MKTG204 Flashcards

1
Q

Motivation

A

The processes that lead people to behave as they do

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2
Q

Utilitarian need

A

Provides a functional or practical benefit

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3
Q

Hedonic need

A

an experiential need involving emotional responses or fantasies

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4
Q

Drive

A

The degree of arousal present due to a discrepancy between the consumer’s present state and some ideal state.

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5
Q

Want

A

A manifestation of a need created by personal and cultural factors.

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6
Q

Drive theory

A

Focuses on biological needs that produce unpleasant states of arousal (a grumbling stomach)

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7
Q

Expectancy theory

A

Behaviour is pulled by expectations of achieving desirable outcomes-positive incentives- rather than pushed from within.

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8
Q

Theory of cognitive dissonance

A

A state of tension occurs when beliefs or behaviours conflict with one another.

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9
Q

Approach approach conflic

A

When a person must choose between two desirable alternatives

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10
Q

Approach avoidance

A

When consumers desire a goal but wish to avoid it at the same time.

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11
Q

Avoid avoid conflict

A

A person faces a choice between two undesirable alternatives.

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12
Q

Intrinsic motivation

A

To be motivated by the enjoyment of an activity without a further end goal.

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13
Q

Extrinsic motivation

A

Motivation by external influences, or by a goal that is seperate from ourselves.

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14
Q

Self determination theory

A

Focuses on needs that are essential for psychological health. Requires autonomy, relatedness, and competence.

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15
Q

Autonomy

A

The need to be free and have control over choices.

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16
Q

Competence

A

The need to be effective and have mastery

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17
Q

Relatedness

A

The need to be connected to others.

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18
Q

Maslows hierachy of needs

A

Hierachy of biological and psychological needs that specify certain levels.

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19
Q

The elements of value

A

Products and services deliver elements of value that address four kinds of needs: functional, emotional, life changing, and social impact.

20
Q

Cultural differences in motivation

A

Western nation seek more short term rewards than eastern nations.

21
Q

Consumer involvement

A

A persons perceived relevance of the object based on their inherent needs, values and interests.

22
Q

Levels of involvement

A

Simple processing: only the basic features of the message are considered.
Elaboration: incoming information is linked to pre existing knowledge.

23
Q

Concepts of involvement

A

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.

24
Q

Product involvement

A

Related to a consumers level of interest about a particular product.

25
Q

Message-response involvement

A

Refers to a consumers interest in processing marketing communications. Fuels rapid growth of interactive mobile marketing.

26
Q

Person situation involvement

A

Refers to the differences that may occur when buying the same object for different contexts.

27
Q

Value

A

A belief that some condition is preferable to its opposite

28
Q

Core values

A

General set of values that uniquely define a culture

29
Q

Value system

A

A cultures unique set of rankings of the relative importance of universal values.

30
Q

Values related to consumer behaviour

A

Cultural values, consumption specific values, product specific values

31
Q

Attitude

A

A combination of motivation, emotions and perceptions and cognitive processes. A learned prediposition to respond in a positive or negative way to an event.

32
Q

What two components does an attitude contain

A

Emotion and Cognition

33
Q

The standard learning hierachy

A

Learn-Feel-Do. Consumer approaches a product decision as a problem solving process. Consumer is highly involved. E.g. car, house.

34
Q

The low involvement hierachy

A

Learn-Do-Feel. Low involvement products that don’t involve an initial preference, acts on limited knowledge.

35
Q

The experiential hierachy

A

Feel-Do-learn. Consumers act based on their emotional reactions.

36
Q

The behavioural hierachy

A

Do-learn-feel. Formation of attitudes in response to behaviours. Related to habitual purchases and impulse buying.

37
Q

Classical Conditioning

A

Object is repeatedly paired with a stimulus

38
Q

Instrumental conditioning

A

Consumption of the object is positively reinforced

39
Q

Complex cognitive processes

A

Learnt and reinforced behaviour such as modelling behaviour.

40
Q

Cognitive dissonance

A

When confronted with inconsistencies among attitudes and behaviours, will take action to reduce the dissonance by changing an attitude or modifying behaviour.

41
Q

Basic multi attribute model

A

Consists of three elements: Attributes, beliefs and importance weights

42
Q

The fishbein model

A

Identify what is important and then form an attitude
Measures three components of attitude: Overall attitude, salient beliefs, evaluations.

43
Q

Theory of reasoned action

A

Adds to fishbein model. Intentions vs behaviour, social pressure, attitudes towards buying

44
Q

Theory of planned behaviour

A

Attitude towards behaviour

45
Q
A