Motivation & Affect Flashcards
Motivation
Processes that activate goal-oriented behaviors to satisfy needs
Homeostasis
Helps the body maintain a steady internal state
Maslows hierarchy of needs
Physiological—> safety—->belonginess—-> ego needs—>self actualization
Social comparison
People determine their “worth” by comparing themselves to others
Name psychogenic needs often addressed by marketing
Need for status
Need for affiliation
Need for achievement
Self actualization
Need for power (or empowerment)
Need for uniqueness
Utilitarian product
Marketers position product as functional, practical, tangible product positioning
Hedonic product
Marketers position this product with emotion, experiential, symbolic product positioning (adressing more psychogenic needs)
Motivational conflict
When consumers want to pursue two conflicting needs or goals
Cognitive dissonance
The uncomfortable tension that occurs when we hold conflicting attitudes
Cognitive dissonance reduction (rationalization)
Add consonant. Attitude (I pay carbon tax when I travel by plane)
Discard dissonant attitudes (polluting planes…fake news!)
What is system 1
Affective thinking 95%
Mostly unconscious
Fast
Little effort
Impulsive
What is system 2
Rationale thinking 5%
Conscious
Slow
High effort
Logically controlled
Affect
A general descriptor of a valenced and aroused feeling state
Valence
Positive or negative
Arousal
Physiological changes in the body. (Heart rate, blood pressure, pupil dilation, self-reported)
Arousal
Physiological changes in the body. (Heart rate, blood pressure, pupil dilation, self-reported)
Emotion activation
Products/services activate positive emotions
Emotion reduction
Products/services reduce negative emotions
Mood congruence (affect as information)
Current affective state provides information about the subject of evaluation. Example: weather—>good mood —>higher reported life satisfaction
Can you give marketing applications of mood congruence?
Shoppers made happy with music or small gifts give better ratings to products
Affect regulation
Consumers look for products/services that help them feel better when they feel down.
Hedonic treadmill
People adapt to positive/negative events.
Lottery winning, accident causing paraplegia.
Need satisfaction
Satisfying essential needs & affiliation needs increases happiness
Not so clear for ego needs. Social comparison is limitless
What is Laddering
Interview technique (qualitative research) that can be used to generate insights on:
Brand equity
A product category
Presents customer knowledge in a hierarchical way
1. Important product attributes
2. Why product attributes are important
3. Why these consequences are important
Depends on how you spend money
What is the hierarchical value map of questioning in laddering.
Attribute
Consequence
Value/need
How would you classify laddering? Source, methodology, objectives?
Source: primary
Methodology: qualitative
Objectives: exploratory
Why more money wont bring more happiness?
Hedonic treadmill: People adapt to positive/negative events.
Need satisfaction: Needs that are expensive to satisfy do not necessarily bring happiness.
Material Goods: bring less happiness than experiences
Maximizers: make more money but will never be satisfied.
