Chapters 4 Flashcards
Motivation
The process that leads people to behave as they do
How does motivation process occur?
Motivation occurs when a need to is aroused ,
the need creates a state of tension
Consumers attempt to reduce it
Need vs. want
Need: from instinct, largely physiological
Both strong motivation
Want: not necessities, not driven by instinct, rather by desire
Utilitarian motivation
General consumer decision-making process
Mission critical, goal oriented, cognitive, non emotional needs
Satisfaction judgments: affective
Hedonic motivation
Unplanned/impulsive buying behavior
Subjective and experiential, involving emotional needs
Sati fixation judgements: cognitive
Consumer decision making process:
Need recognition Information search Evaluation of alternatives Purchase Post purchase evaluation
Maslows hierarchy of needs
Self actualization Self esteem Belongingness Need for safety Survival needs
Three common types of motivational conflicts
Approach approach situation
Approach avoidance
Avoidance avoidance
Approach approach situation
Two desirable alternatives
Tiffany necklace: self esteem or Paris trip : self actualization
Approach avoidance
Positive and negative product
Diamond ring: self esteem
Financial debt: need for safety/ security
Avoidance avoidance
Facing a choice with two negative alternatives
Ugly necklace: social belongingness
Losing money: need for safety/ security
Involvement
A person perceived relevance of the object based on their inherent needs, values, interest
Three antecedents of involvement
Personal: enduring interest needs values
Stimulus: physical characteristics of the communication
Situational: temporary purchase use
Types of involvement
Product involvement
Purchase situation involvement:
Product involvement
A consumers level of interest in a particular product
Customization
