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Consumer Behavior > Exam 2 (ch.5-8) > Flashcards

Exam 2 (ch.5-8) Flashcards

1
Q

motivation process

A 
• Motivation refers to the
process that leads people to
behave as they do
• It occurs when a need is
aroused
• The ad shows desired state
and suggests a solution
(purchase of equipment)
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2
Q

Biogenic Needs

A

food, water, air, shelter

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3
Q

Psychogenic Needs

A

– status, power,

affiliation. Culture plays a dominant role.

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4
Q

Utilitarian Needs

A

– objective or tangible

product attributes

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5
Q

Hedonic Needs

A

– subjective and

experimental; need for excitement, self-confidence, fantasy

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6
Q

homeostasis

A

equal state

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7
Q

drive theory

A

biological needs that produce and unpleasant states of arousal

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8
Q

• Evaluations:

A

: (Combined or valenced) reaction to events or objects.
They involve some degree of affect accompanied by low levels of
arousal (exception: Schindler’s List)

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9
Q

Moods:

A

temporary positive or negative affective states accompanied

by moderate levels of arousal

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10
Q

Negative State relief:

A

Helping others as a way to resolve one’s own
negative moods (advertising toward inspirational stories)  Budweiser
Sadvertising

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11
Q

• Emotional Oracle effect:

A

interplay between our emotions and how we
access information in our minds that allows us to make smarter
decisions

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12
Q

• Mood Congruency

A

our judgments tend to be shaped by our moods

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13
Q

Lovemark

A

A passionate commitment to one brand.
Feelings can be a source of information when we
evaluate a product.

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14
Q

Material accumulation

A

an instinct to earn more than we

can possibly consume.

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15
Q

customer Involvement

A

perceived relevance of an object based on one’s
needs, values, and interests.reflects our level of motivation to
process information

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16
Q

high involvement

A

involved and actively / regularly communicates or reaches out to brand.

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17
Q

low involvement

A

buyers are influenced by price point

18
Q

monetary risk

A

losing money

19
Q

functional risk

A

alternative risks lost

20
Q

physical risk

A

danger of harm

21
Q

social risk

A

standing out from norm or crowd

22
Q

psychological risk

A

lacking self respect or attractiveness to peers.

23
Q

self concept

A

self identity
collective self
how you see yourself in comparison to peers social surrounding

24
Q

Self-esteem refers to the positivity of a person’s self-concept.
People with low self-esteem expect that they will not perform
very well, and they will try to avoid embarrassment, failure,
and rejection.

A

The positivity of a person’s self-concept.
People with low self-esteem expect that they will not perform
very well, and they will try to avoid embarrassment, failure,
and rejection.

25
Q

self evaluation

A

assessing self

26
Q

self improvement

A

act of bettering ones self concept

27
Q

self enhancement

A

motivation
that works to make people feel good about themselves
and to maintain self-esteem

28
Q

real self

A

our more realistic appraisal of the qualities we

have

29
Q

ideal self

A

our conception of how we would like to be

30
Q

multiple selves

A 
roles that we take that can compliment or clash with one another
brother
boyfriend
barista
son
31
Q

the idea of you are what you consume

A

we buy products to represent us

we are what we buy

32
Q

Symbolic self-completion theory

A

people who
have an incomplete self-definition complete the
identity by acquiring and displaying symbols
associated with it. (Adolescent boys may use
“macho” products to emphasize their
developing masculinity)

33
Q

• Self-image congruence models

A

we choose products when attributes matches the self

34
Q

cognitive matching

A

product attributes = self image

35
Q

extended self (4)

A

external object we consider a part of us

  • individual - personal possession (clothing, cars)
  • family - residence and furnishings
  • community - neighborhood or down lived in
  • group: social groups, subculture
36
Q

power posing

A

positions that are considered authoritative

37
Q

Communal roles

A

Women are taught to foster

harmonious relationships

38
Q

Agentic roles

A

men are expected to be assertive and

have certain skills

39
Q

maleness v. femaleness

masculinity v. femininity

A

biological factors that make up gender

social construct that is varied from culture to culture

40
Q

sex-type traits

A

characteristics that are stereotypically associated with gender

41
Q

sex - type products

A

product traits are feminine or masculine.

ex. tundra: bold, tough, durable

Consumer Behavior (2 decks)

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