Chapter 13 Flashcards
(22 cards)
What is the definition of motivation?
External inducements, often of an emotional nature, that are designed to increase an individual’s drive to undertake some course of action.
Gass & Seiter, p. 310
What are the two types of motivation?
- Intrinsic motivation
- Extrinsic motivation
What is approach conflict?
When one must choose between two or more equally attractive choices.
What is approach-avoidance conflict?
When a choice has both desirable and undesirable characteristics or consequences.
What is avoidance-avoidance conflict?
When the choices available all have some apparent negative consequence.
How do motivational appeals often rely on processing?
Motivational appeals often rely on peripheral processing.
What is emotional marketing?
Ads designed to elicit fear, love, guilt, patriotism, and more.
What are the components of Maslow’s hierarchy of needs?
- Physiological needs
- Safety needs
- Social/Belongingness needs
- Self-Esteem needs
- Self-Actualization needs
What is the difference between needs and wants?
- Need: a state of tension that triggers a drive to remove this tension.
- Want: a specific manifestation of the need.
What is an example of a need and its corresponding want?
Thirst is a NEED, Juice is a WANT.
What are some types of motivational appeals?
- Fear
- Guilt
- Pity
- Sympathy
- Loyalty
- Generosity
- Devotion
- Kindness
- Maliciousness
- Compassion
- Dedication
- Patriotism
- Pride
- Honour
- Sex
- Love
- Hope
- Duty
What is the Extended Parallel Processing Model (EPPM)?
A model that describes how fear appeals can trigger either danger control or fear control.
What is danger control in EPPM?
The receiver concentrates on ways of reducing the danger.
What is fear control in EPPM?
The receiver focuses on fear itself, becoming anxious or panicky.
What is perceived efficacy in the context of motivational appeals?
The recommended action is perceived as both effective and feasible to avoid the danger.
What effect do guilt appeals have on compliance?
Guilt appeals can facilitate compliance.
What are some cautions regarding the use of humor in appeals?
- Don’t overdo it.
- If you have low credibility, humor may make you appear frivolous.
What is the role of warmth appeals in marketing?
They create favorable images and lifestyles that enhance customer relationships.
What are types of ingratiatory behavior?
- Other enhancement
- Opinion conformity
- Performing favors
How does ingratiation work?
- Increases liking and attraction.
- Enhances perceptions of similarity.
- Encourages the target to live up to positive labels.
True or False: Logic and emotion are mutually exclusive in motivational appeals.
False.
Fill in the blank: Needs become _______ when they are aimed toward a specific item that can satisfy the need.
wants
