Chapter 4

Question 1

Motivation

Answer 1

• The processes that caused people to behave as they do

Question 2

Maslow hierarchy of needs

Answer 2

• self actualization (activities)
• esteem needs (feeling of accomplishment)
• belongingness and love needs (relationships)
• safety needs
• physiological needs (food, water)

Question 3

types of needs

Answer 3

Biogenic: biological needs, such as for air, water, food.
Psychogenic: need for status, power, affiliation.
Utilitarian: need for tangible attributes of a product, such as miles per gallon in a car or calories in a cheeseburger. What they do.
Hedonic; need for excitement, self-confidence, fantasy. What they mean.

Question 4

specific needs and buying behaviour

Answer 4

1. Need for achievement (value personal accomplishment)
   ex: buying gym suit
2. Need for affiliation (to be in the company of other people)
   ex: coke, sharing good times with friends
3. Need for power (to control ones environment)
   ex: Starbucks: you can share your ideas and often they’ll come out with something related to your idea
4. Need for uniqueness (to assert one’s individuals identity)
   ex: vans creating shoes

Question 5

motive

Answer 5

a driving force that causes a person to take action to satisfy specific needs

Question 6

Motivational strength

Answer 6

degree of willingness to expand energy to reach a goal

• Drive theory: biological needs that produce unpleasant stat of arousal (e.g. hunger)
• Expectancy theory: Behavior is pulled by expectations of achieving desirable outcome

Question 7

types of motivation conflict (3)

Answer 7

1. Approach - Approach
2. Approach - Avoidance
3. Avoidance - Avoidance

Question 8

Approach - Approach

Answer 8

Two desirable alternatives

Question 9

Approach - Avoidance

Answer 9

o Positive and negative aspects of desired product
o Guilt of desire

ex: junk food – want to eat the food but don’t want the consequence

Question 10

Avoidance – avoidance

Answer 10

o Dealing with your pain
o Think of the positive outcome

ex: Eating vegetable which you don’t like but if not you get sick

Question 11

which conditioning can be used for avoidance-avoidance

Answer 11

Instrumental conditioning
o Positive reinforcement
o Ex: eating vegetable = allowed dessert
o Negative reinforcement
o Ex: if you don’t eat vegetable, you cannot play with friends

Question 12

Involvement

Answer 12

a persons perceived relevance of the object based on their inherent needs, values and interest

Question 13

level of involvement

Answer 13

Inertia (simple processing) ——— passion (elaboration)

Question 14

flow state

Answer 14

is the mental state in which a person performing some activity is fully immersed in a feeling of energized focus, full involvement, and enjoyment in the process of the activity

Ex: playing sports, playing game, watching a movie you really enjoy

Question 15

Types of involvement

Answer 15

1. Product involvement
2. purchase situation involvement
3. message-response involvement
4. inbound marking
5. outbound marketing

Question 16

Product involvement

Answer 16

It is the extent of consumers’ interest and effort put in for purchasing of a product or brand

Question 17

Purchase situation involvement

Answer 17

Purchase situation involvement: difference that occurs when buying the same object for different context

Question 18

Message-response involvement

Answer 18

o Consumers interest in processing marketing communications

o Marketers experiment with novel ways to increase consumers involvement

Question 19

Inbound marketing

Answer 19

is a business methodology that attracts customers by creating valuable content and experiences tailored to them

ex: spotify- when Trump was elected, everyone wanted to move to Canada. Spotify made a playlist saying move to Canada
ex: oreo vault – pull lever and receive the oreo

Question 20

Outbound marketing

Answer 20

is a traditional method of marketing seeking to push messaging out to potential customers

Question 21

types of effective responses

Answer 21

• Evaluation: valenced (i.e., positive or negative) reaction to events and objects that are not accompanied by high levels of arousal
• Moods: involved temporary positive or negative affective states accompanied by moderate levels of arousal
• Emotions: tend to be more intense and are often related to a specific triggering event

Question 22

how do marketer use affective states

Answer 22

• affect as a product benefit
  o ex: makeup products when you buy you feel beautiful with it
• negative state relief
  o ex: animal commercial that are suffering (donate, help)
• mood congruency
  o positive moods lead to more positive evaluations

Question 23

emotional motivators

Answer 23

Discrete emotion - happiness

Discrete emotion – envy
ex: gym clothes brands (comparing ourselves to others)

Discrete emotion - Guilt
ex: working mom, non- vegetarian meals

Discrete emotion – embarrassment
Ex: deo , if you don’t wear it you will smell

Discrete emotion – fear
Ex: security camera – they sell you fear