Chapter 10 Flashcards
Approach- approach conflict:
a consumer who mut choose between two attractive alternatives
Approach- avoidance conflict
a consumer facing a purchase both positive and negative consequences
Attribution theory
set of motives deals with our need to determine who or what causes the things that happen to use and relates to an area of research
Avoidance- avoidance conflict
a choice involving only undesirable outcomes
Benefit chain
means-end or benefit chain: popular tool for identifying motives. A product or brand is shown to a consumer who names all the benefit that product might provide. For each of these benefit the respondent is then asked to identify further benefit. This is repeated until no additional benefits are identified.
Brand personality
a set of human characteristics that become associated with a brand
Consumer emotional intelligence
person’s ability to skillfully use emotional information to achieve a desirable consumer outcome
Consumer ethnocentrism
reflects an individual difference in consumers’ propensity to be biased again the purchase of foreign products
Coping
involves consumer thoughts and behaviors in reaction to stress-inducing situation designed to reduce stress and achieve more desired positive emotions
Demand
the willingness to buy a particular product or service
Emotion
are strong, relatively uncontrollable feelings that affect our behavior
Five-factor model
theory identifies five basic traits formed by genetics and early learning
Gratitude
the emotional appreciation for benefits received
Involvement
is motivational state caused by consumer perception that a product, brand or advertisement is relevant or interest
Laddering latent motives
means-end or benefit chain: popular tool for identifying motives. A product or brand is shown to a consumer who names all the benefit that product might provide. For each of these benefit the respondent is then asked to identify further benefit. This is repeated until no additional benefits are identified.
Latent Motives
motives either unknown to the consumer or were such that they were reluctant
Manifest motives
motivates that are known and freely admitted
Maslow’s hierarchy
is a motivational theory in psychology represented by five tier of human needs, of Physiological, Safety, Belongingness, Esteem, Self-actualization.
Maslow’s hierarchy #1
all humans acquire a similar set of motives through genetic endowment and social interaction
Maslow’s hierarchy #2
Some motives are more basic or critical than others
Maslow’s hierarchy #3
The more basic motives must be satisfied to a minimum level before other motives are activated
Maslow’s hierarchy #4
As the basic motive become satisfied more advanced motives come into play
Means-end chain
benefit chain: popular tool for identifying motives. A product or brand is shown to a consumer who names all the benefit that product might provide. For each of these benefit the respondent is then asked to identify further benefit. This is repeated until no additional benefits are identified.
Motivation
is the reason for the behavior. is the energizing force that activates behavior and provides purpose and direction to that behavior
Motive
is a construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response
Personality
is an individual characteristic response tendencies across similar situation. Reflects that relatively stable behavioral tendencies that individuals display across a variety of situations
Prevention-focused motives
revolve around a desire for safety and security and are related to consumer sense of duties and obligation
Projective techniques
designed to provide information on latent motives
Promotion-focused motives
revolve around a desire for growth and development and are related to consumers’ hopes and aspiration
Regulatory focus theory
suggest that consumer will react differently depending on which broad set of motives is most salient
Physiological
Food, water, sleep and to an extent sex are psychological motives
Safety
seeking physical and security stability familiar surrounding and so forth are manifestation of safety needs
Belongingness
motives are reflected in desire for love, friendship, affiliation and group acceptance
Esteem
desires for status superiority, self-respect and prestige are examples of esteem needs. These needs related to the individual’s feelings of usefulness and accomplishments.
Self- actualization
this involves the desire for self-fulfillment to become all that one is capable of becoming
Cognitive motives
focus on the person’s needs for being adaptively oriented toward the environment and achieving a sense of meaning
Affective motives
deals with the need to reach satisfying feeling states and to obtain personal goals
Preservation Oriented Motives
emphasizes the individual as striving to maintain equilibrium
Growth Motives
emphasizes development.
Need for consistency (active, Internal)
a basic desire to have all facets of oneself consist with each other. These facets include attitudes behaviors, opinions, self-images, views of other and so forth
Need for attribution (active, external)
this set of motives deals with our need to determine who or what causes the thing that happen to us and relates to an area of research called attribution theory
Need to categorize (passive, internal)
people have need to categorize and organize the vast array of information and experience they encounter in a meaningful yet manageable way so they establish categories or mental partitions to help them do so.
Need for objectification (passive, External)
these motives reflect needs for observable cues or symbols that enable people to infer what they feel and known. Impressions, feelings and attitudes are subtly established by viewing one’s own behavior and that of others and drawing inference as to what one feels and thinks.
Need for autonomy (active, Internal)
the need for independence and individual is a characteristic of the American culture. All individual in all culture have this need at some levels
Need for Stimulation (active, external)
people often seek variety and difference out of a need for stimulation.
Telelogical Need (passive, internal)
consumer are patterns matchers who have images of desired outcome or end states with which they compare their current situation. Behaviors are changes and the results are monitored in terms of movement toward the desired and end state.
Utilitarian Need (passive, external)
these theories view the consumer as a problem solver who approaches situations as opportunities to acquire useful information or new skills.
Need for tension reduction (active, internal)
people encounter situations in their daily lives that create uncomfortable level of stress. To effectively manage tension and stress, people are motivated to seek ways to reduce arousal.
Need for Expression (active, external)
this motive deals with the need to express one’s identity to other. People feel the need to let other know who and what they are by their actions, which include the purchase and use of goods.
Need for Ego Defense (passive, internal)
the need to defends one identity or ego is another important motive. When one’s identity is threaten the person is motivated to protect their self-concept and utilize defensive behaviors and attitudes.
Need for reinforcement (passive, external):
people often are motivated to act in certain ways because they were rewarded for behaving the way in similar situation in the pasts. This is the basis for operant learning
Need for assertion (active, internal)
many people are competitive achiever who seek success admiration and dominance. Important to them are power accomplishment and esteems.
Need for affiliation (active, external)
affiliation refers to the need to develop mutually helpful and satisfying relationship with other. It relates to altruism and seeking acceptance and affection interpersonal relations.
Need for identification (passive, internal)
the need for identification results in the consumer’s playing various roles.
Need for modeling (passive, External)
the need for modeling reflects a tendency to base behavior on that of others.
Chronic accessibility
as a result of early childhood experience one or other tends to dominate each person. That is these aspects have been a key focus for so long for these consumers that they tend to be brought to mind when stimuli and decisions are encountered.
Trait theories
examine personality as an individual difference and thus allow marketers to segment consumer as a function of their personality difference.
Multi-train personality theory
identifies several traits that in combination capture a substantial portion of the personality of the individual
Single-trait theories
emphasize one personality trait as being particular relevant to understanding a particular set of behaviors.
Need for cognition
reflects an individual different in consumers’ propensity to engage in and enjoy thinking.
Consumers’ Need for Uniqueness
reflects an individual difference in consumers propensity to pursue differentness relative to other through the acquisition, utilization, and disposition of consumer goods. In affects what consumer own and value why they own it and how they use it.
Affect intensity
some people are more emotional than others
Active coping
thinking of ways to solve the problem, engaging in restraint to avoid rash behavior and making the best of situations
Expressive support seeking
venting emotions and seeking emotional and problem focused assistance from others
Avoidance
avoiding the retailer mentally or physically or engaging in complete self denial of event
