Chapter 5: Motivation Flashcards
Define motivation
Refers to the processes that lead people to behave as they do
Motivation can be _____ and _____
Intrinsic – pulling from a persons inherent drives
Extrinsic - pushed by an external force
Explain metamotivation
The understanding of our own motivational states and the best way to motivate ourselves
Explain the drive theory
Focuses on biological needs that produce unpleasant states of arousal (your stomach grumbling in class). This arousal tension motivates us to reduce it and return to a balanced state, this state is called homeostasis
What are non-conscious goals
goals we are not aware of, which also have a strong impact on our choices
Explain self-regulation
It describes our ability to monitor and manage our own emotions, thoughts and behaviors
What are the two types of motivations
- Promotion motivation - encourages people to focus on hopes and aspirations
- Prevention motivation - focuses on responsibilities and duties as it prompts people to think about avoiding something negative.
Differentiate between the two consumer needs
> Utilitarian - the objective tangible attributes of products, such as, miles per gallon, calories. (these are rational needs)
> Hedonic consumption - the multisensory fantasy, and emotional aspects of consumers interactions with products (needs for exploration and fun)
Explain the maslow’s hierarchy of needs
This hierarchical structure implies that the order of development is fixed - that is we must attain a certain level before we activate a need for the next higher one
(bottom to the top of the pyramid)
- physiological: I eat what I grow
- safety: I feel safe in the garden
- social: I can share my produce with others
- esteem: I can create something of beauty
- self-actualization: my garden gives me a sense of peace
- self-transcendence: I can observe the cycle of my life in my garden
What is the terror management theory
It shows that making people conscious of their own death activates safety needs and motivate people to engage in healthier behaviors
What is the self-determination theory
Humans are intrinsically motivated by the innate psychological needs for autonomy (experience of using one’s will), relatedness (experience of warmth, bonding and care) and competence (one’s ability to perform essential tasks).
What are some important needs that consumers have
- Need to belong: the desire to be in the company of other people (this is relevant to products and services for people in groups such as team sports & going out to bars)
- Need for power: the ability to control one’s environment (many products and services allow us to feel that we have mastery over our surroundings)
- Need for uniqueness: the need to assert ones individual identity (products satisfy the need for uniqueness when they pledge to bring out our distinctive qualities, for example, makeup)
- A fresh start mindset: the belief that people can change their own destiny and get a fresh start, get a new beginning regardless of their past or present circumstances
Research shows that we are most likely to achieve goals when we _____
- Set goals deliberately
- Monitor goal progress
- Commit to reaching the goal
What are the different types of motivational/goal conflict
> Approach–approach conflict: when they must choose between two desirable alternatives (going home for holiday or girls trip to Lesotho with friends)
> Approach–avoidance conflict: occurs when we desire a goal but wish to avoid it at the same time (luxurious fur coat, Tinkie)
Avoidance–avoidance conflict: facing a choice with two undesirable alternatives (spending money on an old car vs buying a new one)
Explain the theory of cognitive dissonance
The premise that people have a need for order and consistency in their lives and that a state of dissonance (tension) exists when beliefs or behaviors conflict with one another
Explain what a frame is
Frame: a way of presenting information to change how it may be processed and interpreted
Positive & negative frames
- Ends versus means: consumers generally have one of two mindsets, an outcome orientated mindset (focusing on what the outcome would look like) or an implemental mindset (focusing on how to reach that outcome)
- The time frame: the belief that people work better under a deadline
- The mere urgency effect: we tend to choose to perform urgent tasks with short completion windows compared to more important tasks
Explain goal difficulty
We prefer harder over easier goals if we have emergency reserves, the key is to make sure to have emergency reserves. We view hard goals as more valuable than easier goals.
Explain goal specificity
Goals cannot be too generic, they must be specific. A specific goal is more effective because it provides a concrete reference point
Define involvement
A person’s perceived relevance of the object based on their inherent needs, values, and interests.
- Inertia - describes consumption at the low end of involvement, where decisions are out of habit
- Cult products - Apple & Harley Davison, consumers are willing to pay more
What are the different types of involvement
Product - is a consumer’s level of interest in a particular product. (highly involving if the consumer believes there is perceived risk).
Message - refers to the influence media vehicles have on the consumers. (Print is a high-involvement medium)
Situational - Takes place within the store, website, or a location where people consume a product or service. (personalise the messages shoppers receive at the time of purchase)
Explain product involvement
Perceived risk- this means the person believes that there maybe negative consequences if they choose the wrong option
Mass customization- describes the personalisation of products and services for individual customers at a mass production price
Brand loyalty- repeat purchasing behaviour that reflects conscious decision to continue buying the same brand
Variety seeking- the desire to choose new alternatives over familiar ones
What are strategies to increase product involvement
- Mass customisation: mass produced price (customise your product for different consumers - newspapers, websites)
- D I Y e.g. flat packaging - the IKEA effect.
- Co-creation: company works with customer to create value (interviewing 25000 beer drinkers to make a new beer)
- Gamification: applying gaming principals (KFC arcade app & Mcds monopoly)
What are the five types of perceived risk
Monetary risk - risk consists of money and property
Functional risk - risks that pertain to performing the function or meeting the need
Physical risk - risk consists of physical vigor, health and vitality
Social risk - risk consists of self-esteem and self-confidence
Psychological risk - risk consists of affiliations and status
Explain message involvement
Media vehicles possess different qualities that influence our motivation to pay attention to what they tell us
What are strategies to increase message involvement
Use novel stimuli - use unusual cinematography, sudden silences or unexpected movements in commercials
Use prominent stimuli - loud music, in print large coloured ads increase attention
Include celebrity endorsers - people process more information from people they admire (Jessica Nkosi, Volvo)
Provide value - state the value such that consumers visit your website to view display
Invent new media platforms - find creative ways to encourage consumers into a product
Encourage viewers to use the product - if people imagine something they are likely to want to obtain the real thing.
Explain situational involvement
Engagement with a store, website, or a location where people consume a product or service
What are strategies to increase situational involvement
Personalization- retailers can personalise the messages shoppers receive at the time of purchase
High tech - The point of purchase can be much more than a place to stack up stuff and wait for people to throw it in their carts, AR & VR turn shopping experience into adventure
Subscription boxes - many startups deliver exotic food items, personal care products, books, wine and clothing on a regular to consumers who sign up.
