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Consumer Behaviour > Chapter 4: Motivation & Affect > Flashcards

Chapter 4: Motivation & Affect Flashcards

1
Q

Drive Theory

A

Focuses on biological needs that produce unpleasant states of arousal

i.e. stomach grumbling during class

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2
Q

Homeostasis

A

Activates goal-oriented behaviour that attempts to reduce or eliminate unpleasant state & return to a balanced one

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3
Q

Expectancy theory

A

Suggests that behaviour is largely pulled by expectations of achieving desirable outcomes positive incentives rather than pushed from within

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4
Q

Want

A

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

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5
Q

Types of needs

A
  1. Biogenic
    Elements necessary to maintain life

i.e. food, shelter, water

  1. psychogenic
    Acquired in the process of becoming a member of a culture

i.e. ned for status, power, affiliation

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6
Q

Valence

A

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

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7
Q

Theory of cognitive dissoance

A

based on premise that people have a need for consistency & a state of tension is created when beliefs or behaviours conflict with one another

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8
Q

Types of motivational conflict - approach -> approach

A

person must choose between two desirable options

i.e. diamond ring or diamond earrings

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9
Q

Types of motivational conflict - approach -> avoidance

A

choice with a desirable and undesirable outcome

i.e. eat ice cream or be cautious about your weight

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10
Q

Types of motivational conflict - avoidance -> avoidance

A

faced with two underisable alternatives

i.e. do dishes or laundry

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11
Q

Builidng bridges of personal relevance

A
  • building bridge for consumer’* bridging between product & choice
    i. e. FedEx
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12
Q

Important needs related to consumer behaviour

A
  1. Need for afflilation
  • be in the company of others
  • products that alleviate loneliness are consumed at venues, bars, malls
  1. Need for power
  • to control ones environment
  • muscle cars, reports, making them feel they have masteru of surrounding
  1. Need for uniquness
    * asserts one’s individual personality
    i. e. rocketcases to personalize phone case
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13
Q

Maslows hierarchy of needs

A

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
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14
Q

Involvment

A

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

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15
Q

Involvement - personal factors

A

ongoing

  • based on past personal involvement
  • learn how product can satisfy personal goals
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16
Q

Involvement - situational factors

A
  • temporary *
  • purchase situation
  • intended use situation
  • time pressure
  • social environment
  • physical environment
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17
Q

Inertia

A

consumption at low end of involvement

18
Q

Flow state

A

when consumers are truly involved with a product, ad, or website

19
Q

High level of involvement

A

Cognitive
* car, new products
Media: print online, information based

Affective

  • jewellery, motorcycles
  • Media: TV, video, imaged-based
20
Q

Low level of involvement

A

Cognitive
* ground beef, house cleaners
Media: POS reminder, 10 second ID

Affective
* candy, liquor
Media: POS, attention grabbing

21
Q

Product involvement

A
  • related to a consumers level of interest in a particular product
  • sales promotions are used to increase this type of behaviour
22
Q

Mass customization

A

personalization of products & services for individual customers at mass production price

23
Q

Message response involvement

A

Refers to how the medium goes through - message is communicated and can increase customer involvement

24
Q

Real-time marketing

A

Increasing message response involvement by connecting them with real time events on social media

i.e. oreo and Superbowl power outage

25
Q

Interactive mobile marketing

A

customer participates in real-time promotional campaign via cell phone

i.e. texting campaigns

26
Q

Purchase situation involvement

A
  • 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

27
Q

sentiment analysis

A

process that scours social media universe to collect & analyze words people sue when they describe a company

28
Q

Strategies to increase involvement - hedonic needs

A

i.e. ads with sensory appeals generates higher level of attention & involvement

29
Q

Strategies to increase involvement - novel stimuli

A

i.e. unusual cinematography, sudden scilences, enexpected movements in commercials

30
Q

Strategies to increase involvement - prominenet stimuli

A

i.e. loud music & fast action to capture attention

31
Q

Strategies to increase involvement - celebrity endorsers

A

i.e. Kim & Shien

32
Q

Types of affective responses - affect

A

experience of emotionally states which can range from evaluations to moods to full blown emotion

33
Q

Types of affective responses - evaluations

A

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

34
Q

Types of affective responses - moods

A

involve temporary positive or negative affective states accompanied by moderate levels of arousal

35
Q

Types of affective responses - emotions

A

in contrast to moods, try to be more intense and related to a specific triggering event

36
Q

Types of affective responses - negative state relief

A

helping others as a means of resolving ones own negative mood

37
Q

Types of affective responses - mood congruency

A

judgements often consistent to mood

i.e. judge products positive when in a good mood and negative when in a bad mood

38
Q

Discrete emotions - happiness

A

mental state of well-being characterized by positive emotions

39
Q

Discrete emotions - envy

A

negative emotions associated with desire to reduce gap between oneself and someone who is superior

40
Q

Discrete emotions - guilt

A

individuals unpleasant emotional state associated with possible objection to their actions, circumstances, intensions

41
Q

Discrete emotions - embarrassment

A

social emotion driven by a concern for what others are thinking about us

Consumer Behaviour (6 decks)

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