Chapter 4 Flashcards
Motivation
- The processes that caused people to behave as they do
Maslow hierarchy of needs
- self actualization (activities)
- esteem needs (feeling of accomplishment)
- belongingness and love needs (relationships)
- safety needs
- physiological needs (food, water)
types of needs
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.
specific needs and buying behaviour
- Need for achievement (value personal accomplishment)
ex: buying gym suit - Need for affiliation (to be in the company of other people)
ex: coke, sharing good times with friends - 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 - Need for uniqueness (to assert one’s individuals identity)
ex: vans creating shoes
motive
a driving force that causes a person to take action to satisfy specific needs
Motivational strength
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
types of motivation conflict (3)
- Approach - Approach
- Approach - Avoidance
- Avoidance - Avoidance
Approach - Approach
Two desirable alternatives
Approach - Avoidance
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
Avoidance – avoidance
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
which conditioning can be used for avoidance-avoidance
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
Involvement
a persons perceived relevance of the object based on their inherent needs, values and interest
level of involvement
Inertia (simple processing) ——— passion (elaboration)
flow state
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
Types of involvement
- Product involvement
- purchase situation involvement
- message-response involvement
- inbound marking
- outbound marketing
Product involvement
It is the extent of consumers’ interest and effort put in for purchasing of a product or brand
Purchase situation involvement
Purchase situation involvement: difference that occurs when buying the same object for different context
Message-response involvement
o Consumers interest in processing marketing communications
o Marketers experiment with novel ways to increase consumers involvement
Inbound marketing
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
Outbound marketing
is a traditional method of marketing seeking to push messaging out to potential customers
types of effective responses
- 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
how do marketer use affective states
- 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
emotional motivators
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
