slides that could be relevant 5

Question 1

model of consumer motivation

Answer 1

discrepancy between actual and desired state

Tension (felt discomfort)

Energy

Goal object

Question 2

approach motivation

Answer 2

Moving towards a positively valenced goal

Question 3

Avoidance motivation

Answer 3

Moving away from a (negatively valenced) goal

Question 4

avoidance motivation example cars

Answer 4

wants airbags, abs brakes, traction control

Question 5

Approach motivation example

Answer 5

wants media player

Sunroof

Turbo

Charger

Question 6

Instrumetality (properties of the g oal system)

Answer 6

Perceptions of the ability of the means to achieve the goal (because of product features, past experience, etc.)

Question 7

dilution effect

Answer 7

Decreased perception of instrumentality of the multifinal means with respect to each goal

Question 8

goal system theory

Answer 8

mental representation of associative networks composed of interconnected goals and means

Question 9

laddering

Answer 9

In depth 1 on 1 interview technique

Uncovers how consumers relate attributes to their consequences (benefits) and benefits to consumer value

Question 10

goal based positioning and laddering

Answer 10

Deepens consumers understanding of a brand by showing how brand helps to achieve goals

Concrete features inply functional benefits

Functional benefits imply emotional benefits

Emotional benefits imply goal attainment

e.g. chips brand

salty & crunchy –> satiety –> sharing –> family –> happines –> world peace

Question 11

laddered up brands

Answer 11

Connect with broad values and goals often can be extended successfully to other ategories that serve the same goal

Question 12

brands that have not laddered up

Answer 12

remain tied to their functional benefits may only succeed with extensions to related categories

Question 13

regulatory fit

Answer 13

manner of goal pursuit matches their self-regulatory orientation = regulatory fit

More intense reactions

Goal pursuit “feels right”
people become engaged

Feeling right = generates values and leads to greater persuasion

Question 14

equifinality

Answer 14

a single goal is associated with multiple means

Question 15

instrumentality

Answer 15

perception of the ability of the means to achieve the goal (because of product features, past experience, etc.)

Question 16

multifinality

Answer 16

multiple goals are associated with the same means

Question 17

perceived value of a specific means

Answer 17

sum of the perceived value of all the goals it serves

Question 18

Multifinality can backfire when consumers have only one goal: dilution effect

Answer 18

Decreased perception of instrumentality of the multifinal means with respect to each goals

Question 19

the consumer connection bridge

Answer 19

product feature - what the product does

functional benefit - what it does for me

emotional benefit - how does this make me feel

goal - how this allows to achieve an important goal

–> bridges consumer and brand

Question 20

goal based positioning and laddering…

Answer 20

deepens consumers understanding of a brand by showing how brand helps to achieve goals

concrete features imply functional benefits
functional benefits imply emotional benefits
emotional benefits imply goal attainment

Question 21

advantages on goal based positioning and laddering

Answer 21

focuses attention on customer value
provides alternatves for communication with cuustomers

broadens the view of competition

Question 22

Brands that have laddered up have

Answer 22

connected with broad values and goals often can be extended successfully to other categories that serve the same goal

Question 23

brands that have not laddered up

Answer 23

remain tied to their functional benefits may only succeed with extensions to related categories