image is
what people think of and feel when they hear or see a brand name
What are the dimensions of brand personality?
-Sincerity
-Excitement
-Competence
-Sophistication
-Ruggedness
A brand personality is
a set of human characteristics that become associated with a brand and are a particular type of image that some brands acquire
Emotion is what?
The identifiable specific feeling, and affect to refer to the liking/disliking aspect of the specific feeling
How can emotion affect advertising?
(Hint: there are 5 ways)
Emotional content in ads can enhance attention, attraction, and maintenance capabilities.
Emotional messages may be processed more thoroughly due to their enhanced level of arousal.
Emotional ads may enhance liking of the ad itself.
Repeated exposure to positive-emotion-eliciting ads may increase brand preference through classical conditioning.
Emotion may operate via high involvement processes especially if emotion is decision relevant
What does emotion have a strong link with?
needs, motivation, and
personality
