Chapter Four: Motivation and Affect

Question 1

What is drive theory? What is expectancy theory?

Answer 1

Drive theory occurs when biological needs produce unpleasant states of arousal; motivate use to reduce this state
Expectancy theory is how motivation is initiated; expect to achieve desirable outcomes

Question 2

Explain Maslow’s hierarchy of needs

Answer 2

A hierarchy of biogenic and psychogenic needs
1. Self actualization
2. Ego needs
3. Belongingness
4. Safety
5. Physiological

Question 3

What are the types of needs?

Answer 3

1. Biogenic needs: required to maintain life
2. Psychogenic needs: acquired in the process of becoming a member of a culture
3. Utilitarian needs: emphasize the objective, tangible attributes of products
4. Hedonic needs: meet the needs for excitement or self confidence

Question 4

What are the motivational conflicts?

Answer 4

Goal valence can be positive or negative; conflict may arise
1. Approach-approach conflict: choose between two desirable alternatives
2. Approach-avoidance conflict: a desired product has positive and negative aspects
3. Avoidance-avoidance conflict: choose between two undesirable alternatives

Question 5

Describe consumer involvement

Answer 5

A perceived personal relevance of an object based on one’s inherent needs, values, and interests
- Low involvement (inertia): no interest and habitual decision
- High involvement (flow state): enjoyable and lose track of time
- Cognitive involvement: degree of thinking involved
- Affective involvement: degree of emotions involved

Question 6

How can you increase consumer involvement?

Answer 6

1. Appeal to consumer’s hedonic needs
2. Use novel stimuli
3. Use prominent stimuli
4. Include celebrity endorsers
5. Build a bond with consumers

Question 7

Describe affect in detail

Answer 7

Refers to the experience of emotionally laden states, which can range from evaluations, to moods, to full-blown emotions
- Mood congruency: notion that our judgements are often consistent with our existing mood states

Question 8

What are the antecedents of involvement?

Answer 8

1. Personal factors
2. Stimulus factors
3. Situational factors
4. Perceived risk