Chapter 4: Motivation & Affect Flashcards
Drive Theory
Focuses on biological needs that produce unpleasant states of arousal
i.e. stomach grumbling during class
Homeostasis
Activates goal-oriented behaviour that attempts to reduce or eliminate unpleasant state & return to a balanced one
Expectancy theory
Suggests that behaviour is largely pulled by expectations of achieving desirable outcomes positive incentives rather than pushed from within
Want
Form of consumption to satisfy a need
i.e. you & someone’s tummy is grumbling during class & you ate last night and they didn’t, so they have a higher need
Types of needs
- Biogenic
Elements necessary to maintain life
i.e. food, shelter, water
- psychogenic
Acquired in the process of becoming a member of a culture
i.e. ned for status, power, affiliation
Valence
what a goal consists of, it can be positive or negative
- positive valeted goal
Directed towards consumer which directs their behaviour –> motivated to approach the goals & will seek products to attain the goal - avoidance
structure purchases or consumption to reduce chances of attaining the end result
i.e. consumpers work hard to avoid rejection
Theory of cognitive dissoance
based on premise that people have a need for consistency & a state of tension is created when beliefs or behaviours conflict with one another
Types of motivational conflict - approach -> approach
person must choose between two desirable options
i.e. diamond ring or diamond earrings
Types of motivational conflict - approach -> avoidance
choice with a desirable and undesirable outcome
i.e. eat ice cream or be cautious about your weight
Types of motivational conflict - avoidance -> avoidance
faced with two underisable alternatives
i.e. do dishes or laundry
Builidng bridges of personal relevance
- building bridge for consumer’* bridging between product & choice
i. e. FedEx
Important needs related to consumer behaviour
- Need for afflilation
- be in the company of others
- products that alleviate loneliness are consumed at venues, bars, malls
- Need for power
- to control ones environment
- muscle cars, reports, making them feel they have masteru of surrounding
- Need for uniquness
* asserts one’s individual personality
i. e. rocketcases to personalize phone case
Maslows hierarchy of needs
Self actualization
- self fulfillment, enriching experiences
i. e. hobbies, travel, education
Ego needs
- prestigous, status, accomplishment
i. e. cars, credit cards, furniture
Belonginess
- love, firendship, acceptance by others
i. e. clothing, clibs, drinks - Pepsi
Safety
- security, shelter, protection
i. e. insurance, investments - AllState insurance
Physiological
- water, sleep, food
i. e. medicines, staple items - Quaker oats
Involvment
persons perceived relevance of the object based on their inherent needs, values, and interests
Involvement - personal factors
ongoing
- based on past personal involvement
- learn how product can satisfy personal goals
Involvement - situational factors
- temporary *
- purchase situation
- intended use situation
- time pressure
- social environment
- physical environment
Inertia
consumption at low end of involvement
Flow state
when consumers are truly involved with a product, ad, or website
High level of involvement
Cognitive
* car, new products
Media: print online, information based
Affective
- jewellery, motorcycles
- Media: TV, video, imaged-based
Low level of involvement
Cognitive
* ground beef, house cleaners
Media: POS reminder, 10 second ID
Affective
* candy, liquor
Media: POS, attention grabbing
Product involvement
- related to a consumers level of interest in a particular product
- sales promotions are used to increase this type of behaviour
Mass customization
personalization of products & services for individual customers at mass production price
Message response involvement
Refers to how the medium goes through - message is communicated and can increase customer involvement
Real-time marketing
Increasing message response involvement by connecting them with real time events on social media
i.e. oreo and Superbowl power outage
Interactive mobile marketing
customer participates in real-time promotional campaign via cell phone
i.e. texting campaigns
Purchase situation involvement
- refers to differences that may occur when buying the same object for different contexts
- person may perceive a great deal of social risk, or none at all
i.e. trying to impress someone, you may try and buy a product which you think is nice
sentiment analysis
process that scours social media universe to collect & analyze words people sue when they describe a company
Strategies to increase involvement - hedonic needs
i.e. ads with sensory appeals generates higher level of attention & involvement
Strategies to increase involvement - novel stimuli
i.e. unusual cinematography, sudden scilences, enexpected movements in commercials
Strategies to increase involvement - prominenet stimuli
i.e. loud music & fast action to capture attention
Strategies to increase involvement - celebrity endorsers
i.e. Kim & Shien
Types of affective responses - affect
experience of emotionally states which can range from evaluations to moods to full blown emotion
Types of affective responses - evaluations
valences reactions to events & objects that are not accompanied by high levels of arousal
i.e. consumer evaluating movie as good or bad based on their level of arousal
Types of affective responses - moods
involve temporary positive or negative affective states accompanied by moderate levels of arousal
Types of affective responses - emotions
in contrast to moods, try to be more intense and related to a specific triggering event
Types of affective responses - negative state relief
helping others as a means of resolving ones own negative mood
Types of affective responses - mood congruency
judgements often consistent to mood
i.e. judge products positive when in a good mood and negative when in a bad mood
Discrete emotions - happiness
mental state of well-being characterized by positive emotions
Discrete emotions - envy
negative emotions associated with desire to reduce gap between oneself and someone who is superior
Discrete emotions - guilt
individuals unpleasant emotional state associated with possible objection to their actions, circumstances, intensions
Discrete emotions - embarrassment
social emotion driven by a concern for what others are thinking about us
