Lecture 12: The Self & Motivations For Consumption

Question 1

What factors of influences on consumer behaviour do Motivation, personality and self-concept fall under?

Answer 1

Motivation: Psychological

Personality and Self-Concept: Personal

Question 2

Finish Zuckerman’s (2000) quote: “People need to

Answer 2

aroused if they are to become motivated”

Question 3

What did Blythe (2013) state about dissatisfaction?

Answer 3

“If we were not dissatisfied, we would simply stick with what we have.” (Blythe, 2013)

Question 4

What are the 5 values affecting consumer choice?

Answer 4

• Functional Value (Perceived utility)
• Conditional value (Situational value)
• Social value (Social Image etc.)
• Emotional value (Feelings/ emotional response)
• Epistemic value (Novelty / Variety Seeking)

Question 5

Drive theory is when?

Answer 5

‘Actual state’ starts to diverge from the ‘desired state’ which places a person in their ‘ New actual state’ A drive to restore the status quo is then developed which pushes someone to their ‘desired state’

Question 6

What is Rational motivation

Answer 6

• Implies consumers select goals based on totally objective criteria, such as size, weight, price, or miles per gallon

Question 7

What is emotional motivation

Answer 7

• Imply the selection of goals according to personal/subjective criteria.

Question 8

3 types of motivational conflict are?

Answer 8

Approach-approach conflict; Occurs when the individual is faced with two or more desirable alternatives.

Avoidance-avoidance conflict: Occurs when the individual is faced with two or more equally unappealing choices.

Approach- Avoidance conflict: When we desire a goal but wish to avoid it at the same time. This occurs when the course of action has both positive and negative consequences

Question 9

Example of approach-avoidance conflict?

Answer 9

An example of this would be the balance between eating unhealthily but trying to lose weight, you desire a McDonalds but you know if you have that McDonalds it will be more difficult for you to achieve your goal of losing weight.

Question 10

How does Maslow’s hierarchy of needs help us understand consumer behaviour?

Answer 10

Needs are never fully satisfied.

New needs emerge as old needs are satisfied.

People who achieve their goals set new and higher goals for themselves.

Question 11

Difficulties in understanding consumer motivation…

Answer 11

• People are often unable to be specific about what has driven them to a specific action.
• People often lie about their reasons.
• Some people are genuinely unaware of the reason.
• It is difficult to penetrate the layers of motivations to find the nugget of true motivation within.
• Research can help…. somewhat

Question 12

What is the Self-concept?

Answer 12

• Self-concepts are perceptions people have about themselves

Self-concept is the totality of the individuals thoughts and feelings in reference to themselves as an object; Behaviour is often directed towards supporting their self-concept through consumption of products as symbols of their self-concept

Question 13

Self-Esteem refer to what?

Answer 13

The positivity of a person’s self- concept

Question 14

High self esteem is related to?

Answer 14

Spending

Question 15

Low self esteem is related to?

Answer 15

Compulsive and addictive behaviours

Question 16

Consumers with high self-esteem are?

Answer 16

Less influenced by the opinions of others, more independent and less likely to perform to group pressures

Question 17

Why is the self-concept important?

Answer 17

It relates to how consumers perceive themselves and strongly influences consumer behaviour.

Question 18

With relation to the self-concept, what do people use products and consumption for?

Answer 18

• Products play a key role in defining self concept.

*People use consumption to symbolise, change or experiment with aspects of the self.

• Consumption is often aimed at hiding aspects of our personality we don’t want others to see.