Lecture 5_ Motivation

Question 1

What is the definition of motivation?

Answer 1

is the driving force within individuals that impels them to action.
is produced by a state of tension, by having a need which is unfulfilled.

Question 2

What is the definition of need?

Answer 2

are the essence of the marketing concept. Marketers do NOT create needs but can make consumers aware of needs and specify the way to satisfy these needs

Question 3

What is the definition of wants?

Answer 3

is a specific way of satisfying a need. (one manifestation of a need)

Question 4

On what depend wants ?

Answer 4

Individual history
Learning experiences
Cultural environment

Question 5

Which are the needs?

Answer 5

Biogenic needs : People are born with a need for certain elements necessary to maintain life, e.g. food, water, shelter, etc
Psychogenic needs : Are acquired in the process of becoming a member of a culture, e.g. status, power, affiliation, etc

Motivations satisfies either:
Utilitarian needs : A desire to achieve
some functional or practical benefit (fuel economy in a car)
Hedonic needs : An experiential need, involving emotional responses or fantaisie

Question 6

Which are the defense mechanisms?

Answer 6

Aggresion (may resort to agressive behavior in attempting to protect their self- esteem)
Rationalization (People sometimes resolve frustration by inventing plausible reasons for being unable to attain their goal)
Regression (An individual may react to a frustrating situation which childish or immature behavior)
Withdrawal (Frustration may be resolved by simply withdrawing from the situation)

Question 7

Arousal of motives ?

Answer 7

Psysiological arousal (state of hunger) 
Emotional arousal (frustration)
Cognitive arousal (They read an ad that made them think about their needs) 
Environmental arousal (Change of weather)

Question 8

Specific needs?

Answer 8

Need for achievement
Need for affiliation
Need for power
Need for uniqueness

Question 9

Hierarchy of needs

Answer 9

Maslow’s need hierarchy

Question 10

Maslow’s need of hierarchy

Answer 10

Self actualization 
Ego needs
Belongingness 
Safety 
Physiological

Question 11

Types of consumer involvement ?

Answer 11

Cognitive involvement (when a person is motivated to learn all she/ he can about the product) 
Product involvement (inertia to very high involvement)
Message-response involvement (The consumer's interest in processing marketing communications) 
Ego involvement (the importance of a product to a consumer's self-concept

Question 12

Motivational conflict _ Theory of cognitive dissonance

Answer 12

Distressing mental state caused by inconsistency between a person’s two beliefs or belief and a action

Question 13

Motivational conflict_ Approach - Approach conflict

Answer 13

A person must choose between two desirable alternatives such as choosing between two favorite brands of automobiles

Question 14

Motivational conflict_ Approach - Avoidance conflict

Answer 14

Many products or services we desire have negative consequences attached to them. An example is deserts, which may lead to gaining weight

Question 15

Motivational conflict_ Avoidance - Avoidance conflict

Answer 15

A choice between two undesirable alternatives such as having to spend more on an older car or buy a newer more expensive car