Internal Influences Flashcards
Innate or biogenic motivation
Needs that sustain life
Acquired or psychogenic
Learn in response to culture affection and learning
Goal selection
Personal experiences
Cultural values and norms
Accessibility in physical and social environment
Ethics for motivation
Marketers creating needs
Targeting vulnerable populations
Providing too many choices
Aggressive advertising
Aggression
Protect self esteem
Rationalisation
Plausible reason why not
Withdrawal
From situation
Escapism
Seek to live out fantasy
Regression
Childish behaviour
Projection
Projecting blame on others
Repression
Repressing unsatisfied need
Absolute threshold
Lowest level we can experience a sensation
Differential threshold
Jnd
Perpetual selection
Related to motives at the time
Attention getting devices
Consistent with previous experiences
Selective exposure
Seek pleasant messages avoid unpleasant
Selective attention
Great deal of selectivity in amount of attention they give stimuli
Perpetual defence
Screen out
Perpetual blocking
Tuning out
Intrinsic cues
Size flavour colour
Extrinsic cues
Price store image brand
Classical condition
Automatic response to a situation through repeated exposure
Stimulus generalisation
Responding the same way to slightly different stimuli
Stimulus discrimination
Selection of one stimulus from among other stimuli
Elements of consumer learning
Motivation
Cues
Response
Reinforcement
Cues
Direct consumer drives when consistent with consumer expectations.
Instrumental (operant) conditioning
Formed as a result of rewards
B.F skinner
Brand loyalty from product trial
Strategic applications of operant
Customer satisfaction
Relationship marketing
Reinforcement schedules
Shaping
Schema
Total package of associations brought to mind when cue is activated
Actual self image
How consumers see themselves
Ideal self image
How they would like to see themselves
Social self image
How consumers feel others should see them
Ideal social self image
How they would like others to see them
Expected self image
How they expect to see themselves in the future
id
Impulsive drives operates on the pleasure principle
Superego
Expression of moral and ethical codes
Ego
Conscious control balances id and superego
Trait theory
Combination of traits
Neuroticism Extroversion Openness to experiences Agreeableness Conscientiousness
Neuroticism
Fear
Sadness
Embarrassment
Extroversion
Tendency to interact with the world
Openness to experience
Seek variety
Agreeableness
Tendency to move towards people
Conscientiousness
Tendency to control impulses and pursue goals
Customer susceptibility to interpersonal influence
Enhances ones image in the opinion of others
Willingness to conform to expectations of others
Cognitive model
Concept of bounded rationality-consumers can’t be rational in economic sense but strive to make best decisions
Develop heuristics for decision making
Between passive and economic
Emotional model
Associate feelings with purchased
Less time evaluating alternatives
You deserve it
Passive model
Consumer as a submissive
Impulsive purchasers
Fails to recognise consumer can play an equal
Economic model
Rational decisions be aware of alternatives
People limited by extent of knowledge and goals
Stages of model
Need recognition Search for info Evaluation of alternatives Purchase Consumption Post purchase evaluation
Desire state
Desire for something triggers decision process
Actual state
Existing product solutions do not meet existing need
Extensive problem solving
No establishes criteria
Have not narrowed number of brands for evoked set
Needs lots of info
Expensive items
All seven stages
Limited problem solving
Established basic criteria
Not fully established preferences
More info to choose between brands
Don’t have time or motivation for eps
Routinised response behaviour
Some experience with orduct category
Routine purchased
Cognitive component
Descriptive beliefs
Evaluative beliefs
Normative beliefs
Descriptive beliefs
Connects object to person or outcome
Evaluative beliefs
Connects object to personal likes and dislikes
Normative beliefs
Moral and ethical judgements in relation to someone’s acts
Affective component
Our feelings or emotional reactions to an object
Behavioural component
Ones tendencies to respond in a certain manner
Learning hierarchy
Cognitive affective conative
Emotional hierarchy
Affective conative cognitive
Low involvement hierarchy
Conative affective cognitive
Changin basic motivational function
Utilitarian function
Ego defensive function
Valu expressive function
Knowledge function
Altering components of multi attribute model
Changing eval of attributes
Changing brand beliefs
Adding attribute
Changing overall brand rating
Utilitarian function
Brands utility or its value or helpfulness
Ego defensive function
Providing sense of security and personal confidence
