WEEK 10

Question 1

starts when an individual recognizes a need thereby, focusing his attention into that something that he desires to have.

Answer 1

The “Basic Consumption Process”

Question 2

The consumption process involves the following: 5

Answer 2

➢The Need
➢The Want
➢Exchange
➢Costs and Benefits
➢Reaction

Question 3

Consumer Advertising has other needs. These are: 3

Answer 3

THE POWER NEED
THE AFFILIATION NEED
THE ACHIEVEMENT NEED

Question 4

He proposed a theory of human needs around 1943. His concept was that people are motivated to achieve certain needs and when that individual has already fulfilled that need, he now tries to pursue other needs.

Answer 4

ABRAHAM MASLOW

Question 5

The 5 Hierarchy of Needs Pyramid

Answer 5

Self-Actualization
Esteem Needs
Social Needs
Safety Needs
Physiological Needs

Question 6

Two Categories of Human Needs

Answer 6

1. Innate Needs
2. Acquired Needs

Question 7

Physiological (biogenic)
Needed to sustain life
Primary motives

Answer 7

1. Innate Needs

Question 8

Psychological (Psychogenic)
Needs that people learn via cultural experiences and the environment
Secondary motives

Answer 8

2. Acquired Needs

Question 9

The desire to control our environment and The need to control other people and various objects to increase self enhancement.

Answer 9

The Power Need

Question 10

Influenced by the desire for:
Friendship, Acceptance, and having the propensity to have a Belonging high level of dependency on others.

Answer 10

The Affiliation Need

Question 11

It regards personal accomplishment as an end in itself. It is related to the egoistic and self-actualization needs.

Answer 11

The Achievement Need

Question 12

• Food
• Water
• Sex
• Air
• Shelter
• Sleep

Answer 12

Physiological Needs

Question 13

• Security
  -Law and Order
• Stability
• Protection from the elements

Answer 13

Safety Needs

Question 14

• Friendship
• Affection
• Intimacy
• Love from family & friends

Answer 14

Social Needs

Question 15

• Achievement
• Self Esteem
• Independence
• Social Status
• Prestige
• Responsibility

Answer 15

Esteem Needs

Question 16

• Realizing and achieving one’s potential, self-fulfillment, morality and creativity.

Answer 16

Self-Actualization

Question 17

transpires when an apparent or perceived inconsistency happens
concerning an actual and a desired state of being. Needs can be either inherent or learned. Needs are never fully satisfied. Feelings and emotion accompany needs.

Answer 17

Need Recognition

Question 18

consists of wishes and longings by consumers to realize and satisfy social and /or aesthetic requirements.

Answer 18

EXPRESSIVE NEEDS

Question 19

contain aspirations by consumers to work out essential struggles

Answer 19

UTILITARIAN NEEDS

Question 20

Four key psychological processes–
fundamentally influence consumer responses to various
marketing stimuli

Answer 20

motivation,
perception,
learning,
beliefs and attitudes

Question 21

A need that is sufficiently pressing to direct the person to seek satisfaction. A need becomes a motive when it is aroused to a sufficient level of intensity. A motive is a need that is sufficiently pressing to drive the person to act.

Answer 21

MOTIVATION

Question 22

Sought to explain why people are driven by particular
needs at particular times.

Answer 22

MASLOW’S THEORY OF MOTIVATION

Question 23

A two factor theory that distinguishes dissatisfiers
(factors that cause dissatisfaction) and satisfiers (factors that cause satisfaction)

Answer 23

HERZBERG’S THEORY

Question 24

States that unconscious psychological forces, like hidden
desires, shape human behavior.

Answer 24

FREUD’S THEORY

Question 25

are affective responses that reflect the activation within the consumer of beliefs that are deep-seated and value-laden.

Answer 25

Emotions

Question 26

is an effective state that is general and pervasive. are much less intense than emotions.

Answer 26

MOOD

Question 27

the process in which an individual picks up information through their senses, organizes it, and assigns it meaning. is the process of selecting, organizing and interpreting or attaching meaning to events happening in environment. Key point is that ti can vary widely among individuals exposed to the same reality.

Answer 27

Perception

Question 28

4 ELEMENTS OF PERCEPTION

Answer 28

Sensation Absolute Threshold Differential Threshold Subliminal Perception

Question 29

immediate and direct response of the sensory organs to stimuli

Answer 29

Sensation

Question 30

any unit of input to any of the senses

Answer 30

Stimulus

Question 31

eyes, ears, nose , mouth, and skin

Answer 31

Sensory Receptors

Question 32

The lowest level at which an individual can experience a sensation. It is the difference between “something” or “nothing”. Sensatory adaptation is a concern of many advertisers.

Answer 32

ABSOLUTE THRESHOLD

Question 33

It is the minimal, may be insignificant, difference that can be sensed between two similar stimuli. Also known as the “Just Noticeable Difference”.

Answer 33

DIFFERENTIAL THRESHOLD

Question 34

Perception of very weak or rapid stimuli received below the level of conscious awareness. People can receive stimuli without being consciously aware that they are doing so.

Answer 34

SUBLIMINAL PERCEPTION

Question 35

is through action. It implies a change in the behavior resulting from the experience. It changes the behavior of an individual as he acquires information and experience.

Answer 35

Learning

Question 36

– acquired as a result of painstaking quest for information with effort.

Answer 36

Intentional

Question 37

– acquired as a result of chance or coincidence, without putting much effort.

Answer 37

Incidental

Question 38

Also known as Pavlovian Conditioning, is learning through association. In simple terms, two stimuli are linked together to produce a new learned response in a person.

Answer 38

CLASSICAL CONDITIONING

Question 39

A method of learning that occurs through rewards and punishments for behavior.

Answer 39

OPERANT CONDITIONING

Question 40

- is regarded as the father of Operant Conditioning but his work was based on Thorndike’s (1898) law of effect.

Answer 40

Skinner

Question 41

3 types of responses/operants:

Answer 41

Neutral Operants Reinforcers Punishers

Question 42

responses from the environment that neither increase nor decrease the probability of a behavior being repeated.

Answer 42

Neutral Operants

Question 43

Responses from the environment that increase the probability of a behavior being repeated. either positive or negative.

Answer 43

Reinforcers

Question 44

response from the environment that decrease the likelihood of a behavior being repeated. this weakens behavior.

Answer 44

Punishers

Question 45

ABC Model of Attitude

Answer 45

Affect Behavior Cognition

Question 46

the way a consumer feels/emotion about an attitude object. e.g.,i like makeup

Answer 46

Affect

Question 47

Person’s intentions to do something with regard to an attitude object. e.g., i will buy makeup if i go to the mall

Answer 47

Behavior

Question 48

Beliefs a consumer has about an attitude object

Answer 48

Cognition

Question 49

How much money they’re willing to spend

Answer 49

Spending Intentions

Question 50

What consumers think they need or want to buy

Answer 50

Purchase Intentions

Question 50

The anticipation of buying the same product or brand.

Answer 50

Repurchase Intentions

Question 51

Captures where consumers plan to buy their commodities

Answer 51

Shopping Intentions

Question 52

Indicate consumer’s intentions to engage in external searches for further knowledge and information

Answer 52

Search Intentions

Question 53

Represent consumers’ intentions to engage in consumption activity

Answer 53

Consumption Intentions

Question 54

“People don’t buy for logical reasons. they buy for emotional reasons.” - ???

Answer 54

- Zig Ziglar