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1 Principles of Consumer Behaviour > Motivation and Emotions > Flashcards

Motivation and Emotions Flashcards

1
Q

define the term motivation

A

reason for a behaviour (why a consumer does something)

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2
Q

what is the reaction to motivation? (2 options)

A

approach or avoidance

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3
Q

can a motive be seen? how can we discern it?

A

no. it can be seed from behaviour

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4
Q

what are motives highly dependent on?

A

the situation and the individual

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5
Q

define the kernan’s approach to motivation. what is an important side note?

A

context is important!

  1. biological approach (human rat)
    - focus is on the body (genes, patterns of behaviour)
    - humans cannot control motivations
  2. cognitive approach (human god)
    - focus is on the mind (goal setting, info processing)
  3. interpretative approach (human artist)
    - focus is on the symbols (expresivity, identity, rituals)
    - human put meaning into a product
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6
Q

define the motivaton process (and describe it)

A

= the process of encouraging and directing the individual toward a specific activity

stimuli -> a need (lack of sth, tension) -> motive (drive) -> activity -> a goal (want, what we are trying to attain) -> another need

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7
Q

state 3 types of motivational conflict

A
  1. approach-approach (two attractive alternatives)
  2. approach-avoidance (one choice but with positive and negative consequences)
  3. avoidance-avoidance (two undesirable alternatives)
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8
Q

define the two types of need classification.

A
  1. innate (biogenic) - food, air, water, sleep, shelter
  2. acquired (psychogenic) - dominance, play, compliance, achievement

A. utalitarian (rational tendency, functionality)
B. hedonic (feelings, pleasure)

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9
Q

state two characteristics of drive theory.

A
  • focuses on innate needs

- we keep falling out of homeostasis, needs push us back

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10
Q

how is freud’s theory used in marketing? (3 examples)

A
  1. product symbolism
  2. sexuality of products
  3. motivational reserach (to understand purchase motivation) - E. Dichter
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11
Q

what is the difference between latent and manifest motives?

A 
latent = subconscious motives
manifest = what people tell you when you ask for the motive
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12
Q

how is motivation researched?

A

qualitative approach

  1. association techniques (words)
  2. completion techniques (sentences, stories)
  3. construction techniques (cartoon, third-person = why others purchase sth, picture response)
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13
Q

how are emotional responses ranked (from high physiological arousal to low)

A
  1. affect (anger, love)
  2. feelings (sadness, gratitude, pleasure)
  3. mood (attention, relaxation)
  4. judgments (good, bad)
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14
Q

state 5 characterstics of emotions.

A
  1. they respond to stimuli from the environment
  2. we have limited control over them
  3. there is physical experience with emotions (higher pulse, sweating)
  4. can be a response to either internal or external stimuli
  5. mostly learned (what kind of emotions are expected when)
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15
Q

explain the two factor theory of emotion and who developed it

A

schachter & singer
emotion is based on two factors:
1. physiological arousal
2. cognitive label (= interpretation of physiological arousal in the situation)

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16
Q

state 8 basic emotional categories and who defined them.

A

plutchik.

  1. fear
  2. anger
  3. joy
  4. sadness
  5. disgust
  6. trust
  7. surprise
  8. anticipation
17
Q

why are emotions important for CB and motivation? (2 reasons)

A
  1. because they are the primary source of motivation. they inform and motivate.
  2. they can be triggered by exposure to specific stimuli (emotion arousal)
18
Q

how are emotions used in marketing? (3, one has ab)

A
  1. emotion arousal as a product benefit
    - scary movies, disneyland
  2. emotion reduction as a product benefit
    - retail therapy, flowers
  3. emotion arousal in the context of advertising (remembered more)
    3a. emotion arousal is a product benefit (e.g. greeting cards)
    3b. emotion arousal is not a product benefit (e.g. hammers made from tank steel)
19
Q

state 5 need satisfaction theories.

A
  1. drive theory
  2. expectancy theory (pull theory)
  3. maslow’s hierarchy of needs
  4. freud’s theory of motivation
  5. desire theory
20
Q

state 2 characteristics of expectancy theory

A
  • to explain delayed gratification

- expectations pull our behaviour

21
Q

state 2 characteristics of maslow’s hierarchy of needs

A
  • biological, safety, belongingness, esteem, self-actualisation
  • the hierarchy depends on the situation!
22
Q

state 2 characteristics of freud’s theory of motivation

A
  • focus on subconscious motives

- motivation is the inner struggle between id and superego (innate needs = drive VS norms and values)

23
Q

state 2 characterisitics of desire theory.

A
  • emotional and passionate aspect of consumption is stressed

- desire is envoked through emotions (experiental marketing)

1 Principles of Consumer Behaviour (9 decks)

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