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Be a: Marketing Theory > Lecture Unit 7: Consumer Motivation, Personality, and Emotion > Flashcards

Lecture Unit 7: Consumer Motivation, Personality, and Emotion Flashcards

1
Q

What is a motive?

A

= is a construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response

  • Motivation is the reason for behavior
  • There are numerous theories of motivation, and many of them offer useful insights for marketing managers
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2
Q

What is motivation? (Underlying)

A

= degree to which a person is willing to expend energy to reach one goal

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3
Q

What are the two key groups of behavior of human motivations?

A
  • Homeostasis – the body naturally reacts in a way so as to maintain a constant, normal blood stream
  • Self-improvement– changing one’s current state to a level that is more ideal
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4
Q

What is utilitarian motivation? Name example

A

= Functional, goal- oriented behavior

Example: Choosing the most convenient place to have lunch

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5
Q

What is hedonic motivation? Mme examples

A

=People approach pleasure and avoid pain

Examples:
- Going out to a trendy, new restaurant for dinner
- Choosing to shop at retailers that are seen as fun and exciting
- Using air fresher because one really likes the smell

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6
Q

What are the two useful motivation theories?

A
  • Maslow´s hierarchy of needs: a marco theory designed to account for most human behavior
  • McGuire Psychological Motives: failry detailed set of motives used to account for specific aspect of consumer behavior
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7
Q

Description of intuition behind the maslow´s hiearachy of needs?

A
  • All humans acquire a similar set of motives through genetic endowment and social interaction
  • Some motives are more basic or critical than others
  • The more basic motives must be satisfied to a minimum level before other motives are activated
  • As the basic motives become satisfied, more advanced motives come into play
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8
Q

What is the hierarchy of needs acc. to maslow? (5)

A
  1. Phychological needs: food, water, warmth, rest
  2. Safety needs: security, safety
  3. Belonginess and love needs: intimate relationships, friends
  4. Esteem needs: prestie and feeling of accomplishment
  5. Self-actualization: achieving one´s full potential, including creactive activities
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9
Q

What are the 2 criterias of mcGuire phsychological needs that determine four categories?

A
  • Is the mode of motivation: cognitive or affective?
  • Is the motive focused on preservation of the status quo or on growth?
  • Is this behavior actively initiated or in response to the environment?
  • Does this behavior help the individual achieve a new internal or a new external relationship to the environment?
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10
Q

What are the 4 categories of McGuire Psychological motives?

A
  • Cognitive preservation motives
  • Cognitive Growth Motives
  • Affective Preservation motives
  • Affective growth motives
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11
Q

What are the needs for “Cognitive preservation motives”?

A
  • Need for Consistency (active, internal)
  • Need for Attribution (active, external) Attribution Theory
  • Need to Categorize (passive, internal)
  • Need for Objectification (passive, external)
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12
Q

What are the needs for “Cognitive growth motives”?

A
  • Need for Autonomy (active, internal)
  • Need for Stimulation (active, external)
  • Teleological Need (passive, internal)
  • Utilitarian Need (passive, external)
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13
Q

What are the needs for “Affective Preservation motives”?

A
  • Need for Tension Reduction (active, internal)
  • Need for Expression (active, external)
  • Need for Ego Defense (passive, internal)
  • Need for Reinforcement (passive, external)
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14
Q

What are the needs for “Affective Growth motives”?

A
  • Need for Assertion (active, internal)
  • Need for Affiliation (active, external)
  • Need for Identification (passive, internal)
  • Need for Modeling (passive, external)
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15
Q

Motivation theory: 2 types of products that consumer buy and what do firms have to do?

A
  • Consumer buy motive satisfaction or problem solutions
  • Firms must discover the motives that their products and brands can satisfy and develop marketing mixes around these motives
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16
Q

What are the two groups of motives?

A
  • Manifest motives: Motives that are known and freely admitted
  • Latent motives: Motives that are either unknown to the consumer or
    consumers are reluctant to admit them
17
Q

What is involvement?

A

= is a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting

18
Q

What does consumer involvement lead to/affect?

A
  • attention
  • analytical reasoning
  • information search
  • word of mouth
19
Q

Marketing strategy based on Multiple Motives

What are the 3 types of motivational conflics? (Consumer involvement)

A

1.Approach-Approach motivational conflict:
- A choice between two attractive alternatives

2.Approach-Avoidancemotivational conflict:
- A choice with both positive and negative consequences

3.Avoidance-Avoidance motivational conflict:
- A choice involving only undesirable outcomes

20
Q

What is meant with marketing strategy based on regulatory focus?

A

= salience of particular sets of motives triggers consumers to regulate their behavior in different ways in order to achieve desired outcomes

21
Q

What are promotion-focused motives? (Types of regulator focus)

A

revolve around a desire for growth and development and are related to consumers’ hopes and aspirations

22
Q

What are prevention-focused motives? (Types of regulator focus)

A

revolve around a desire for safety and security and are related to consumers’ sense of duties and obligations

23
Q

What does regulatory focus theory suggest for marketing strategy?

A

suggests that consumers will react differently depending on which broad set of motives is most salient

24
Q

Which prevention or promotion focused regulatory factor is used ? (Online travel shopping?)

A

Prevention-focused ad: Worked best for last-minute shoppers

Promotion-focused ad: Worked best for shoppers buying for future travel

25
Q

What is meant with personality?

A

= refers to individual differences in characteristic patterns of thinking, feeling and behaving

26
Q

What are the two broad focus areas of personality?

A
  • understanding individual differences in particular personality characteristics, such as sociability or irritability
  • understanding how the various parts of a person come together as a whole
27
Q

What is the difference between “motivation” and “personality” in the context of consumer behavhior?

A
  • Motivation: is the energizing force that makes consumer behavior purposeful and goal directed
  • Personality: guides and directs the behavior chosen to accomplish goals in different situations
28
Q

What is the single trait approach/theories?

A

= emphasize one personality trait as being particularly relevant to understanding a particular set of behaviors:

  • Consumer ethnocentrism
  • Need for cognition
  • need for uniqueness
29
Q

What are the 3 sets of behaviors in single trait approach? (+ desscribtion)

A

Consumer ethnocentrism
- reflects an individual difference in consumers’ propensity to be biased against the purchase of foreign products

Need for cognition
- reflects a difference in the propensity to engage in and enjoy thinking

Need for uniqueness
- reflects a difference in consumers’ propensity to pursue differentness relative to others through the acquisition, utilization and disposition of consumer goods

30
Q

What is the multi-trait approach?

A

Five-Factor Model, also known as OCEAN model, is the most commonly used by marketers and identifies five basic traits that are formed by genetics and early learning

31
Q

What are the 5 factors/traits of the OCEAN Model?

A
  • openness to experience,
  • conscientiousness,
  • extraversion,
  • agreeableness, and
  • neuroticism

=often represented by the acronyms OCEAN

32
Q

Multi-Trait approach/ 5 factor/trait model:

Explain: OCEAN

A

openness to experience: imagination, feelings, actions, ideas

  • Low: practical, conventional, prefers routine
  • High: Curious, wide range of interests, independent

conscientiousness,: Competence, self-discipline, thoughtfulness, goal-driven

  • Low: Impulsive, careless, disorganized
  • High: Hardworking, dependable, organized
33
Q

Multi-Trait approach/ 5 factor/trait model:

Explain: OCEAN

A

extraversion,: sociability, assertiveness, emptional expression

  • Low: quiet, reserved, withdawn
  • High: Outgoing, warm, seeks adventure

agreeableness,: Cooperative, trustworthy, good-natured

  • Low: Critical, uncooperative, suspicious
  • High: Helpful, trusting, empathetic

neuroticism: Tendency toward unstable emotions

  • Low: Calm, eve-tempered, secure
  • High: Anxious, unhappy, prone to negative emotions
34
Q

What are the motives, characteristics and decision making of promotion focused motives?

A

Motives: Hopes, wishes and aspirations

Characteristics: Long-term focus, abstract, change the steady state

Decision-making: more willing to take risk, speed over accuracy, affect and emotion

35
Q

What are the motives, characteristics and decision making of prevention focused motives?

A

Motives: Obligations, responsibilities, security needs

Characteristics: Short-term focus, concrete, stability

Decision-making: risk-averse, to minimize losses, accuracy over speed

Be a: Marketing Theory (15 decks)

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