Chapter 4: Motivation and Affect Flashcards
Motivation
Internal state that activates goal-orientated behavior
Hedonic motivation
An experiential need involving emotional response
“What happened in Vegas stays in Vegas”
Utilitarian motivation
A desire to achieve some functional or practical benefit,
Example: A person required a pair of durable sneakers
Goal
A consumer’s desired end state
The thing you want to achieve
Drive
The desire to satisfy a biological need to reduce physiological arousal
The energy you exert to achieve a goal
Drive Theory
focuses on biological needs that produce unpleasant states of arousal
Example: such as your stomach grumbling during a morning class
Tension
the unpleasant state that exists if a person’s consumption needs are not fulfilled
Homeostasis
The state where the body is physiological balance
Expectancy theory
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.
Motivational direction
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.
Want
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.
Types of needs:
1) Biogenic Needs
2) Psychogenic Needs
3) Utilitarian needs
4) Hedonic needs
1) Biogenic Needs
People are born with a need for certain elements necessary to maintain life, such as food, water, air, and shelter
2) Psychogenic Needs
Process of becoming a member of a culture
These include the need for status, power, affiliation, and so on
3) Utilitarian needs
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
4) Hedonic needs
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
A goal has _______
Valence
Valence
It can either be positive or negative
–Positively valued goal: Approach
–Negatively valued goal: Avoid (Deodorant and mouthwash to avoid smelliness)
A positively valued goal
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
Three general types of conflict
1) Approach-Approach
2) Approach-Avoidance
3) Avoidance-Avoidance
1) Approach-Approach Conflict
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.
Theory of cognitive dissonance
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
Post-decision dissonance
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
2) Approach-Avoidance Conflict
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
3) Avoidance-Avoidance
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
Thematic Apperception Test (TAT)
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.
High need for achievement
strongly value personal accomplishment
Other important needs that are relevant to consumer behaviour include the following:
1) NEED FOR AFFILIATION
2) NEED FOR POWER
3) NEED FOR UNIQUENESS
1) NEED FOR AFFILIATION (to be in the company of other people)
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.
2) NEED FOR POWER (to control one’s environment)
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.
3) NEED FOR UNIQUENESS (to assert one’s individual identity)
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.
Maslow’s Hierarchy of Needs
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
1) Self Actualization
-Top of the pyramid
Self-fulfilment, enriching experiences
Relevant products: Hobbies, travel, education
Examples: US Army, “Be all you can be”
2) Ego Needs
-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”
3) Belonginess
-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”
4) Safety
-2nd from the bottom
Security, Shelter, Protection
Relevant Products: Insurance, alarm systems, retirement, investments
Example: Allstate insurance “You’re in good hands with Allstate”
5) Physiological
-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”
Forces that drive us to buy/use products
–Goal: Consumer’s desired end-state
–Want: Manifestation of consumer need
Motivational Strength
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
Goal Setting that is ________ can help consumers to reach their goals: Nike and the Running Room
SMART
Goals can be ___________ activated:
unconsciously
The Apple brand name activates the need to be unique and different
Involvement
Perceived relevance of an object based on one’s needs, values, and interests
Inertia
Consumption at the low end of involvement
–We make decisions out of habit (lack of motivation)
Flow state: True involvement with a product
–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
Product involvement:
Consumer’s level of interest in a product
Mass customization
Customization and personalization of products and services for individual customers at a mass production price
Guerrilla Marketing
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)
Purchase situation involvement
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
Segmenting by Involvement Levels
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.
Strategies to Increase Involvement
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
Affect
Refers to the experience of emotionally-laden states, which can range from evaluations, to moods, to full-blown emotions.
Evaluations
valenced (i.e., positive or negative) reactions to events and objects, that are not accompanied by high levels of arousal.
Moods
involve temporary positive or negative affective states accompanied by moderate levels of arousal
Emotions
tend to be more intense and are often related to a specific triggering event.
Types of Affective States
1) Affect as a product benefit
2) Negative state relief
3) Mood congruency
Affect as a product benefit EXAMPLES
Viagra
Coke
Negative state relief Examples
Helping can relieve negative moods
Mood congruency
Positive moods lead
To more positive evaluations
Sentiment analysis (aka - Opinion mining)
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.
Word phrase dictionary
Certain words that tend to relate to the emotion
Happiness
A mental state of well-being characterized by positive emotions
–Materialism and happiness
–Materialism vs Experiential purchases
–Spending money on others vs. the self
Envy
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
Guilt
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
Embarrassment
Driven by a concern for what others are thinking
–Unwanted events communicate undesired information about oneself to others
–Sometimes dependent on product category
Cred score is like your
GPA
Credit Score Breakdown
Excellent: Above 750
Goo: 700
Fair: 650
Poor: Under 600
Credit Score Calculations
Types of credit Payment History (35%) Amounts owed Length of Credit History New Credit inquiries
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?
With two cards you had used 50% of your credit, now that you cancelled your card, you have used 100% of your credit.
What will have a hard effect or lower your credit score?
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
You should get a copy of your credit score and report at least ________
once a year
1 year
50:25 October 26th Zoom Recording
Keeping good credit
- 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)
