Chapter 4 Flashcards

2
Q

Motivation

A

Refers to the processes that cause people to behave as they do. (Occurs when a need is aroused).

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3
Q

Goal

A

A consumer’s desired end state.

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4
Q

Drive

A

The desire to satisfy a biological need to reduce physiological arousal

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5
Q

Expectancy Theory

A

Suggest the behaviour is largely pulled by expectations of achieving desirable outcomes. (We choose one product over another because we expect this choice to have a more positive consequence on us)

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6
Q

Want

A

The particular for of consumption used to satisfy a need.

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7
Q

Involvement

A

A persons perceived relevance of the object based on their inherent needs, values and interests.

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8
Q

Inertia

A

Where decisions are made out of habit because the consumer lacks the motivation to consider alternatives.

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9
Q

Flow state

A

When consumers are truly involved with a product, an ad, or a website, they enter into this optimal experience.

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10
Q

Happiness

A

A mental state of well-being characterized by positive emotions.

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11
Q

Envy

A

A negative emotion associated with the desire to reduce the gap between oneself and someone who is superior on some dimension.

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12
Q

Guilt

A

An individual’s unpleasant emotional state associated with possible objections to his or her actions, inactions, circumstances, or intentions.

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13
Q

Need for achievement

A

value personal accomplishments; place a premium on products that signify success. (Degree, the Sun Run, etc.)

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14
Q

Need for affiliation

A

Need for relevant products and services to alleviate loneliness.(Facebook)

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15
Q

Need for power

A

Control one’s environment. Focus on products that have mastery over surroundings.

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16
Q

Need for uniqueness

A

To assert one’s individual identity.

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17
Q

Embarrassment

A

Driven by a concern for what others around are thinking

18
Q

Purchase Situation Involvement

A

Differences that occur when buying the same object for different contexts.

19
Q

Approach-Approach Conflict

A

A person must choose between two desirable alternatives. (Choosing between two different concerts because you only have money for one)

20
Q

Approach-Avoidance Conflict

A

When a person desires a goal but wishes to avoid it at the same time.

21
Q

Avoidance-Avoidance Conflict

A

A consumer may be faced with a choice between two undesirable alternatives.

22
Q

Product Involvement

A

Consumer’s level of interest in a product.

23
Q

Affect

A

The experience of emotionally-laden states, which can range from evaluations, to moods, to full-bown emotions.

24
Q

Drive Theory

A

Focusses on biological needs that produce unpleasant states of arousal. (Such as your stomach grumbling during a morning class).

25
Q

Valence

A

The positivity or negativity of a goal.

26
Q

Message Involvement

A

The consumer is actively involved in processing the marketing message or in its creation.

27
Q

Name the levels on Maslow’s Hierarchy

A

(Bottom up)1. Physiological 2. Safety3. Belongingness4. Ego needs5. Self-Actualization

28
Q

List three types of consumer involvement

A
  1. Product Involvement 2. Message-Response Involvement3. Purchase Situation Involvement