Chapter 3

Question 1

What shapes consumer behavior?

Answer 1

Motivation, Needs, and Goals

Question 2

Brand Personification

Answer 2

Communicating human features of a brand in advertising.

Question 3

Step 1 of The Motivation Process

Answer 3

Unfulfilled Needs, Wants, and Desires

Question 4

What are the steps in The Motivation Process?

Answer 4

1) Starts with an unsatisfied need - activated by internal or external stimuli.
2) Tension
3) Drive
4) Tension Reduction
5) Behavior
6) Goal or need fulfillment

Question 5

Anthropomorphism

Answer 5

Attributing human characteristics to something that is not human.

Question 6

Biogenic Needs

Answer 6

(Survival) Innate needs (food, water, air)

Question 7

Psychogenic needs

Answer 7

(learned) Motivational forces are learned from our parents, social environment, and interactions with others.

Question 8

Physiological Arousal

Answer 8

Mostly involuntary (ex. Blood sugar level triggering the feeling of hunger.)

Question 9

Cognitive Arousal

Answer 9

a cognitive awareness of a need and action that would fulfill it.

Question 10

Buyers actions are driven by two sets of goals which are?

Answer 10

Generic goals and product-specific goals

Question 11

Generic Goals

Answer 11

what consumers seeks to satisfy physiological and psychological needs

Question 12

Product-specifci goals

Answer 12

What consumers seek by using a given product or service

Question 13

Needs and goals are?

Answer 13

Interdependent

Question 14

People are often not as aware of their needs as they are of their

Answer 14

Goals

Question 15

What factors motivate people to go shopping?

Answer 15

-Seeking specific goods
-Recreational Shopping
-Activity-specific Shopping
-Demand-specific Shopping

Question 16

Activity-specific shopping

Answer 16

includes such motivation as sensory stimulation (ex. Gift shopping, bulk shopping, bargain hunting)

Question 17

Defense Mechanisms

Answer 17

-Aggression
-Rationalization
-Regression
-Withdrawal
-Projection
-Daydreaming
-Identification
-Repression

Question 18

What is the trio of needs? (psychogenic needs)

Answer 18

-Achievement
-Affiliation
-Power

Question 19

Maslows Hierarchy of Needs

Answer 19

5 levels of human needs

Question 20

Freudian Theory

Answer 20

-id
-ego
-superego

Question 21

Projective Techniques (the consumer finds the hidden motivator through)

Answer 21

-storytelling
-roleplaying
-word association
-picture drawing
-photo sorts

Question 22

Personality affects

Answer 22

individual differences

Question 23

Personality is generally

Answer 23

consistent and enduring

Question 24

Personality can…

Answer 24

Change

Question 25

The goal of the “id”

Answer 25

To pursue immediate gratification of any need or desire otherwise known as the “pleasure principle”

Question 26

The goal of the “ego”

Answer 26

To serve as the mediator by trying to strike a balance between the demands of the id, the superego, and reality. Weighs the pros and cons

Question 27

The goal of the “superego”

Answer 27

To suppress the primitive urges of the id.