Motivation, Personality, Emotion

Question 1

Define Motivation.

Answer 1

Provides purpose, direction and drive to action.

Question 2

Define Personality.

Answer 2

Common responses to recurring situations.

Question 3

Define Emotions.

Answer 3

Relatively uncontrollable feelings that affect behaviour.

Question 4

Define Motive.

Answer 4

Unobservable inner force.

1. Trigger
2. General direction
3. Persistence until satisfaction.

Question 5

What does Maslow’s Hierarchy of Needs consist of?

Answer 5

1. Physiological
2. Safety
3. Belongingness
4. Esteem
5. Self-actualisation

Question 6

Explain McGuire’s Psychological motives.

Answer 6

Rmb img.

Question 7

Difference between Manifest and Latent motives.

Answer 7

M: known/freely admitted
L: unknown to IND/ reluctant to admit

Question 8

Explain Projective techniques.

Answer 8

1. Association Technique
   
   • WA
   • SWA
   • A&U
2. Completion Technique
   
   • SC
   • SC
   • A&U
3. Construction Technique
   
   • CT
   • 3rdT
     - PR
     - A&U

Question 9

Define ZMET

Answer 9

Zaltman Metaphor Elicitation Technique: elicits construct and mental models that drive consumers’ thinking & behaviour.

Question 10

Define laddering.

Answer 10

making consumers list benefits -> benefits of benefits..

Question 11

Define Netnography.

Answer 11

Consumer behaviour within communities/cultures on the internet.

Question 12

Solutions to motivational conflict.

Answer 12

1. AA: 2 attractive alt
2. Aa: +/- consequences
3. aa: 2 undesirable (e.g. insurance ads)

Question 13

What are the 2 assumptions about Personality.

Answer 13

1. All IND have internal characteristics

2. These characteristics have consistent and measurable differences between INDs

Question 14

Individual Personality traits.

Answer 14

Single-trait: 1 personality trait has overwhelming importance

Multi-trait: personality is a compound sum of several identifiable traits

Question 15

Explain the 5-factor model of personality.

Answer 15

1. Extroversion (Ian)
2. Instability (Lin)
3. Agreeableness (me)
4. Openness to Experience
5. Conscientious

Question 16

What is Cattell’s logic?

Answer 16

If we observe the surface traits that correlate highly with one another, we would be able to identify an underlying source trait.

Question 17

Cattell’s traits?

Answer 17

Table in notes.

Question 18

Explain Social Learning Theories.

Answer 18

Emphasise environment as determinant of behaviour.

Question 19

Define Social Constructivism.

Answer 19

How ppl interact with their environment learn to construct meaning individually and through social activity.

Question 20

Bandura’s Social Learning Theory.

Answer 20

Observing/modelling the behaviours, attitudes and emotional reactions of others.

Question 21

Explain behaviour science by BF Skinner

Answer 21

Identify environmental variables that can be observed, measured and manipulated.

Avoids subjective, internal and unavailable (personality traits, attitudes, purposes and intentions).

Question 22

What is the combine approach?

Answer 22

Behaviour = IND traits + situation

Question 23

Define Brand Personality.

Answer 23

-Set of human characteristics that become associated with a brand.

Question 24

What brand personality do consumers look for?

Answer 24

• matches theirs

- strengthens their weakness

Question 25

List all the emotions

Answer 25

1. Fear
2. Anger
3. Joy
4. Sadness
5. Acceptance
6. Disgust
7. Expectancy
8. Surprise

Question 26

What does PAD stand for

Answer 26

Pleasure
Arousal
Dominance

Question 27

Explain Emotions in MS

Answer 27

1. Emotional Arousal
2. Emotion Reduction
3. Emotion in AD