Chapter 4 Flashcards
Motivation
Refers to the processes that cause people to behave as they do. (Occurs when a need is aroused).
Goal
A consumer’s desired end state.
Drive
The desire to satisfy a biological need to reduce physiological arousal
Expectancy Theory
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)
Want
The particular for of consumption used to satisfy a need.
Involvement
A persons perceived relevance of the object based on their inherent needs, values and interests.
Inertia
Where decisions are made out of habit because the consumer lacks the motivation to consider alternatives.
Flow state
When consumers are truly involved with a product, an ad, or a website, they enter into this optimal experience.
Happiness
A mental state of well-being characterized by positive emotions.
Envy
A negative emotion associated with the desire to reduce the gap between oneself and someone who is superior on some dimension.
Guilt
An individual’s unpleasant emotional state associated with possible objections to his or her actions, inactions, circumstances, or intentions.
Need for achievement
value personal accomplishments; place a premium on products that signify success. (Degree, the Sun Run, etc.)
Need for affiliation
Need for relevant products and services to alleviate loneliness.(Facebook)
Need for power
Control one’s environment. Focus on products that have mastery over surroundings.
Need for uniqueness
To assert one’s individual identity.
Embarrassment
Driven by a concern for what others around are thinking
Purchase Situation Involvement
Differences that occur when buying the same object for different contexts.
Approach-Approach Conflict
A person must choose between two desirable alternatives. (Choosing between two different concerts because you only have money for one)
Approach-Avoidance Conflict
When a person desires a goal but wishes to avoid it at the same time.
Avoidance-Avoidance Conflict
A consumer may be faced with a choice between two undesirable alternatives.
Product Involvement
Consumer’s level of interest in a product.
Affect
The experience of emotionally-laden states, which can range from evaluations, to moods, to full-bown emotions.
Drive Theory
Focusses on biological needs that produce unpleasant states of arousal. (Such as your stomach grumbling during a morning class).
Valence
The positivity or negativity of a goal.
