CHP 4: Motivation & Affect

Question 1

According to drive theory, what does tension refer to in marketing?

Answer 1

• Tension (in marketing) - refers to the unpleasant state that exists if a person’s consumption needs are not fulfilled

-Activates goal-oriented behaviour that attempts to reduce or eliminate this unpleasant state and return to a balanced one (homeostasis)

-Behaviours that are successful in reducing the drive by eliminating the underlying need are strengthened & repeated

Question 2

Utilitarian vs hedonic needs

Answer 2

○ Utilitarian Need - desire to achieve some functional/practical benefit

○ Hedonic Need - experiential need involving emotional response

Question 3

Biogenic vs. psychogenic needs

Answer 3

○ Biogenic Needs - need for certain elements necessary to maintain life (e.g. food, water, air, and shelter)

○ Psychogenic Needs - acquired in the process of becoming a member of a culture (e.g. status, power, affiliation)

Question 4

what are the 3 specific needs & their relation to buying behaviour?

Answer 4

• Need for affiliation - relevant to products and services that alleviate loneliness and that are consumed among groups of people
• Need for power - allow consumers to feel mastery over their surroundings
  ○ E.g. muscle cars
• Need for uniqueness’s - assert one’s individual identity
  ○ E.g. personalization products

Question 5

Maslow’s Hierarchy of Needs

Answer 5

Lower Level

physiological - food, water, shelter
safety - security, shelter
belongingness - love, acceptance, friendship
ego needs - prestige, status
self-actualization - enrichment

Upper Level

• Hierarchy of biogenic and psychogenic needs in which levels of motives are specified
  ○ Hierarchical approach implies that the order of development is fixed - certain level must be attained before the next, higher one is activated

Question 6

3 Types of Motivational Conflict

Answer 6

a situation in which a consumer is driven to make a decision based on conflicting goals

○ Approach-Approach - must choose between two desirable alternatives
- Theory of Cognitive Dissonance - people have a need for consistency in their lives & a state of tension is created when beliefs or behaviours conflict w/ one another
- Conflict from choosing between two alternatives may be resolved through cognitive dissonance reduction in which people are motivated to reduce this inconsistency

○ Approach-Avoidance Conflict - we desire a goal but wish to avoid it at the same time
- E.g. Feel like a glutton when contemplating a bag of potato chips

○ Avoidance-Avoidance - consumers can find themselves caught “between a rock and a hard place” when they face a choice between two undesirable alternatives
- E.g. may have the option of either throwing more money into an old car or buying a new one

Question 7

What is Involvement?

Answer 7

• Involvement - a person’s perceived relevance of the object based on their inherent needs, values and interests
• Everyone wishes to attain goals; effort/motivation to do so differs based on ones involvement

Question 8

High vs. Low Involvement

Answer 8

• Involvement is a continuum ranging from absolute lack of interest in a marketing stimulus at one end to obsession at the other
• Consumption at the low end of involvement - Inertia
  ○ decisions are made by habit; consumer lacks the motivation to consider alternatives
• Consumption at the high end of involvement - Flow State
  ○ enjoy, lose track of time; cult products

Question 9

Types of Involvement

Answer 9

• Product Involvement - consumer’s level of interest in a particular product
  e.g. mass customization - invite consumers to play a role in designing or personalizing what they buy
• Message-Response Involvement - how the medium through which the message is communicated can increase consumer involvement
  e.g spectacles or performance - message is itself a form of entertainment; recent techniques include guerrilla marketing
• Purchase-Situation Involvement - differences that may occur when buying the same object for different contexts
  ○ the person may perceive a great deal of social risk or none at all

Question 10

how to increase consumer involvement?

Answer 10

• Appeal to consumers’ hedonic needs - ads with sensory appeal that generate higher levels of attention and involvement
• Use novel stimuli, such as unusual cinematography, sudden silences, or unexpected movements in commercials.
• Use prominent stimuli, such as loud music and fast action, to capture attention in commercials.
• Include celebrity endorsers to generate higher interest in commercials.
• Build a bond with consumers by maintaining an ongoing relationship with them.

Question 11

What is mood congruency?

Answer 11

notion that our judgments are often consistent with our existing mood states

Question 12

Cognitive vs. affective involvement

Answer 12

cognitive - degree of thinking involved
affective - degree of emotion involved

Question 13

what are 4 anecdotes of involvement?

Answer 13

personal factors - needs, values, interest

stimulus factors - source of communication, alternatives

situational factors - purchase, usage, occasion

perceived risk - performance, financial, social

Question 14

what is the relationship between involvement & message framing in marketing?

Answer 14

Does negative information has more influence than positive information in general?

High involvement: negative message is more persuasive
Low involvement: positive message is more persuasive