lesson 4: attitude and motivation

Question 1

triple-component basis is also known as the ABCmodel: (of attitude)

Answer 1

1. Cognitive: is a person’s belief and knowledge about a product, brand or organisation.
2. Affective: is a person’s feelings for that product, brand or organisation.
3. Conative: is a person’s intention to act based a that knowledge and feeling

Question 2

affective components

Answer 2

• based on how we feel about elements. comes to mind more rapidly
• more accessible in memory therefore faster acted upon.
• it is a result of having strong values and beliefs

Question 3

cognitive components

Answer 3

• mainly based on facts (cognitive based)

- classifies the precieved pros and cons to categorize into products we do or don’t want to use

Question 4

conative (behavioural) components

Answer 4

• purchase or buying intention (cognative layer)

- behaviour: not the action but the intention to act

Question 5

3 possible purchase scenarios

Answer 5

1. The standard-learning or the high-involvement hierarchy
2. The low-involvement hierarchy
3. The experiential hierarchy

Question 6

standard learning/ high involvement hierarchy:

Answer 6

• consumers conducts extensive research and establishes beliefs
• need a high level of involvement for the purchase decision
• Heuristic attidues develops after some experience

Question 7

low involvement hierarchy

Answer 7

• bases purchases on what they know of the product

- develops feelings after the purchase

Question 8

experimental hierarchy

Answer 8

• purchases based entirely on their feelings

- cognition comes after the purchase and inforces an initioal affect.

Question 9

4 possible functions of attitudes

Answer 9

1. Knowledge function
2. Utilitarian or adjustment function
3. Value-expressive function
4. Ego-defensive function

Question 10

knowledge function

Answer 10

• helps understand the world by organising and catagorizing information
• helps to stay away from bad products or to find favoured products

Question 11

utilitarian or adjustment function

Answer 11

• decision based on greatest amount of happiness and less risk of punishment
• you are adaping, so other opinions matter

Question 12

value expressive function

Answer 12

• attitude is a statement of who we are, we express our meaning and are communicative
• create an image we want orhers to have from us

Question 13

ego defensive function

Answer 13

• the costomers central held values and beliefs, formed to protect self image.
• In self defence

Question 14

2 model groups of motivation

Answer 14

• content theories (the ingedients of motivation)

- process theories (the mix of ingedients)

Question 15

content theories (def and 2 example subtheories)

Answer 15

what arouses, sustains and regulates behavior, the ways to process and analyse costomer’s behavior.

• Fredirick Herberg 2 factor theory
• sigmunt freud Psychoanalysis

Question 16

Frederick herberg 2 factor theory

Answer 16

1. Motivators/ Satisfiers:
   - increases motivation, when not present it
   will not demotivate
2. Hygiene factors/ Dissatisfiers:
   - demotivates, does not motivate when
   absent.

Question 17

Sigmunt freud Psychoanalysis

Answer 17

3parts of human behavior:
1. ES= ID, feelings of instant gratification (priciple of pleasure. It is impulsive and doesn’t look at the consequences

2. Überich= Superego, the moral compass our consience to our actions. There are 2 subsystems:
   
   • consience and critism, self assessment
   • pursuit of ideal self image, the Morality
3. Ich= Ego, interacts with wold to satisfy ID in a realistic way (reality principle), reality as a compromise

Question 18

process theories (def and 2 subtheories)

Answer 18

how people start, sustain and direct behavior. Shows ways to get insight on how the motivations components becomes a process

- Andreasen's BCOS model
- Peter Kralijc's purchase matix

Question 19

Andreasen’s BCOS modes

Answer 19

4 market message ingredients:

1. Benefits (functional + affective + symbolic)
2. Costs (monetary + non-monetary)
3. Opportunity (incentive, what gives a push)
4. Self-assurance (attitude)

Question 20

Peter Kralijc’s purchase matrix

Answer 20

to choose a purchase strategy you depend on:

• the financtial impact of purchase
• availability and complexity of supply

Question 21

the different items of Kralijc’s purchase matrix

Answer 21

• Strategic, long term supply relationship
• leverage, competitive bidding
• non critical, system contracting
• bottleneck, secure continuity of supply

Question 22

motivation into 4 components

Answer 22

1. need, trigger that initiates process
2. direction, final goal
3. Drive, effort willing to make
4. Persistence, how long/ till when

Question 23

Directive: divided in 3 ways (what + theories)

Answer 23

• generic versus specific (way to fulfill needs, together vs against each other in a market)
• intrisical versus extrinsical (desire to engage vs expecting reward)
• Ideal versus ought (wishes/ hopes vs duties/ responsibilities)

Krolic and Andreasen model

Question 24

drive and persistence (def and theory

Answer 24

is the involvement in needs, values and interests
- the higher the importance and urgency the higher the involvement of the customer

expectancy theory and Herzbergs satisfiers
- routine vs strategic purchase