MKTG204 Flashcards
Motivation
The processes that lead people to behave as they do
Utilitarian need
Provides a functional or practical benefit
Hedonic need
an experiential need involving emotional responses or fantasies
Drive
The degree of arousal present due to a discrepancy between the consumer’s present state and some ideal state.
Want
A manifestation of a need created by personal and cultural factors.
Drive theory
Focuses on biological needs that produce unpleasant states of arousal (a grumbling stomach)
Expectancy theory
Behaviour is pulled by expectations of achieving desirable outcomes-positive incentives- rather than pushed from within.
Theory of cognitive dissonance
A state of tension occurs when beliefs or behaviours conflict with one another.
Approach approach conflic
When a person must choose between two desirable alternatives
Approach avoidance
When consumers desire a goal but wish to avoid it at the same time.
Avoid avoid conflict
A person faces a choice between two undesirable alternatives.
Intrinsic motivation
To be motivated by the enjoyment of an activity without a further end goal.
Extrinsic motivation
Motivation by external influences, or by a goal that is seperate from ourselves.
Self determination theory
Focuses on needs that are essential for psychological health. Requires autonomy, relatedness, and competence.
Autonomy
The need to be free and have control over choices.
Competence
The need to be effective and have mastery
Relatedness
The need to be connected to others.
Maslows hierachy of needs
Hierachy of biological and psychological needs that specify certain levels.
The elements of value
Products and services deliver elements of value that address four kinds of needs: functional, emotional, life changing, and social impact.
Cultural differences in motivation
Western nation seek more short term rewards than eastern nations.
Consumer involvement
A persons perceived relevance of the object based on their inherent needs, values and interests.
Levels of involvement
Simple processing: only the basic features of the message are considered.
Elaboration: incoming information is linked to pre existing knowledge.
Concepts of involvement
Inertia: consumer lacks motivation to consider alternatives. Flow state: Consumer is truly involved with the product, ad or website. Cult products: command fierce loyalty by consumers who are highly involved in the product.
Product involvement
Related to a consumers level of interest about a particular product.
Message-response involvement
Refers to a consumers interest in processing marketing communications. Fuels rapid growth of interactive mobile marketing.
Person situation involvement
Refers to the differences that may occur when buying the same object for different contexts.
Value
A belief that some condition is preferable to its opposite
Core values
General set of values that uniquely define a culture
Value system
A cultures unique set of rankings of the relative importance of universal values.
Values related to consumer behaviour
Cultural values, consumption specific values, product specific values
Attitude
A combination of motivation, emotions and perceptions and cognitive processes. A learned prediposition to respond in a positive or negative way to an event.
What two components does an attitude contain
Emotion and Cognition
The standard learning hierachy
Learn-Feel-Do. Consumer approaches a product decision as a problem solving process. Consumer is highly involved. E.g. car, house.
The low involvement hierachy
Learn-Do-Feel. Low involvement products that don’t involve an initial preference, acts on limited knowledge.
The experiential hierachy
Feel-Do-learn. Consumers act based on their emotional reactions.
The behavioural hierachy
Do-learn-feel. Formation of attitudes in response to behaviours. Related to habitual purchases and impulse buying.
Classical Conditioning
Object is repeatedly paired with a stimulus
Instrumental conditioning
Consumption of the object is positively reinforced
Complex cognitive processes
Learnt and reinforced behaviour such as modelling behaviour.
Cognitive dissonance
When confronted with inconsistencies among attitudes and behaviours, will take action to reduce the dissonance by changing an attitude or modifying behaviour.
Basic multi attribute model
Consists of three elements: Attributes, beliefs and importance weights
The fishbein model
Identify what is important and then form an attitude
Measures three components of attitude: Overall attitude, salient beliefs, evaluations.
Theory of reasoned action
Adds to fishbein model. Intentions vs behaviour, social pressure, attitudes towards buying
Theory of planned behaviour
Attitude towards behaviour
