class 2 Flashcards
motivation process
the process that push people to behave as they do
1st step of motivation process
recognizing a need (difference between current and ideal state)
2 types of needs
utilitarian need: functional or practical need
Hedonic need: an experiential need involving emotional responses
need vs want
need: i am hungry
want: i want mcdonalds (this is where brands want to be)
maslow pyramid
physiological need (eat, sleep, warmth)
security need (home)
belongingness (friends, lovers)
esteem need (prestige, ex: rollex)
self-actualization (creative activities, full potential ex: travel, potery)
classifying customer needs (MAPA)
ambition needs
materialistic needs
power needs
affiliation and information needs
ambition needs
achievement, exhibition (attract attention), recognition
materialistic needs
acquisition
retention
order (organize my stuff)
power needs
dominance
autonomy
aggression (overcome an apponent)
harm avoidance
infavoidance (dont want to be humiliated)
defendance
compliance (agree with others)
affiliation and information needs
affiliation (make friends)
change (try new things)
assistance (me of others)
rejection (abandonate negative things)
play
analysis (ask questions to understand)
your motivation depends on
- degree of tension
- positive incentives
- urgency
- availability and resources
motivational conflicts
approach approach conflict
approach avoidance conflict
avoidance avoidance conflict
approach approach conflict + how to solve
choose between 2 desirable outcome
- highlight POD points
- highlight benefits
approach avoidance conflict + how to solve
occurs when a desirable outcome comes in expense of an undesirable outcome (eating ice-cream but gaining weight)
- offer low fat
- highlight social benefit
- donating to charity
avoidance avoidance conflict
choose between two undesirable outcome (studying or cleaning)
consumer involvement what influence that
individual differences (how important is the need)
stimuli (who advertize)
situational factors ( risk, public consumption)
strategies to increase involvment
- novel and priment situmuli
- celebrity endorsers
- consumer-generated content
-mass customization
affect in consumer behavior
emotions = short term, more specific, intense
moods : long term
it influence consumption decision
how to use affect in marketing
highlight the experience of positive affect (make people happy, put happy music) & avoid negative affect (prevent embarrassing moment)
discrete emotion
- happiness
- guilt: want to do good deeds
- fear: more risk averse
- disgust: avoid
- embarrassment: want to be more private
self concept
real self: how you see yourself
ideal self:
self conciousness: do you care what others think
self esteem: positive or neg attitude toward self
