Chapter 3 Flashcards
What is customer motivation?
The driving force within individuals that impels them to act
Explain the motivation process?
Starts with unfulfilled needs, wants, and desires
Then there is tension
Then there is drive
here is where personality, perception, learning and attitudes come into play
Then there is a behaviour
Then goal or need is fulfilled
Which reduces tension
What the types of needs and goals?
There are:
- Biogenic needs
- Psychogenic needs
- Generic Goals
- Product-specific Goals
What two types of arousal do consumers need?
Physiological arousal
Cognitive arousal
What are the factors involved in selecting goals?
Factors:
- Personal experiences and knowledge
- Physical capacity
- Cultural norms and values
- goal accessibility
Approach objects
Avoidance objects
What are the four factors that motivate shopping?
- Seeking specific goods
- Recreational shopping
- Activity-specific shopping
- Demand-specific shopping
What are frustrations and defense mechanisms?
Frustration is the feeling that results from failure to achieve a goal, and defense mechanisms are cognitive and behavioural ways to handle frustrations. (Aggression, rationalization, regression, projection, daydreaming, identification, withdrawal)
What are the elements presented in the Marlow’s Hierarchy of Needs? Other from most important to least.
- Physiological Needs (Food, water, air, shelter, sex)
- Safety and security needs (protection, order, stability)
- Social needs (affections, friendship, belonging)
- Ego Needs (Prestige, status, self-esteem)
- Self-Actualization (Self-Fulfillment)
Explain Validity and Applications.
Major problem: cannot be tested empirically
Western culture: other societies rank needs differently
Goods and service satisfy each need level
Different appeals for the same product can be based on different needs.
What is motivational Research?
A “term of art” that refers to qualitative studies conducted by Dr. Ernest Ditcher in the 1950s and 1960s, which were designed to uncover consumers’ subconscious or hidden motivations in the context of buying and consumption
What are some projective technique? Give some examples.
For example showing half a picture and asking the consumer to fill out the other half
- storytelling
- sentence completion
- thematic apperception test
- picture drawing
- photo sorts
What are some motives for online interactions?
Interest in buying and comparing product’s features
Personalizing products is fun
Desire for good customer service
Win prizes and receive free samples
What is personality?
Inner psychological characteristics
- Heredity and early childhood experiences?
- social and environmental influences?
- unified whole vs. Specific traits
- Reflet individual difference (no two individuals are exactly alike, personality enables marketers to categorize consumers into different groups)
- Consistent and enduring, but can change
What are the three approaches to studying personality?
- Freudian concepts (unconscious needs, desires, social relationships)
- Neo-Freudian premises
- Measuring distinct traits
What is the CAD scale?
Measure the extent to which individuals are compliant (want attention more towards others), agressive and detached (indépendance, freedom away from others).
What are three personality trait comparisons?
- Innovators or laggards
- Close-minded vs open minded (dogmatism)
- COnformity vs Individuality (inner vs other directed, need for uniqueness) (high need for uniqueness “when people start wearing a brand I stop buying it)
What are some other personality factors to consider?
Optimum stimulation level (OSL)
Sensation seeking, novelty seeking (ex. Do they love rollercoasters)
need for cognition
Visualizers (pictures) vs Verbalizers (prefer text/verbal)
Materialism (how important are possessions)
Compulsions and Fixations
Ethnocentrism
What is brand personality?
Attachement and avoidance anxiety
Underlying dimensions of brand personality
- Excitement
- Sophistication
- Affection
- Popularity
- Competence
Product personality and gender
Product personality and geography
What are the four components of self-image?
- Actual self-image - the way consumers see themselves
- Ideal self-image - how consumers would like to see themselves
- Social self-image - how consumers feel others see them
- Ideal social self-image - how consœurs would like others to see them
How are possessions an extension of the self?
- Actually, by allowing the person to do things that otherwise would be very difficult or impossible to accomplish (ex. Problem solving by using a computer)
- Symbolically, by making the person feel better (ex. Being considered the “best dressed” at work)
- Conferring status or rank, (for ex. Among collectors of rare works fo art because of the ownership of a particular masterpiece)
- Feelings of immortality because of leaving valuable bequests after death (ex. Leaving your coat to high schoolers as you have moved on)
