Chapter 4: motivation and affect

Question 1

motivation is

Answer 1

gap of your ideal (where you want to be ) vs present state (where you are)

• gap leads to tension/ dissonance and we are driven to lower this gap

Question 2

consumption specific needs

Answer 2

need for affiliation

need for power

need for uniqueness

Question 3

consumer are motivated to satisfy either—- need

Answer 3

utilitarian needs (practical needs or functional) or
* tangible attributes of products
* ex: KM of gas, amount of fat, calories,

hedonic needs (emotional)
* relies on subjectivity and intangible details
* as the amount of stuff that people accumulate goes up individuals want consumption experiences that give hedonic value

Question 4

do we all have the same needs?

Answer 4

o Way need is satisfied is based on unique history of individual and culture

Question 5

want

Answer 5

is the manifestation of a need

Question 6

motivational theories

Answer 6

drive
expectancy

Question 7

drive theory

Answer 7

want to get away from unpleasant state by restoring balance

Focuses on biological needs that produce state of arousal
 Ex: stomach grumbling
o Individuals are driven to reduce the tension caused by this physiological arousal
o Homeostasis
 : body goal to return to a balanced state
o Behaviours that are successful in reducing the drive will tend to be repeated
 Ex: eat chips too fast and get indigestion will not repeat this action
o Issues
 Does not explain some human behaviour
 Ex: going for a fancy dinner later will not eat earlier even if it you are hungry now

Question 8

expectancy theory

Answer 8

thought are behind behaviour

: behaviour is largely shaped by expectations of achieving desirable outcomes rather then pushed from within
o Cognitive factors
o People choose one consumption over another because they choose one with more positive consequences
o Positive consequences could include money or social status
 Ex: buy Rolex because the watch is a status symbol

Question 9

what is constant if your drive or expectancy theory

Answer 9

individuals motives will have both strength an direction

Question 10

motivational strength

Answer 10

 Degree which a person is willing to expend energy to reach one goal as opposed to another
 Motivation depends on distance between present data and goal
* Ex: more motivated to eat if have not in 24 hours vs 2 hours

Question 11

motivational direction

Answer 11

 Sense they are targeted toward some specific goal that is desired to satisfy a need
 Most goals can be reached by a number of routes

Question 12

valance

Answer 12

 Goal has valence which can be + or –
 + goal is one toward the consumption experience
 - goal as sometimes consumers are motivated to avoid a negative outcome
* Ex; common is social rejection which mouthwash and deodorant rely on

Question 13

self-regulation

Answer 13

ability to act in long term best interest in way consistent with deepest values

Question 14

motivational conflicts

Answer 14

Approach-approach conflict
- Must choose between two desirable alternatives
- Ex: going home for the holidays or going on vacation with friends
- Both are positive but decision is made based on which goal the individual is most motivated toward

Approach-Avoidance conflict
- Many consumption experiences we engage in have negative consequences attached to them and positive consequences
- Ex; Accept dream job but get paid less
- Solution is to make the bad thing appear not so bad such as electric cars or weight watchers snacks

Avoidance-avoidance conflict
- 2 undesirable alternatives
- Marketers need to address this conflict giving unseen benefits of choosing one
- Ex: buying new car or putting more money in old car when saving money
o Could emphasize special credit plans to ease paying of new car payment

Question 15

• Theory of cognitive dissonance

Answer 15

o :people have need for consistency in their lives and that a state of tension is related when beliefs or behaviour conflicts with one another which can be solved by eliminating unpleasant tension
o Ex: animal lover but enjoys meet (2 belief that conflict) could try to satisfy one or buy meat that is humanely raised

Question 16

• Post decision dissonance

Answer 16

o Can arise when consumer must choose between 2 bad products
o Through having to choose customer does not get the benefit of the other creating an unpleasant state

Question 17

consumer involvement is based on

Answer 17

inherent needs
values
interests

Question 18

levels of involvement

Answer 18

high such as cars or computes jewellery sports equipment

low such as groceries cleaners candy liquor

Question 19

best media for high involvement

Answer 19

print, online, longer videos that are image based

Question 20

best media for low involvement

Answer 20

short video, point of sale reminder

Question 21

inertia vs flow state

Answer 21

Inertia
 :where decision are made by habit due to consumers lack of motivation to consider alternative
 At low end of involvement

Flow state
 When consumers are truly involved with an object
- high involvment

Question 22

how to increase involvement

Answer 22

Appeal to hedonic needs
* Ads with sensory appeal generate higher levels of involvement

Use novel stimuli
* Sudden silence, unusual cinematography, or unexpected moves

Use prominent stimuli
* Loud music or fast action that stand out in print or online format
* Larger ads get more attention and ads in colour do to

Include celebrity
* Give personal relevance

Build a bond with consumers
* Create ongoing relationship with them
 Actually get consumers involved

Question 23

primary vs secondary demand

Answer 23

primary= industry level demand
ex: milk industry

secondary demand = the brands demand

Question 24

Affect

Answer 24

emotionally laden states at varying intensities

Question 25

low moderate and high affect

Answer 25

low ; valence (+/ -) evaluation

moderate: mood state

High: emotions (guilt, happiness)