Unit 2 - Motivation

Question 1

What is Motivation?

Answer 1

Motivation is the driving force that impels people to act and reflects the reason or reasons one has for acting or behaving in a particular way.

Question 2

What are Needs?

Answer 2

Needs are circumstances in which something is necessary or requires some course of action.

Question 3

In consumer behaviour unfulfilled needs

Answer 3

form motivational desires that impel consumers to purchase goods and services.

Question 4

Unfulfilled needs create

Answer 4

tensions which consumers strive to relieve, both consciously and subconsciously, by forming purchase-related goals and subsequent behaviour that they anticipate will fulfil their needs.

Question 5

Personality

Answer 5

represents inner psychological characteristics that both determine and reflect how we think and act, which together form an individual’s distinctive character.

Question 6

Brand personification

Answer 6

assigning a brand human attributes and creating sentiments for it among consumers.

Question 7

Anthropomorphism

Answer 7

means attributing human characteristics to something that is not human.

Example: 
El algodón no engaña
Michelin man
Duracell bunny
Don Limpio

Question 8

Consumers’ needs do not change over time although

Answer 8

the manners of how they satisfy needs, including the products they buy, change over time, sometimes frequently as new and better products that satisfy their needs are launched.

This ensures companies to stay in the forefront of the search for new and effective solutions to fulfil consumers’ desires

Question 9

types of needs

Answer 9

biogenic & psychogenic

Question 10

biogenic needs

Answer 10

sustain physical experience

example: food, water, air, protection of the body

Question 11

psychogenic needs

Answer 11

learned from our parents, social environment and interactions with others
example: self-esteem, prestige, affection, power and achievement

Question 12

needs arousal

Answer 12

Most of individuals’ needs are dormant much of the time.

The arousal of that need may be cause by different factors:

1. biological stimuli
2. emotional processes
3. cognitive processes
4. stimuli in the outside environment

Question 13

Goals are

Answer 13

the sought-after results of motivated behaviour.

Question 14

In the context of consumer behaviour, buyers’ actions are driven by two sets of goals:

Answer 14

• Generic goals
• Product-specific goals
Example:
Generic goal: “I want to become an entrepreneur”
Product-specific goals: “I want to earn an MBA from Stanford”.

Question 15

Usually consumers set

Answer 15

purchase-related goals that satisfy more than one need.

Example:
Clothes. Protection but also recognition and acceptance by others.

Question 16

The motivation to select goals can be either

Answer 16

positive or negative. We may feel a driving force towards some object of a driving force away from some object or condition.

Question 17

Positive outcomes that we seek are called

Answer 17

approach objects

Question 18

Negative outcomes that we want to prevent are called

Answer 18

avoidance objects

Question 19

needs and goals

Answer 19

the are independent; however, people are often not aware of their needs as they are of their goals

Question 20

Human needs are

Answer 20

never fully or permanently satisfied. As individuals attain their goals, they develop new ones.

Higher-order needs emerge as lower-order needs are fulfilled. A man covers his basic physiological needs (e.g. house, food, etc.) and then, he may seek for others.

Question 21

A good product

Answer 21

will not be repurchased if it fails to live up to unrealistic expectations created by ads that overpromise.

• Similarly, consumers often regard mediocre products with greater satisfaction than is really warranted if the products’ performance exceeds their expectations.

Question 22

When people cannot attain their primary goals,

Answer 22

they often set substitute goals. Although the substitute goal my not be as satisfactory as the primary goal it may be sufficient to dispel uncomfortable tension.

Example:
Someone who has stopped drinking whole milk because he/she is on a diet may begin to prefer skimmed milk.

Question 23

frustration is

Answer 23

the feeling of not achieving a goal. Individuals react differently to frustrating situations and people cope with frustration differently.

Question 24

Defense mechanisms are

Answer 24

cognitive and behavioural ways to handle frustration.

Question 25

The primary defences that people use to cope with frustration are:

Answer 25

1. Aggression: agressive behavior
2. Rationalization: inventing plausible reasons for not reaching the goal
3. Regression: reaction with childish or immature behavior
4. Withdrawal:frustration resolved by withdrawing from the situation
5. Projection: blaming others for your own failure
6. Daydreaming: fantasizing to attain imaginary gratification
7. Identification: identifying with other people’s situation

Question 26

Classification of Consumer Needs

Answer 26

1. need for achievement
2. need for affiliation (to be in the company of other people)
3. need for power
4. need for uniqueness

Question 27

Need for achievement.

Answer 27

These people strongly value personal accomplishment. They place a premium on products and services that signify success because these consumption items provide feedback about the realization of their goals.

Example: Stanford University

Question 28

Need for affiliation (to be in the company of other people).

Answer 28

This need is relevant to products and services that are ‘consumed’ in groups and alleviate loneliness, such as team sports, bars and shopping centres.

Example: Disneyland Paris

Question 29

Need for power (to control one’s environment).

Answer 29

Many products and services allow consumers to feel that they have mastery over their surroundings like loud sound systems that impose the driver’s musical tastes on others, to luxury resorts that promise to respond to every whim of their pampered guests.

Example: Lamborghini and Bose

Question 30

Need for uniqueness (to assert one’s individual identity).

Answer 30

Products can satisfy this need by pledging to accentuate a consumer’s distinctive qualities.

Example: Chanel Haute Couture

Question 31

Marlow’s hierarchy of needs

Answer 31

five levels of human needs ranked in order of importance from lower to most important;

when that need is fairly satisfied, the individual is motivated to fulfil a need in the next level of the hierarchy

Question 32

Consumer Involvement

Answer 32

Involvement: a person’s perceived relevance of the object based on their inherent needs, values and interests.

Question 33

We tend to find higher levels of involvement in

Answer 33

product categories that demand a big investment of money (like houses) or self-esteem (like clothing) and lower levels for mundane categories like household cleaners.

Products such as Apple, Harley-Davidson, Manolo Blahnik designer shoes of football clubs such as Manchester United, Paris Saint-Germain, Bayern Munich, Juventus, A.C. Milan, Real Madrid or Barcelona command fierce consumer loyalty and devotion by consumers.

Question 34

levels of involvement

Answer 34

1. product involvement
2. message involvement
3. situational involvement

Question 35

product involvement

Answer 35

related to a consumer’s level of interest in a particular product

perhaps the most powerful way to enhance product involvement is to invite consumers to play a role in designing or personalising what they buy

Question 36

mass customization

Answer 36

is the personalisation of products and services for individual customers at a mass-production price

Question 37

brand loyalty

Answer 37

repeated purchasing behavior which reflects a conscious decision to continue buying the same brand

the consumer has a strong positive attitude toward the brand

Question 38

variety-seeking

Answer 38

desire to choose new alternatives over more familiar ones.

it influences us to switch from our favourite products to others we like less

Question 39

message involvement

Answer 39

refers to the consumer ’s interest in processing marketing communications

Question 40

strategies to increase message involvement

Answer 40

• novel stimuli use: unusual cinematography, sudden silence
• prominent stimuli: loud music, fast action
• celebrity endorsers
• provide value
• invent new media
• encourage viewers to think about using the product
• create spectacles
• let customers make messages

Question 41

narrative transportation

Answer 41

some messages (including really well-made advertisements) are so involving that they trigger a stage of narrative transportation, where people become immersed in the storyline.

Question 42

situational involvement

Answer 42

differences that may occur when buying the same object from different contexts

here the person may perceive a great deal of social risk or none at all

Question 43

Consumers choose products, services and activities that help them define

Answer 43

a unique lifestyle.

Question 44

psychographics are used

Answer 44

to obtain a more nuanced picture of consumer behavior

This is when marketers combine personality variables with a knowledge of lifestyle preferences and they have a powerful lens that they can focus on consumer segments.

Question 45

lifestyle refers to

Answer 45

pattern of consumption that reflects a person’s choices about how they spend time and money

Question 46

A lifestyle marketing perspective implies that

Answer 46

we must look a patterns of behaviour to understand consumers.

Question 47

Psychographics involves the use of

Answer 47

psychological, sociological and anthropological factors

Question 48

on AIOs

Answer 48

Most contemporary psychographic research attempts to group consumers according to some combination of three categories of variables:
• Activities
• Interest
• Opinions