Lecture 3

Question 1

When using a person for your brand, you need to be aware of and why.
Also give an example where it went wrong.

Answer 1

the multiple dimensions of that person. It is important to be aware of what you are connecting your branding to.
Because all the associations of a celebrity will get transferred to your brand as well.

Example: Jake Paul and Disney Channel

Question 2

Model of consumer motivation

Answer 2

Discrepancy between actual and desired state > tension> drive > goal object

Question 3

Approach motivation

Answer 3

moving toward a positively valence goal

Question 4

Avoidance motivation

Give an example

Answer 4

moving away from a negatively valanced goal.
If it’s a negative stimulus, you’re probably going to avoid it.

Example: learning for an exam

Question 5

Where do goals and needs come from? Give examples for both

Answer 5

• Innate (biologically)
  example > food, sex drive
• Learned (operant conditioning)
  example > trying your best at school when you were young

Question 6

Goal system

Answer 6

this is were goals are organised. It is a mental representation of associative networks composed of interconnected goals and means.

Question 7

Learning

Answer 7

process in which we add associations or add these in association networks

Question 8

2 properties of goal systems

Answer 8

• equifinality
• multifinality

Question 9

equifinality

Answer 9

a single goal is associated with multiple means

Question 10

means

Answer 10

attributes that are necessary to get a certain goal

Question 11

perceived instrumentality of a specific means.
Also give an example

Answer 11

perception about effectiveness of the means in attaining the goal.

example: perception that a separate shampoo and conditioner is more effective than a 3-in-1 haircare product.

Question 12

Multifinality.
also give an example

Answer 12

multiple goals are associated with a single means.
Example: if your goals are white teeth, good breath and no cavities, you will probably get a toothpaste that solves al 3 of your needs

Question 13

dilution effect

Answer 13

decreased perception of instrumentality of the multi final means with respect to each goal.

assumption: when a product can serve multiple goals, it’s not going to be as effective as products who serve only one goal.

Question 14

When is multifinality desirable?

Answer 14

when people have multiple goals but can backfire when people have only a single goal

Question 15

2 sources of activation. Goals can be:

Answer 15

1. chronically activated (due to frequency of activation)
2. situationally activated (due to recency of activation)

Question 16

What is a chronic goal and give an example

Answer 16

chronic goals are goals that are always there such as happiness and health.

!financial freedom is subgoal to realise other goals!

Question 17

What is a situational goal and give an example

Answer 17

Situational activated goals are things that accrue through spreading activation after hearing new things/learning new things.
Situational goals are for example getting the new iPhone.

Question 18

Goals in marketing

Answer 18

1. selling goods
2. sell means to goals.

Question 19

Marketing relevance of goal systems

Answer 19

any product/brand can be positioned as means toward different goals

Question 20

What is important when selling products that sells multiple conflicting goals?

Answer 20

Introduce a product that is mild in both dimensions. Try to find a product that satisfies both goals.

Question 21

Components of self-concept

Answer 21

• Extended self (in groups/brands/close others/possessions)
• Individual self (values/traits/goals)

The self-concept is malleable > you can choose which version of yourself you want to show

Question 22

There are multiple selves (not extended and individual)

Answer 22

• ideal selve
• actual selve
• ought selve

Question 23

ideal selve

Answer 23

a person’s conception of how he/she would like to be

Question 24

actual selve

Answer 24

a person’s realistic appraisal of the qualities he or she does and does not possess

Question 25

Ought selve

Answer 25

a person’s conception how he/she should be

Question 26

Self-concept principles

Answer 26

1. image congruity
2. maintaining positive self-esteem

Question 27

Image congruity principles

Answer 27

1. products are symbols
2. people acquire and display products that help them build and express their self-concept
3. people prefer products whose image is congruent with an aspect of their self-image

Question 28

Maintaining positive self-esteem principles

Answer 28

1. people have a need to maintain positive self-esteem
2. when they are threatened, they engage in responses to restore their self-esteem
3. compensatory consumption: people use products as means to restore their self-esteem

Question 29

compensatory consumption

Answer 29

people use products as means to restore their self-esteem.

sometimes luxury products can make you feel better about yourself