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Consumer Behavior Test 2 > Chapter 10 > Flashcards

Chapter 10 Flashcards

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1
Q

motivation

A

energizing force that activates behavior and provides purpose and direction to that behavior

  • reason for our behavior
  • motive - representing an unobservable inner force that stimulates and compels a behavioral response and provides direction to response
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2
Q

personality

A

relatively stable behavior tendencies that individuals display across a variety of situations

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3
Q

emotions

A

strong, relatively uncontrollable feelings that affect our behavior

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4
Q

Ex: Need

A

consumer feels hungry - motivated to satisfy that need - view food and ads for food as personally relevant - will experience negative emotions prior to eating and positive emotions after eating

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5
Q

Maslow’s hierarchy of needs

A

1 - all humans acquire similar set of motives through genetic endowment and social interaction
2- some motives are more basic or critical than others
3- the more basic motives must be satisfied to a minimum level before other motives are activated
4- as the basic motives become satisfied, more advanced motives come into play

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6
Q

5 factors in Maslow’s

A 
1- Physiological 
2-safety 
3-Belongingneess
4-esteem
5-self-actualization
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7
Q

ex: of multiple Maslow needs

A

joining the us military

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8
Q

McGuire’s Psychological Motives

A

four main categories
two criteria:
1) Is the mode of motivation cognitive or affective
2) is the motive focused on preservation of the status quo or on growth

Bases of source and objective:

3) is this behavior actively initiated or in response to the environment
4) does the behavior help the individual achieve a new internal or a new external relationship to the environment

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9
Q

Cognitive motives

A

Focus on the persons need for being adaptively oriented toward the environment and achieving a sense of meaning

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10
Q

affective motives

A

deal with the need to reach satisfying feeling states and to obtain personal goals

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11
Q

preservation motives

A

emphasize the individual as striving to main equilibrium

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12
Q

growth motives

A

emphasize development

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13
Q

cognitive preservation motives - need for consistency (active, internal)

A
  • attitudes, behaviors, opinions, self images
  • motive being cognitive dissonance
    ex: making a major purchase is not consistent with the need to save money
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14
Q

cognitive preservation motives - need for attribution (active, external)

A

this set of motives deals with our need to determine who or what causes the things that happen to us and relates to an area of research - called attribution theory

ex: to overcome this - use a credible spokesperson

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15
Q

cognitive preservation motives - need to categorize (passive, internal)

A

categorize things

ex: prices - connote different categories of goods - automobiles

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16
Q

cognitive preservation motives - need for objectification (passive, external)

A

observable cures or symbols that enable people to infer what they feel and know.

  • impressions, feelings, and attitudes
    ex: clothing - represents a subtle meaning of a desired image and consumer lifestyle
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17
Q

cognitive growth motives - need for autonomy (active, internal)

A

the need for independence ad individuality

ex: America - individuality versus Japan - they value affiliation
ex: pandora - providing limited editions and customization options - uniqueness and individuality

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18
Q

cognitive growth motives - need for stimulation (active, external)

A

seek variety and difference out of a need for stimulation

ex: switching brands and impulse purchasing

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19
Q

cognitive growth motives - teleological need (passive, internal)

A

taking matching consumers desired outcomes with images

-ex: mass media - tv shoes, books = to reflect their view of how the world should work (good guy always wins)

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20
Q

cognitive growth motives - utilitarian (passive, external)

A

consumer as a problem solver - who approaches situations as opportunities to acquire useful information or new skills

ex: tv show - learning new clothing styles, lifestyle options

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21
Q

affective preservation motives - need for tension reduction (active, internal)

A
  • uncomfortable stress - people are motivated to reduce arousal
    ex: dog carrier - no stress when flying
    ex: recreational products and activities are promoted to relief tension
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22
Q

affective preservation motives - need for expression (active, external)

A

express one’s identity to others

ex: fashion oriented watches - brand swatch - more than tell time - express who they are

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23
Q

affective preservation motives - need for ego defense (passive, internal)

A

defend one’s identity or ego

ex: using well known brands to look socially visible and making the correct socially purchase

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24
Q

affective preservation motives -need for reinforcement

passive, external

A

act in certain ways because they were rewarded for behaving that way in similar situations in the past

  • basis for operant learning
  • public items - furniture and clothing - reinforce
    ex: keepsake diamond - ad was about showing off a diamond in a room - visible to public
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25
affective growth motives - need for assertion (active, internal)
people who seek success, admiration, and dominance ex: biker taking a "fuel" energy drink to finish strong
26
affective growth motives - need for affiliation (active, external)
develop mutually helpful and satisfying relationships with others seeking acceptance and affection in interpersonal relations ex: "your kids will love you for it" - in ads
27
affective growth motives - need for identification (passive, internal)
identification results in the consumers playing various roles ex: college student, sortie member, bookstore employee, fiancee ex: "become a skateboarder", "no working mother should be without one"
28
affective growth motives - need for modeling (passive, external)
modeling - reflecting a base behavior on that of others - conforming in reference groups ex: American express - using Kate Winslet and Beyonce for its "my life. my card" campaign
29
demand
the willingness to buy a particular product or service - Caused by a need or motive, but it is not the motive! ex: mouthwash = no bad breathe. ties mouthwash to existing need for affiliation in hopes of creating demand for the brand
30
manifest motives
motives that are admitted and known ex: buying j.crew jeans = "they are in style, they look good once"
31
latent motives
reluctant to admit the motives - hard for marketer to determine since ppl won't admit ex: "they show I have money, they make me sexually desirable'
32
projective techniques
designed to provide information on latent motives ex: third person - why others might buy a product ex: Oreo used this technique and saw people thought of Oreo as magical - so did unlocking the magic of Oreo campaign
33
Laddering/means-end or benefit chain
a product is shown to a consumer and then they list all the benefits the product may have- THEN identify more benefits ex: "fewer colds" to taking. daily vitamin, then further = more efficient at work and more energy
34
marketing strategies based on multiple motives
1 - are there multiple motives - if so communicate them in ads 2- is the motive manifest or latent ex: J.Crew - website has thumbnails of different products and style and color - this is a direct appeal to manifest motives latent motives are indirect appeals so J.crew uses white space, font, and so forth to show its upscale and trendy nature
35
involvement
a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting - needs play a strong role in this ex: watches - tell time (utilitarian need), self expression (expressive need), and a way to fit in (affiliation need)
36
approach-approach motivational conflict
two attractive alternatives ex: graduation money - torn between trip to Hawaii or a new mountain bike resolve this by:"buy now, pay later"
37
approach -avoidance motivational conflict
choice with both positive and negative consequences ex: want to be tan but dont want cancer resolve this by: tanning lotion
38
avoidance - avoidance motivational conflict
both are undesirable outcomes ex: old washing machine fails - dont wanna buy a new one or pay to have the old one repaired - BUT dont wanna go without one
39
promotion focused motives
revolve around a desire for growth and development and are related to consumers hopes and aspirations ex: when salient - based on emotion, affect, speed over accuracy , "eager", risk seeking
40
prevention-focused motives
revolve around a desire for safety and security and are related to consumers' sense of duties and obligations ex: when salient - concrete terms, factual info, accuracy over speed, "vigilant", risk averse, minimize negative
41
regulatory focus theory
suggest that consumers will react differently depending on which broad set of motives is most salient
42
chronic accessibility
depends on individual and situation - both prevent and promotion reside in individuals - however early childhood experiences - tends to dominate one over the other
43
promotion focused individuals are more ...
more ind. self concepts ex: usa ex: ads that frame the messages as positive outcomes work better for USA than in china
44
prevention focused individuals are more...
interdepend self concepts ex: asia ex: ads that show how you can avoid losses work better in china than USA
45
situational factors - characteristics of the decision, the environment, and so on, can temporarily make on orientation more prominent - ex;
1- ad theme - achievement (promo) versus avoidance (prevention) 2- message frame - benefits to be gained (promo) versus losses t be avoided (prevention) 3- advertising context - ad placement in shows , magazines, or websites are going to elicit a promotion focus (ex: O magazine - focuses on ideals and aspirations ) versus those that are a prevention focus (the evening news-negative events)
46
personality
an individuals characteristic response tendencies across similar situations trait theories - most useful theories of personality
47
trait theories
used to segment consumers 1 - all individuals have internal characteristics or trades related to action tendencies 2- there are consistent and measurable differences between individuals not those characteristics
48
multitrait personality theory
identifies several traits that in combination capture a substantial portion of the personality of the individual - five factor model - common practice of this- ex: useful to understand bargaining, complaining behavior, and compulsive shopping
49
single trait approach
emphasize one personality trait as being particularly relevant to understanding a set of behaviors three traits: - consumer ethnocentrism - need for cognition - consumers need for uniqueness
50
consumer ethnocentrism
reflects individual difference in consumers propensity to be biased against the purchase of foreign products low : more open to other cultures high: more conservative, reject foreign made products ex: selling "made in America"
51
need for cognition
reflects an individual difference in consumers propensity to engage in and enjoy thinking high: more effortful processing of persuasive communication - prefer verbal ex: women are usually high cognitive
52
consumers need for uniqueness
individual difference in consumers propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods ex: affects what they own, why they wont it , and how they use it ex: deliberate scarcity of products
53
brand personality - type of brand image - defined
set of human characteristics that become associated with a brand - consumers readily assign human characteristics to brands - brand personalities create expectations about key brand characteristics - brand personalities are often the basis for a long term relationship with the brand ex: nonprofits - change their personality from warmth which shows less competent to a reliable company with good intentions by possibly getting ai credible source or endorsement to profit donations
54
ex of brand personality
French cosmetic brand - holiday line - fabulous flirtini - shows cocktails, holiday destinations and personality attributes
55
brand personality - celebrity endorsers
endorse a brand - good way to personify the brand ex: nike and Serena williams - edgy, individualistic brand revlon and halle berry - sexy and confident
56
brand personality - user imagery
shows a typical user along with images of the types of activities they engage in while using the brand - defines traits, activities , and emotions ex: MT. Dew- young , active users - engaging in fun and exciting activities - hush puppies - hip young people in a wooded setting
57
brand personality - executional factors
go beyond core message to include "how" it is communicated ex: - tone - powerful and larger than life - listenerine in Canada -leveraged an action hero theme from a popular movie - media - hush puppies fashion magazine ads - fashionable and hip personality - pace- "spirited and adventures" logo: reebok - RBK logo - creating a youth culture and younger
58
brand personality
pace, tone, logo, media
59
coping in response to negative emotions arising out of stressful situation
expressive support seeking, avoidance, active coping
60
marketers are increasingly seeking to arouse the emotion of -
gratitude - which refers to emotional appreciation for benefits received
61
what enhances - attention, attraction, and maintenance
emotional content
62
trait theories assumptions
there are consistent, measurable differences concerning internal characteristics between individuals - all individuals have internal characteristics related to action tendencies
63
consumer ethnocentrism
individual difference in consumers propensity to be biased against the purchase of foreign products
64
pleasure
affection, gratitude, serenity,faith
65
arousal
interest, surprise, involvement, distraction
66
dominance
helplessness, conflict, sadness, fear, guilt
67
executional factors
go beyond a core message to ensure that how the message is communicated also communicates brand personality
68
projective techniques
latent motives predictor
69
involvement is significant to marketers because
many consumer behaviors are influences by it
70
personality
an individuals characteristic response tendencies across similar situations

Consumer Behavior Test 2 (4 decks)

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