Chapter 5 Flashcards
(38 cards)
motivation
processes that lead people to behave the way they do
goal
desired end state
incidental brand exposure
motives can lurk beneath the surface and cues in the environment can activate a goal even when we don’t know it
drive theory
focuses on biological needs that produce unpleasant states of arousal
homeostatsis
balanced state
retail therapy
shopping restores a sense of personal control over one’s environment and as a result can alleviate feelings of sadness
expectancy theory
expectations of achieving desirable outcomes rather than being pushed from within motivate our behavior
productivity orientation
continual striving to use time constructively
approach-approach conflict
must choose between two desirable alternatives
theory of cognitive dissonance
people have a need for order and consistency in their lives and that a state of dissonance exists when we choose between two alternatives
approach-avoidance conflict
desire a goal but wish to avoid it at the same time
avoidance-avoidance conflict
caught between a rock and a hard place
need for affiliation
need to be in the company of other people
need for power
need to control one’s environment
need for uniqueness
assert one’s individual identity
maslows hierarchy of needs
physiological..safety..belongingness..ego needs..self-actualization
affect
emotional responses to products
evaluations
reactions to events and objects that are not accompanied by high levels of physiological arousal
moods
temp positive or negative affective states accompanied by moderated levels of arousal
emotions
tend to be more intense and often relate to a specific triggering event
negative state relief
helping others as a way to resolve one’s own negative moods
sadvertising
inspirational stories that manipulate our emotions like a rollercoaster
mood congruency
our judgement tend to be shaped by our moods
lovemark
passionate commitment to one brand
