CH 4 - Motivation & Affect Flashcards

(26 cards)

1
Q

Drive Theory

A
  • Biological needs produce unpleasant states of arousal (e.g., hungry, thirsty)
  • Motivate us to reduce or eliminate this unpleasant state (e.g., eating, drinking
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2
Q

Expectancy Theory

A
  • Focus on cognitive factors
  • Expect to achieve desirable outcomes
  • e.g., exercise to have a good health; pursue an MBA degree for achievements
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3
Q

Difference between drive and expectancy example

A

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.

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4
Q

4 Types of needs

A

Biogenic, Psychogenic, Ultarnian, Hedonic

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5
Q

Biogenic needs ex

A

Food, water, shelter

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6
Q

Psychogenic needs ex

A

status, power, affiliation

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7
Q

Ultrinarian needs ex

A

are functional and practical needs - basic car, fridge, phone

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8
Q

Hedonic

A

Experiential, emotional, fancy, - Flowers, designer clothes, music, sports cars

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9
Q

Ultarnian vs Hedonic Product design example

A

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
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10
Q

Ultarnian vs Hedonic Retail Design Example

A
  • 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
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11
Q

3 different types of motivational conflicts

A

Approach-Approach Conflict
Avoidance-Avoidance Conflict
Approach-Avoidance Conflict

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12
Q

Approach-Approach Example

A

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”

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13
Q

Avoidance-Avoidance Conflict

A

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.

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14
Q

Approach-Avoidance Conflict

A

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.

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15
Q

Involvement

A

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

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16
Q

High Involvement Ex

A

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.

17
Q

Low Involvement Ex

A

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.

18
Q

Cognitive Involvement

A

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

19
Q

Affective Involvement

A

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.

20
Q

Antecedents of involvement

A

Antecedents of involvement are the factors that lead to or influence the level and type of consumer involvement in a product or activity.

21
Q

Atecedents of involvement factors

A

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

22
Q

3 Types of involvement

A

Product involvement, message-response involvement, purchase situation involvement

23
Q
  • Product involvement
A
  • Consumers’ level of interest in a particular product
  • Mass customization, customer co-creation  increase consumer involvement
24
Q

Message-response involvement / advertising involvement

A
  • Consumers’ interest in processing marketing communications (e.g., product video games)
  • Television (low involvement) vs. Print media (high involvement)
  • Web 2.0  increase interaction
25
Purchase situation involvement
Differences that may occur when buying the same object for different contexts
26
Consequences of involvement examples
Attention and processing: Consumers who are highly involved in a product or activity tend to pay more attention to information related to it and process it more deeply than those with lower involvement. Information search and decision-making: Consumers who are highly involved tend to engage in more extensive information search and evaluation processes and make more thoughtful and considered decisions. Brand loyalty: Consumers who are highly involved in a particular brand or product tend to develop stronger brand loyalty and attachment, which can lead to repeat purchases and positive word-of-mouth. Word-of-mouth communication: Consumers who are highly involved in a product or activity are more likely to engage in word-of-mouth communication and share their experiences with others, which can influence the purchase decisions of others.