MKTG204

Question 1

Motivation

Answer 1

The processes that lead people to behave as they do

Question 2

Utilitarian need

Answer 2

Provides a functional or practical benefit

Question 3

Hedonic need

Answer 3

an experiential need involving emotional responses or fantasies

Question 4

Drive

Answer 4

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

Question 5

Want

Answer 5

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

Question 6

Drive theory

Answer 6

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

Question 7

Expectancy theory

Answer 7

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

Question 8

Theory of cognitive dissonance

Answer 8

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

Question 9

Approach approach conflic

Answer 9

When a person must choose between two desirable alternatives

Question 10

Approach avoidance

Answer 10

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

Question 11

Avoid avoid conflict

Answer 11

A person faces a choice between two undesirable alternatives.

Question 12

Intrinsic motivation

Answer 12

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

Question 13

Extrinsic motivation

Answer 13

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

Question 14

Self determination theory

Answer 14

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

Question 15

Autonomy

Answer 15

The need to be free and have control over choices.

Question 16

Competence

Answer 16

The need to be effective and have mastery

Question 17

Relatedness

Answer 17

The need to be connected to others.

Question 18

Maslows hierachy of needs

Answer 18

Hierachy of biological and psychological needs that specify certain levels.

Question 19

The elements of value

Answer 19

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

Question 20

Cultural differences in motivation

Answer 20

Western nation seek more short term rewards than eastern nations.

Question 21

Consumer involvement

Answer 21

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

Question 22

Levels of involvement

Answer 22

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

Question 23

Concepts of involvement

Answer 23

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.

Question 24

Product involvement

Answer 24

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

Question 25

Message-response involvement

Answer 25

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

Question 26

Person situation involvement

Answer 26

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

Question 27

Value

Answer 27

A belief that some condition is preferable to its opposite

Question 28

Core values

Answer 28

General set of values that uniquely define a culture

Question 29

Value system

Answer 29

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

Question 30

Values related to consumer behaviour

Answer 30

Cultural values, consumption specific values, product specific values

Question 31

Attitude

Answer 31

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

Question 32

What two components does an attitude contain

Answer 32

Emotion and Cognition

Question 33

The standard learning hierachy

Answer 33

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

Question 34

The low involvement hierachy

Answer 34

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

Question 35

The experiential hierachy

Answer 35

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

Question 36

The behavioural hierachy

Answer 36

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

Question 37

Classical Conditioning

Answer 37

Object is repeatedly paired with a stimulus

Question 38

Instrumental conditioning

Answer 38

Consumption of the object is positively reinforced

Question 39

Complex cognitive processes

Answer 39

Learnt and reinforced behaviour such as modelling behaviour.

Question 40

Cognitive dissonance

Answer 40

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

Question 41

Basic multi attribute model

Answer 41

Consists of three elements: Attributes, beliefs and importance weights

Question 42

The fishbein model

Answer 42

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

Question 43

Theory of reasoned action

Answer 43

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

Question 44

Theory of planned behaviour

Answer 44

Attitude towards behaviour