Chapter 2

Question 1

Motivation

Answer 1

Is an inner state of activation that provides energy needed to achieve the goal

Question 2

The effects of motivation

Answer 2

High effort behavior

high-effort information and decision-making

Felt involvement

Question 3

Motivation also affects how we process information and make decisions. When consumers are highly motivated to achieve a goal, they are more liekly to

Answer 3

Pay careful attention to it, think critically, and try to remember it for later use.

Question 4

Motivated reasoning

Answer 4

Refers to processing information in a (biased) way that allows consumers to reach the conclusion that they want to reach

Question 5

Felt involvement

Answer 5

Is the consumers experience of being motivated with respect to a product or service or decisions and actions about these

the psychological experience of the motivated consumer

Question 6

Four types of felt involvement

Answer 6

Enduring involvement

Situational (temporary) involvement

Cognitive involvement

Affective involvement

Question 7

Enduring involvement (types of felt involvement)

Answer 7

Exists when we show interest in an offering or activity over a long period of time

Question 8

Situational (temporary) involvement (felt involvement)

Answer 8

Temporary interest in an offering, activity, or decision, often caused by situational circumstances

Question 9

Cognitive involvement (felt involvement)

Answer 9

Interest in thinking about and learning information pertinent to an offering, an activity, or decisions

Question 10

Affective involvement (felt involvement)

Answer 10

Interest in expending emotional energy and evoking deep feelings about an offering, an activity or a decision

Question 11

Motivation is influenced by personal relevance

Answer 11

Consistency with self-concept, values, needs, goal, emotions, and self-control process; perceived risks; and/or moderate inconsitency with attitudes

Question 12

Personal relevance

Answer 12

Is something that has a direct bearing on the self and has potentially significant consequences or implications for our lives

Question 13

Self concept

Answer 13

Refers to our mental view of who we are

Question 14

Values

Answer 14

Abstract, enduring beliefs, about what is right/wrong

Question 15

Self control

Answer 15

Process consumers use to regulate feelings, thoughts and behavior in line with long term goals

Question 16

NEeds

Answer 16

Are internal states of tension experienced when there is a discrepancy between the current and an ideal or desired physical or psychological state

Question 17

Maslow’s Hierarchy of needs

Answer 17

Self-actualization
Egoistic
Social
Safety
Physiologicaly

Question 18

Another way to categorize needs: based on whether they are

Answer 18

Social (externally directed and relate to other individuals) or non-social/personal (achievement is not based on other people)

Functional (need that motivates the search for offerings that solve consumption-related problems), symmbolic (needs that relates to the meaning of our consumptino behaviors to ourselves and to others) or hedonic (need that relates to sensory pleasure)

Question 19

Perceived risk

Answer 19

Is the extent to which the consumer anticipates negative consequences of an action, for example, buying, using, or disposing of an offering, to emerge and positive consequences to not emerge

Question 20

Six types of risk

Answer 20

Performance risk

Financial risk

Ohysical (or safety) risk

social risk

Psychological risk

Time risk

Question 21

Performance risk

Answer 21

The possibility that the offering will not perform as well as hoped or expected

Question 22

Financial risk

Answer 22

The extent to which buying, using, or disposing of an offering is perceived to have the potential to create financial harm

Question 23

Physical (or safety) risk

Answer 23

The extent to which buying, using, or disposing of an offering is perceived to have the potential to create physical harm or harm ones safety

Question 24

Social risk

Answer 24

The extent to which buying, using, or disposing of an offering is perceived to have the potential to do harm to ones social standing

Question 25

Psychological risk

Answer 25

The extent to which buying, using, or disposing of an offering is perceived to have the potential to harm ones sense of self and thus create negative emotions

Question 26

Time risk

Answer 26

The extent to which buying, using, or disposing of the offering is perceived to have the potential to lead the loss of time

Question 27

Inconsistency with attitudes

Answer 27

Refers to the extent to which new information is consistent with perviously acquired knowledge or attitudes. We tend to be motivated to process messages that are moderately inconsistent with our knowledge

Question 28

Consumer ability

Answer 28

Is the extent to which consumers have the required resources to make an outcome happen

Question 29

Consumer ability is influenced by

Answer 29

Financial resources

Cognitive resources

Emotional resources

Physical resources

Social and cultural resources

Education and age

Question 30

Financial resoures (consumer ability)

Answer 30

consumers can use money instead of other resources to enhance their ability to make decisions and take actions)

Question 31

Cognitive resources (consumer ability)

Answer 31

Knowledgeable consumers, or “experts” are better able to think deeply about information than are equally motivated but less knowledgeable consumers, or “novices” These differences in prior knowledge affect how consumers make decisions)

Question 32

Emotional resources (consumer ability)

Answer 32

(consumers ability to experience empathy and sympathy can affect their processing of information and their decisions about brand choices, consumption, disposition, spending…)

Question 33

Physical resources (consumer ability)

Answer 33

Physical capabilities can affect how, when, where, and whether consumers make decisions and take actions)

Question 34

Social and cultural resources (consumer ability)

Answer 34

Knowledge of an access to these resources affect acquisition, consumption and disposition behavior of consumers)

Question 35

education and age (consumer ability)

Answer 35

Related to the ability to process information and make decisions

1) better eductated consumers will have more cognitive resources to use in processing complex information and making decisions

2) older children seem to be more sensitive to the fact that the benefits of searching for information sometimes outweight the costs

Question 36

Consumer opportunity is influenced by

Answer 36

Time
Distractions
Complexity
Amount
Repetition
and control of information

Question 37

Time (consumer opportunity)

Answer 37

Can affect the consumers opportunity to process information, make decisions and perform certain behaviors

Consumers under time pressure to make decisions will
1) acquire less information
2) process the information less systematically
3) place more emphasis on negative information

Question 38

Distraction (consumer ability)

Answer 38

Refers to any aspect of a situation that diverts consumers attention. It seems to influence mostly the effect that consumers (slow) thoughts have on their choices, and less so the effect that their (fast) emotions have on choices

Question 39

Complexity (consumer ability) of the information to which consumers are exposed can

Answer 39

Affect their opportunity to process it. Consumers find technical or quantitative information more difficult to handle than nontechnical and qualitative data. INformation may also be complex if the individual must sift through a huge volume of it

Question 40

Repetition (consumer ability)

Answer 40

May enhance consumers ability to process information. If consumers are repeatedly exposed to information, they have more opportunities to think about, scrutinize, relate to, and remember the information

Consumer remember and learn more when they can control the flow of information by determining what information is presented, for how long, and in what order