Motivation And Affects Flashcards
What is motivation?
The processes that cause people to behave as they do. It occurs when a need is aroused that the consumer wishes to satisfy
What is a goal?
Consumer’s desired end
What is drive?
Degree of consumer’s arousal
What is a want?
Manifestation of consumer’s need
What are the types of needs? Examples?
Biogenic -> Biological needs ei. Food, air, water, shelter
Psychogenic -> need for status, power, affiliation ei. Need for a raise, wanting to be part of a clic
Utilitarian -> need for tangible attributes of a product (what they do) ei. Miles per gallon in car, calories in cheeseburger
Hedonic -> needs for excitement, self-confidence, fantasy (what they mean) ei. Product advertised as bringing pleasure
What are specific needs associated with buying behaviour?
Achievement
Affiliation
Power
Co-creation
Uniqueness
What are the levels of the Maslow hierarchy?
Self-actualization
Ego needs
Belongingness
Safety
Physiological
What is motivational strength?
Degree of willingness to expend energy to reach a goal
What is the drive theory?
Biological needs produce unpleasant states of arousal
What is the expectancy theory?
Behaviour is pulled by expectations of achieving desirable outcomes
What is an approach-approach motivational conflict?
Theory of cognitive dissonance
People have a need for order and consistency in their lives and a state of tension is created when beliefs or behaviours conflict with one another. When there’s a psychological inconsistency between two or more beliefs or behaviours.
Ei. Pepsi and Coca Cola ads, our lowest price guaranteed…
What is an approach avoidance motivational conflict?
Guilt of desire
When someone wants something, but knows it is bad for them
Ei. MacDonalds
What is an avoidance avoidance motivational conflict?
Having is or having it kinda sucks.
Ei. Medicine for cancer
What do marketers do to deal with guilt?
Justify their purchase
Ei. Healthier options, lesser evils, health claims
What is involvement?
A person’s perceived relevance of the object based on their inherent needs, values and interests
Motivation to process information
