Unit 2 - Motivation Flashcards Preview

Consumer Behavior > Unit 2 - Motivation > Flashcards

Flashcards in Unit 2 - Motivation Deck (48)
Loading flashcards...
1
Q

What is Motivation?

A

Motivation is the driving force that impels people to act and reflects the reason or reasons one has for acting or behaving in a particular way.

2
Q

What are Needs?

A

Needs are circumstances in which something is necessary or requires some course of action.

3
Q

In consumer behaviour unfulfilled needs

A

form motivational desires that impel consumers to purchase goods and services.

4
Q

Unfulfilled needs create

A

tensions which consumers strive to relieve, both consciously and subconsciously, by forming purchase-related goals and subsequent behaviour that they anticipate will fulfil their needs.

5
Q

Personality

A

represents inner psychological characteristics that both determine and reflect how we think and act, which together form an individual’s distinctive character.

6
Q

Brand personification

A

assigning a brand human attributes and creating sentiments for it among consumers.

7
Q

Anthropomorphism

A

means attributing human characteristics to something that is not human.

Example: 
El algodón no engaña
Michelin man
Duracell bunny
Don Limpio
8
Q

Consumers’ needs do not change over time although

A

the manners of how they satisfy needs, including the products they buy, change over time, sometimes frequently as new and better products that satisfy their needs are launched.

This ensures companies to stay in the forefront of the search for new and effective solutions to fulfil consumers’ desires

9
Q

types of needs

A

biogenic & psychogenic

10
Q

biogenic needs

A

sustain physical experience

example: food, water, air, protection of the body

11
Q

psychogenic needs

A

learned from our parents, social environment and interactions with others
example: self-esteem, prestige, affection, power and achievement

12
Q

needs arousal

A

Most of individuals’ needs are dormant much of the time.

The arousal of that need may be cause by different factors:

  1. biological stimuli
  2. emotional processes
  3. cognitive processes
  4. stimuli in the outside environment
13
Q

Goals are

A

the sought-after results of motivated behaviour.

14
Q

In the context of consumer behaviour, buyers’ actions are driven by two sets of goals:

A

• Generic goals
• Product-specific goals
Example:
Generic goal: “I want to become an entrepreneur”
Product-specific goals: “I want to earn an MBA from Stanford”.

15
Q

Usually consumers set

A

purchase-related goals that satisfy more than one need.

Example:
Clothes. Protection but also recognition and acceptance by others.

16
Q

The motivation to select goals can be either

A

positive or negative. We may feel a driving force towards some object of a driving force away from some object or condition.

17
Q

Positive outcomes that we seek are called

A

approach objects

18
Q

Negative outcomes that we want to prevent are called

A

avoidance objects

19
Q

needs and goals

A

the are independent; however, people are often not aware of their needs as they are of their goals

20
Q

Human needs are

A

never fully or permanently satisfied. As individuals attain their goals, they develop new ones.

Higher-order needs emerge as lower-order needs are fulfilled. A man covers his basic physiological needs (e.g. house, food, etc.) and then, he may seek for others.

21
Q

A good product

A

will not be repurchased if it fails to live up to unrealistic expectations created by ads that overpromise.

  • Similarly, consumers often regard mediocre products with greater satisfaction than is really warranted if the products’ performance exceeds their expectations.
22
Q

When people cannot attain their primary goals,

A

they often set substitute goals. Although the substitute goal my not be as satisfactory as the primary goal it may be sufficient to dispel uncomfortable tension.

Example:
Someone who has stopped drinking whole milk because he/she is on a diet may begin to prefer skimmed milk.

23
Q

frustration is

A

the feeling of not achieving a goal. Individuals react differently to frustrating situations and people cope with frustration differently.

24
Q

Defense mechanisms are

A

cognitive and behavioural ways to handle frustration.

25
Q

The primary defences that people use to cope with frustration are:

A
  1. Aggression: agressive behavior
  2. Rationalization: inventing plausible reasons for not reaching the goal
  3. Regression: reaction with childish or immature behavior
  4. Withdrawal:frustration resolved by withdrawing from the situation
  5. Projection: blaming others for your own failure
  6. Daydreaming: fantasizing to attain imaginary gratification
  7. Identification: identifying with other people’s situation
26
Q

Classification of Consumer Needs

A
  1. need for achievement
  2. need for affiliation (to be in the company of other people)
  3. need for power
  4. need for uniqueness
27
Q

Need for achievement.

A

These people strongly value personal accomplishment. They place a premium on products and services that signify success because these consumption items provide feedback about the realization of their goals.

Example: Stanford University

28
Q

Need for affiliation (to be in the company of other people).

A

This need is relevant to products and services that are ‘consumed’ in groups and alleviate loneliness, such as team sports, bars and shopping centres.

Example: Disneyland Paris

29
Q

Need for power (to control one’s environment).

A

Many products and services allow consumers to feel that they have mastery over their surroundings like loud sound systems that impose the driver’s musical tastes on others, to luxury resorts that promise to respond to every whim of their pampered guests.

Example: Lamborghini and Bose

30
Q

Need for uniqueness (to assert one’s individual identity).

A

Products can satisfy this need by pledging to accentuate a consumer’s distinctive qualities.

Example: Chanel Haute Couture

31
Q

Marlow’s hierarchy of needs

A

five levels of human needs ranked in order of importance from lower to most important;

when that need is fairly satisfied, the individual is motivated to fulfil a need in the next level of the hierarchy

32
Q

Consumer Involvement

A

Involvement: a person’s perceived relevance of the object based on their inherent needs, values and interests.

33
Q

We tend to find higher levels of involvement in

A

product categories that demand a big investment of money (like houses) or self-esteem (like clothing) and lower levels for mundane categories like household cleaners.

Products such as Apple, Harley-Davidson, Manolo Blahnik designer shoes of football clubs such as Manchester United, Paris Saint-Germain, Bayern Munich, Juventus, A.C. Milan, Real Madrid or Barcelona command fierce consumer loyalty and devotion by consumers.

34
Q

levels of involvement

A
  1. product involvement
  2. message involvement
  3. situational involvement
35
Q

product involvement

A

related to a consumer’s level of interest in a particular product

perhaps the most powerful way to enhance product involvement is to invite consumers to play a role in designing or personalising what they buy

36
Q

mass customization

A

is the personalisation of products and services for individual customers at a mass-production price

37
Q

brand loyalty

A

repeated purchasing behavior which reflects a conscious decision to continue buying the same brand

the consumer has a strong positive attitude toward the brand

38
Q

variety-seeking

A

desire to choose new alternatives over more familiar ones.

it influences us to switch from our favourite products to others we like less

39
Q

message involvement

A

refers to the consumer ’s interest in processing marketing communications

40
Q

strategies to increase message involvement

A
  • novel stimuli use: unusual cinematography, sudden silence
  • prominent stimuli: loud music, fast action
  • celebrity endorsers
  • provide value
  • invent new media
  • encourage viewers to think about using the product
  • create spectacles
  • let customers make messages
41
Q

narrative transportation

A

some messages (including really well-made advertisements) are so involving that they trigger a stage of narrative transportation, where people become immersed in the storyline.

42
Q

situational involvement

A

differences that may occur when buying the same object from different contexts

here the person may perceive a great deal of social risk or none at all

43
Q

Consumers choose products, services and activities that help them define

A

a unique lifestyle.

44
Q

psychographics are used

A

to obtain a more nuanced picture of consumer behavior

This is when marketers combine personality variables with a knowledge of lifestyle preferences and they have a powerful lens that they can focus on consumer segments.

45
Q

lifestyle refers to

A

pattern of consumption that reflects a person’s choices about how they spend time and money

46
Q

A lifestyle marketing perspective implies that

A

we must look a patterns of behaviour to understand consumers.

47
Q

Psychographics involves the use of

A

psychological, sociological and anthropological factors

48
Q

on AIOs

A

Most contemporary psychographic research attempts to group consumers according to some combination of three categories of variables:
• Activities
• Interest
• Opinions