WEEK 10 Flashcards
starts when an individual recognizes a need thereby, focusing his attention into that something that he desires to have.
The “Basic Consumption Process”
The consumption process involves the following: 5
➢The Need
➢The Want
➢Exchange
➢Costs and Benefits
➢Reaction
Consumer Advertising has other needs. These are: 3
THE POWER NEED
THE AFFILIATION NEED
THE ACHIEVEMENT NEED
He proposed a theory of human needs around 1943. His concept was that people are motivated to achieve certain needs and when that individual has already fulfilled that need, he now tries to pursue other needs.
ABRAHAM MASLOW
The 5 Hierarchy of Needs Pyramid
Self-Actualization
Esteem Needs
Social Needs
Safety Needs
Physiological Needs
Two Categories of Human Needs
- Innate Needs
- Acquired Needs
Physiological (biogenic)
Needed to sustain life
Primary motives
- Innate Needs
Psychological (Psychogenic)
Needs that people learn via cultural experiences and the environment
Secondary motives
- Acquired Needs
The desire to control our environment and The need to control other people and various objects to increase self enhancement.
The Power Need
Influenced by the desire for:
Friendship, Acceptance, and having the propensity to have a Belonging high level of dependency on others.
The Affiliation Need
It regards personal accomplishment as an end in itself. It is related to the egoistic and self-actualization needs.
The Achievement Need
- Food
- Water
- Sex
- Air
- Shelter
- Sleep
Physiological Needs
- Security
-Law and Order - Stability
- Protection from the elements
Safety Needs
- Friendship
- Affection
- Intimacy
- Love from family & friends
Social Needs
- Achievement
- Self Esteem
- Independence
- Social Status
- Prestige
- Responsibility
Esteem Needs
- Realizing and achieving one’s potential, self-fulfillment, morality and creativity.
Self-Actualization
transpires when an apparent or perceived inconsistency happens
concerning an actual and a desired state of being. Needs can be either inherent or learned. Needs are never fully satisfied. Feelings and emotion accompany needs.
Need Recognition
consists of wishes and longings by consumers to realize and satisfy social and /or aesthetic requirements.
EXPRESSIVE NEEDS
contain aspirations by consumers to work out essential struggles
UTILITARIAN NEEDS
Four key psychological processes–
fundamentally influence consumer responses to various
marketing stimuli
motivation,
perception,
learning,
beliefs and attitudes
A need that is sufficiently pressing to direct the person to seek satisfaction. A need becomes a motive when it is aroused to a sufficient level of intensity. A motive is a need that is sufficiently pressing to drive the person to act.
MOTIVATION
Sought to explain why people are driven by particular
needs at particular times.
MASLOW’S THEORY OF MOTIVATION
A two factor theory that distinguishes dissatisfiers
(factors that cause dissatisfaction) and satisfiers (factors that cause satisfaction)
HERZBERG’S THEORY
States that unconscious psychological forces, like hidden
desires, shape human behavior.
FREUD’S THEORY
are affective responses that reflect
the activation within the consumer of beliefs that are deep-seated and value-laden.
Emotions
is an effective state that is general and pervasive. are much less intense than emotions.
MOOD
the process in which an individual picks up information through
their senses, organizes it, and assigns it meaning. is the process of selecting, organizing and interpreting or attaching meaning to events happening in environment.
Key point is that ti can vary widely among individuals exposed to the
same reality.
Perception
4 ELEMENTS OF PERCEPTION
Sensation
Absolute Threshold
Differential Threshold
Subliminal Perception
immediate and direct response of the sensory organs to stimuli
Sensation
any unit of input to any of the senses
Stimulus
eyes, ears, nose , mouth, and skin
Sensory Receptors
The lowest level at which an individual can experience a
sensation. It is the difference between “something” or “nothing”.
Sensatory adaptation is a concern of many advertisers.
ABSOLUTE THRESHOLD
It is the minimal, may be insignificant, difference that can be sensed between two similar stimuli.
Also known as the “Just Noticeable Difference”.
DIFFERENTIAL THRESHOLD
Perception of very weak or rapid stimuli received below the level of
conscious awareness. People can receive stimuli without being consciously aware that they are
doing so.
SUBLIMINAL PERCEPTION
is through action. It implies a change in the behavior resulting from the experience. It changes the behavior of an individual as he acquires information and experience.
Learning
– acquired as a result of painstaking quest for information with effort.
Intentional
– acquired as a result of chance or coincidence, without putting much effort.
Incidental
Also known as Pavlovian Conditioning, is learning through association. In simple terms, two stimuli are linked together to
produce a new learned response in a person.
CLASSICAL CONDITIONING
A method of learning that occurs
through rewards and punishments for behavior.
OPERANT CONDITIONING
- is regarded as the father of
Operant Conditioning but his work was based on Thorndike’s (1898) law of effect.
Skinner
3 types of responses/operants:
Neutral Operants
Reinforcers
Punishers
responses from the environment that neither increase nor decrease the probability of a behavior being repeated.
Neutral Operants
Responses from the environment that increase the probability of a behavior being repeated. either positive or negative.
Reinforcers
response from the environment that decrease the likelihood of a behavior being repeated. this weakens behavior.
Punishers
ABC Model of Attitude
Affect
Behavior
Cognition
the way a consumer feels/emotion about an attitude object. e.g.,i like makeup
Affect
Person’s intentions to do something with regard to an attitude object. e.g., i will buy makeup if i go to the mall
Behavior
Beliefs a consumer has about an attitude object
Cognition
How much money they’re willing to spend
Spending Intentions
What consumers think they need or want to buy
Purchase Intentions
The anticipation of buying the same product or brand.
Repurchase Intentions
Captures where consumers plan to buy their commodities
Shopping Intentions
Indicate consumer’s intentions to engage in external searches for further knowledge and
information
Search Intentions
Represent consumers’ intentions to engage in consumption activity
Consumption Intentions
“People don’t buy for logical reasons. they buy for emotional reasons.” - ???
- Zig Ziglar
