CH 4 - Motivation & Affect Flashcards
(26 cards)
Drive Theory
- Biological needs produce unpleasant states of arousal (e.g., hungry, thirsty)
- Motivate us to reduce or eliminate this unpleasant state (e.g., eating, drinking
Expectancy Theory
- Focus on cognitive factors
- Expect to achieve desirable outcomes
- e.g., exercise to have a good health; pursue an MBA degree for achievements
Difference between drive and expectancy example
Let’s say you’re a student who wants to get good grades in school.
According to drive theory, you might be motivated to study hard and do well in school because achieving good grades can help reduce the tension or arousal caused by your unmet need for achievement. In this case, the desire to achieve good grades acts as a biological need that drives your behavior.
According to expectancy theory, you might be motivated to study hard and do well in school because you believe that your efforts will be rewarded with a good grade. In this case, the expected outcome or reward of getting a good grade is what motivates you to study.
4 Types of needs
Biogenic, Psychogenic, Ultarnian, Hedonic
Biogenic needs ex
Food, water, shelter
Psychogenic needs ex
status, power, affiliation
Ultrinarian needs ex
are functional and practical needs - basic car, fridge, phone
Hedonic
Experiential, emotional, fancy, - Flowers, designer clothes, music, sports cars
Ultarnian vs Hedonic Product design example
Products that meet or exceed customers’ utilitarian needs enhance customer satisfaction (e.g., a car with
antilock brakes and vehicle stability assist)
- products that meet or exceed customers’ hedonic wants enhance customer delight (e.g., a car with panoramic
sunroof and six-speaker audio system
Ultarnian vs Hedonic Retail Design Example
- Utilitarian motive: task-oriented, buying
- Arousing, exciting store environment less pleasant
- Hedonic motive: recreation-oriented, browsing
- Arousing, exciting store environment more pleasant more visit, purchase
3 different types of motivational conflicts
Approach-Approach Conflict
Avoidance-Avoidance Conflict
Approach-Avoidance Conflict
Approach-Approach Example
This occurs when an individual has to choose between two equally desirable options, but can only pursue one of them. The conflict arises because both options are appealing, and the individual is forced to choose between them. For example, a person may be trying to decide between two job offers that both offer high salaries and great benefits.
Consumers: after choosing one alternative, they need to reduce their cognitive
dissonance
* Marketers: make their alternatives more attractive by bundling several benefits
(different from/more than their competitors)
* e.g., Molson 67 – “You can have little or you can have it all”
Avoidance-Avoidance Conflict
This occurs when an individual has to choose between two equally undesirable options, and they must choose the one that is least bad. The conflict arises because neither option is appealing, and the individual is forced to choose between the lesser of two evils. For example, a person may be trying to decide whether to undergo a painful medical procedure or continue to live with a debilitating illness.
Approach-Avoidance Conflict
This occurs when an individual is faced with a situation or goal that has both positive and negative aspects, and they feel both attracted to and repelled by it. The conflict arises because the individual wants to pursue the goal, but is also aware of the negative consequences that may arise from doing so. For example, a person may want to ask their boss for a raise, but is afraid of the potential negative consequences, such as damaging their relationship with their boss if the request is denied.
Involvement
Perceived personal relevance of an object (e.g., product/brand, ad, purchase situation) based on one’s
inherent needs, values, interests
* Motivation to process information
High Involvement Ex
This occurs when an individual is highly interested, invested, or engaged in a particular activity, product, or decision. They may have a personal stake or strong emotional attachment to the outcome. For example, a person who is passionate about photography may be highly involved in the process of selecting a new camera.
Low Involvement Ex
This occurs when an individual has little interest, investment, or engagement in a particular activity, product, or decision. For example, a person who needs to buy a new pack of pens may have low involvement in the process of selecting a brand and color.
Cognitive Involvement
Cognitive involvement relates to the rational aspects of consumer interest and investment, such as decision-making, problem-solving, and information processing. A degree of thinking involved. Ex a Financial investment
Affective Involvement
Affective involvement relates to the emotional or personal value aspects of consumer interest and investment. Marketers use different strategies to engage consumers based on their level and type of involvement. A degree of emotions are involved, example buying a perfume depening on how you think other people will feel about it.
Antecedents of involvement
Antecedents of involvement are the factors that lead to or influence the level and type of consumer involvement in a product or activity.
Atecedents of involvement factors
Personal factors
* Needs, importance, interests, values
Stimulus factors
* Differentiation of alternatives
* Source of communication
* Content of communication
Situational factors
* Purchase / Usage situations
* Occasions
Perceived risk
* Performance risk, financial risk, or social ris
3 Types of involvement
Product involvement, message-response involvement, purchase situation involvement
- Product involvement
- Consumers’ level of interest in a particular product
- Mass customization, customer co-creation increase consumer involvement
Message-response involvement / advertising involvement
- Consumers’ interest in processing marketing communications (e.g., product video games)
- Television (low involvement) vs. Print media (high involvement)
- Web 2.0 increase interaction