Chapter 4 Flashcards
Motivation and Affect
What are the two main categories of consumer needs?
Biogenic and psychogenic needs
Biogenic needs include essentials like food, water, air, and shelter, while psychogenic needs encompass status, power, and affiliation.
List the types of needs identified in consumer behavior.
indicate MASLOW’s heirarchy
- Physiological (MASLOW)
- Safety (MASLOW)
- Belongings (MASLOW)
- Ego (MASLOW)
- Self-actualization (MASLOW)
- Need for achievement
- Need for affiliation
- Need for power
- Need for uniqueness
These needs explain various motivations behind consumer choices.
describe motivational conflicts
self regulation (gifts)
approch (time with family or friends)
avoidance (between a rock and a hard place)
It encompasses various theories explaining consumer behavior.
What are the two theories of motivation?
- Drive theory (reduce an unpleasant state)
- Expectancy theory (achieve desirable outcomes)
Drive theory focuses on reducing unpleasant states, while expectancy theory emphasizes achieving desirable outcomes.
What are SMART goals?
- Specific
- Measurable
- Attainable
- Relevant
- Timely
SMART goals provide a framework for effective goal setting.
What is consumer involvement and the three parts?
Perceived relevance of an object based on one’s needs, values, and interests
- product
- message-response
- purchase situation
It influences how consumers interact with products.
What is mass customization?
Quick and efficient way of production
It allows consumers to tailor products to their preferences.
What are co-creation strategies?
Made/designed by average consumers
These strategies involve consumers in the product development process.
What is message-response involvement?
Medium through which message is communicated can increase consumer involvement
Different channels can affect how consumers engage with marketing messages.
Provide an example of a purchase situation involvement.
Buying a wedding gift for a boss versus a cousin you don’t like
The context can change the significance and considerations of the purchase.
What distinguishes moods from emotions?
Moods are temporary states, while emotions are more intense and related to specific events
Understanding this distinction helps in analyzing consumer behavior.
What is mood congruency?
Positive moods leading to more positive evaluations
This phenomenon affects how consumers perceive products and brands.
List some discrete emotions relevant to consumer behavior.
- Happiness
- Fear
- Disgust
- Guilt
- Envy
- Embarrassment
Each emotion can significantly influence consumer choices.
How can emotions be measured?
- Self-reported (cheap) such as answer grids or questions.
- Autonomic (expensive) like eye tracking or facial recognition and scans.
Methods include scaled questions, eye tracking, and facial recognition.
