Session2 Flashcards
To understand motivation is to understand ____
To understand motivation is to understand why consumers do what they do
Maslow pyramind
Self-actualization
Esteem needs
Belongingess and love needs
Safety needs
Physiological needs
Motivational process (4)
Need -> Want -> Goal -> Homeostasis
Need: definition
Discrepeancy between the present and an ideal state (utilitarian or hedonic)
ex: need to drink
Want : definition
Form of consumption shaped by personality, culture and other outside factors used to satisfy a need
ex: want a beer
Goal: definition
desired end-state where the discrepancy between the present and ideal self disappears
ex: going to the dep to get a bottle of water
Homeostasis : definition
Return to a balanced state between the present and ideal self upon reaching the goal
ex: drank the water and need is satisfied
Strategy: need (3)
- Understand the need
- Stimulate the need
- Create the need
Strategy : want
Try to become the want to satisfy the need
Strategy : goal
PErsuade the consumers that your brand/product will take them to the desired state
Strategy : homeostasis
Make sure to grant satisfaction throughout the customer journey
Approach-approach conflicts
Must choose between two desirable outcomes that cannot be realized at the same time
ex: two artists you really like play in Montreal the same night
Approach-avoidance conflict
Desirable outcomes comes in expense of an undesirable outcome
ex: want to buy a fur coat but want to support animal rights
ex: want to eat ice cream but you’re on a diet
How marketers can help conumers resolve approach-avoidance conflicts ? (3)
- Offering low-calorie or healthier alternatives
- Offering payment plants
- Engaging in cause marketing activities
What strategies do consumers use to resolve approach-avoidance conflicts ?
- Willful ignorance : consumers intentionally avoid information about the ethical attributs of a product
Avoidance-avoidance conflict
Two undesirable outcomes
ex: studying vs cleaning your room
Marketers use avoidance-avoidance conflicts in developing products as illustred in this board game : ?
Pick your poison
Consumer involvement : definition
A person’s perceived relevance of the object which determines their desire to process information
Motivational strenght -> Consumer Involvement
Involvement : person factors (4)
- Needs
- Importance
- Interest
- Values
involvement : object factors (3)
- Differenciation of alternatives
- Source of communication
- Content of communication
Involvement : situational factors (2)
- Consumption context
- Risk associated with purchase
Involvement with … (3)
- Advertisements
- Products
- Purchase decision
Strategie sto increase involvement (5)
- Novel and prominent stimuli
- Celebrity endorsers
- Consumer-generated content
- Mass customization
- Hedonic need targeting
Involvement increases :
- Elicitation of counter-arguments
- Perceived differences ina ttributs
- Intensity of the effect of price
- Amount of information search
3 dimensiosn of affect
- Evaluations
- Moods
- Emotions
Definition: evaluation
Neegative or positive reactions to stimuli that are not accompanied by high levels of arousal
Definition: moods
Temporary positive/negative states accompanied by moderate levels of arousal
Emotions: emotions
Intense and discrete states that are often related to a triggering event
Use of affect in marketing (2)
- Claim that the brand/products induce positive mood or help get out of negative mood
- Put consumers in a good mood to capitalize on mood congruency effects
Symbolic self-completion and compensatory consumption
Symbolic self-completion
Completing my identity by aquiring and dispalying symbol that I associated with that particular role
ex: adolescents smoking cigarettes and acting macho
Compensatory consumption
Compensating by something I’m lacking by consumption decisions
- ex: men in mid-life crisis purchasing sports cars*
- ex: consomuers experiencing low social power desire setatus signalling products*
- ex: when their intelligence is threatened, consumers desire products signalling smartness*
- ex: when their intelligence is threatned, consumeres desire products signalling smartness*
Consumers have a tendency to ___
Consumers have a tendency to consider external objeectfs a part of their self
Personalitites : big 5 traits
- Innovativeness
- Materialism
- Selfconsciousness
- Need for cognition
- Need for uniqueness
Consumers who are high in materialism experience a ___, which refers to ____ before purchasing a product while experience a ____, which refers to experiencing ___ after purchasing a product
Consumers who are high in materialism experience a hedonic elvation which refers to experiencing intense positive emotionsbefore purchasing a product while experience a hedonic decline, which refers to experiencing low levels positive emotions after purchasing a product
