Motivation & Affect Flashcards
Define motivational strength
the degree of willingness to expend energy to reach a particular goal as opposed to another (eg. delaying gratification)
What is drive theory?
eliminating biological needs that produce unpleasant states of arousal (eg. hunger)
what is expectancy theory?
behaviour is pulled by expectations of achieving desirable outcomes (good things will happen if you buy the product)
What are the 3 types of motivation conflicts?
- approach-approach
- approach-avoidance
- avoidance-avoidance
what is the issue with the approach-approach conflict?
there are 2 desirable alternatives and the customer has a hard time choosing
What is the issue with the approach-avoidance conflict?
there are positive AND negative aspects of desired products, therefore making the decision difficult
What is the issue of with the avoidance-avoidance conflict?
there are 2 undesirable alternatives and the consumer doesn’t know which to pick
What are biogenic needs?
biological needs such as air, water, food, sex, etc.
What are psychogenic needs?
the need for power, achievement, and affiliation
Describe the need for achievement and the marketing response
value personal accomplishments - premium on products associated with success
Describe the need for affiliation and the marketing response
the need to belong to a group and alleviate loneliness - products that create a group connection (jerseys)
Describe the need for power and the marketing response
the need to control ones environment - focus on products that have mastery over surroundings
What is the need for uniqueness?
the need to assert ones individual identity - customization of products is valuable
What is present on Maslow’s hierarchy of needs?
physiological > safety > belongingness > ego > self-actualization
are consumers more aware of their goals or needs?
GOALS
