Motivation & Affect

Question 1

Motivation

Answer 1

Processes that activate goal-oriented behaviors to satisfy needs

Question 2

Homeostasis

Answer 2

Helps the body maintain a steady internal state

Question 3

Maslows hierarchy of needs

Answer 3

Physiological—> safety—->belonginess—-> ego needs—>self actualization

Question 4

Social comparison

Answer 4

People determine their “worth” by comparing themselves to others

Question 5

Name psychogenic needs often addressed by marketing

Answer 5

Need for status
Need for affiliation
Need for achievement
Self actualization
Need for power (or empowerment)
Need for uniqueness

Question 6

Utilitarian product

Answer 6

Marketers position product as functional, practical, tangible product positioning

Question 7

Hedonic product

Answer 7

Marketers position this product with emotion, experiential, symbolic product positioning (adressing more psychogenic needs)

Question 8

Motivational conflict

Answer 8

When consumers want to pursue two conflicting needs or goals

Question 9

Cognitive dissonance

Answer 9

The uncomfortable tension that occurs when we hold conflicting attitudes

Question 10

Cognitive dissonance reduction (rationalization)

Answer 10

Add consonant. Attitude (I pay carbon tax when I travel by plane)
Discard dissonant attitudes (polluting planes…fake news!)

Question 11

What is system 1

Answer 11

Affective thinking 95%
Mostly unconscious
Fast
Little effort
Impulsive

Question 12

What is system 2

Answer 12

Rationale thinking 5%
Conscious
Slow
High effort
Logically controlled

Question 13

Affect

Answer 13

A general descriptor of a valenced and aroused feeling state

Question 14

Valence

Answer 14

Positive or negative

Question 15

Arousal

Answer 15

Physiological changes in the body. (Heart rate, blood pressure, pupil dilation, self-reported)

Question 16

Arousal

Answer 16

Physiological changes in the body. (Heart rate, blood pressure, pupil dilation, self-reported)

Question 17

Emotion activation

Answer 17

Products/services activate positive emotions

Question 18

Emotion reduction

Answer 18

Products/services reduce negative emotions

Question 19

Mood congruence (affect as information)

Answer 19

Current affective state provides information about the subject of evaluation. Example: weather—>good mood —>higher reported life satisfaction

Question 20

Can you give marketing applications of mood congruence?

Answer 20

Shoppers made happy with music or small gifts give better ratings to products

Question 21

Affect regulation

Answer 21

Consumers look for products/services that help them feel better when they feel down.

Question 22

Hedonic treadmill

Answer 22

People adapt to positive/negative events.
Lottery winning, accident causing paraplegia.

Question 23

Need satisfaction

Answer 23

Satisfying essential needs & affiliation needs increases happiness
Not so clear for ego needs. Social comparison is limitless

Question 24

What is Laddering

Answer 24

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

Question 25

Depends on how you spend money

Question 26

What is the hierarchical value map of questioning in laddering.

Answer 26

Attribute Consequence Value/need

Question 27

How would you classify laddering? Source, methodology, objectives?

Answer 27

Source: primary Methodology: qualitative Objectives: exploratory

Question 28

Why more money wont bring more happiness?

Answer 28

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.