class 2

Question 1

motivation process

Answer 1

the process that push people to behave as they do

Question 2

1st step of motivation process

Answer 2

recognizing a need (difference between current and ideal state)

Question 3

2 types of needs

Answer 3

utilitarian need: functional or practical need
Hedonic need: an experiential need involving emotional responses

Question 4

need vs want

Answer 4

need: i am hungry
want: i want mcdonalds (this is where brands want to be)

Question 5

maslow pyramid

Answer 5

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)

Question 6

classifying customer needs (MAPA)

Answer 6

ambition needs
materialistic needs
power needs
affiliation and information needs

Question 7

ambition needs

Answer 7

achievement, exhibition (attract attention), recognition

Question 8

materialistic needs

Answer 8

acquisition
retention
order (organize my stuff)

Question 9

power needs

Answer 9

dominance
autonomy
aggression (overcome an apponent)
harm avoidance
infavoidance (dont want to be humiliated)
defendance
compliance (agree with others)

Question 10

affiliation and information needs

Answer 10

affiliation (make friends)
change (try new things)
assistance (me of others)
rejection (abandonate negative things)
play
analysis (ask questions to understand)

Question 11

your motivation depends on

Answer 11

• degree of tension
• positive incentives
• urgency
• availability and resources

Question 12

motivational conflicts

Answer 12

approach approach conflict
approach avoidance conflict
avoidance avoidance conflict

Question 13

approach approach conflict + how to solve

Answer 13

choose between 2 desirable outcome

• highlight POD points
• highlight benefits

Question 14

approach avoidance conflict + how to solve

Answer 14

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

Question 15

avoidance avoidance conflict

Answer 15

choose between two undesirable outcome (studying or cleaning)

Question 16

consumer involvement what influence that

Answer 16

individual differences (how important is the need)
stimuli (who advertize)
situational factors ( risk, public consumption)

Question 17

strategies to increase involvment

Answer 17

• novel and priment situmuli
• celebrity endorsers
• consumer-generated content
  -mass customization

Question 18

affect in consumer behavior

Answer 18

emotions = short term, more specific, intense
moods : long term
it influence consumption decision

Question 19

how to use affect in marketing

Answer 19

highlight the experience of positive affect (make people happy, put happy music) & avoid negative affect (prevent embarrassing moment)

Question 20

discrete emotion

Answer 20

1. happiness
2. guilt: want to do good deeds
3. fear: more risk averse
4. disgust: avoid
5. embarrassment: want to be more private

Question 21

self concept

Answer 21

real self: how you see yourself
ideal self:
self conciousness: do you care what others think
self esteem: positive or neg attitude toward self