Week 4 (motivations & values)

Question 1

What is motivation

Answer 1

the process that leads people to behave the way they do, occuring when a need arises that a consumer wishes to satisfy.

Question 2

What is motivation strength

Answer 2

The pull it exerts on the customer

Question 3

What is motivation direction

Answer 3

the particular way the customer attempts to reduce motivation tension.

Question 4

Describe each motivational direction

Answer 4

Biogenic needs - Needs necessary to maintain life.
Utilitarian needs - consumers will emphasise the objective, tangible aspects of products.
Psychogenic needs - Culture-related needs.
Hedonic Needs - Subjective and experiential needs.

Question 5

What is the theory of cognitive dissonance

Answer 5

a state of tension occurs when beliefs and behaviours conflict with one another.

Question 6

what is cognitive dissonance reduction

Answer 6

process by which people are motivated to eliminate tension

Question 7

What are the three types of conflict

Answer 7

approach-approach: choose between two desirable alternatives
approach-avoidance: desire a goal but wish to avoid it at the same time
avoid-avoid: choose between two undesirable outcomes

Question 8

What is expectancy theory

Answer 8

when behaviour is pulled by expectations of achieving desirable outcomes—positive incentives—rather than pushed from within.

Question 9

What is drive theory

Answer 9

We focus on biological needs that produce unpleasant states of arousal (e.g. a grumbling stomach) which we are motivated to reduce for homeostasis

Question 10

what is involvement

Answer 10

a persons perceived relevance of the object based on their inherent needs, values and interests.

Question 11

What are the 3 types of involvement

Answer 11

Product involvement: level of interest in a product
Message-response involvement: interest in processing marketing communications
purchase-situation involvement: difference when buying the same object in different contexts

Question 12

what are strategies to increase involvement

Answer 12

appeal to hedonic needs, use novel stimuli, use prominent stimuli, include celebrity endorsers, build a bond with consumers by maintaining an ongoing relationship

Question 13

What is self-determination theory (SDT)

Answer 13

views needs as innate and focuses on needs that are essential for psychological health

Question 14

What 3 things do we need to be intrinsically motivated

Answer 14

Autonomy - need to be free & have control over choices
Competence - need to be effective & have mastery
Relatedness - need to be connected to others

Question 15

What is maslows hierarchy of needs in order

Answer 15

Psychological, safety, belongingess, ego-needs, self-actualisation

Question 16

What are the 4 specific consumer needs

Answer 16

Achievement: to attain personal accomplishments
Power: to control ones own environment
Affiliation: to be in the company of others
Uniqueness: to assert ones individual identity

Question 17

What is a value

Answer 17

A belief that some condition is preferable to its opposite (e.g. freedom is better than slavery).

Question 18

What are the 3 value orientations

Answer 18

Other-oriented: societys view of relationships between people
Enviornmnet-oriented: societys view of relationships with environment
Self-oriented: objectives/approaches to life society finds desirable

Question 19

What are Australasian environment oriented values

Answer 19

like change, risk taking, cleanilness, conquest/control of nature

Question 20

What are Australasian self oriented values

Answer 20

hard work is valued, immediate gratification, material orientation, humorous outlook.