Motivation, Personality, Lifestyle & Attitudes Flashcards
What is motivation?
The processes that lead people to behave as they do, occurring when a need creates tension that drives the consumer to reduce or eliminate it.
What are the two types of needs in motivation?
Utilitarian (functional/practical benefits) & Hedonic (emotional/experiential benefits).
What is the difference between a need and a want?
A need is a basic requirement, while a want is influenced by personal and cultural factors.
What does drive theory focus on?
Biological needs that produce unpleasant states of arousal, motivating us to return to homeostasis.
How does retail therapy relate to motivation?
Shopping restores a sense of personal control, reducing feelings of sadness.
What are intrinsic motives?
Motivation from within, such as personal growth, self-actualization, and inherently satisfying activities.
What are extrinsic motives?
Motivation from external forces, such as social pressure, guilt, rewards, and punishments.
What is the highest level of Maslow’s hierarchy?
Self-transcendence, where individuals seek to further a cause beyond themselves.
How is Maslow’s hierarchy applied to consumer motivation?
Consumers seek different product benefits at different levels of the hierarchy, progressing toward ultimate goals like justice and harmony.
What is an approach-approach conflict?
Choosing between two desirable alternatives (e.g., choosing between two vacation destinations).
What is an approach-avoidance conflict?
A product has both positive and negative aspects (e.g., enjoying fast food but feeling guilty about it).
What is an avoidance-avoidance conflict?
Choosing between two undesirable alternatives (e.g., paying for car repairs or buying a new car).
What are some negative aspects of consumer motivation?
Addictive Consumption
Compulsive Consumption
Consumed Consumers (exploitation of people as products)
Consumer Theft & Fraud
What are some projective techniques used in motivation research?
Storytelling, word association, drawing pictures.
What are some subconscious interpretations identified by Dichter?
Dolls: Mother’s desire for a daughter’s proper appearance
Convertible cars: Surrogate mistresses
Cigarettes: Sexual symbolism
What are Karen Horney’s personality types?
Compliant, detached, aggressive.
What did Alfred Adler believe motivated people?
The drive to overcome inferiority.
What was Carl Jung’s major contribution to psychology?
The concept of the collective unconscious and archetypes (e.g., wise old man, earth mother).
What are the Big Five personality traits?
Openness to experience – Creativity & risk-taking
Conscientiousness – Organization & structure
Extraversion – Social interaction preference
Agreeableness – Kindness & empathy
Neuroticism – Emotional instability & stress handling
How does materialism impact happiness?
Linked to lower life satisfaction, increased anxiety & depression.
How does materialism influence children and adults?
Children: Influenced by peers
Adults: Use possessions for impression management
What is brand personality?
The set of human traits people attribute to a brand.
What are the three components of attitudes?
Affective (feelings/emotions)
Behavioral (actions)
Cognitive (thoughts/beliefs)
What does the consistency principle state?
People seek harmony among thoughts, feelings, and behaviors.
What is balance theory?
Individuals try to balance their attitudes toward objects and people they are connected to.
How can marketers increase message involvement?
Appeal to hedonic needs
Use novel or prominent stimuli
Feature celebrities
Provide value & experiences
What are the key factors influencing message effectiveness?
Source credibility (expertise, trustworthiness)
Source attractiveness (social value, appearance, status)
Halo effect (one positive trait influences perception of others)
When are visuals more effective than words?
When aiming for quick emotional responses.
When are verbal messages more effective?
When complex or logical information needs to be processed.
What are the two types of argument structures?
One-sided (only positive info)
Two-sided (positive & negative info)
What is a refutational argument?
A negative issue is raised and then dismissed.
When are humor appeals most effective?
When they are relevant to the product and target consumers with a positive attitude toward it.
What are key considerations for fear appeals?
- Understand past reactions
- Behavior change is complex
- Balance action & anxiety
- Use rational vs emotional appeal
- Repeat message over time
