Unit 7 Flashcards
what are psychological influences
individual processes that affect behaviours including self concept, perception, learning, attitudes
what is motivation
energizing force that stimulate behaviour to satisfy a need. starts with identification of a need
what are the needs in maslows heirarchy
physiological, safety, social, esteem, self actualization
what is the basis of maslows heirarchy
people are motivated to meet needs, needs are largely subconscious, basic needs take precedent over complex needs
what are physiological needs
universal basic needs for survival like food, water, shelter, sleep
what are safety needs
need to be free from harm and fear like a sense of security, stability, comfort
what are social needs
need to connect with others and form meaningful relationships like love, affection, friendship, belonging
what are esteem needs
lower esteem is the need for recognition from others
higher esteem is the need for positive self image
what are self actualization needs
the need to reach full potential and the desire for personal growth. not everybody will meet this set of need
what are the criticisms of maslows hierarchy
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
what is self concept
the collection of ideas and beliefs about oneself. liable to change as we grow
what are the different “selfs”
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
which “self” do marketers focus on
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
what is perception
the process by which an individual selects, organizes, interprets, and responds to information to create a meaningful picture of the world
what is neuromarketing
the use of neruoimaging like MRI and physiological measures like eye tracking to understand consumer behaviour
what is behavioural learning
when behaviours are learned habits acquired through association between a stimulus and a response
what is the process of behavioural learning
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
what is stimulus generalization
occurs when a learned response to a cue is invoked by another cue. increases with cue similarity
what is stimulus discrimination
the ability to perceive differences between similar products or brands
what is cognitive learning
when knowledge is acquired through ones own information processing. can occur through own effort or observation of others
what are attitudes
a persons evaluation of ideas, events, objects, or people formed by beliefs or values
what are the three major attitudes
positive, negative, nuetral
what are beliefs
assumptions we believe to be true based on passed experiences and information available
what are values
principles, standards, or qualities, that are held in high regard
what psych influence is hard for marketers to change
attitude
how can marketers try to change attitudes
change the beliefs about a products attributes, change the perceived importance of an attribute, add new attributes
what are socio cultural influences
influences that stem from ones relationship with others. includes social influences
what are reference groups
a group of people who have common interests who influence an individuals attitudes and behaviours
what are the types of reference groups
membership groups, aspiration groups, dissociative groups
what are membership groups
groups we already belong to and are most easily identified by marketers
what are aspiration groups
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
what are dissociative groups
groups we do not want to be a part of
what is consumer specialization
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
what is the family life cylce
bachelor, newly married, full nest, empty nest, solitary survivor
what is culture
set of values, ideas, and attitudes that are learned and shared amongst members of a group. consumer purchasing decisions often align with their culture
what is individualistic vs collectivist culture
individualist like the US has members focusing on their own personal well being before the groups. collectivist is the opposite like in Japan
what is the difference between needs and motives
needs are the state of deprivation and motives are the conditions that prompt the actions necessary to satisfy a need
what is the difference between attitudes and perceptions
attitudes are how someone feels about an idea or object, perception is how people receive and interpret messages
what does selectivity refer to
the fact that people are selective about the messages they receive based on needs, attitudes, and self concept
what are the three categories of selectivity
selective exposure, selective perception, selective retention
