Lecture Unit 7: Consumer Motivation, Personality, and Emotion

Question 1

What is a motive?

Answer 1

= is a construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response

• Motivation is the reason for behavior
• There are numerous theories of motivation, and many of them offer useful insights for marketing managers

Question 2

What is motivation? (Underlying)

Answer 2

= degree to which a person is willing to expend energy to reach one goal

Question 3

What are the two key groups of behavior of human motivations?

Answer 3

• Homeostasis – the body naturally reacts in a way so as to maintain a constant, normal blood stream
• Self-improvement– changing one’s current state to a level that is more ideal

Question 4

What is utilitarian motivation? Name example

Answer 4

= Functional, goal- oriented behavior

Example: Choosing the most convenient place to have lunch

Question 5

What is hedonic motivation? Mme examples

Answer 5

=People approach pleasure and avoid pain

Examples:
- Going out to a trendy, new restaurant for dinner
- Choosing to shop at retailers that are seen as fun and exciting
- Using air fresher because one really likes the smell

Question 6

What are the two useful motivation theories?

Answer 6

• Maslow´s hierarchy of needs: a marco theory designed to account for most human behavior
• McGuire Psychological Motives: failry detailed set of motives used to account for specific aspect of consumer behavior

Question 7

Description of intuition behind the maslow´s hiearachy of needs?

Answer 7

• All humans acquire a similar set of motives through genetic endowment and social interaction
• Some motives are more basic or critical than others
• The more basic motives must be satisfied to a minimum level before other motives are activated
• As the basic motives become satisfied, more advanced motives come into play

Question 8

What is the hierarchy of needs acc. to maslow? (5)

Answer 8

1. Phychological needs: food, water, warmth, rest
2. Safety needs: security, safety
3. Belonginess and love needs: intimate relationships, friends
4. Esteem needs: prestie and feeling of accomplishment
5. Self-actualization: achieving one´s full potential, including creactive activities

Question 9

What are the 2 criterias of mcGuire phsychological needs that determine four categories?

Answer 9

• Is the mode of motivation: cognitive or affective?
• Is the motive focused on preservation of the status quo or on growth?
• Is this behavior actively initiated or in response to the environment?
• Does this behavior help the individual achieve a new internal or a new external relationship to the environment?

Question 10

What are the 4 categories of McGuire Psychological motives?

Answer 10

• Cognitive preservation motives
• Cognitive Growth Motives
• Affective Preservation motives
• Affective growth motives

Question 11

What are the needs for “Cognitive preservation motives”?

Answer 11

• Need for Consistency (active, internal)
• Need for Attribution (active, external) Attribution Theory
• Need to Categorize (passive, internal)
• Need for Objectification (passive, external)

Question 12

What are the needs for “Cognitive growth motives”?

Answer 12

• Need for Autonomy (active, internal)
• Need for Stimulation (active, external)
• Teleological Need (passive, internal)
• Utilitarian Need (passive, external)

Question 13

What are the needs for “Affective Preservation motives”?

Answer 13

• Need for Tension Reduction (active, internal)
• Need for Expression (active, external)
• Need for Ego Defense (passive, internal)
• Need for Reinforcement (passive, external)

Question 14

What are the needs for “Affective Growth motives”?

Answer 14

• Need for Assertion (active, internal)
• Need for Affiliation (active, external)
• Need for Identification (passive, internal)
• Need for Modeling (passive, external)

Question 15

Motivation theory: 2 types of products that consumer buy and what do firms have to do?

Answer 15

• Consumer buy motive satisfaction or problem solutions
• Firms must discover the motives that their products and brands can satisfy and develop marketing mixes around these motives

Question 16

What are the two groups of motives?

Answer 16

• Manifest motives: Motives that are known and freely admitted
• Latent motives: Motives that are either unknown to the consumer or
  consumers are reluctant to admit them

Question 17

What is involvement?

Answer 17

= is a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting

Question 18

What does consumer involvement lead to/affect?

Answer 18

• attention
• analytical reasoning
• information search
• word of mouth

Question 19

Marketing strategy based on Multiple Motives

What are the 3 types of motivational conflics? (Consumer involvement)

Answer 19

1.Approach-Approach motivational conflict:
- A choice between two attractive alternatives

2.Approach-Avoidancemotivational conflict:
- A choice with both positive and negative consequences

3.Avoidance-Avoidance motivational conflict:
- A choice involving only undesirable outcomes

Question 20

What is meant with marketing strategy based on regulatory focus?

Answer 20

= salience of particular sets of motives triggers consumers to regulate their behavior in different ways in order to achieve desired outcomes

Question 21

What are promotion-focused motives? (Types of regulator focus)

Answer 21

revolve around a desire for growth and development and are related to consumers’ hopes and aspirations

Question 22

What are prevention-focused motives? (Types of regulator focus)

Answer 22

revolve around a desire for safety and security and are related to consumers’ sense of duties and obligations

Question 23

What does regulatory focus theory suggest for marketing strategy?

Answer 23

suggests that consumers will react differently depending on which broad set of motives is most salient

Question 24

Which prevention or promotion focused regulatory factor is used ? (Online travel shopping?)

Answer 24

Prevention-focused ad: Worked best for last-minute shoppers

Promotion-focused ad: Worked best for shoppers buying for future travel

Question 25

What is meant with **personality**?

Answer 25

= refers to **individual differences** in **characteristic patterns** of **thinking, feeling and behaving**

Question 26

What are the **two broad focus areas** of **personality**?

Answer 26

- **understanding individual differences** in particular **personality characteristics**, such as sociability or irritability - **understanding how the various parts** of a person **come together** as a whole

Question 27

What is the **difference** between **"motivation" and "personality**" in the context of **consumer behavhior?**

Answer 27

- **Motivation**: is the **energizing force** that makes **consumer behavior purposeful** and **goal directed** - **Personality**: **guides and directs** the **behavior chosen to accomplish goals** in different situations

Question 28

What is the **single trait approach/theories?**

Answer 28

= emphasize **one personality** trait as being **particularly relevant to understanding a particular set** of behaviors: - **Consumer ethnocentrism** - **Need for cognition** - **need for uniqueness**

Question 29

What are the **3 sets of behaviors in single trait approach**? (+ desscribtion)

Answer 29

**Consumer ethnocentrism** - reflects an **individual difference** in consumers’ **propensity to be biased against the purchase** of **foreign products** **Need for cognition** - reflects a **difference in the propensity** to **engage in** and **enjoy thinking** **Need for uniqueness** - reflects a **difference in consumers’ propensity** to pursue **differentness relative to others** through the **acquisition, utilization and disposition of consumer goods**

Question 30

What is the **multi-trait** approach?

Answer 30

**Five-Factor** Model, also known as **OCEAN** model, is the most commonly used by marketers and identifies **five basic traits** that are formed by **genetics and early learning**

Question 31

What are the **5 factors**/**traits** of the **OCEAN** Model?

Answer 31

- **openness** to experience, - **conscientiousness,** - **extraversion,** - **agreeableness,** and - **neuroticism** =often represented by the acronyms **OCEAN**

Question 32

**Multi-Trait** approach/ **5 factor/trait** model: Explain: **OC**EAN

Answer 32

**openness** to experience: imagination, feelings, actions, ideas - **Low**: practical, conventional, prefers routine - **High**: Curious, wide range of interests, independent **conscientiousness,**: Competence, self-discipline, thoughtfulness, goal-driven - **Low**: Impulsive, careless, disorganized - **High**: Hardworking, dependable, organized

Question 33

**Multi-Trait** approach/ **5 factor/trait** model: Explain: OC**EAN**

Answer 33

**extraversion,**: sociability, assertiveness, emptional expression - **Low**: quiet, reserved, withdawn - **High**: Outgoing, warm, seeks adventure **agreeableness,**: Cooperative, trustworthy, good-natured - **Low**: Critical, uncooperative, suspicious - **High**: Helpful, trusting, empathetic **neuroticism**: Tendency toward unstable emotions - **Low**: Calm, eve-tempered, secure - **High**: Anxious, unhappy, prone to negative emotions

Question 34

What are the **motives, characteristics and decision making** of **promotion focused motives**?

Answer 34

**Motives**: Hopes, wishes and aspirations **Characteristics**: Long-term focus, abstract, change the steady state **Decision-making**: more willing to **take risk, speed over accuracy**, affect and emotion

Question 35

What are the **motives, characteristics and decision making** of **prevention focused motives**?

Answer 35

**Motives**: Obligations, responsibilities, security needs **Characteristics**: Short-term focus, concrete, stability **Decision-making**: risk-averse, to minimize losses, accuracy over speed