Session2

Question 1

To understand motivation is to understand ____

Answer 1

To understand motivation is to understand why consumers do what they do

Question 2

Maslow pyramind

Answer 2

Self-actualization

Esteem needs

Belongingess and love needs

Safety needs

Physiological needs

Question 3

Motivational process (4)

Answer 3

Need -> Want -> Goal -> Homeostasis

Question 4

Need: definition

Answer 4

Discrepeancy between the present and an ideal state (utilitarian or hedonic)

ex: need to drink

Question 5

Want : definition

Answer 5

Form of consumption shaped by personality, culture and other outside factors used to satisfy a need

ex: want a beer

Question 6

Goal: definition

Answer 6

desired end-state where the discrepancy between the present and ideal self disappears

ex: going to the dep to get a bottle of water

Question 7

Homeostasis : definition

Answer 7

Return to a balanced state between the present and ideal self upon reaching the goal

ex: drank the water and need is satisfied

Question 8

Strategy: need (3)

Answer 8

• Understand the need
• Stimulate the need
• Create the need

Question 9

Strategy : want

Answer 9

Try to become the want to satisfy the need

Question 10

Strategy : goal

Answer 10

PErsuade the consumers that your brand/product will take them to the desired state

Question 11

Strategy : homeostasis

Answer 11

Make sure to grant satisfaction throughout the customer journey

Question 12

Approach-approach conflicts

Answer 12

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

Question 13

Approach-avoidance conflict

Answer 13

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

Question 14

How marketers can help conumers resolve approach-avoidance conflicts ? (3)

Answer 14

• Offering low-calorie or healthier alternatives
• Offering payment plants
• Engaging in cause marketing activities

Question 15

What strategies do consumers use to resolve approach-avoidance conflicts ?

Answer 15

• Willful ignorance : consumers intentionally avoid information about the ethical attributs of a product

Question 16

Avoidance-avoidance conflict

Answer 16

Two undesirable outcomes

ex: studying vs cleaning your room

Question 17

Marketers use avoidance-avoidance conflicts in developing products as illustred in this board game : ?

Answer 17

Pick your poison

Question 18

Consumer involvement : definition

Answer 18

A person’s perceived relevance of the object which determines their desire to process information

Motivational strenght -> Consumer Involvement

Question 19

Involvement : person factors (4)

Answer 19

• Needs
• Importance
• Interest
• Values

Question 20

involvement : object factors (3)

Answer 20

• Differenciation of alternatives
• Source of communication
• Content of communication

Question 21

Involvement : situational factors (2)

Answer 21

• Consumption context
• Risk associated with purchase

Question 22

Involvement with … (3)

Answer 22

• Advertisements
• Products
• Purchase decision

Question 23

Strategie sto increase involvement (5)

Answer 23

• Novel and prominent stimuli
• Celebrity endorsers
• Consumer-generated content
• Mass customization
• Hedonic need targeting

Question 24

Involvement increases :

Answer 24

• Elicitation of counter-arguments
• Perceived differences ina ttributs
• Intensity of the effect of price
• Amount of information search

Question 25

3 dimensiosn of affect

Answer 25

• Evaluations
• Moods
• Emotions

Question 26

Definition: evaluation

Answer 26

Neegative or positive reactions to stimuli that are not accompanied by high levels of arousal

Question 27

Definition: moods

Answer 27

Temporary positive/negative states accompanied by moderate levels of arousal

Question 28

Emotions: emotions

Answer 28

Intense and discrete states that are often related to a triggering event

Question 29

Use of affect in marketing (2)

Answer 29

• 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

Question 30

Symbolic self-completion and compensatory consumption

Answer 30

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*

Question 31

Consumers have a tendency to ___

Answer 31

Consumers have a tendency to consider external objeectfs a part of their self

Question 32

Personalitites : big 5 traits

Answer 32

• Innovativeness
• Materialism
• Selfconsciousness
• Need for cognition
• Need for uniqueness

Question 33

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

Answer 33

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