Chapter 3

Question 1

Motivation Process

Answer 1

Occurs when a need is around they the consumer wishes to satisfy.

Question 2

Goals and needs are …

Answer 2

Interdependent

Question 3

Goals are the sought after …….. of motivated Behavior and satisfy ………

Answer 3

Goals are the sought-after END-STATES of motivated behavior and satisfy MORE THAN ONE NEED.

Question 4

Two types of goals

Answer 4

Generic goals

Product-specific goals

Question 5

Generic goals are…

Answer 5

outcomes that consumers seek in order to satisfy physiological and psychological needs.

Question 6

Product-specific goals are…

Answer 6

Outcomes that consumers seek. (MBA from Stanford)

Question 7

Factors influencing goal selection

Answer 7

Personal experience, knowledge, physical capacity, culture norms ect.

Question 8

Success and failure affects goal selection

Answer 8

Achieved goals lead to higher goals and unreached goals lead too lower aspirations

Question 9

Motivation

Answer 9

The process that lads people to behave the way they do and drives consumers to buy

Question 10

Motivational strength, 3 types

Answer 10

Drive theory

Instant- vs Delayed Gratification

Expectancy theory

Question 11

Drive theory

Answer 11

Focuses on the biological needs that produce unpleasant states of arousal we wish to reduce.

Question 12

Instant- vs Delayed Gratification

Answer 12

Instant gratification is the immediate satisfaction of desires and needs, often through the purchase of a product.

Delayed gratification, forgoing a snack even though we are hungry.

Question 13

Expectancy Theory

Answer 13

Suggests that expectations of achieving desirable outcomes motivate Behavior.

Question 14

Motivational direction, 2 vs

Answer 14

Utilitarian vs Hedonic Needs

Approach vs. Avoidance Orientation

Question 15

Utilitarian vs Hedonic needs

Answer 15

Utilitarian needs: a desire to achieve some functional or practical benefit

Hedonic needs: an experiential need, involving emotional responses.

Question 16

Approach vs Avoidance Orientation

Answer 16

Approach orientation: to engage in behavior to deliberately obtain certain stimuli (positive)

Avoidance orientation: to engage in behavior to deliberately avoid certain stimuli (negative)

Question 17

Physiological arousal and Cognitive arousal

Answer 17

Physiological arousal: internal stimuli found in the individuals physiological condition

Cognitive arousal: Stemming from cognitive processes

Question 18

Biological vs Learned Needs

Answer 18

Biogenic needs: Some needs tend to be rooted in our basic biology. (Belonging, Love…)

Psychogenic needs: Other needs are learned via experience and/or culture. (Autonomy ect)

Question 19

Maslows Hierarchy Of Needs

Answer 19

Look it up

Question 20

McClellands: Need for Affiliation

Answer 20

Being with other, Relevant to products for people in groups

Question 21

McClelland, Need for Power

Answer 21

Control over the environment: Many products allow us to feel that we have mastery over our surroundings.

Question 22

McClelland, Need for Achievement

Answer 22

Valuing personal accomplishments: Individuals with a strong need for achievement prefer products that signify success.

Question 23

Hedonic consumption (Maslow overlooked)

Answer 23

Sensory pleasure

Aesthetic pleasure

Emotional experience

Fan and Games