week seven - motivation and perception

Question 1

what is motivation

Answer 1

the processes that drive an individual to develop a conduct

Question 2

when does motivation arise

Answer 2

when the consumer has a need (utilitarian or hedonic) that he/she wants to satisfy

Question 3

what are utilitarian or hedonic needs

Answer 3

• utilitarian: desire to achieve some functional or practical benefit, objective, tangible attributes of products
• hedonic: an experiential need involving emotional responses, subjective needs

Question 4

what is need described in terms of

Answer 4

• strength: the pull it exerts on its customers
• direction: the way consumer tends to reduce it
• persistence: the continuance of the need

Question 5

what is drive

Answer 5

the magnitude of tension the need creates

Question 6

what is valence

Answer 6

a goal has valence, meaning it can be positive or negative

Question 7

what are the types of motivational conflicts

Answer 7

• approach-approach: a person chooses between two desirable alternatives
• approach-avoidance: a person desires a goal but wishes to avoid it at the same time
• avoidance-avoidance: a person faces a choice with two undesirable alternatives

Question 8

what role does marketing play to solve conflicts

Answer 8

they attempt to satisfy consumers’ needs by providing possible solutions to these dilemmas

Question 9

what are the four theories of motivation

Answer 9

• drive reduction theory: primary and secondary drives (biological needs)
• expectancy theory: cognitive factors (behaviour is pulled by expectations of achieving desirable outcomes)
• values theory
• maslow’s hierarchy of needs theory: different needs with different importance

Question 10

an individuals motivation to buy depends on:

Answer 10

• strength of motive (internal)
• the expectation of satisfying the need (external)

Question 11

what is the expectancy theory equation

Answer 11

T = M * E
(tension = motive * expectation)
T = M * F * I
(tension = motive * expectation force * incentive value)

Question 12

what is the expectation force and incentive value

Answer 12

• expectation force: subjective probability that a behaviour is followed by a consequence
• incentive value: relative attraction that an object or goal have for the consumer

Question 13

what is the values theory

Answer 13

a belief that some condition is preferable to its opposite, consumers are motivated by the purchase of products and services that fit their values

Question 14

what types of values are there

Answer 14

• cultural
• consumption-specific
• product-specific

Question 15

how do marketers use maslow’s hierarchy of needs

Answer 15

companies:
- identify the level in which their clients are in
- can target accordingly

Question 16

problems and limitations of maslow’s hierarchy of needs

Answer 16

• hierarchy depends on the type of culture
• a product can meet different needs
• in practise needs are not observable and they do not appear in isolation

Question 17

how can you motivate consumers with money

Answer 17

• sales
• coupons
• rebates
  etc.

Question 18

how can you motivate consumers by enhancing perceived risk

Answer 18

educating consumers about risks may motivate them to make more informed choices that reduce exposure to risk

Question 19

how do you motivate consumers by provoking their curiosity

Answer 19

• curiosity often leads to an enhanced needs for information
• may advertise a benefit that is not normally associated with the product

Question 20

level of consumer involvement

Answer 20

topic 7, check slides for diagram