Motivation, Ability, and Opportunity

Question 1

Definition of Motivation

Answer 1

The needs, wants, drives, and desires of an individual that leads him or her toward the purchase of products

Question 2

3 things that affect Motivation

Answer 2

1. Need
2. Value
3. Self-concept

Question 3

Definition of Need

Answer 3

An internal state of tension caused by distance from a desired state

Question 4

Definition of Value

Answer 4

Belief that a given behavior or outcome is good or bad

Question 5

Definition of Self-concept

Answer 5

Our self-perception of who we are

Question 6

Two typologies of Needs

Answer 6

1. Typology 1
2. Typology 2

Question 7

Types of Needs under Typology 1

Answer 7

1. Biogenic
2. Psychogenic

Question 8

Types of Needs under Typology 2

Answer 8

1. Utilitarian
2. Hedonic

Question 9

Definition of Utilitarian Need

Answer 9

Functional needs that are related to the basic functions of the product

Question 10

Definition of Hedonic Need

Answer 10

Emotional & experimental needs that go beyond the functional needs

Question 11

5 types of Needs according to Maslow’s Need Hierarchy

Answer 11

From the most important,
1. Physiological
2. Safety
3. Belongingness
4. Ego needs
5. Self-actualization

Question 12

Criticisms of Maslow’s Need Hierarchy

Answer 12

1. According to the hierarchy, the needs of the upper level can only be filled after the needs of the lower level are filled
2. The model may be too Western-centric

Question 13

Characteristics of Needs

Answer 13

1. Dynamic
2. Exist in hierarchy, but may be felt simultaneously
3. May be internally or externally aroused
4. Can conflict

Question 14

How can Needs conflict with each other?

Answer 14

1. Approach-Avoidance
2. Approach-Approach
3. Avoidance-Avoidance

Question 15

4 different types of Values according to Bain & Co.

Answer 15

1. Functional element
2. Emotional element
3. Life changing element
4. Social impact element

Question 16

Definition of Political Ideologies

Answer 16

Beliefs that reflect a person’s view on how society should be governed

Question 17

Conservatives prefer…

Answer 17

1. Vertically differentiated products
2. Riskier financial investments

Question 18

Liberals prefer…

Answer 18

1. Horizontally differentiated products
2. Safer financial investments

Question 19

3 characteristics of Self-Concept

Answer 19

1. Role identity
2. Self-evaluations
3. Personal qualities

Question 20

How can Self-Concept be utilized in marketing?

Answer 20

1. Brand and self-congruence
2. Compensatory consumption

Question 21

What is Compensatory Consumption?

Answer 21

We buy products to highlight aspects of the self and to compensate when the sense of self is threatened
A form of symbolic consumption to offset self-threats

Question 22

What is Means-End Chain Model?

Answer 22

Specific product attributes may be linked at levels of increasing abstraction to underlying values

Question 23

Different factors of Means-End Chain Model

Answer 23

1. Attribute
   -> Tangible feature
2. Performance benefit
   -> Functional consequence
3. Instrumental value
   -> Psychological or social benefit that accrues from that performance
4. Terminal value
   -> Underlying value that is reflected in the psycho-social consequence

Question 24

What are the 3 outcomes of Motivation?

Answer 24

1. High effort behavior
2. High-effort information processing
3. Felt involvement

Question 25

What is Felt Involvement?

Answer 25

The psychological experience of the motivated consumer regarding involvement

Question 26

What are 2 characteristics of Felt Involvement?

Answer 26

1. Enduring -> Long lasting & chronic 2. Situational -> Caused by purchase or induced situation

Question 27

Definition of Consumer Ability

Answer 27

Tangible resources that consumers need to have to successfully use the product

Question 28

Different types of Consumer Ability

Answer 28

1. Product knowledge & expertise 2. Cognitive style (Visual or verbal) 3. Intelligence & demographics 4. Income

Question 29

Elements that affect Consumer Ability

Answer 29

1. Detailed information on product use 2. Simple visual cues 3. Design of products in such a way that they are easy to use 4. Installment schemes to help pay for a product over time

Question 30

Types of Consumer Opportunity

Answer 30

1. Time available for processing 2. Distraction 3. Repetition of information

Question 31

Elements that affect Consumer Opportunity

Answer 31

1. Repeated communications 2. Reduce distractions/time pressure 3. Reduce purchasing/using/learning time 4. Automate processes