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MGMT 442: Consumer Behaviour > Chapter 4: Motivation and Affect > Flashcards

Chapter 4: Motivation and Affect Flashcards

1
Q

Motivation

A

Internal state that activates goal-orientated behavior

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2
Q

Hedonic motivation

A

An experiential need involving emotional response

“What happened in Vegas stays in Vegas”

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3
Q

Utilitarian motivation

A

A desire to achieve some functional or practical benefit,

Example: A person required a pair of durable sneakers

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4
Q

Goal

A

A consumer’s desired end state

The thing you want to achieve

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5
Q

Drive

A

The desire to satisfy a biological need to reduce physiological arousal

The energy you exert to achieve a goal

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6
Q

Drive Theory

A

focuses on biological needs that produce unpleasant states of arousal

Example: such as your stomach grumbling during a morning class

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7
Q

Tension

A

the unpleasant state that exists if a person’s consumption needs are not fulfilled

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8
Q

Homeostasis

A

The state where the body is physiological balance

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9
Q

Expectancy theory

A

Behavior is largely “pulled” by expectations of achieving desirable outcomes or positive incentives, rather than “pushed” from within

Needs vs Wants

Example: We choose one product over another because we expect this choice to have more positive consequences for us.

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10
Q

Motivational direction

A

For example, consumers who decide that they need a pair of jeans to help them reach their goal of being accepted by others or of projecting an appropriate image can choose among Escada, True Religion, GUESS, 7 for All Mankind, and many other alternatives, each of which promises to deliver certain benefits.

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11
Q

Want

A

The particular form of consumption chosen to satisfy a need

For example, two classmates may feel their stomachs rumbling during a lunchtime lecture. If neither person has eaten since the night before, the strength of their respective needs (hunger) would be about the same. However, the way each person goes about satisfying this need might be quite different. The first person may be a health-conscious individual who fantasizes about gulping down vegetable tofu stir-fry, while the second person may be equally excited by the prospect of a greasy cheeseburger and fries.

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12
Q

Types of needs:

A

1) Biogenic Needs
2) Psychogenic Needs
3) Utilitarian needs
4) Hedonic needs

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13
Q

1) Biogenic Needs

A

People are born with a need for certain elements necessary to maintain life, such as food, water, air, and shelter

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14
Q

2) Psychogenic Needs

A

Process of becoming a member of a culture

These include the need for status, power, affiliation, and so on

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15
Q

3) Utilitarian needs

A

implies that consumers will emphasize the objective, tangible attributes of products, such as kilometres per litre of gas in a car; the amount of fat, calories, and protein in a cheeseburger; or the durability of a pair of jeans

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16
Q

4) Hedonic needs

A

Needs for excitement, self-confidence, fantasy

are subjective and experiential, leading consumers to rely on a product because it meets their needs for excitement, self-confidence, or fantasy, perhaps to escape the mundane or routine aspects of life

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17
Q

A goal has _______

A

Valence

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18
Q

Valence

A

It can either be positive or negative

–Positively valued goal: Approach
–Negatively valued goal: Avoid (Deodorant and mouthwash to avoid smelliness)

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19
Q

A positively valued goal

A

is one toward which consumers direct their behaviour; they are motivated to approach the goal and will seek out products that will be instrumental in attaining it

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20
Q

Three general types of conflict

A

1) Approach-Approach
2) Approach-Avoidance
3) Avoidance-Avoidance

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21
Q

1) Approach-Approach Conflict

A

a person must choose between two desirable alternatives

Example: A student might be torn between going home for the holidays or going on a ski trip with friends.

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22
Q

Theory of cognitive dissonance

A

based on the premise that people have a need for consistency in their lives and that a state of tension is created when beliefs or behaviours conflict with one another. The conflict that arises when choosing between two alternatives may be resolved through a process of cognitive dissonance reduction in which people are motivated to reduce this inconsistency (or dissonance) and thus eliminate unpleasant tension

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23
Q

Post-decision dissonance

A

can arise when the consumer must make a choice between two products, both of which possess good and bad qualities. By choosing one product and not the other, the person gets the bad qualities of the chosen product and loses out on the good qualities of the unchosen one

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24
Q

2) Approach-Avoidance Conflict

A

When we desire a goal but wish to avoid it at the same time

Example: Buying a real mink coat or contemplating eating a bag of potato chips

Can be overcome with fake fur, calorie-free chips, healthy eating

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25
Q

3) Avoidance-Avoidance

A

when they face a choice between two undesirable alternatives

Example: They may have the option of either throwing more money into an old car or buying a new one

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26
Q

Thematic Apperception Test (TAT)

A

These questions are:

(1) What is happening?
(2) What has led to this situation?
(3) What is being thought?
(4) What will happen?

The subject is allowed four minutes of writing time to answer these questions for each story.

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27
Q

High need for achievement

A

strongly value personal accomplishment

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28
Q

Other important needs that are relevant to consumer behaviour include the following:

A

1) NEED FOR AFFILIATION
2) NEED FOR POWER
3) NEED FOR UNIQUENESS

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29
Q

1) NEED FOR AFFILIATION (to be in the company of other people)

A

Need for relevant products and services to alleviate loneliness

This need is relevant to products and services that alleviate loneliness and that are consumed among groups of people at places such as athletic venues, bars, and shopping malls.

30
Q

2) NEED FOR POWER (to control one’s environment)

A

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

Many products and services, ranging from “souped-up” muscle cars to hotels, restaurants, and resorts, promise to respond to the customer’s every whim, allowing consumers to feel that they have mastery over their surroundings.

31
Q

3) NEED FOR UNIQUENESS (to assert one’s individual identity)

A

To assert one’s individual identity

This need is satisfied by products that pledge to accentuate a consumer’s distinctive qualities. For example, Rocketcases is a Vancouver company that allows you to personalize your cell phone case to suit your unique personality.

32
Q

Maslow’s Hierarchy of Needs

A

1) Self Actualization
2) Ego Needs
3) Belonginess
4) Safety
5) Physiological

  • *Conditions to these model:
  • Every human being goes through these
  • At every stage in life the needs change
  • Example: buying O2 is not having your physiological needs met
  • Every human needs to feel safe
  • EACH NEED IS SEPERATE FROM EACH OTHER
33
Q

1) Self Actualization

A

-Top of the pyramid
Self-fulfilment, enriching experiences

Relevant products: Hobbies, travel, education
Examples: US Army, “Be all you can be”

34
Q

2) Ego Needs

A

-2nd from the top
Prestige, Status, Accomplishment

Relevant Products: Cars, furniture, credit cards, stores, country clubs, liquors

Example: Royal Salute Scotch “What the rich give to the wealthy”

35
Q

3) Belonginess

A

-Smack dab in the middle
Love, friendship, acceptance by others

Relevant products: Clothing, grooming products, retirement, investments

Example: Pepsi, “You are in the Pepsi generation”

36
Q

4) Safety

A

-2nd from the bottom
Security, Shelter, Protection

Relevant Products: Insurance, alarm systems, retirement, investments

Example: Allstate insurance “You’re in good hands with Allstate”

37
Q

5) Physiological

A

-Bottom of the pyramid, first needed to be fulfilled
Water, Sleep, Food

Relevant Products: Medicines, Staple items, Generics

Example Quaker Oat Bran “It’s the right thing to do”

38
Q

Forces that drive us to buy/use products

A

–Goal: Consumer’s desired end-state

–Want: Manifestation of consumer need

39
Q

Motivational Strength

A

Degree of willingness to expend energy to reach a goal.

There are two basic theoretical categories that account for motivational strength:

1) Drive Theory
2) Expectancy Theory

40
Q

Goal Setting that is ________ can help consumers to reach their goals: Nike and the Running Room

A

SMART

41
Q

Goals can be ___________ activated:

A

unconsciously

The Apple brand name activates the need to be unique and different

42
Q

Involvement

A

Perceived relevance of an object based on one’s needs, values, and interests

43
Q

Inertia

A

Consumption at the low end of involvement

–We make decisions out of habit (lack of motivation)

44
Q

Flow state: True involvement with a product

A

–Playfulness–Being in control
–Concentration/focused attention
–Mental enjoyment of activity for its own sake
–Distorted sense of time
–Match between challenge at hand and one’s skills

45
Q

Product involvement:

A

Consumer’s level of interest in a product

46
Q

Mass customization

A

Customization and personalization of products and services for individual customers at a mass production price

47
Q

Guerrilla Marketing

A

Marketers use low-cost, unconventional marketing tactics to gain consumers’ attention and involvement.

  • Consumer’s interest in real-time events (real-time marketing)
  • Marketers experiment with novel ways to increase consumers’ involvement, such as games on Web sites (Integrative Mobile Marketing)
48
Q

Purchase situation involvement

A

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

Example: wedding gift
–For boss: purchase expensive vase to show that you want to impress boss
–For cousin you don’t like: purchase inexpensive vase to show you’re indifferent

49
Q

Segmenting by Involvement Levels

A

Allows consumer researchers to capture the diversity of the involvement construct, and it also allows for involvement to be used as a basis for market segmentation.

50
Q

Strategies to Increase Involvement

A

The marketer can enhance the consumer’s motivation to process relevant information fairly easily by using one or more of the following techniques:

  • Appeal to consumers’ hedonic needs
  • Use novel stimuli
  • Use prominent stimuli
  • Include celebrity endorsers
  • Build a bond with consumers by maintaining an ongoing relationship
51
Q

Affect

A

Refers to the experience of emotionally-laden states, which can range from evaluations, to moods, to full-blown emotions.

52
Q

Evaluations

A

valenced (i.e., positive or negative) reactions to events and objects, that are not accompanied by high levels of arousal.

53
Q

Moods

A

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

54
Q

Emotions

A

tend to be more intense and are often related to a specific triggering event.

55
Q

Types of Affective States

A

1) Affect as a product benefit
2) Negative state relief
3) Mood congruency

56
Q

Affect as a product benefit EXAMPLES

A

Viagra

Coke

57
Q

Negative state relief Examples

A

Helping can relieve negative moods

58
Q

Mood congruency

A

Positive moods lead

To more positive evaluations

59
Q

Sentiment analysis (aka - Opinion mining)

A

Is a process that scours the social media universe to collect and analyze the words people use when they describe a specific product or company.

60
Q

Word phrase dictionary

A

Certain words that tend to relate to the emotion

61
Q

Happiness

A

A mental state of well-being characterized by positive emotions

–Materialism and happiness
–Materialism vs Experiential purchases
–Spending money on others vs. the self

62
Q

Envy

A

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

Benign vs. malicious envy

63
Q

Guilt

A

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

–Guilt appeals – can backfire if too extreme
–In retail contexts

64
Q

Embarrassment

A

Driven by a concern for what others are thinking
–Unwanted events communicate undesired information about oneself to others
–Sometimes dependent on product category

65
Q

Cred score is like your

A

GPA

66
Q

Credit Score Breakdown

A

Excellent: Above 750
Goo: 700
Fair: 650
Poor: Under 600

67
Q

Credit Score Calculations

A 
Types of credit
Payment History (35%)
Amounts owed
Length of Credit History
New Credit inquiries
68
Q

Lets say you have 2 credit cards, both with $1000 limits (so $2000 total), and one is maxed out at $1000 and the other one is at $0. If you are to remove that second credit card, what will happen to your available credit?

A

With two cards you had used 50% of your credit, now that you cancelled your card, you have used 100% of your credit.

69
Q

What will have a hard effect or lower your credit score?

A

Hard inquiries such as signing up for a new credit card at the mall

Credit shopping needs to happen carefully. The more credit you apply for in a shorter period of time may result in more rejection

70
Q

You should get a copy of your credit score and report at least ________

A

once a year
1 year

50:25 October 26th Zoom Recording

71
Q

Keeping good credit

A
  • Pay all bills on time
  • If you can not pay, communicate / negotiate
  • Pay off debt as fast as you can
  • Monitor your credit and report identity theft
  • Don’t MAX OUT your limits (keep it below 60-70% of the available credit)

MGMT 442: Consumer Behaviour (10 decks)

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