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Consumer Behavior Test 2 > Chapter 10 > Flashcards

Chapter 10 Flashcards

1
Q

motivation

A

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
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2
Q

personality

A

relatively stable behavior tendencies that individuals display across a variety of situations

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3
Q

emotions

A

strong, relatively uncontrollable feelings that affect our behavior

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4
Q

Ex: Need

A

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

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5
Q

Maslow’s hierarchy of needs

A

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

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6
Q

5 factors in Maslow’s

A 
1- Physiological 
2-safety 
3-Belongingneess
4-esteem
5-self-actualization
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7
Q

ex: of multiple Maslow needs

A

joining the us military

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8
Q

McGuire’s Psychological Motives

A

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

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9
Q

Cognitive motives

A

Focus on the persons need for being adaptively oriented toward the environment and achieving a sense of meaning

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10
Q

affective motives

A

deal with the need to reach satisfying feeling states and to obtain personal goals

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11
Q

preservation motives

A

emphasize the individual as striving to main equilibrium

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12
Q

growth motives

A

emphasize development

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13
Q

cognitive preservation motives - need for consistency (active, internal)

A
  • attitudes, behaviors, opinions, self images
  • motive being cognitive dissonance
    ex: making a major purchase is not consistent with the need to save money
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14
Q

cognitive preservation motives - need for attribution (active, external)

A

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

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15
Q

cognitive preservation motives - need to categorize (passive, internal)

A

categorize things

ex: prices - connote different categories of goods - automobiles

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16
Q

cognitive preservation motives - need for objectification (passive, external)

A

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
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17
Q

cognitive growth motives - need for autonomy (active, internal)

A

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

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18
Q

cognitive growth motives - need for stimulation (active, external)

A

seek variety and difference out of a need for stimulation

ex: switching brands and impulse purchasing

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19
Q

cognitive growth motives - teleological need (passive, internal)

A

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)

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20
Q

cognitive growth motives - utilitarian (passive, external)

A

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

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21
Q

affective preservation motives - need for tension reduction (active, internal)

A
  • 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
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22
Q

affective preservation motives - need for expression (active, external)

A

express one’s identity to others

ex: fashion oriented watches - brand swatch - more than tell time - express who they are

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23
Q

affective preservation motives - need for ego defense (passive, internal)

A

defend one’s identity or ego

ex: using well known brands to look socially visible and making the correct socially purchase

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24
Q

affective preservation motives -need for reinforcement

passive, external

A

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
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25
Q

affective growth motives - need for assertion (active, internal)

A

people who seek success, admiration, and dominance

ex: biker taking a “fuel” energy drink to finish strong

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26
Q

affective growth motives - need for affiliation (active, external)

A

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

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27
Q

affective growth motives - need for identification (passive, internal)

A

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”

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28
Q

affective growth motives - need for modeling (passive, external)

A

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
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29
Q

demand

A

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

30
Q

manifest motives

A

motives that are admitted and known

ex: buying j.crew jeans = “they are in style, they look good once”

31
Q

latent motives

A

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’
32
Q

projective techniques

A

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

33
Q

Laddering/means-end or benefit chain

A

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

34
Q

marketing strategies based on multiple motives

A

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

35
Q

involvement

A

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)
36
Q

approach-approach motivational conflict

A

two attractive alternatives

ex: graduation money - torn between trip to Hawaii or a new mountain bike

resolve this by:”buy now, pay later”

37
Q

approach -avoidance motivational conflict

A

choice with both positive and negative consequences

ex: want to be tan but dont want cancer

resolve this by: tanning lotion

38
Q

avoidance - avoidance motivational conflict

A

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

39
Q

promotion focused motives

A

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

40
Q

prevention-focused motives

A

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

41
Q

regulatory focus theory

A

suggest that consumers will react differently depending on which broad set of motives is most salient

42
Q

chronic accessibility

A

depends on individual and situation - both prevent and promotion reside in individuals - however early childhood experiences - tends to dominate one over the other

43
Q

promotion focused individuals are more …

A

more ind. self concepts

ex: usa
ex: ads that frame the messages as positive outcomes work better for USA than in china

44
Q

prevention focused individuals are more…

A

interdepend self concepts

ex: asia
ex: ads that show how you can avoid losses work better in china than USA

45
Q

situational factors - characteristics of the decision, the environment, and so on, can temporarily make on orientation more prominent - ex;

A

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)

46
Q

personality

A

an individuals characteristic response tendencies across similar situations

trait theories - most useful theories of personality

47
Q

trait theories

A

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

48
Q

multitrait personality theory

A

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
49
Q

single trait approach

A

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
50
Q

consumer ethnocentrism

A

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”

51
Q

need for cognition

A

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

52
Q

consumers need for uniqueness

A

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

53
Q

brand personality - type of brand image - defined

A

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

54
Q

ex of brand personality

A

French cosmetic brand - holiday line - fabulous flirtini - shows cocktails, holiday destinations and personality attributes

55
Q

brand personality - celebrity endorsers

A

endorse a brand - good way to personify the brand

ex: nike and Serena williams - edgy, individualistic brand

revlon and halle berry - sexy and confident

56
Q

brand personality - user imagery

A

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

57
Q

brand personality - executional factors

A

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
58
Q

brand personality

A

pace, tone, logo, media

59
Q

coping in response to negative emotions arising out of stressful situation

A

expressive support seeking, avoidance, active coping

60
Q

marketers are increasingly seeking to arouse the emotion of -

A

gratitude - which refers to emotional appreciation for benefits received

61
Q

what enhances - attention, attraction, and maintenance

A

emotional content

62
Q

trait theories assumptions

A

there are consistent, measurable differences concerning internal characteristics between individuals

  • all individuals have internal characteristics related to action tendencies
63
Q

consumer ethnocentrism

A

individual difference in consumers propensity to be biased against the purchase of foreign products

64
Q

pleasure

A

affection, gratitude, serenity,faith

65
Q

arousal

A

interest, surprise, involvement, distraction

66
Q

dominance

A

helplessness, conflict, sadness, fear, guilt

67
Q

executional factors

A

go beyond a core message to ensure that how the message is communicated also communicates brand personality

68
Q

projective techniques

A

latent motives predictor

69
Q

involvement is significant to marketers because

A

many consumer behaviors are influences by it

70
Q

personality

A

an individuals characteristic response tendencies across similar situations

Consumer Behavior Test 2 (4 decks)

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