Motivation & Risk

Question 1

What is drive?

Answer 1

The difference between the actual and desired states. Changing actual state is difficult.

Question 2

What is motivation?

Answer 2

A motive is a DRIVE directed at a specific objective. Motives can be influenced by marketers by directing people towards a specific object.

Question 3

Primary consumer motive

Answer 3

The reason that lead to a purchase of a product e.g. replacing a new car due to old car becoming unreliable.

Question 4

Secondary consumer motive

Answer 4

Reasons behind buying a particular brand e.g. buying a Toyota over Ford.

Question 5

Rational consumer motive

Answer 5

Based on reasoning or logical assessment of the person’s current states e.g. bigger car for larger family, hybrid car for saving money.

Question 6

Emotional consumer motive

Answer 6

Feelings about a brand- can be a disadvantage as end up with a sports car but have a large family.

Question 7

Conscious consumer motives

Answer 7

We are aware e.g. the car buyer knows he needs a car so the motivation is conscious

Question 8

Dormant consumer motive

Answer 8

Operate below the conscious level e.g. car buyers desire to buy a sports car may be linked to middle age but they are not aware.

Question 9

Zuckerman’s hierarchy of stimulation

Answer 9

As stimulation increases, the risk decreases.

Question 10

Stimulations effecting Zuckerman’s hierarchy of stimulation

Answer 10

Thrill-seeking
Experience seeking
Disinhibition
Boredom

Question 11

Maslow’s hierarchy of needs

Answer 11

1) Physiological needs = food, water
2) Safety needs = shelter, protection
3) Social needs = affection, friendship
4) Esteem/ egotistic = prestige, success
5) Self actualisation = self fulfilment

Question 12

Utilitarian’s

Answer 12

Cult of practicality.

Question 13

Hedonism

Answer 13

Cult of pleasure.

Question 14

Volition

Answer 14

Cognitive process where an individual decides on and commits to a particular course of action.