Lecture 2: Motivations, Emotions, Involvement and Values Flashcards
Motivation is a goal-directed drive to attain a goal.
True
A goal object is something the acquisition or attainment of will bring happiness, reduces discomfort, or tension.
True
Needs are a desire for a particular goal object to reduce tension.
False
Biogenic needs stem from our mental makeup such as burnout, boredom etc.
False
Biogenic needs stem from our biology as humans such as hunger or thirst.
True
Psychogenic needs stem from our mental makeup such as burnout, boredom etc.
True
Hedonic consumption is described as the use of products for the sake of intrinsic enjoyment.
True
Avoidance motivation is the desire to attain a goal object.
False
Avoidance motivation is the desire to protect oneself from an object.
True
Approach motivation is the desire to attain a goal object.
True
Approach and Avoidance motives can lead to motivational conflicts.
True
Consumers use self-control to regulate feelings, thoughts, and behaviour in line with long term goals.
True
Mental effort in decision making can lead to exhaustion of mental resources.
True
Connection between body and mind influences consumer self-control/regulation of behaviour.
True
Embodied cognition is the belief that many features of cognition are shaped by aspects of the body beyond the brain.
True
Emotions are positive or negative experiences that are associated with a particular pattern of physiological activity.
True
Primary emotions are those that we feel first, as a first response to a situation.
True
Secondary emotions appear after primary emotions, turn emotions into complex reactions.
True
Emotions are not based on an individual’s assessment of a situation or outcome and its relevance to his or her goals.
False.
Negative moods diminish self-gratification.
False
Negative and positive moods enhance immediate self-gratification.
True
Good moods make us respond more favorably to marketers’ actions.
True.
A consumers’ perceived relevance of an object is based on their inherent needs, values, and interests.
True
Product categories, brands, ads, medium, decisions and behaviours are all examples of objects of involvement.
True
Situational involvement occurs when consumers show a consistent high-level of interest in an object/product and frequently spend time thinking about it.
False
Situational involvement occurs over a short time period and is associated with a specific situation, such as a need to replace a product that has broken.
True
Enduring involvement occurs over a short time period and is associated with a specific situation, such as a need to replace a product that has broken.
False
Enduring involvement occurs when consumers show a consistent high-level of interest in an object/product and frequently spend time thinking about it.
True
Consumers try to handle perceived risk by seeking information, relying on firm reputation, looking for guarantees and warranties.
True
Functional risk is when the product poses a threat to the physical well-being or health of the user or others.
False
Physical risk is when the product is not worth the price paid.
False
Financial risk is when the product does not perform up to expectations.
False
Functional risk is when the product does not perform up to expectations.
True
Physical risk is when the product poses a threat to the physical well-being or health of the user or others.
True
Financial risk is when the product is not worth the price paid.
True
Social risk is when the product affects the mental well-being of the user.
False
Psychological risk is when the failure of the product results in an opportunity cost of finding another satisfactory product.
False
Time risk is when the product results in embarrassment from others.
False
Social risk is when the product results in embarrassment from others.
True
Psychological risk is when the product affects the mental well-being of the user.
True
Time risk is when the failure of the product results in an opportunity cost of finding another satisfactory product.
True
Values are beliefs that guide what people regard as important or good.
True
Terminal values are goals a person would like to achieve during his/her lifetime.
True
Instrumental values are the means to achieving one’s terminal values.
True
Terminal values are subjective.
True
A value system is the ranking of values within a culture.
True
Enculturation is the process of learning values of one’s own culture.
True
Acculturation is the process of learning values of another culture.
True
Means-end chains are specific product attributes are linked at levels of increasing abstraction to terminal values.
True
Success of international marketing activities depends on addressing the differences among consumers in each place.
True
