Week 3 Flashcards
needs vs wants vs desire:
-Need: A basic requirement for survival (e.g., food, shelter).
-Want: A specific way of fulfilling a need, influenced by personality, culture, and social environment.
-Desire: A strong craving or wish for something that goes beyond basic needs or wants, often linked to emotional fulfillment.
drive:
-Drive: The arousal that pushes consumers to reduce tension and meet goals.
-Once a goal is achieved, tension is reduced, and motivation subsides.
the motivation process:
-Motivation drives behavior by activating needs and creating tension.
-Utilitarian Needs: Focus on practical benefits.
-Hedonic Needs: Focus on emotional or experiential satisfaction.
-The consumer’s goal is to reduce tension by achieving the desired outcome.
-Marketers design products to fulfill these needs, helping consumers reach their goals and reduce tension.
what is intrinsic motivation?
where the activity or behaviour itself is rewarding e.g working hard to get a 1st class hons
cognitive dissonance:
-Cognitive dissonance occurs when consumers experience discomfort from conflicting beliefs or actions (e.g., buying a product that doesn’t align with values).
McClelland’s achievement motivation theory:
-suggests that needs are learned and only one dominant motive influences behavior at a time.
-He categorized motivations into three types:
Achievement: Desire to accomplish goals.
Affiliation: Desire for relationships and belonging.
Power: Desire to influence or control others.
-These needs are driven by internal or external factors.
Herzberg’s motivation-hygiene theory:
-Motivating Factors: achievement, recognition, responsibility, and personal growth.
-Hygiene Factors: Prevent dissatisfaction; relate to job context (e.g., salary, supervision, working conditions).
-Theory: Satisfaction and dissatisfaction stem from different factors, and improving motivating factors enhances job satisfaction, while addressing hygiene factors only prevents dissatisfaction.
levels of involvement:
-Simple Processing: Focuses on basic features of a message (low involvement).
-Elaboration: Links new information to existing knowledge (high involvement).
-Low Involvement: Characterized by inertia, decisions made out of habit.
-High Involvement: Involves deeper thought and more consideration of alternatives.
-Involvement Continuum: Varies from simple to elaborate decision-making.
Classification of needs:
-Maslow’s Hierarchy: Needs must be fulfilled in a fixed order, from basic to higher levels.
Needs in Consumer Behavior:
-Need for Achievement: Desire for success and accomplishment.
-Need for Affiliation: Desire for social connections.
-Need for Power: Desire for influence and control.
-Need for Uniqueness: Desire to stand out and be different.
Maslows Hierarchy of Needs:
Hierarchy Levels:
-Physiological
-Safety
-Social
-Esteem
-Self-actualization
personality and traits:
- identifiable characteristics that define a person.
-Personality traits, like extroversion or openness, influence consumer choices but are not always predictive.
Psychographics:
-helps marketers understand why people make decisions, their attitudes, and preferences.
-psychographics explains the “why” behind consumer purchases.
-Psychographics enables more tailored marketing strategies to meet diverse consumer needs.
lifestyle:
- Lifestyle reflects how individuals spend their time and money, showcasing personal values and preferences.
-It defines who one is and is not, influencing consumer choices and group affiliations.
Emotions and Affect:
- involve arousal, creating bodily responses.
-They are “hot” processes, driving and energizing consumer behavior.
-Emotions and motivations are key in influencing how consumers make decisions and act.
motivation and emotion:
-Motivation is driven by emotions, aiming to increase positive feelings and reduce negative ones.
-Consumers are instinctively motivated to seek emotional satisfaction.
-Marketers use emotions, often through sensory marketing, to build loyalty and influence consumer behavior.
-Emotional connections to products are key to motivating continued engagement and preference.
