Unit 7

Question 1

what are psychological influences

Answer 1

individual processes that affect behaviours including self concept, perception, learning, attitudes

Question 2

what is motivation

Answer 2

energizing force that stimulate behaviour to satisfy a need. starts with identification of a need

Question 3

what are the needs in maslows heirarchy

Answer 3

physiological, safety, social, esteem, self actualization

Question 4

what is the basis of maslows heirarchy

Answer 4

people are motivated to meet needs, needs are largely subconscious, basic needs take precedent over complex needs

Question 5

what are physiological needs

Answer 5

universal basic needs for survival like food, water, shelter, sleep

Question 6

what are safety needs

Answer 6

need to be free from harm and fear like a sense of security, stability, comfort

Question 7

what are social needs

Answer 7

need to connect with others and form meaningful relationships like love, affection, friendship, belonging

Question 8

what are esteem needs

Answer 8

lower esteem is the need for recognition from others
higher esteem is the need for positive self image

Question 9

what are self actualization needs

Answer 9

the need to reach full potential and the desire for personal growth. not everybody will meet this set of need

Question 10

what are the criticisms of maslows hierarchy

Answer 10

it was developed using a restricted sample
needs are dynamic meaning some things fill multiple needs
need priorities differ across lifespan
need priorities differ across cultures

Question 11

what is self concept

Answer 11

the collection of ideas and beliefs about oneself. liable to change as we grow

Question 12

what are the different “selfs”

Answer 12

real self is who we truly are, self image is how we perceive ourself, looking glass self is how other perceive us, ideal self is who we want to be

Question 13

which “self” do marketers focus on

Answer 13

looking glass and ideal self as people buy products that bring them closer to who they want to be and how they want people to see them

Question 14

what is perception

Answer 14

the process by which an individual selects, organizes, interprets, and responds to information to create a meaningful picture of the world

Question 15

what is neuromarketing

Answer 15

the use of neruoimaging like MRI and physiological measures like eye tracking to understand consumer behaviour

Question 16

what is behavioural learning

Answer 16

when behaviours are learned habits acquired through association between a stimulus and a response

Question 17

what is the process of behavioural learning

Answer 17

drive is a condition that impels a person to act, cue is a stimulus that tells you how to respond, response is the reaction to a cue, reinforcement is the evaluation of the response

Question 18

what is stimulus generalization

Answer 18

occurs when a learned response to a cue is invoked by another cue. increases with cue similarity

Question 19

what is stimulus discrimination

Answer 19

the ability to perceive differences between similar products or brands

Question 20

what is cognitive learning

Answer 20

when knowledge is acquired through ones own information processing. can occur through own effort or observation of others

Question 21

what are attitudes

Answer 21

a persons evaluation of ideas, events, objects, or people formed by beliefs or values

Question 22

what are the three major attitudes

Answer 22

positive, negative, nuetral

Question 23

what are beliefs

Answer 23

assumptions we believe to be true based on passed experiences and information available

Question 24

what are values

Answer 24

principles, standards, or qualities, that are held in high regard

Question 25

what psych influence is hard for marketers to change

Answer 25

attitude

Question 26

how can marketers try to change attitudes

Answer 26

change the beliefs about a products attributes, change the perceived importance of an attribute, add new attributes

Question 27

what are socio cultural influences

Answer 27

influences that stem from ones relationship with others. includes social influences

Question 28

what are reference groups

Answer 28

a group of people who have common interests who influence an individuals attitudes and behaviours

Question 29

what are the types of reference groups

Answer 29

membership groups, aspiration groups, dissociative groups

Question 30

what are membership groups

Answer 30

groups we already belong to and are most easily identified by marketers

Question 31

what are aspiration groups

Answer 31

groups we want to be a part of. anticipatory groups are groups we can get into eventually. symbolic groups are groups we can never be a part of

Question 32

what are dissociative groups

Answer 32

groups we do not want to be a part of

Question 33

what is consumer specialization

Answer 33

the process by which people acquire the knowledge skills and abilities to function as consumers. happens through direct discussion, observation, and is influenced by peers

Question 34

what is the family life cylce

Answer 34

bachelor, newly married, full nest, empty nest, solitary survivor

Question 35

what is culture

Answer 35

set of values, ideas, and attitudes that are learned and shared amongst members of a group. consumer purchasing decisions often align with their culture

Question 36

what is individualistic vs collectivist culture

Answer 36

individualist like the US has members focusing on their own personal well being before the groups. collectivist is the opposite like in Japan

Question 37

what is the difference between needs and motives

Answer 37

needs are the state of deprivation and motives are the conditions that prompt the actions necessary to satisfy a need

Question 38

what is the difference between attitudes and perceptions

Answer 38

attitudes are how someone feels about an idea or object, perception is how people receive and interpret messages

Question 39

what does selectivity refer to

Answer 39

the fact that people are selective about the messages they receive based on needs, attitudes, and self concept

Question 40

what are the three categories of selectivity

Answer 40

selective exposure, selective perception, selective retention