Consumer Motivation

Question 1

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Motivation defined

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Answer 1

driving force between individual that impels them to action

Question 2

Model of the motivation process (figure 4.2)

Answer 2

see image and your mom

Question 3

Goals vs. needs

Answer 3

goals: see paper

Question 4

Rational vs. emotional motives

Answer 4

rational: in the traditional economic sense which assumes that customers behave rationally by carefully considering all alternatives and choosing those that give greatest utility

emotional motives: implies the selection of goals according to personal or subjective criteria, such as pride, fear, affection, status

Question 5

Defense mechanisms (table 4.2)

Answer 5

see image

Question 6

Arousal of motives (physiological arousal, emotional arousal and cognitive arousal)

Answer 6

physiological arousal: bodily needs at one specific moment in time are based on individuals psychological conditions; ex. drop in blood sugar level or stomach contractions will trigger hunger needs

emotional arousal: daydreaming results in arousal or stimulation of latent needs

cognitive arousal: random thoughts can lead to this, ex. ad that promotes reminders of home might trigger instant yearning to speak with ones parents

Question 7

Cognitive vs. behaviorist schools

Answer 7

cognitive: believes all behavior is directed at goal achievement

behaviorist schools: considers motivation to be a mechanical process; behaviors seen as response to stimulus and elements of conscious thought are ignored

Question 8

Maslow Hierarchy of Needs

Answer 8

see image 4.5

Question 9

Trio of needs (power, affiliation and achievement)

Answer 9

power: an individuals desire to control environment
affiliation: behavior is strongly influenced by desire for friendship, acceptance and belonging
achievement: personal accomplishment as an end in itself

Question 10

Motivational research

Answer 10

qualitative research designed to uncover consumers subconscious or hidden motivations, basic premise of motivational research is that customers arent always aware or may not wish to reveal basic reasons underlying their actions

Question 11

Qualitative measures of motives (table 4.7)

Answer 11

see image