Chapter 4: Motivation and Affect

Question 1

Motivation

Answer 1

Internal state that activates goal-orientated behavior

Question 2

Hedonic motivation

Answer 2

An experiential need involving emotional response

“What happened in Vegas stays in Vegas”

Question 3

Utilitarian motivation

Answer 3

A desire to achieve some functional or practical benefit,

Example: A person required a pair of durable sneakers

Question 4

Goal

Answer 4

A consumer’s desired end state

The thing you want to achieve

Question 5

Drive

Answer 5

The desire to satisfy a biological need to reduce physiological arousal

The energy you exert to achieve a goal

Question 6

Drive Theory

Answer 6

focuses on biological needs that produce unpleasant states of arousal

Example: such as your stomach grumbling during a morning class

Question 7

Tension

Answer 7

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

Question 8

Homeostasis

Answer 8

The state where the body is physiological balance

Question 9

Expectancy theory

Answer 9

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.

Question 10

Motivational direction

Answer 10

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.

Question 11

Want

Answer 11

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.

Question 12

Types of needs:

Answer 12

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

Question 13

1) Biogenic Needs

Answer 13

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

Question 14

2) Psychogenic Needs

Answer 14

Process of becoming a member of a culture

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

Question 15

3) Utilitarian needs

Answer 15

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

Question 16

4) Hedonic needs

Answer 16

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

Question 17

A goal has _______

Answer 17

Valence

Question 18

Valence

Answer 18

It can either be positive or negative

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

Question 19

A positively valued goal

Answer 19

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

Question 20

Three general types of conflict

Answer 20

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

Question 21

1) Approach-Approach Conflict

Answer 21

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.

Question 22

Theory of cognitive dissonance

Answer 22

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

Question 23

Post-decision dissonance

Answer 23

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

Question 24

2) Approach-Avoidance Conflict

Answer 24

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

Question 25

3) Avoidance-Avoidance

Answer 25

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

Question 26

Thematic Apperception Test (TAT)

Answer 26

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.

Question 27

High need for achievement

Answer 27

strongly value personal accomplishment

Question 28

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

Answer 28

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

Question 29

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

Answer 29

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.

Question 30

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

Answer 30

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.

Question 31

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

Answer 31

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.

Question 32

Maslow's Hierarchy of Needs

Answer 32

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

Question 33

1) Self Actualization

Answer 33

-Top of the pyramid Self-fulfilment, enriching experiences Relevant products: Hobbies, travel, education Examples: US Army, "Be all you can be"

Question 34

2) Ego Needs

Answer 34

-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"

Question 35

3) Belonginess

Answer 35

-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"

Question 36

4) Safety

Answer 36

-2nd from the bottom Security, Shelter, Protection Relevant Products: Insurance, alarm systems, retirement, investments Example: Allstate insurance "You're in good hands with Allstate"

Question 37

5) Physiological

Answer 37

-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"

Question 38

Forces that drive us to buy/use products

Answer 38

–Goal: Consumer’s desired end-state | –Want: Manifestation of consumer need

Question 39

Motivational Strength

Answer 39

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

Question 40

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

Answer 40

SMART

Question 41

Goals can be ___________ activated:

Answer 41

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

Question 42

Involvement

Answer 42

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

Question 43

Inertia

Answer 43

Consumption at the low end of involvement | –We make decisions out of habit (lack of motivation)

Question 44

Flow state: True involvement with a product

Answer 44

–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

Question 45

Product involvement:

Answer 45

Consumer’s level of interest in a product

Question 46

Mass customization

Answer 46

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

Question 47

Guerrilla Marketing

Answer 47

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)

Question 48

Purchase situation involvement

Answer 48

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

Question 49

Segmenting by Involvement Levels

Answer 49

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.

Question 50

Strategies to Increase Involvement

Answer 50

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

Question 51

Affect

Answer 51

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

Question 52

Evaluations

Answer 52

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

Question 53

Moods

Answer 53

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

Question 54

Emotions

Answer 54

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

Question 55

Types of Affective States

Answer 55

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

Question 56

Affect as a product benefit EXAMPLES

Answer 56

Viagra | Coke

Question 57

Negative state relief Examples

Answer 57

Helping can relieve negative moods

Question 58

Mood congruency

Answer 58

Positive moods lead | To more positive evaluations

Question 59

Sentiment analysis (aka - Opinion mining)

Answer 59

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.

Question 60

Word phrase dictionary

Answer 60

Certain words that tend to relate to the emotion

Question 61

Happiness

Answer 61

A mental state of well-being characterized by positive emotions –Materialism and happiness –Materialism vs Experiential purchases –Spending money on others vs. the self

Question 62

Envy

Answer 62

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

Question 63

Guilt

Answer 63

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

Question 64

Embarrassment

Answer 64

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

Question 65

Cred score is like your

Answer 65

GPA

Question 66

Credit Score Breakdown

Answer 66

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

Question 67

Credit Score Calculations

Answer 67

``` Types of credit Payment History (35%) Amounts owed Length of Credit History New Credit inquiries ```

Question 68

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?

Answer 68

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

Question 69

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

Answer 69

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

Question 70

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

Answer 70

once a year 1 year 50:25 October 26th Zoom Recording

Question 71

Keeping good credit

Answer 71

- 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)