Chapter 4: Motivation & Affect

Question 1

Drive Theory

Answer 1

Focuses on biological needs that produce unpleasant states of arousal

i.e. stomach grumbling during class

Question 2

Homeostasis

Answer 2

Activates goal-oriented behaviour that attempts to reduce or eliminate unpleasant state & return to a balanced one

Question 3

Expectancy theory

Answer 3

Suggests that behaviour is largely pulled by expectations of achieving desirable outcomes positive incentives rather than pushed from within

Question 4

Want

Answer 4

Form of consumption to satisfy a need

i.e. you & someone’s tummy is grumbling during class & you ate last night and they didn’t, so they have a higher need

Question 5

Types of needs

Answer 5

1. Biogenic
   Elements necessary to maintain life

i.e. food, shelter, water

2. psychogenic
   Acquired in the process of becoming a member of a culture

i.e. ned for status, power, affiliation

Question 6

Valence

Answer 6

what a goal consists of, it can be positive or negative

• positive valeted goal
  Directed towards consumer which directs their behaviour –> motivated to approach the goals & will seek products to attain the goal
• avoidance
  structure purchases or consumption to reduce chances of attaining the end result

i.e. consumpers work hard to avoid rejection

Question 7

Theory of cognitive dissoance

Answer 7

based on premise that people have a need for consistency & a state of tension is created when beliefs or behaviours conflict with one another

Question 8

Types of motivational conflict - approach -> approach

Answer 8

person must choose between two desirable options

i.e. diamond ring or diamond earrings

Question 9

Types of motivational conflict - approach -> avoidance

Answer 9

choice with a desirable and undesirable outcome

i.e. eat ice cream or be cautious about your weight

Question 10

Types of motivational conflict - avoidance -> avoidance

Answer 10

faced with two underisable alternatives

i.e. do dishes or laundry

Question 11

Builidng bridges of personal relevance

Answer 11

• building bridge for consumer’* bridging between product & choice
  i. e. FedEx

Question 12

Important needs related to consumer behaviour

Answer 12

1. Need for afflilation

• be in the company of others
• products that alleviate loneliness are consumed at venues, bars, malls

2. Need for power

• to control ones environment
• muscle cars, reports, making them feel they have masteru of surrounding

3. Need for uniquness
   * asserts one’s individual personality
   i. e. rocketcases to personalize phone case

Question 13

Maslows hierarchy of needs

Answer 13

Self actualization

• self fulfillment, enriching experiences
  i. e. hobbies, travel, education

Ego needs

• prestigous, status, accomplishment
  i. e. cars, credit cards, furniture

Belonginess

• love, firendship, acceptance by others
  i. e. clothing, clibs, drinks - Pepsi

Safety

• security, shelter, protection
  i. e. insurance, investments - AllState insurance

Physiological

• water, sleep, food
  i. e. medicines, staple items - Quaker oats

Question 14

Involvment

Answer 14

persons perceived relevance of the object based on their inherent needs, values, and interests

Question 15

Involvement - personal factors

Answer 15

ongoing

• based on past personal involvement
• learn how product can satisfy personal goals

Question 16

Involvement - situational factors

Answer 16

• temporary *
• purchase situation
• intended use situation
• time pressure
• social environment
• physical environment

Question 17

Inertia

Answer 17

consumption at low end of involvement

Question 18

Flow state

Answer 18

when consumers are truly involved with a product, ad, or website

Question 19

High level of involvement

Answer 19

Cognitive
* car, new products
Media: print online, information based

Affective

• jewellery, motorcycles
• Media: TV, video, imaged-based

Question 20

Low level of involvement

Answer 20

Cognitive
* ground beef, house cleaners
Media: POS reminder, 10 second ID

Affective
* candy, liquor
Media: POS, attention grabbing

Question 21

Product involvement

Answer 21

• related to a consumers level of interest in a particular product
• sales promotions are used to increase this type of behaviour

Question 22

Mass customization

Answer 22

personalization of products & services for individual customers at mass production price

Question 23

Message response involvement

Answer 23

Refers to how the medium goes through - message is communicated and can increase customer involvement

Question 24

Real-time marketing

Answer 24

Increasing message response involvement by connecting them with real time events on social media

i.e. oreo and Superbowl power outage

Question 25

Interactive mobile marketing

Answer 25

customer participates in real-time promotional campaign via cell phone i.e. texting campaigns

Question 26

Purchase situation involvement

Answer 26

* refers to differences that may occur when buying the same object for different contexts * person may perceive a great deal of social risk, or none at all i.e. trying to impress someone, you may try and buy a product which you think is nice

Question 27

sentiment analysis

Answer 27

process that scours social media universe to collect & analyze words people sue when they describe a company

Question 28

Strategies to increase involvement - hedonic needs

Answer 28

i.e. ads with sensory appeals generates higher level of attention & involvement

Question 29

Strategies to increase involvement - novel stimuli

Answer 29

i.e. unusual cinematography, sudden scilences, enexpected movements in commercials

Question 30

Strategies to increase involvement - prominenet stimuli

Answer 30

i.e. loud music & fast action to capture attention

Question 31

Strategies to increase involvement - celebrity endorsers

Answer 31

i.e. Kim & Shien

Question 32

Types of affective responses - affect

Answer 32

experience of emotionally states which can range from evaluations to moods to full blown emotion

Question 33

Types of affective responses - evaluations

Answer 33

valences reactions to events & objects that are not accompanied by high levels of arousal i.e. consumer evaluating movie as good or bad based on their level of arousal

Question 34

Types of affective responses - moods

Answer 34

involve temporary positive or negative affective states accompanied by moderate levels of arousal

Question 35

Types of affective responses - emotions

Answer 35

in contrast to moods, try to be more intense and related to a specific triggering event

Question 36

Types of affective responses - negative state relief

Answer 36

helping others as a means of resolving ones own negative mood

Question 37

Types of affective responses - mood congruency

Answer 37

judgements often consistent to mood i.e. judge products positive when in a good mood and negative when in a bad mood

Question 38

Discrete emotions - happiness

Answer 38

mental state of well-being characterized by positive emotions

Question 39

Discrete emotions - envy

Answer 39

negative emotions associated with desire to reduce gap between oneself and someone who is superior

Question 40

Discrete emotions - guilt

Answer 40

individuals unpleasant emotional state associated with possible objection to their actions, circumstances, intensions

Question 41

Discrete emotions - embarrassment

Answer 41

social emotion driven by a concern for what others are thinking about us