Chapter 5 - Motivation, Affect and Involvement Flashcards

1
Q

Motivation process

A

the processes that lead people to behave as they do.
Utilitarian (practical uses) vs Hedonic (luxurious purposes)

-> Goal: the desired end state.

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2
Q

Motivational strenght

A
  • Drive theory: in circle
    Lack of Hemeostasis -> need -> drive -> Motivation to act -> Hemeostasis -> …
  • Expectancy theory:
    Motivation
    -> Expectancy: Will my effort lead to high performance?
    -> Instrumentality: Will my performance lead to outcomes?
    -> Valence: Do I find the outcomes desirable?
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3
Q

Classifying consumer needs

A

Murray’s psychogenic needs

  • > specific needs:
  • need fo affiliation (feeling a sense of belonging)
  • need for power
  • need for uniqueness
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4
Q

Maslow’s hierarchy of needs

A
  • Self actualization: Hobbies, travel, education.
  • Ego needs: cars, credit cards, stores, country clubs.
  • Belongingness: Clothing, clubs, drinks.
  • Safety: Insurance, retirement, investments.
  • Physiological: (basic needs) medicines, food.
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5
Q

Types of affective responses

A
  • Differs according to intensity (arousal level), the presence of target, duration, etc.

–Evaluations: are positive or negative reactions to events and objects that are accompanied by low levels of physiological arousal. (excitation)

–Moods: involve temporary positive or negative affective states accompanied by moderate levels of arousal. Moods tends to be diffuse and not necessarily linked to a particular event.

–Emotions such as happiness or anger tend to be more intense and often relate to a specific triggering event such as receiving an awesome gift.

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6
Q

Affect and marketing applications

A
  • Lovemark
  • Material accumulation
  • Negative state relief
  • Sadvertising
  • Mood congruency
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7
Q

Consumer involvement

A
  • Involvement: perceived relevance of an object based on one’s needs, values, and interests.
  • -product involvement
  • -message (adv.) involvement
  • -Purchase situation involvement
  • Inertia (Low involvement) vs Flow
  • Brand loyalty vs variety seeking
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8
Q

Conceptualizing involvement

A
  • Person factors: needs, interest
  • Object factors: differentiation of alternatives, source and content of communication.
  • Situational factors: purchase/ use

-> the level of involvement may be influenced by one or more of these three factors. Interaction among person, situation and object factors are likely to occur.

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9
Q

Product involvement

A
  • Perceived risk affects the level of involvement.

- Marketers use mass customization to increase the level of involvement.

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10
Q

Five types of perceived risk

A
  • Monetary risk: is associated with high-ticket items like a car purchase.
  • Functional risk: is associated with products that must perform in order to satisfy.
  • Physical risk: pharmaceutical products are an example of product choices associated with fuctional risk.
  • Social risk: symbolic goods such as clothes, jewelry, etc are associated to social risk. It consists of self-esteem and self-confidence.
  • Psychological risk: personal luxuries are associated with psychological risks. It consists of affiliations and status.
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11
Q

Message Involvement

How to increase it?

A
  • Use novel stimuli
  • Use prominent stimuli
  • Include celebrity endorsers
  • Provie value that target appreciate
  • Invent new media platform
  • Encourage viewers to think about actually using the product.
  • Create a spectacle.
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12
Q

Situational Involvement

A

Place:

  • “My” café
  • “My” pub

Time:

  • Rite of passage
  • (Cultural) Holidays
  • (Commercial) Holidays eg. 11/11 black friday in China.
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