week 1 - needs + goals

Question 1

define a need

Answer 1

refer to any human requirement

Question 2

-types of needs.

needs can be

Answer 2

Innate (biogenic): these are primary needs required to sustain life
(examples: food, water, shelter)

‒ Acquired (psychogenic): these are secondary needs we learn in response
to our family, social class, culture etc. (examples: education, status)

Question 3

define goals

Answer 3

Goals are how consumers seek to satisfy their unfulfilled needs

Question 4

types of goals

Answer 4

Generic goals (example: track daily exercise)
‒ Product‐specific goals (example: track steps using a FitBit)

Question 5

define superordinate goals

Answer 5

Superordinate goals are the reason(s) why we pursue certain focal goals
‒ We are sometimes unaware of our superordinate goals
‒ The superordinate goals we select are based on our values, which are
relatively enduring beliefs about the appropriateness of certain actions

Question 6

expain the shawtz value of achievement

Answer 6

Strive to be successful and to bolster their sense of self‐respect
‒ Success arises from demonstrating competence on socially‐approved
standards

e. g. uni to earn more money
e. g. particular surfboard to surf bigger waves

Question 7

explain the shawrtz value of power

Answer 7

Look to acquire wealth, status, authority, and prestige as these traits
represent an ability to control valued social and physical resources

e.g
focal goal = earn more money
superordinate goal = drive a ferrari

Question 8

explain the shawrtz value of hedonism

Answer 8

Look for pleasure and indulgence
‒ Seek to enjoy life

focal goal = earn more money
superordiate goal = travel

Question 9

explain shawrtz value of ‘stimulation’

Answer 9

Want an exciting life
‒ Desire novelty because novelty means having
a varied life

focal goal = earn more money
superordinate goal = advernture sports

Question 10

explain the shawrtz value of self direction

Answer 10

Look for and value freedom, creativity, and the choice to be whatever
they want to be
‒ Value independence and curiosity

earn more money
retire early

Question 11

Explain the shawrtz value of ‘universalism’

Answer 11

Social justice and equality
‒ Try to understand, appreciate, and protect
nature and the welfare of all people

earn more money = focal goal
effective alturism = superordinat goal

Question 12

Explain the Shawrtz value of ‘benevolance’

Answer 12

Enhance the welfare of the people with
whom one has frequent personal contact
‒ True friendship and mature love

earn more money
better education

Question 13

explain the shawrtz value of tradtion

Answer 13

Respect and accept traditional customs and values
‒ Humble; accept one’s lot in life

earn more money
collect old objects

Question 14

explain the shawartz value of security

Answer 14

Respect and accept traditional customs and values
‒ Humble; accept one’s lot in life

save money
buy house in safe area

Question 15

explain the shawrtz value of conformity

Answer 15

Respect and accept traditional customs and values

‒ Humble; accept one’s lot in life

Question 16

explain focal goals

Answer 16

Focal goals aim to compensate for (or address) unfulfilled needs
‒ According to our earlier definition, needs = human requirements
‒ Human requirements vary from person to person and are determined, in
part, by our values
‒ We desire the human requirements we lack; results in unfulfilled needs

Question 17

define superordinate goals

Answer 17

Subordinate goals relate to the actions we take to achieve our focal (and
superordinate) goals

For every focal goal, there are usually many potential subordinate goals
from which we can choose

Question 18

what is a means end analysis

Answer 18

Means‐ends analysis is consequently performed to select our subordinate
goal(s).
This involves evaluating each subordinate goal in terms of their:

‒ Attributes: features or characteristics of a product, service, or action

‒ Consequences: outcome(s) of each attribute; these will either satisfy or conflict with our focal (and superordinate) goals

‒ Values: whether those outcome(s) are consistent or inconsistent with
our underlying values

Question 19

needs are often ‘domant’ however can be activated by

Answer 19

Physiologically (example: feeling tired may trigger a desire to travel)
‒ Emotionally (example: feeling unfulfilled may trigger a desire to travel)
‒ Cognitively (example: thinking about a friend who lives overseas may
trigger a desire to travel)
‒ Environmentally (example: sensing that winter is approaching may
trigger a desire to travel)

Question 20

fustration and defence mechanisms role in changing needs overtime

Answer 20

Sometimes, we can’t achieve our goals; this is termed “frustration”

• Defence mechanisms are used to cope with frustration; they protect our
ego/self‐concept from feelings of failure

• Many types of defence mechanisms

‒ Rationalisation whereby the original goal is reshaped as being unworthy 
of pursuit (example: can’t afford to go overseas on holiday, so believe 
that there are more interesting things to see in Australia) 

‒ Projection where blame for not being able to achieve a goal is projected
onto someone or something else (example: can’t afford to go overseas
on holiday because my boss doesn’t give me enough shifts at work)

Question 21

Goals may be positive or negative

Answer 21

Positive goals are referred to as approach objects because we direct our
behaviour towards them (get more shifts)

Negative goals are referred to as avoidance objects because we direct
our behaviour away from them (don’t spend)