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Consumer Behavior Finals > Motivation, Ability, and Opportunity > Flashcards

Motivation, Ability, and Opportunity Flashcards

1
Q

Definition of Motivation

A

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

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2
Q

3 things that affect Motivation

A
  1. Need
  2. Value
  3. Self-concept
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3
Q

Definition of Need

A

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

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4
Q

Definition of Value

A

Belief that a given behavior or outcome is good or bad

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5
Q

Definition of Self-concept

A

Our self-perception of who we are

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6
Q

Two typologies of Needs

A
  1. Typology 1
  2. Typology 2
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7
Q

Types of Needs under Typology 1

A
  1. Biogenic
  2. Psychogenic
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8
Q

Types of Needs under Typology 2

A
  1. Utilitarian
  2. Hedonic
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9
Q

Definition of Utilitarian Need

A

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

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10
Q

Definition of Hedonic Need

A

Emotional & experimental needs that go beyond the functional needs

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11
Q

5 types of Needs according to Maslow’s Need Hierarchy

A

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

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12
Q

Criticisms of Maslow’s Need Hierarchy

A
  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
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13
Q

Characteristics of Needs

A
  1. Dynamic
  2. Exist in hierarchy, but may be felt simultaneously
  3. May be internally or externally aroused
  4. Can conflict
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14
Q

How can Needs conflict with each other?

A
  1. Approach-Avoidance
  2. Approach-Approach
  3. Avoidance-Avoidance
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15
Q

4 different types of Values according to Bain & Co.

A
  1. Functional element
  2. Emotional element
  3. Life changing element
  4. Social impact element
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16
Q

Definition of Political Ideologies

A

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

17
Q

Conservatives prefer…

A
  1. Vertically differentiated products
  2. Riskier financial investments
18
Q

Liberals prefer…

A
  1. Horizontally differentiated products
  2. Safer financial investments
19
Q

3 characteristics of Self-Concept

A
  1. Role identity
  2. Self-evaluations
  3. Personal qualities
20
Q

How can Self-Concept be utilized in marketing?

A
  1. Brand and self-congruence
  2. Compensatory consumption
21
Q

What is Compensatory Consumption?

A

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

22
Q

What is Means-End Chain Model?

A

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

23
Q

Different factors of Means-End Chain Model

A
  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
24
Q

What are the 3 outcomes of Motivation?

A
  1. High effort behavior
  2. High-effort information processing
  3. Felt involvement
25
Q

What is Felt Involvement?

A

The psychological experience of the motivated consumer regarding involvement

26
Q

What are 2 characteristics of Felt Involvement?

A
  1. Enduring
    -> Long lasting & chronic
  2. Situational
    -> Caused by purchase or induced situation
27
Q

Definition of Consumer Ability

A

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

28
Q

Different types of Consumer Ability

A
  1. Product knowledge & expertise
  2. Cognitive style (Visual or verbal)
  3. Intelligence & demographics
  4. Income
29
Q

Elements that affect Consumer Ability

A
  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
30
Q

Types of Consumer Opportunity

A
  1. Time available for processing
  2. Distraction
  3. Repetition of information
31
Q

Elements that affect Consumer Opportunity

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

Consumer Behavior Finals (12 decks)

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