Chapter 2

Question 1

Motivation

Answer 1

an inner state of activation that provides the energy needed to achieve a goal; comes from the Latin word “movere” which means “to move”

Question 2

Motivated Reasoning

Answer 2

processing info in a way that allows consumers to reach the conclusion that they want to reach; biased; ex/ confirmation bias

Question 3

Felt Involvement

Answer 3

the consumer’s experience of being motivated with respect to a product or service, or decisions and actions about these. final outcome of motivation, it evokes a psychological state of involvement

Question 4

Enduring Involvement

Answer 4

long-term interest in an offering, activity, or decision; ex/ car enthusiasts going to car shows, visiting car websites, going to dealerships, etc.

Question 5

Situational (temporary) involvement

Answer 5

temporary interest in an offering, activity, or decision, often caused by situational circumstances; ex/ buying a car when you’re in the market for a car

Question 6

Cognitive Involvement

Answer 6

interest in thinking about and learning information pertinent to an offering, an activity, or a decision (ie. learning about the offering); ex/ sports fan learning all about a given sport

Question 7

Affective Involvement

Answer 7

interest in expending emotional energy and evoking deep feelings about an offering, an activity, or a decision; ex/ consumer who listens to music to relive intense emotions

Question 8

High-Effort Behavior

Answer 8

behavior that takes considerable effort; if the anticipated effort is believed to be too much, consumers may try to simplify it. Conversely, if the anticipated effort is believed to be too little, consumers may try to complicate it.motivation affects how we process information and make decisions; when consumers are highly motivated they are more likely to attempt to understand or comprehend goal-relevant info, evaluate it, and recall it for later use.

Question 9

What are the four types of felt involvement?

Answer 9

1) enduring, 2) situational, 3) cognitive, or 4) affective

Question 10

Response Involvement

Answer 10

interest in certain decisions and behaviors

Question 11

Objects of Involvement

Answer 11

consumers can experience cognitive and/or affective involvement with a brand & view the brand as an extension of themselves & feel a great passion towards it; this leads to high customer loyalty & strong motivation to spend time and money on brand

Question 12

What determines motivation?

Answer 12

Motivation is affected when consumers regard something as 1) personally relevant, 2) consistent with their self-concept, values, needs, goals, emotions, and self-control processes, 3) risky, and/or 4) moderately inconsistent with their prior attitudes.

Question 13

Personal Relevance

Answer 13

fuels motivation; something that has a direct bearing on the self and has potentially significant consequences or implications for our lives (ex/ cellphone battery being recalled because it can overheat and cause burns = relevant, romantic relationships, careers, car, an apartment/house)

Question 14

Self-concept

Answer 14

our mental view of who we are (how you view yourself & think others view you); when self-concept is threatened consumers will take steps to repair their bruised ego (ex/ buying product that helps improve the look of their hair)

Question 15

Values

Answer 15

abstract, enduring beliefs about what is right/wrong, important, or good/bad; tends to make consumers more motivated to process info when it’s in line w/ their values

Question 16

Needs

Answer 16

an internal state of tension experienced when there is a discrepancy between the current and an ideal or desired physical or psychological state; consumers find things relevant when they have a bearing on activated needs. (ex/ hunger = need, you prioritize feeding yourself & other things seem less interesting while you’re feeling hungry)

Question 17

Maslow’s Hierarchy of Needs

Answer 17

1. Physiological (ex/ food, water, sleep)
2. Safety (ex/ shelter, protection, security)
3. Social (ex/ affection, friendship, belonging)
4. Egoistic (ex/ need for prestige, success, accomplishment, self-esteem)
5. Self-Actualization (ex/ self-fulfillment, enriching experiences)

Question 18

Social Needs

Answer 18

externally directed and relate to other individuals; fulfilling these needs requires the presence or actions of other people (ex/ need for status drives desire to have others hold us in high regard, need for support drives us to have others relieve our burdens); this need for models reflects a wish to have others show us how to behave.

Question 19

Personal Needs

Answer 19

needs for the achievement other people aren’t needed (ex/ sleep, novelty, control, and understanding can affect the usage of certain goods; may purchase the same brand to maintain consistency in our world or purchase a new one to add novelty)

Question 20

Functional Needs

Answer 20

need that motivates the search for offerings that solve consumption-related problems; may be social or non-social (ex/ buying a backup camera for a car (non-social, safety, functional need) or hiring a nanny for support (social & functional)

Question 21

Symbolic Needs

Answer 21

need that relates to the meaning of our consumption behaviors to ourselves and to others. That is, how we perceive ourselves, how we are perceived by others, how we relate to others, and the esteem in which we are held by others (ex/ need to avoid rejection, need for achievement, status, affiliation, and belonging)

Question 22

What are the 4 categories of needs?

Answer 22

1) social and personal needs or 2) functional, 3) symbolic, and 4) hedonic needs

Question 23

Hedonic Needs

Answer 23

need that relates to sensory pleasure (ex/ cognitive stimulation, novelty, reinforcement, sex, and play)

Question 24

Need for cognition & stimulation

Answer 24

consumers want to understand the world and see some structure in it; high need for cognition = involvement in mentally taxing tasks like reading and deeply processing info when making decisions; low need for cognition = prefer activities w/ less thought, like watching TV.

Question 25

Approach-avoidance conflict:

Answer 25

an inner struggle about acquiring or consuming an offering that fulfills one need but fails to fulfill another (ex/ kids smoking bc they’ll be seen as cool though they know its bad for you)

Question 26

Approach-approach conflict

Answer 26

: an inner struggle about which offering to acquire when each can satisfy an important but different need (ie. having to choose between two equally desirable options that do different things for you, as a person)

Question 27

Avoidance-avoidance approach

Answer 27

: an inner struggle about which offering to acquire when neither can satisfy an important but different need (ie. choosing between rock & hard place)

Question 28

Goal

Answer 28

: an outcome that we’d like to achieve; more specific and concrete than needs

Question 29

Goal-setting sequence

Answer 29

1. Setting a goal (lose 4lbs in a month)
2. Motivated to form goal intention, plan to take action (seek low-fat food, join a gym)
3. Implement and control the action (through diet and exercise)
4. Evaluate success or failure in attaining goal (check weight each week)

Question 30

Promotion-focused goals

Answer 30

: consumers are motivated to act in ways to achieve positive outcomes; focus on hopes, wants, and accomplishment

Question 31

Prevention-focused goals

Answer 31

: consumers are focused on ways to avoid negative outcomes; focus on responsibilities, safety, and guarding against risk (note: only consumers who believe that their actions make a difference will be influenced by a message that is framed by a promotion or prevention focus

Question 32

Appraisal theory

Answer 32

: a theory of emotion that proposes that emotions are based on an individual’s assessment of a situation or an outcome and its relevance to his or her goals (ex/ feel joy or pride when an outcome is consistent with our goal; can also be affected by normative/moral compatibility, certainty, and agency)

Question 33

Self-control

Answer 33

: process consumers use to regulate feelings, thoughts, and behavior in line with long-term goals, rather than to pursue short-term ones (ex/ approach-approach – indulge in food today but also feel slim tomorrow)

Question 34

Ego depletion

Answer 34

: outcome of decision-making effort that results in mental resources being exhausted (ie. the consumer’s ability to control his or her behavior is impaired; this reduces decision quality)

Question 35

Embodiment

Answer 35

: connection between the mind and body that influences and expresses consumer self-control and behavior

Question 36

Perceived risk

Answer 36

: 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 37

two components of perceived risk

Answer 37

: 1) the anticipation of outcomes and 2) how certain or uncertain these are (uncertainty component), and the negativity of the outcomes and how severe these are (consequences component)

Question 38

Performance risk

Answer 38

: uncertainty about whether the product/service will perform as expected (ex/ buying a certified pre-owned car is more reliable than just some random used car without a warranty)

Question 39

Financial risk

Answer 39

: higher when an offering is expensive (ex/ buying a home). The buying decision can be improved via extensive research

Question 40

Physical (or safety) risk

Answer 40

: potential harm a product/service might pose to one’s safety. (ex/ not buying perishable groceries that are past their expiration date)

Question 41

Social risk

Answer 41

: potential harm to one’s social standing that may arise from buying/using/disposing of an offering. (ex/ anti-smoking campaigns emphasizing the disapproval of peers was effective in influencing teens to not smoke)

Question 42

Psychological risk

Answer 42

: reflects consumers’ concern about how a product fits within their self-perception. (ex/ environmentalist buying disposable diapers)

Question 43

Time risk

Answer 43

: uncertainty that comes with length of time that may be invested in buying/using/disposing of the product/service; risk may be high if it takes a long time to use the offering or if there is along commitment period (ex/two-year subscription to cable TV)

Question 44

Ability

Answer 44

: the extent to which consumers have the required resources to make an outcome happen (ie. financial resources, cognitive resources, emotional resources, physical resources, & social/cultural resources (can also include things such as education & age))