Chapter 3 Flashcards
What shapes consumer behavior?
Motivation, Needs, and Goals
Brand Personification
Communicating human features of a brand in advertising.
Step 1 of The Motivation Process
Unfulfilled Needs, Wants, and Desires
What are the steps in The Motivation Process?
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
Anthropomorphism
Attributing human characteristics to something that is not human.
Biogenic Needs
(Survival) Innate needs (food, water, air)
Psychogenic needs
(learned) Motivational forces are learned from our parents, social environment, and interactions with others.
Physiological Arousal
Mostly involuntary (ex. Blood sugar level triggering the feeling of hunger.)
Cognitive Arousal
a cognitive awareness of a need and action that would fulfill it.
Buyers actions are driven by two sets of goals which are?
Generic goals and product-specific goals
Generic Goals
what consumers seeks to satisfy physiological and psychological needs
Product-specifci goals
What consumers seek by using a given product or service
Needs and goals are?
Interdependent
People are often not as aware of their needs as they are of their
Goals
What factors motivate people to go shopping?
-Seeking specific goods
-Recreational Shopping
-Activity-specific Shopping
-Demand-specific Shopping
Activity-specific shopping
includes such motivation as sensory stimulation (ex. Gift shopping, bulk shopping, bargain hunting)
Defense Mechanisms
-Aggression
-Rationalization
-Regression
-Withdrawal
-Projection
-Daydreaming
-Identification
-Repression
What is the trio of needs? (psychogenic needs)
-Achievement
-Affiliation
-Power
Maslows Hierarchy of Needs
5 levels of human needs
Freudian Theory
-id
-ego
-superego
Projective Techniques (the consumer finds the hidden motivator through)
-storytelling
-roleplaying
-word association
-picture drawing
-photo sorts
Personality affects
individual differences
Personality is generally
consistent and enduring
Personality can…
Change
The goal of the “id”
To pursue immediate gratification of any need or desire otherwise known as the “pleasure principle”
The goal of the “ego”
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
The goal of the “superego”
To suppress the primitive urges of the id.
