lesson 4: attitude and motivation Flashcards
triple-component basis is also known as the ABCmodel: (of attitude)
- Cognitive: is a person’s belief and knowledge about a product, brand or organisation.
- Affective: is a person’s feelings for that product, brand or organisation.
- Conative: is a person’s intention to act based a that knowledge and feeling
affective components
- 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
cognitive components
- mainly based on facts (cognitive based)
- classifies the precieved pros and cons to categorize into products we do or don’t want to use
conative (behavioural) components
- purchase or buying intention (cognative layer)
- behaviour: not the action but the intention to act
3 possible purchase scenarios
- The standard-learning or the high-involvement hierarchy
- The low-involvement hierarchy
- The experiential hierarchy
standard learning/ high involvement hierarchy:
- consumers conducts extensive research and establishes beliefs
- need a high level of involvement for the purchase decision
- Heuristic attidues develops after some experience
low involvement hierarchy
- bases purchases on what they know of the product
- develops feelings after the purchase
experimental hierarchy
- purchases based entirely on their feelings
- cognition comes after the purchase and inforces an initioal affect.
4 possible functions of attitudes
- Knowledge function
- Utilitarian or adjustment function
- Value-expressive function
- Ego-defensive function
knowledge function
- helps understand the world by organising and catagorizing information
- helps to stay away from bad products or to find favoured products
utilitarian or adjustment function
- decision based on greatest amount of happiness and less risk of punishment
- you are adaping, so other opinions matter
value expressive function
- 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
ego defensive function
- the costomers central held values and beliefs, formed to protect self image.
- In self defence
2 model groups of motivation
- content theories (the ingedients of motivation)
- process theories (the mix of ingedients)
content theories (def and 2 example subtheories)
what arouses, sustains and regulates behavior, the ways to process and analyse costomer’s behavior.
- Fredirick Herberg 2 factor theory
- sigmunt freud Psychoanalysis
Frederick herberg 2 factor theory
- Motivators/ Satisfiers:
- increases motivation, when not present it
will not demotivate - Hygiene factors/ Dissatisfiers:
- demotivates, does not motivate when
absent.
Sigmunt freud Psychoanalysis
3parts of human behavior:
1. ES= ID, feelings of instant gratification (priciple of pleasure. It is impulsive and doesn’t look at the consequences
- 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
- Ich= Ego, interacts with wold to satisfy ID in a realistic way (reality principle), reality as a compromise
process theories (def and 2 subtheories)
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
Andreasen’s BCOS modes
4 market message ingredients:
- Benefits (functional + affective + symbolic)
- Costs (monetary + non-monetary)
- Opportunity (incentive, what gives a push)
- Self-assurance (attitude)
Peter Kralijc’s purchase matrix
to choose a purchase strategy you depend on:
- the financtial impact of purchase
- availability and complexity of supply
the different items of Kralijc’s purchase matrix
- Strategic, long term supply relationship
- leverage, competitive bidding
- non critical, system contracting
- bottleneck, secure continuity of supply
motivation into 4 components
- need, trigger that initiates process
- direction, final goal
- Drive, effort willing to make
- Persistence, how long/ till when
Directive: divided in 3 ways (what + theories)
- 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
drive and persistence (def and theory
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
