General Hierarchy of Motivation — Consumer Behavior (Ch. 5)

Question 1

What is Maslow’s Hierarchy of Needs?

Answer 1

A theory of human motivation that describes consumers’ actions as addressing a finite set of prioritized needs.

Question 2

What are the five levels in Maslow’s Hierarchy of Needs?

Answer 2

1. Physiological (basic survival: food, drink, shelter)
2. Safety and security
3. Belongingness and love
4. Esteem
5. Self-actualization (personal fulfillment)

Question 3

According to Maslow, which needs do consumers try to satisfy first?

Answer 3

The most basic needs (physiological and safety).

Question 4

What determines the type and amount of value consumers seek, according to Maslow?

Answer 4

Motivations. Basic needs are fulfilled with utilitarian value; elaborate needs require hedonic value.

Question 5

What is utilitarian motivation?

Answer 5

The drive to acquire products that help accomplish something; linked to maintaining behavior.

Question 6

What is hedonic motivation?

Answer 6

The drive to experience something emotionally gratifying.

Question 7

Give an example of utilitarian vs. hedonic motivation.

Answer 7

Utilitarian: Using Instacart to buy groceries
Hedonic: Going to a farmer’s market to enjoy the atmosphere

Question 8

What is consumer involvement?

Answer 8

The degree of personal relevance a consumer finds in pursuing value from a particular consumption category.

Question 9

What is customer engagement?

Answer 9

Brand-related activities performed by consumers, including purchasing, that help create brand value.

Question 10

How does involvement act as a moderator?

Answer 10

It changes the nature of the relationship between variables, like time spent and number of choices considered.

Question 11

What happens when a consumer has high involvement?

Answer 11

They take more time to decide and consider more alternatives.

Question 12

What happens when a consumer has low motivation?

Answer 12

A large selection may overwhelm them, and they may struggle to evaluate multiple brands.

Question 13

What are the five types of consumer involvement?

Answer 13

1. Product involvement – relevance of a product category
2. Shopping involvement – relevance of shopping
3. Situational involvement – temporary interest in a purchase
4. Enduring involvement – ongoing interest
5. Emotional involvement – deep interest that evokes strong feelings