Lecture 3 Flashcards
When using a person for your brand, you need to be aware of and why.
Also give an example where it went wrong.
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
Model of consumer motivation
Discrepancy between actual and desired state > tension> drive > goal object
Approach motivation
moving toward a positively valence goal
Avoidance motivation
Give an example
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
Where do goals and needs come from? Give examples for both
- Innate (biologically)
example > food, sex drive - Learned (operant conditioning)
example > trying your best at school when you were young
Goal system
this is were goals are organised. It is a mental representation of associative networks composed of interconnected goals and means.
Learning
process in which we add associations or add these in association networks
2 properties of goal systems
- equifinality
- multifinality
equifinality
a single goal is associated with multiple means
means
attributes that are necessary to get a certain goal
perceived instrumentality of a specific means.
Also give an example
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.
Multifinality.
also give an example
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
dilution effect
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.
When is multifinality desirable?
when people have multiple goals but can backfire when people have only a single goal
2 sources of activation. Goals can be:
- chronically activated (due to frequency of activation)
- situationally activated (due to recency of activation)
What is a chronic goal and give an example
chronic goals are goals that are always there such as happiness and health.
!financial freedom is subgoal to realise other goals!
What is a situational goal and give an example
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.
Goals in marketing
- selling goods
- sell means to goals.
Marketing relevance of goal systems
any product/brand can be positioned as means toward different goals
What is important when selling products that sells multiple conflicting goals?
Introduce a product that is mild in both dimensions. Try to find a product that satisfies both goals.
Components of self-concept
- 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
There are multiple selves (not extended and individual)
- ideal selve
- actual selve
- ought selve
ideal selve
a person’s conception of how he/she would like to be
actual selve
a person’s realistic appraisal of the qualities he or she does and does not possess
Ought selve
a person’s conception how he/she should be
Self-concept principles
- image congruity
- maintaining positive self-esteem
Image congruity principles
- products are symbols
- people acquire and display products that help them build and express their self-concept
- people prefer products whose image is congruent with an aspect of their self-image
Maintaining positive self-esteem principles
- people have a need to maintain positive self-esteem
- when they are threatened, they engage in responses to restore their self-esteem
- compensatory consumption: people use products as means to restore their self-esteem
compensatory consumption
people use products as means to restore their self-esteem.
sometimes luxury products can make you feel better about yourself
