Lecture 1

Question 1

What is a goal

Answer 1

• how consumers seek to satisfy their unfulfilled needs

Question 2

Explain the difference between generic and product-specific goals. With an example

Answer 2

Generic goals = general class or category of goals that consumers choose to fulfil their needs 
Product-specific goals = the specfically branded products selected to fulfil their needs 

eg. student says they want to become a doctor (generic) but they want to do their MBBS at Deakin University (product-specific)
* marketers need to know how product-specific goals align with generic ones

Question 3

Explain the difference between superordinate, focal and subordinate goals. Including the Schwartz 10 values with examples

Answer 3

Superordinate goals are the reasons why we pursue certain focal goals

• we are sometimes unaware of these
• selected based on our values (relatively enduring beliefs about the appropriateness of certain actions)

Values that determine our superordinate goals are:
Schwartz 10 values
1. Achievement
- strive to be successful or increase sense of self-respect
- success arises from demonstrating competence
(eg. earn a degree)

2. Power
   - look to acquire wealth, status, authority as they represent the ability to control social/physical resources
   (eg. earn a luxury car)
3. Hedonism
   - look for pleasure and indulgence (seek to enjoy life)
   eg. travel
4. Stimulation
   - desire novelty means having a varied life
   eg. participate in adventure sports
5. Self-Direction
   - look for and value freedom, creativity and the choice to be whatever they want
   - value independence and curiosity
   eg. retire early
6. Universalism
   - social justice and equality
   - try to understand, appreciate and protect nature and welfare of all
7. Benevolence
   - enhance the welfare of the people with whom one has frequent contact
   - true friendship and love
8. Tradition
   - respect and accept traditional customs and values
   eg. collect old objects
9. Security
   - look for safety, harmony and stability in society
   eg. buy a house in a safe area
10. Conformity
    - look to restrain actions/ideas that could upset or harm others
    - value self-discipline, obedience and politeness

Focal goals = aim to compensate for unfulfilled needs

• vary from person-to-person and are determined in part by our values
• desire the requirements we lack (results in unfulfilled needs)
• a single focal goal might motivate multiple subordinate goals (eg. want to make money so will save, get a job or invest in bitcoin)
• help fulfil superordinate goals

Subordinate Goals = relate to the actions taken to achieve focal (and superordinate) goals
- for every focal goal, there are usually many potential subordinate goals from which we can choose

Question 4

Explain the ways motives can be aroused

Answer 4

Physiological

• most physiological cues are involuntary but arouse related needs that cause uncomfortable tensions until satisfaction
  eg. stomach grumblings will trigger awareness of hunger needs

Emotional

• thinking/daydreaming result in the arousal or stimulation of latent needs
• people who are bored in attempts to achieve goals often engage in daydreaming where they imagine themselves in desirable situations
• this may arouse dormant needs that produce uncomfortable tensions that push them towards goal-oriented behaviour
  eg. daydreaming of a romance may then spend free-time in internet singles chat rooms

Cognitive

• random thoughts/personal achievement can lead to cognitive awareness of needs
  eg. an ad that provokes memories of a loved one might trigger instant recognition of the need to speak to someone special eg. cheap fees to call international

Environmental

• set of needs activated at a particular time determined by specific environmental cues
• modification of the environment may be necessary in order to reduce arousal of hunger
  eg. sight/smell of freshly baked bread may arouse need for food