Chapter 2: Motivation, Ability, and opportunity Flashcards
Motivation
Inner state of arousal that provides energy needed to achieve goal
High-Effort Behavior
Amount of effort before buying or engaging
High effort information processing and decision making
when motivated to achieve goal, more likely to pay careful attention to it
Motivated reasoning
processing info in a bias manner
Felt Involvement
Self-reported interest in an offering
Enduring Involvement
Long-term interest in an offering
Situation Involvement
Temporary interest in an offering
Cognitive Involvement
Interest in thinking about and learning info pertinent to offering
Affective Involvement
heavy emotional interest on offering
Response Involvement
Interest in certain decisions and behaviors
Personal Relevance
How important it is to you
self-concept
Our mental view of who we are
Values
beliefs about what is right, wrong, important, good/bad
Motivation
Values, needs, personal relevance
Approach-avodiance conflict
fulfills one need but fails to fulfill another
Approach-approach conflict
which offering to acquire
Avoidance avoidance conflict
option of choosing offering that don’t satisfy important needs.
Appraisal Theory
emotions based on individuals situation and relevance to goals
Self-control
regulate feelings, thoughts, and behvaiors
Ego depletion
decision making effort result in mental exhaustion
Focus Group
group of consumers who help with an offering
storytelling
consumers tell stories about offering
Market test
effectiveness of market mix is evaluated through sales of product
Conjoint analysis
Analyzing specific aspect of offerings
Data mining
searching for patterns in company database that offers clues to customer needs
Netnography
analyzing online behavior of consumer
Research foundation
nonprofit organization that sponsors research on topics
trade groups
professional organization made up of marketers in same industry
