W4: MAO Flashcards
What is a motivation?
The needs, wants, drives and desires of an individual that leads him/her towards the purchase of products or ideas. These motivations may be physiologically, psychologically or environmentally driven.
What factors affect motivation?
Personal Relevance
- Self-Concept
- Needs
- Goals
- Values
Perceived Risk
What are the types of needs?
Typology 1:
- Biogenic (thirst, hunger)
- Psychogenic (defined by culture - e.g. power, affiliation, status)
Typology 2:
- Utilitarian (functional needs that are related to the basic functions of a product)
- Hedonic (emotional/experimental)
What are the level of needs in the Maslow Hierarchy?
- Physiological
- Safety
- Belongingness
- Ego Needs
- Self-Actualization
What are the characteristics of needs?
- Internally/Externally aroused
- Ever-changing
- Exists in hierarchy, but may be felt simultaneously
- Can conflict
- approach-avoidance
- aproach-approach
- avoidance-avoidance
What are consumer values and core values?
Values = a belief that some condition is preferable to its opposite
- Products/services help in attaining value-related goal
- We seek others that share our values/beliefs, and thus we tend to be exposed to info that supports our beliefs
Core Values = what is shared within the culture
- Enculturation: learning the beliefs of one’s own culture
- Acculturation: learning the value system and beliefs of another’s culture
What is the means-end chain model?
Specific product attributes may be linked at levels of increasing abstraction to underlying values (linkages between the (1) attributes that exist in products, (2) the consequences to the consumers provided by the attributes, and (3) the personal values that the consequences reinforce)
Includes
- Attribute (tangible feature)
- Functional consequence (performance benefit)
- Psycho-social consequence (psychological benefit that arises from that performance)
- Value (that is reflected in the psycho-social consequence)
What is a perceived risk?
The extent to which a consumer is unsure about the personal consequence that arises from buying, using or disposing of an offering.
What circumstances increase perceived risk?
- Lack of info
- Newness
- High price
- Complex tech
- Brand differentiation
- News of product failure/recall
What are the types of perceived risks?
- Performance
- Financial
- Physical Safety
- Social
- Psychological
- Time
What are the outcomes of motivation?
- High-effort behaviour
- High-effort information processing
- Felt involvement
- enduring vs situational
- cognitive vs affective
What is the flow state?
When consumers are truly involved
- Sense of control
- Concentration
- Distortion of time
- Mental enjoyment
How do you affect consumer motivation?
- Appeal to hedonic needs
- Use novel/prominent stimuli (to break out of inertial state)
- Include celebrity endorsers
- Alert consumers about potential risks
- Let customers make messages
- Create spectacles/performances
- Contests, lucky draw, demonstrations of product
- Connect to underlying value
What increases consumer ability?
- Product knowledge/expertise
- Cognitive Style
- Intelligence or demographics (e.g. education, age)
- Income
How do you affect consumer ability?
- Detailed information on product description (in multiple languages)
- Simple visual cues
- Easy use (pdt design)
- Installment schemes
