Chapter 4: Motivation and Affect ✨ Flashcards
Motivation:
Internal processes that activate goal-oriented behaviours to satisfy needs.
Activation of a need -> creates tension -> a drive to reduce the tension with the consumption of something.
Need for status -> consumption of a luxury good.
Survival needs -> consumption of food
Psychogenic needs:
Secondary needs
Culture-related needs
Ego: Achievement, Status/Recognition, Uniqueness, Exhibition
Materials: Acquisition, Order
Power: Power/ Dominance, Deference, Autonomy
Affection Between People: Affiliation, Play, etc.
Maslow’s Hierarchy of Needs:
Human needs are organized into a hierarchical structure, with basic physiological needs at the bottom (e.g., food, shelter) and higher-level needs for self-actualization and personal growth at the top.
To explain the dynamics of motivation and how it influences behavior.
Maslow’s Hierarchy of Needs (levels):
Bottom to Up:
Physiological: Water, sleep, food
- Medicine, food, etc
Ex: Quaker Oats, “It’s the right thing to do.”
Safety: Security, shelter, protection
- Insurance, alarm systems, retirement, investments
Ex: Allstate Insurance: “You’re in good hands with Allstate.”
Belongingness: Love, friendship, acceptance by others
- Clothing, grooming products, clubs, drinks
Ex: Pepsi: “You’re in the Pepsi generation.”
Ego needs: Prestige, status, accomplishment
- Cards, furniture, credit cards, stories, country clubs, liquor
Self-actualization: Self-fulfillment, enriching experiences
- Hobbies, travel, education
Ex: U.S. Army, “Be all you can be.”
Need for status:
Need to appear respectable,
admirable, worthy of envy (in particular luxury brands)
Need for affiliation:
Need to belong to a social group,
need to « fit in » (in particular when targeting younger
consumers)
Need for achievement:
Desire to accomplish things
(in particular sports brands)
Need for self-actualization:
Need to fulfill one’s
talents and potentialities (the worldwide value
proposition of Nike!)
Need for power (or empowerment):
Need to be in
charge, to control one’s environment, to control others
Need for uniqueness:
Differentiating oneself
Cognitive Dissonance Theory: Motivational Conflict
Arises when consumers want to
pursue two needs or goals that conflict one another.
Cognitive Dissonance Theory: Cognitive Dissonance & Cognitive Dissonance Reduction:
Cognitive Dissonance: The uncomfortable tension that
occurs when we hold conflicting attitudes (affect, cognitive, behaviours) /behaviours
Cognitive Dissonance Reduction/ Rationalization:
Change one’s behaviours, add consonant attitudes (doing something along with what is causing the tension, but this act reduces/ compensates. Ex: paying a carbon tax to travel on a plane). discard dissonant attitudes (not believing something anymore).
Affect:
A person’s overall emotional state, including both its valence (whether the emotion is positive or negative) and arousal level (intensity of the psychological activation associated with the emotion).
Affect: Valence:
Valence describes the positive or negative quality of an emotional experience.
[Negative-Positive scale]
Positive valence emotions: happiness, joy, and contentment,
Negative valence emotions: sadness, anger, and fear.
Affect: Arousal:
Level of physiological activation intensity.
Higher arousal emotions = Increased physiological responses (elevated heart rate, blood pressure, pupil dilation, and heightened awareness),
Lower arousal emotions = associated with a calmer, more relaxed state.
