Unit 7 Flashcards
(43 cards)
Define need.
A state of deprivation or the absence of something useful.
Define motives.
The conditions that prompt the action necessary to satisfy a need (the action stimulated by marketing activities).
What is the hierarchy of needs?
The classification of consumers’ needs in an ascending order from lower-level needs to higher-level needs.
What are the five levels in the hierarchy of needs?
- Physiological Needs - Food, water, sex, and air (basic survival needs)
- Safety Needs - Security, protection, and comfort
- Social Needs - A sense of belonging, love from family and friends
- Esteem Needs - Recognition, achievement, and status; the need to excel
- Self-Actualization Needs - Fulfilment, realization of potential (sometimes achieves what they believe they can do)
What are the two principles associated with the hierarchy?
- When lower-level needs are satisfied, a person moves up to higher-level needs
- Satisfied needs do not motivate. Needs yet to be satisfied influence behaviour
Define personality.
Distinguishing psychological characteristics of a person that produce relatively consistent and enduring responses to the environment in which that person lives.
What influences personality?
Personality is influenced by self-perceptions that are influenced by physiological and psychological needs, family, culture, and reference groups.
What is the self-concept theory?
States that the self has four components: real self, self-image, looking-glass self, and ideal self.
Describe the real self.
An objective evaluation of yourself. You as you really are. Your perception of your real self is often distorted by the influence of the other selves.
Describe self-image.
This is how you see yourself. It may not be your real self, but rather a role that you play with yourself.
Describe looking-glass self.
How you think others see you. Your view of how others see you can be very different from how they actually see you.
Describe ideal self.
This is how you would like to be. It is what you aspire to be
Define attitudes.
An individual’s feelings, favourable or unfavourable, toward an idea or object (the product or service).
Define perception.
How individuals receive and interpret messages.
What is consumers’ selectivity based on?
It is based on their level of interests and needs.
What are the three levels of selectivity?
- Selective Exposure - Our eyes and minds notice only information that is of interest.
- Selective Perception - We screen out messages and information that conflict with previously learned attitudes and beliefs.
- Selective Retention - We remember only what we want to remember.
What are deficiency needs?
Deficiency needs (D-needs) - physiological, safety, social, esteem
What are growth/being needs?
Growth/being needs (B-needs):
People do not experience negative consequences if they do not reach self-actualization
Define reference group.
A group of people with a common interest that influences the members’ attitudes and behaviour.
What is double targeting?
Devising a single marketing strategy for both sexes.
Define social class.
The division of people into ordered groups on the basis of similar values, lifestyles, and social history.
Define culture.
Behaviour learned from external sources that influences the formation of value systems that hold strong sway over every individual. A set of values, ideas, and attitudes that are learned and shared among the members of a group.
Define subculture.
A subgroup of a culture that has a distinctive mode of behaviour.
Define and describe drive.
Drive: Condition that impels a person to act
- Ie. Identification of a need, problem, etc - can be seen as the problem recognition step
