Chapter 3 Flashcards
Motivation Process
Occurs when a need is around they the consumer wishes to satisfy.
Goals and needs are …
Interdependent
Goals are the sought after …….. of motivated Behavior and satisfy ………
Goals are the sought-after END-STATES of motivated behavior and satisfy MORE THAN ONE NEED.
Two types of goals
Generic goals
Product-specific goals
Generic goals are…
outcomes that consumers seek in order to satisfy physiological and psychological needs.
Product-specific goals are…
Outcomes that consumers seek. (MBA from Stanford)
Factors influencing goal selection
Personal experience, knowledge, physical capacity, culture norms ect.
Success and failure affects goal selection
Achieved goals lead to higher goals and unreached goals lead too lower aspirations
Motivation
The process that lads people to behave the way they do and drives consumers to buy
Motivational strength, 3 types
Drive theory
Instant- vs Delayed Gratification
Expectancy theory
Drive theory
Focuses on the biological needs that produce unpleasant states of arousal we wish to reduce.
Instant- vs Delayed Gratification
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.
Expectancy Theory
Suggests that expectations of achieving desirable outcomes motivate Behavior.
Motivational direction, 2 vs
Utilitarian vs Hedonic Needs
Approach vs. Avoidance Orientation
Utilitarian vs Hedonic needs
Utilitarian needs: a desire to achieve some functional or practical benefit
Hedonic needs: an experiential need, involving emotional responses.
Approach vs Avoidance Orientation
Approach orientation: to engage in behavior to deliberately obtain certain stimuli (positive)
Avoidance orientation: to engage in behavior to deliberately avoid certain stimuli (negative)
Physiological arousal and Cognitive arousal
Physiological arousal: internal stimuli found in the individuals physiological condition
Cognitive arousal: Stemming from cognitive processes
Biological vs Learned Needs
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)
Maslows Hierarchy Of Needs
Look it up
McClellands: Need for Affiliation
Being with other, Relevant to products for people in groups
McClelland, Need for Power
Control over the environment: Many products allow us to feel that we have mastery over our surroundings.
McClelland, Need for Achievement
Valuing personal accomplishments: Individuals with a strong need for achievement prefer products that signify success.
Hedonic consumption (Maslow overlooked)
Sensory pleasure
Aesthetic pleasure
Emotional experience
Fan and Games
