Lecture 4 Flashcards
(28 cards)
What is motivation in consumer behaviour?
Inner reasons or driving forces that compel consumers to act in order to satisfy needs.
What triggers motivation?
Aroused needs that create tension, which the consumer seeks to reduce.
What is the difference between a need and a want?
A need is a basic goal; a want is a specific way to satisfy that need, shaped by culture and personality.
What are utilitarian and hedonic needs?
Utilitarian: Practical, functional
Hedonic: Emotional, experiential
What is drive theory?
Behaviour is driven by biological needs to return to a balanced state (homeostasis).
What is self-improvement motivation?
The drive to move from a current state to a more ideal one, often generating hedonic value.
What is expectancy theory?
Motivation is based on expected outcomes – we choose actions with anticipated positive results.
What is regulatory focus theory?
Prevention focus: Avoiding negative outcomes
Promotion focus: Pursuing ideals and aspirations
What is goal valence?
The positive or negative value of a goal – we approach positives and avoid negatives.
What are the three types of motivational conflict?
Approach–Approach: Two desirable options
Approach–Avoidance: Want something but also fear it
Avoidance–Avoidance: Two undesirable options
What is Henry Murray known for?
A list of 20 psychogenic needs that drive specific behaviours
Give examples of Murray’s psychogenic needs.
Achievement
Affiliation
Exhibition
Power
Change
Order
What is Maslow’s Hierarchy of Needs?
A five-level model describing consumer motivation
What are the five levels in Maslow’s hierarchy (bottom to top)?
Physiological, safety, love/belonging, esteem, self-actualization.
Criticisms of Maslow’s theory?
Too simplistic, culture-bound, needs not always pursued in order.
What is affect in consumer behaviour?
Emotionally laden states that influence motivation and decision-making.
How does emotion impact decision-making?
Consumers often justify decisions post hoc, after emotional responses.
What are moods?
Temporary emotional states not tied to specific events, influencing judgment and speed of decisions.
What is mood congruency?
Judgments tend to match the consumer’s current mood.
What is envy and its two types?
Benign envy: Motivates self-improvement
Malicious envy: Driven by desire to pull others down
What are autonomic measures of emotion?
Physiological tracking like heart rate, pupil dilation, and brain activity.
What is eye-tracking technology?
A method to measure where and how long consumers focus visually.
What is consumer involvement?
The level of personal relevance or interest a consumer has in a product, message, or situation.
What are the types of perceived risk in product involvement?
Monetary
Functional
Physical
Social
Psychological
