Exam 2 (ch.5-8) Flashcards
motivation process
• 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)
Biogenic Needs
food, water, air, shelter
Psychogenic Needs
– status, power,
affiliation. Culture plays a dominant role.
Utilitarian Needs
– objective or tangible
product attributes
Hedonic Needs
– subjective and
experimental; need for excitement, self-confidence, fantasy
homeostasis
equal state
drive theory
biological needs that produce and unpleasant states of arousal
• Evaluations:
: (Combined or valenced) reaction to events or objects.
They involve some degree of affect accompanied by low levels of
arousal (exception: Schindler’s List)
Moods:
temporary positive or negative affective states accompanied
by moderate levels of arousal
Negative State relief:
Helping others as a way to resolve one’s own
negative moods (advertising toward inspirational stories) Budweiser
Sadvertising
• Emotional Oracle effect:
interplay between our emotions and how we
access information in our minds that allows us to make smarter
decisions
• Mood Congruency
our judgments tend to be shaped by our moods
Lovemark
A passionate commitment to one brand.
Feelings can be a source of information when we
evaluate a product.
Material accumulation
an instinct to earn more than we
can possibly consume.
customer Involvement
perceived relevance of an object based on one’s
needs, values, and interests.reflects our level of motivation to
process information
high involvement
involved and actively / regularly communicates or reaches out to brand.
low involvement
buyers are influenced by price point
monetary risk
losing money
functional risk
alternative risks lost
physical risk
danger of harm
social risk
standing out from norm or crowd
psychological risk
lacking self respect or attractiveness to peers.
self concept
self identity
collective self
how you see yourself in comparison to peers social surrounding
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.
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.
self evaluation
assessing self
self improvement
act of bettering ones self concept
self enhancement
motivation
that works to make people feel good about themselves
and to maintain self-esteem
real self
our more realistic appraisal of the qualities we
have
ideal self
our conception of how we would like to be
multiple selves
roles that we take that can compliment or clash with one another brother boyfriend barista son
the idea of you are what you consume
we buy products to represent us
we are what we buy
Symbolic self-completion theory
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)
• Self-image congruence models
we choose products when attributes matches the self
cognitive matching
product attributes = self image
extended self (4)
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
power posing
positions that are considered authoritative
Communal roles
Women are taught to foster
harmonious relationships
Agentic roles
men are expected to be assertive and
have certain skills
maleness v. femaleness
masculinity v. femininity
biological factors that make up gender
social construct that is varied from culture to culture
sex-type traits
characteristics that are stereotypically associated with gender
sex - type products
product traits are feminine or masculine.
ex. tundra: bold, tough, durable
