Lecture Unit 7: Consumer Motivation, Personality, and Emotion Flashcards
What is a motive?
= 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
What is motivation? (Underlying)
= degree to which a person is willing to expend energy to reach one goal
What are the two key groups of behavior of human motivations?
- 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
What is utilitarian motivation? Name example
= Functional, goal- oriented behavior
Example: Choosing the most convenient place to have lunch
What is hedonic motivation? Mme examples
=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
What are the two useful motivation theories?
- 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
Description of intuition behind the maslow´s hiearachy of needs?
- 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
What is the hierarchy of needs acc. to maslow? (5)
- Phychological needs: food, water, warmth, rest
- Safety needs: security, safety
- Belonginess and love needs: intimate relationships, friends
- Esteem needs: prestie and feeling of accomplishment
- Self-actualization: achieving one´s full potential, including creactive activities
What are the 2 criterias of mcGuire phsychological needs that determine four categories?
- 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?
What are the 4 categories of McGuire Psychological motives?
- Cognitive preservation motives
- Cognitive Growth Motives
- Affective Preservation motives
- Affective growth motives
What are the needs for “Cognitive preservation motives”?
- Need for Consistency (active, internal)
- Need for Attribution (active, external) Attribution Theory
- Need to Categorize (passive, internal)
- Need for Objectification (passive, external)
What are the needs for “Cognitive growth motives”?
- Need for Autonomy (active, internal)
- Need for Stimulation (active, external)
- Teleological Need (passive, internal)
- Utilitarian Need (passive, external)
What are the needs for “Affective Preservation motives”?
- Need for Tension Reduction (active, internal)
- Need for Expression (active, external)
- Need for Ego Defense (passive, internal)
- Need for Reinforcement (passive, external)
What are the needs for “Affective Growth motives”?
- Need for Assertion (active, internal)
- Need for Affiliation (active, external)
- Need for Identification (passive, internal)
- Need for Modeling (passive, external)
Motivation theory: 2 types of products that consumer buy and what do firms have to do?
- 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
What are the two groups of motives?
- 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
What is involvement?
= is a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting
What does consumer involvement lead to/affect?
- attention
- analytical reasoning
- information search
- word of mouth
Marketing strategy based on Multiple Motives
What are the 3 types of motivational conflics? (Consumer involvement)
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
What is meant with marketing strategy based on regulatory focus?
= salience of particular sets of motives triggers consumers to regulate their behavior in different ways in order to achieve desired outcomes
What are promotion-focused motives? (Types of regulator focus)
revolve around a desire for growth and development and are related to consumers’ hopes and aspirations
What are prevention-focused motives? (Types of regulator focus)
revolve around a desire for safety and security and are related to consumers’ sense of duties and obligations
What does regulatory focus theory suggest for marketing strategy?
suggests that consumers will react differently depending on which broad set of motives is most salient
Which prevention or promotion focused regulatory factor is used ? (Online travel shopping?)
Prevention-focused ad: Worked best for last-minute shoppers
Promotion-focused ad: Worked best for shoppers buying for future travel
What is meant with personality?
= refers to individual differences in characteristic patterns of thinking, feeling and behaving
What are the two broad focus areas of personality?
- 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
What is the difference between “motivation” and “personality” in the context of consumer behavhior?
- 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
What is the single trait approach/theories?
= emphasize one personality trait as being particularly relevant to understanding a particular set of behaviors:
- Consumer ethnocentrism
- Need for cognition
- need for uniqueness
What are the 3 sets of behaviors in single trait approach? (+ desscribtion)
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
What is the multi-trait approach?
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
What are the 5 factors/traits of the OCEAN Model?
- openness to experience,
- conscientiousness,
- extraversion,
- agreeableness, and
- neuroticism
=often represented by the acronyms OCEAN
Multi-Trait approach/ 5 factor/trait model:
Explain: OCEAN
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
Multi-Trait approach/ 5 factor/trait model:
Explain: OCEAN
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
What are the motives, characteristics and decision making of promotion focused motives?
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
What are the motives, characteristics and decision making of prevention focused motives?
Motives: Obligations, responsibilities, security needs
Characteristics: Short-term focus, concrete, stability
Decision-making: risk-averse, to minimize losses, accuracy over speed
