motivation Flashcards
What serves as the motivation for buying?
Consumer needs
Consumer needs drive consumer behavior and decision-making processes.
What are the different types of consumer needs identified in needs theory?
- Innate needs
- Acquired needs
Innate needs are required for physical survival, while acquired needs are learned and influenced by social interactions.
What are the stages in the consumer decision process affected by motivation?
- Need recognition
- Pre-purchase search
- Evaluation of alternatives
These stages reflect how motivation influences consumer behavior.
Who is quoted on the nature of motivation?
Zig Ziglar
Zig Ziglar emphasizes the need for daily motivation.
What does motivation influence in consumer behavior?
Recognition of a need, search for information, and evaluation of alternatives
Motivation is crucial for driving the decision-making process.
What factors contribute to the dynamic nature of motivation?
- Physical condition
- Environment
- Interactions with others
- Experiences
These factors cause needs and goals to evolve over time.
Why do human activities driven by needs never cease?
- Needs are never fully satisfied
- Higher order needs emerge as lower order needs are satisfied
- Success and failure influence goals
These dynamics ensure ongoing motivation.
What happens when most human needs are temporarily satisfied?
Tension builds up again
Temporary satisfaction does not eliminate the underlying need.
What emerges as lower order needs are satisfied?
Higher order needs
This is illustrated in Maslow’s Hierarchy of Needs.
What can influence an individual’s level of aspiration?
- Success
- Failure
These experiences can lead to raising or lowering future goals.
What is the model of the motivation process?
- Unfulfilled needs, wants, and desires
- Tension
- Drive
- Behavior
- Goal or need fulfillment
- Tension reduction
This model outlines how motivation drives behavior to fulfill needs.
What is a key role of marketers in the motivation process?
Identifying unfulfilled consumer needs
Marketers must understand consumer needs to create effective strategies.
What can marketers use to draw attention to unfulfilled needs?
Arousal and suitable incentives
These strategies encourage desired consumer behavior.
What are innate needs?
Needs required to sustain physical life
Examples include food, water, shelter, and safety.
What are acquired needs?
Needs learned from social environment and interactions
Examples include self-esteem, prestige, and power.
What are the levels in Maslow’s Hierarchy of Needs?
- Physiological Needs
- Safety and Security Needs
- Social Needs
- Esteem Needs
- Self-actualization Needs
These levels represent a progression from basic survival to self-fulfillment.
What does McClelland’s Three Needs Theory include?
- Need for Achievement
- Need for Power
- Need for Affiliation
These needs influence individual motivations and behaviors.
What is the need for achievement related to?
Desire for personal accomplishment
Individuals with high achievement needs prefer situations where they can take responsibility.
What does the need for power involve?
Desire to control and influence the environment
This includes influencing others and various objects.
What is the need for affiliation associated with?
Desire for friendship, acceptance, and belonging
Individuals high in this need choose products that enhance social approval.
How can marketers influence consumer needs?
By providing the best solutions to their problems
While they cannot change needs, they can fulfill them.
What types of arousals can trigger dormant needs?
- Physiological arousal
- Emotional arousal
- Cognitive arousal
These arousals can make individuals aware of their needs.
What is the state of being dormant in relation to needs?
Most of the time, we are sometimes unaware of these needs until they are triggered by internal or external stimuli.
How can marketers trigger awareness of consumer needs?
By providing stimuli to make people aware of their needs for their products/services.
What are the three types of arousals?
- Physiological arousal
- Emotional arousal
- Cognitive arousal
What results from physiological arousal?
Bodily signals given in response to a stimuli, such as hunger triggered by the scent of food.
What is emotional arousal?
Results from an emotional desire to fulfill dormant needs.
Give an example of cognitive arousal.
An advertisement that logically explains the benefits of losing weight motivates receivers to exercise.
How might a sports company use physiological arousal in marketing?
Using music stimuli to encourage adrenaline flow in the body.
What is a positive goal?
A goal towards which behavior is directed, often referred to as an approach object.
What is a negative goal?
A goal from which behavior is directed away, sometimes referred to as an avoidance object.
What is an example of a substitute goal?
Adopting a dog as a substitute for developing friendships with neighbors.
How are needs and goals interdependent?
Neither exists without the other; people are often not aware of their needs but may pursue goals that fulfill them.
What are the two things marketers might do to motivate consumers?
- Introduce an arousal to create awareness of a need
- Provide incentives to motivate consumers
What techniques do researchers use in motivational research?
- Observation and inference
- Self Reporting
- Qualitative Research
What does self-reporting in research consist of?
Written statements asking respondents to indicate how relevant each statement is to them.
What is qualitative research?
Consists of interviews or open-ended questions to uncover consumers’ unconscious or hidden motivations.
What can companies gain from understanding consumers’ needs?
A greater chance of attracting and retaining customers.
What is the conclusion about consumer motivation?
Consumers are motivated by the arousal of motives and incentives to purchase and consume products.
Fill in the blank: A _____ goal may not be as satisfactory as the primary goal, but it may be sufficient to dispel uncomfortable tension.
substitute
True or False: Consumers are often more aware of their needs than their goals.
False
