Chapter 2 Flashcards

1
Q

Motivation

A

Is an inner state of activation that provides energy needed to achieve the goal

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2
Q

The effects of motivation

A

High effort behavior

high-effort information and decision-making

Felt involvement

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3
Q

Motivation also affects how we process information and make decisions. When consumers are highly motivated to achieve a goal, they are more liekly to

A

Pay careful attention to it, think critically, and try to remember it for later use.

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4
Q

Motivated reasoning

A

Refers to processing information in a (biased) way that allows consumers to reach the conclusion that they want to reach

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5
Q

Felt involvement

A

Is the consumers experience of being motivated with respect to a product or service or decisions and actions about these

the psychological experience of the motivated consumer

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6
Q

Four types of felt involvement

A

Enduring involvement

Situational (temporary) involvement

Cognitive involvement

Affective involvement

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7
Q

Enduring involvement (types of felt involvement)

A

Exists when we show interest in an offering or activity over a long period of time

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8
Q

Situational (temporary) involvement (felt involvement)

A

Temporary interest in an offering, activity, or decision, often caused by situational circumstances

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9
Q

Cognitive involvement (felt involvement)

A

Interest in thinking about and learning information pertinent to an offering, an activity, or decisions

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10
Q

Affective involvement (felt involvement)

A

Interest in expending emotional energy and evoking deep feelings about an offering, an activity or a decision

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11
Q

Motivation is influenced by personal relevance

A

Consistency with self-concept, values, needs, goal, emotions, and self-control process; perceived risks; and/or moderate inconsitency with attitudes

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12
Q

Personal relevance

A

Is something that has a direct bearing on the self and has potentially significant consequences or implications for our lives

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13
Q

Self concept

A

Refers to our mental view of who we are

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14
Q

Values

A

Abstract, enduring beliefs, about what is right/wrong

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15
Q

Self control

A

Process consumers use to regulate feelings, thoughts and behavior in line with long term goals

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16
Q

NEeds

A

Are internal states of tension experienced when there is a discrepancy between the current and an ideal or desired physical or psychological state

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17
Q

Maslow’s Hierarchy of needs

A

Self-actualization
Egoistic
Social
Safety
Physiologicaly

18
Q

Another way to categorize needs: based on whether they are

A

Social (externally directed and relate to other individuals) or non-social/personal (achievement is not based on other people)

Functional (need that motivates the search for offerings that solve consumption-related problems), symmbolic (needs that relates to the meaning of our consumptino behaviors to ourselves and to others) or hedonic (need that relates to sensory pleasure)

19
Q

Perceived risk

A

Is the extent to which the consumer anticipates negative consequences of an action, for example, buying, using, or disposing of an offering, to emerge and positive consequences to not emerge

20
Q

Six types of risk

A

Performance risk

Financial risk

Ohysical (or safety) risk

social risk

Psychological risk

Time risk

21
Q

Performance risk

A

The possibility that the offering will not perform as well as hoped or expected

22
Q

Financial risk

A

The extent to which buying, using, or disposing of an offering is perceived to have the potential to create financial harm

23
Q

Physical (or safety) risk

A

The extent to which buying, using, or disposing of an offering is perceived to have the potential to create physical harm or harm ones safety

24
Q

Social risk

A

The extent to which buying, using, or disposing of an offering is perceived to have the potential to do harm to ones social standing

25
Q

Psychological risk

A

The extent to which buying, using, or disposing of an offering is perceived to have the potential to harm ones sense of self and thus create negative emotions

26
Q

Time risk

A

The extent to which buying, using, or disposing of the offering is perceived to have the potential to lead the loss of time

27
Q

Inconsistency with attitudes

A

Refers to the extent to which new information is consistent with perviously acquired knowledge or attitudes. We tend to be motivated to process messages that are moderately inconsistent with our knowledge

28
Q

Consumer ability

A

Is the extent to which consumers have the required resources to make an outcome happen

29
Q

Consumer ability is influenced by

A

Financial resources

Cognitive resources

Emotional resources

Physical resources

Social and cultural resources

Education and age

30
Q

Financial resoures (consumer ability)

A

consumers can use money instead of other resources to enhance their ability to make decisions and take actions)

31
Q

Cognitive resources (consumer ability)

A

Knowledgeable consumers, or “experts” are better able to think deeply about information than are equally motivated but less knowledgeable consumers, or “novices” These differences in prior knowledge affect how consumers make decisions)

32
Q

Emotional resources (consumer ability)

A

(consumers ability to experience empathy and sympathy can affect their processing of information and their decisions about brand choices, consumption, disposition, spending…)

33
Q

Physical resources (consumer ability)

A

Physical capabilities can affect how, when, where, and whether consumers make decisions and take actions)

34
Q

Social and cultural resources (consumer ability)

A

Knowledge of an access to these resources affect acquisition, consumption and disposition behavior of consumers)

35
Q

education and age (consumer ability)

A

Related to the ability to process information and make decisions

1) better eductated consumers will have more cognitive resources to use in processing complex information and making decisions

2) older children seem to be more sensitive to the fact that the benefits of searching for information sometimes outweight the costs

36
Q

Consumer opportunity is influenced by

A

Time
Distractions
Complexity
Amount
Repetition
and control of information

37
Q

Time (consumer opportunity)

A

Can affect the consumers opportunity to process information, make decisions and perform certain behaviors

Consumers under time pressure to make decisions will
1) acquire less information
2) process the information less systematically
3) place more emphasis on negative information

38
Q

Distraction (consumer ability)

A

Refers to any aspect of a situation that diverts consumers attention. It seems to influence mostly the effect that consumers (slow) thoughts have on their choices, and less so the effect that their (fast) emotions have on choices

39
Q

Complexity (consumer ability) of the information to which consumers are exposed can

A

Affect their opportunity to process it. Consumers find technical or quantitative information more difficult to handle than nontechnical and qualitative data. INformation may also be complex if the individual must sift through a huge volume of it

40
Q

Repetition (consumer ability)

A

May enhance consumers ability to process information. If consumers are repeatedly exposed to information, they have more opportunities to think about, scrutinize, relate to, and remember the information

Consumer remember and learn more when they can control the flow of information by determining what information is presented, for how long, and in what order