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MCB > Chapter 3 > Flashcards

Chapter 3 Flashcards

1
Q

Motivation

A

driving force within individuals that impels them to act

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2
Q

Needs

A

circumstances or things that are wanted or required, and therefore direct the motivational forces

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3
Q

2 types of needs

A
  1. biogenic/physiological needs

2. psychogenic/psychological needs

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4
Q

Biogenic/physiological needs

A

sustain physical existence. For example food, water, air, sex etc…

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5
Q

Psychogenic/psychological needs

A

motivational forces that are learned from our parents, social environment and interaction with others

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6
Q

Goals

A

sought after outcomes of motivated behavior

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7
Q

2 set of goals

A
  1. generic goals

2. product-specific goals

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8
Q

Generic goals

A

outcomes that the consumers seek in order to satisfy physiological and psychological needs (for example; student wants to become an entrepreneur)

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9
Q

Product-specific goals

A

outcomes that the consumer seek by using a given product or service (for example: student want to obtain a MBA from Stanford)

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10
Q

Approach objects

A

positive outcomes that people seek

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11
Q

Avoidance objects

A

negative outcomes that people want to prevent

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12
Q

Frustration

A

feeling that results from failure to achieve a goal

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13
Q

Defense mechanism

A

cognitive and behavioral ways of handling frustration in order to protect one’s self esteem

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14
Q

Primary defenses

A
  1. aggression
  2. rationalization
  3. regression
  4. withdrawal
  5. projection
  6. daydreaming
  7. identification
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15
Q

Maslow’s hierarchy of needs

A

five levels of human needs

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16
Q

Five levels of human needs

A
  • physiological needs
  • safety and security needs
  • social needs
  • ego needs
  • self-actualization
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17
Q

Physiological needs

A

food, water, air etc

18
Q

Safety and security needs

A

protection, order, stability

19
Q

Social needs

A

affection, friendship, belonging

20
Q

Ego needs

A

prestige, social status, self-esteem

21
Q

Self-actualization

A

self fulfillment

22
Q

Motivational research

A

a “term of art” that refers to a qualitative studies conducted by Dr. Ernest Dichter in the later 50s and 60s which were designed to uncover consumers’ subconscious and hidden motivations in the context of buying and consumption (ex; cigarettes, cars, dolls etc..)

23
Q

Personality

A

represent inner psychological characteristics that both determine and reflects how we think and act

24
Q

Personality issues

A
  1. personality reflects individuals differences
  2. personalityis generally consistent and enduring
  3. personality can change
25
Q

Theories of personality

A
  1. Freudian Theory

2. Trait-theory Horney (CAD)

26
Q

Freudian Theory

A

unconscious needs or drives, especially sexual and other biological drives, are at the heart of human motivation and one’s personality

27
Q

3 interacting systems of the Freudian Theory

A
  1. ID
  2. Superego
  3. . Ego
28
Q

ID

A

seek immediate satisfaction. Also known as the “warehouse” of primitive and impulsive drives

29
Q

Superego

A

internal expression of society’s moral and ethical codes of proper or correct conduct. It is the “brake” of ID

30
Q

Ego

A

individual’s consciouas control; balance the ID and Superego

31
Q

Trait theory-Horney (CAD)

A

the CAD is a scale that measures the extent to which individuals are Complaints, Aggressive, and Detached

32
Q

Brand personality

A

provides emotional identity for a brand, which produces sentiments and feelings towards the brand among consumers (ex:: Nike)

33
Q

Underlying dimensions of brand personality

A
  • excitement
  • sophistication
  • affection
  • popularity
  • competence
34
Q

Excitement

A

modern/imaginative/innovative

35
Q

Sophistication

A

associated with social status/trendy

36
Q

Affection

A

likeable and personable

37
Q

Popularity

A

sought after/in demand

38
Q

Competence

A

reliable/ proficient/ credible

39
Q

Product personality and gender

A

male/female

40
Q

Product personality and geography

A

when you see a specific product you immediately think about a place/country/continent etc..

MCB (6 decks)

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