Chapter 10 Flashcards
motivation
energizing force that activates behavior and provides purpose and direction to that behavior
- reason for our behavior
- motive - representing an unobservable inner force that stimulates and compels a behavioral response and provides direction to response
personality
relatively stable behavior tendencies that individuals display across a variety of situations
emotions
strong, relatively uncontrollable feelings that affect our behavior
Ex: Need
consumer feels hungry - motivated to satisfy that need - view food and ads for food as personally relevant - will experience negative emotions prior to eating and positive emotions after eating
Maslow’s hierarchy of needs
1 - all humans acquire similar set of motives through genetic endowment and social interaction
2- some motives are more basic or critical than others
3- the more basic motives must be satisfied to a minimum level before other motives are activated
4- as the basic motives become satisfied, more advanced motives come into play
5 factors in Maslow’s
1- Physiological 2-safety 3-Belongingneess 4-esteem 5-self-actualization
ex: of multiple Maslow needs
joining the us military
McGuire’s Psychological Motives
four main categories
two criteria:
1) Is the mode of motivation cognitive or affective
2) is the motive focused on preservation of the status quo or on growth
Bases of source and objective:
3) is this behavior actively initiated or in response to the environment
4) does the behavior help the individual achieve a new internal or a new external relationship to the environment
Cognitive motives
Focus on the persons need for being adaptively oriented toward the environment and achieving a sense of meaning
affective motives
deal with the need to reach satisfying feeling states and to obtain personal goals
preservation motives
emphasize the individual as striving to main equilibrium
growth motives
emphasize development
cognitive preservation motives - need for consistency (active, internal)
- attitudes, behaviors, opinions, self images
- motive being cognitive dissonance
ex: making a major purchase is not consistent with the need to save money
cognitive preservation motives - need for attribution (active, external)
this set of motives deals with our need to determine who or what causes the things that happen to us and relates to an area of research - called attribution theory
ex: to overcome this - use a credible spokesperson
cognitive preservation motives - need to categorize (passive, internal)
categorize things
ex: prices - connote different categories of goods - automobiles
cognitive preservation motives - need for objectification (passive, external)
observable cures or symbols that enable people to infer what they feel and know.
- impressions, feelings, and attitudes
ex: clothing - represents a subtle meaning of a desired image and consumer lifestyle
cognitive growth motives - need for autonomy (active, internal)
the need for independence ad individuality
ex: America - individuality versus Japan - they value affiliation
ex: pandora - providing limited editions and customization options - uniqueness and individuality
cognitive growth motives - need for stimulation (active, external)
seek variety and difference out of a need for stimulation
ex: switching brands and impulse purchasing
cognitive growth motives - teleological need (passive, internal)
taking matching consumers desired outcomes with images
-ex: mass media - tv shoes, books = to reflect their view of how the world should work (good guy always wins)
cognitive growth motives - utilitarian (passive, external)
consumer as a problem solver - who approaches situations as opportunities to acquire useful information or new skills
ex: tv show - learning new clothing styles, lifestyle options
affective preservation motives - need for tension reduction (active, internal)
- uncomfortable stress - people are motivated to reduce arousal
ex: dog carrier - no stress when flying
ex: recreational products and activities are promoted to relief tension
affective preservation motives - need for expression (active, external)
express one’s identity to others
ex: fashion oriented watches - brand swatch - more than tell time - express who they are
affective preservation motives - need for ego defense (passive, internal)
defend one’s identity or ego
ex: using well known brands to look socially visible and making the correct socially purchase
affective preservation motives -need for reinforcement
passive, external
act in certain ways because they were rewarded for behaving that way in similar situations in the past
- basis for operant learning
- public items - furniture and clothing - reinforce
ex: keepsake diamond - ad was about showing off a diamond in a room - visible to public
affective growth motives - need for assertion (active, internal)
people who seek success, admiration, and dominance
ex: biker taking a “fuel” energy drink to finish strong
affective growth motives - need for affiliation (active, external)
develop mutually helpful and satisfying relationships with others
seeking acceptance and affection in interpersonal relations
ex: “your kids will love you for it” - in ads
affective growth motives - need for identification (passive, internal)
identification results in the consumers playing various roles
ex: college student, sortie member, bookstore employee, fiancee
ex: “become a skateboarder”, “no working mother should be without one”
affective growth motives - need for modeling (passive, external)
modeling - reflecting a base behavior on that of others
- conforming in reference groups
ex: American express - using Kate Winslet and Beyonce for its “my life. my card” campaign
demand
the willingness to buy a particular product or service - Caused by a need or motive, but it is not the motive!
ex: mouthwash = no bad breathe. ties mouthwash to existing need for affiliation in hopes of creating demand for the brand
manifest motives
motives that are admitted and known
ex: buying j.crew jeans = “they are in style, they look good once”
latent motives
reluctant to admit the motives
- hard for marketer to determine since ppl won’t admit
ex: “they show I have money, they make me sexually desirable’
projective techniques
designed to provide information on latent motives
ex: third person - why others might buy a product
ex: Oreo used this technique and saw people thought of Oreo as magical - so did unlocking the magic of Oreo campaign
Laddering/means-end or benefit chain
a product is shown to a consumer and then they list all the benefits the product may have- THEN identify more benefits
ex: “fewer colds” to taking. daily vitamin, then further = more efficient at work and more energy
marketing strategies based on multiple motives
1 - are there multiple motives - if so communicate them in ads
2- is the motive manifest or latent
ex: J.Crew - website has thumbnails of different products and style and color - this is a direct appeal to manifest motives
latent motives are indirect appeals so J.crew uses white space, font, and so forth to show its upscale and trendy nature
involvement
a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting
- needs play a strong role in this
ex: watches - tell time (utilitarian need), self expression (expressive need), and a way to fit in (affiliation need)
approach-approach motivational conflict
two attractive alternatives
ex: graduation money - torn between trip to Hawaii or a new mountain bike
resolve this by:”buy now, pay later”
approach -avoidance motivational conflict
choice with both positive and negative consequences
ex: want to be tan but dont want cancer
resolve this by: tanning lotion
avoidance - avoidance motivational conflict
both are undesirable outcomes
ex: old washing machine fails - dont wanna buy a new one or pay to have the old one repaired - BUT dont wanna go without one
promotion focused motives
revolve around a desire for growth and development and are related to consumers hopes and aspirations
ex: when salient - based on emotion, affect, speed over accuracy , “eager”, risk seeking
prevention-focused motives
revolve around a desire for safety and security and are related to consumers’ sense of duties and obligations
ex: when salient - concrete terms, factual info, accuracy over speed, “vigilant”, risk averse, minimize negative
regulatory focus theory
suggest that consumers will react differently depending on which broad set of motives is most salient
chronic accessibility
depends on individual and situation - both prevent and promotion reside in individuals - however early childhood experiences - tends to dominate one over the other
promotion focused individuals are more …
more ind. self concepts
ex: usa
ex: ads that frame the messages as positive outcomes work better for USA than in china
prevention focused individuals are more…
interdepend self concepts
ex: asia
ex: ads that show how you can avoid losses work better in china than USA
situational factors - characteristics of the decision, the environment, and so on, can temporarily make on orientation more prominent - ex;
1- ad theme - achievement (promo) versus avoidance (prevention)
2- message frame - benefits to be gained (promo) versus losses t be avoided (prevention)
3- advertising context - ad placement in shows , magazines, or websites are going to elicit a promotion focus (ex: O magazine - focuses on ideals and aspirations ) versus those that are a prevention focus (the evening news-negative events)
personality
an individuals characteristic response tendencies across similar situations
trait theories - most useful theories of personality
trait theories
used to segment consumers
1 - all individuals have internal characteristics or trades related to action tendencies
2- there are consistent and measurable differences between individuals not those characteristics
multitrait personality theory
identifies several traits that in combination capture a substantial portion of the personality of the individual
- five factor model - common practice of this- ex: useful to understand bargaining, complaining behavior, and compulsive shopping
single trait approach
emphasize one personality trait as being particularly relevant to understanding a set of behaviors
three traits:
- consumer ethnocentrism
- need for cognition
- consumers need for uniqueness
consumer ethnocentrism
reflects individual difference in consumers propensity to be biased against the purchase of foreign products
low : more open to other cultures
high: more conservative, reject foreign made products
ex: selling “made in America”
need for cognition
reflects an individual difference in consumers propensity to engage in and enjoy thinking
high: more effortful processing of persuasive communication - prefer verbal ex: women are usually high cognitive
consumers need for uniqueness
individual difference in consumers propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods
ex: affects what they own, why they wont it , and how they use it
ex: deliberate scarcity of products
brand personality - type of brand image - defined
set of human characteristics that become associated with a brand
- consumers readily assign human characteristics to brands
- brand personalities create expectations about key brand characteristics
- brand personalities are often the basis for a long term relationship with the brand
ex: nonprofits - change their personality from warmth which shows less competent to a reliable company with good intentions by possibly getting ai credible source or endorsement to profit donations
ex of brand personality
French cosmetic brand - holiday line - fabulous flirtini - shows cocktails, holiday destinations and personality attributes
brand personality - celebrity endorsers
endorse a brand - good way to personify the brand
ex: nike and Serena williams - edgy, individualistic brand
revlon and halle berry - sexy and confident
brand personality - user imagery
shows a typical user along with images of the types of activities they engage in while using the brand - defines traits, activities , and emotions
ex: MT. Dew- young , active users - engaging in fun and exciting activities
- hush puppies - hip young people in a wooded setting
brand personality - executional factors
go beyond core message to include “how” it is communicated
ex:
- tone - powerful and larger than life - listenerine in Canada -leveraged an action hero theme from a popular movie
- media - hush puppies fashion magazine ads - fashionable and hip personality
- pace- “spirited and adventures”
logo: reebok - RBK logo - creating a youth culture and younger
brand personality
pace, tone, logo, media
coping in response to negative emotions arising out of stressful situation
expressive support seeking, avoidance, active coping
marketers are increasingly seeking to arouse the emotion of -
gratitude - which refers to emotional appreciation for benefits received
what enhances - attention, attraction, and maintenance
emotional content
trait theories assumptions
there are consistent, measurable differences concerning internal characteristics between individuals
- all individuals have internal characteristics related to action tendencies
consumer ethnocentrism
individual difference in consumers propensity to be biased against the purchase of foreign products
pleasure
affection, gratitude, serenity,faith
arousal
interest, surprise, involvement, distraction
dominance
helplessness, conflict, sadness, fear, guilt
executional factors
go beyond a core message to ensure that how the message is communicated also communicates brand personality
projective techniques
latent motives predictor
involvement is significant to marketers because
many consumer behaviors are influences by it
personality
an individuals characteristic response tendencies across similar situations
