Chapter 6 - Affect & Motivation

Question 1

emotion is

Answer 1

affection + arousal, emotional objects

Question 2

Psychological needs are..

Answer 2

Physiological, emotional, cognitive

Question 3

Valuation effects

Answer 3

overvalue desired goods (drink 100 plus when thirsty)

Question 4

Devaluation effects

Answer 4

undervalue less desired goods (drink milk when thirsty

Question 5

motivation influences direction of behaviour

Answer 5

1. approach desired object

2. avoid undesired object

Question 6

Drive theory

Answer 6

drive is created when physiological needs are lacking, individuals behave to reduce this drive

Question 7

Marketers action in relation to Maslow Hierarchy of needs

Answer 7

marketeers design promotion in relation to all levels of needs
e.g. satisfying food for physiological needs & classy watch for self-esteem

Question 8

Self-determination theory

Answer 8

intrinsic (own sake) and extrinsic (rewards) motivation

Question 9

trio of needs (expansion of maslow)

Answer 9

affiliation, power, achievement

1. affiliation - belongingness
2. power - control to acquire
3. achievement - accomplish difficult tasks

Question 10

attitude function theory

Answer 10

Value-expressive: beliefs, celebrity association
Adjustment: approach pleasure, avoid pain, applicable to all
Knowledge: facts, structured information
Ego-defensive: feel safe and secure

Question 11

value expressive example

Answer 11

pairing product with Ronaldo = quality and speed

Question 12

ego-defensive example

Answer 12

pair of oakleys protecting eyes from fragments

Question 13

adjustment example

Answer 13

going on a cruise means happiness and no work

Question 14

knowledge function

Answer 14

purchasing pregnancy ward services, “inter-comparison” moderately priced with other hospital, “intra-comparison” some rooms are better functioned for a steeper price

Question 15

Balance Theory exists when

Answer 15

1. all three elements are positive, or
2. two relations are negative and one positive
   leading to memorable and pleasant experience!

Question 16

cognitive dissonance theory

Answer 16

1. behaviour-attitude inconsistent
2. reduce tension by modifying attitude to match behaviour
   especially on: (1) important decision, (2) accepting negative feature of brand, (3) rejecting positive feature of rejected brand, (4) differing specific attributes with the rest similiar

Question 17

mood-as information..

Answer 17

more pronounced for hedonic products
less pronounced for instrumental products
e.g. happy mood, easier to buy ipad (hedonic), but purchasing a service to repair a water leakage is not mood dependent (instrumental)

Question 18

affect confirmation theory..

Answer 18

mood influence product attribute, good mood weigh positive attributes heavier. consumer knows changes in arousal level but not interpreting own emotions!

Question 19

discrepancy-interruption theory

Answer 19

discrepancies prevent consumers from pursuing goal, requires immediate attention.

1. small discrepancies = positive emotion (new product extension).
2. large discrepancies = negative emotion (brand new, no reference point)

Question 20

excitation attribution theory

Answer 20

wrong attribution of arousal

1. insensitive to small changes in arousal
2. look only for a single cause of arousal (usually wrong)

Question 21

example of excitation attribution theory

Answer 21

as physiological arousal dissipates slower than perceived arousal, there is a small window for misattribution. e.g. an exciting TV show is followed by Brand X pen, physiological arousal is still there also individual knows the perceived arousal is non-existent, thus attributing Brand X to be exciting to use.

Question 22

Motivation is

Answer 22

a driving force that moves consumer to act, goal-relevant