Week 4 - Motivation and Affect

Question 1

What is motivation in consumer behaviour?

Answer 1

A process that leads people to behave as they do, driven by needs and goals.

Question 2

What is the difference between needs and wants?

Answer 2

A need is a basic requirement; a want is how a need is satisfied in a culturally shaped way.

Question 3

What are biogenic needs?

Answer 3

Innate needs such as food, water, air, and shelter.

Question 4

What are psychogenic needs?

Answer 4

Learned needs such as status, power, and affiliation.

Question 5

What is utilitarian motivation?

Answer 5

A drive to consume products that serve a functional or practical purpose.

Question 6

What is hedonic motivation?

Answer 6

A drive to consume products for emotional, experiential, or sensory pleasure.

Question 7

What is the need for achievement?

Answer 7

Desire for personal accomplishment; often tied to premium or status-signifying products.

Question 8

What is the need for affiliation?

Answer 8

Desire to be with others; products help alleviate loneliness.

Question 9

What is the need for power?

Answer 9

Desire to control one’s environment; products symbolize mastery or dominance.

Question 10

What is the need for uniqueness?

Answer 10

Desire to assert one’s individual identity through consumption.

Question 11

What is drive theory?

Answer 11

Focuses on biological needs that create unpleasant states of arousal (e.g., hunger).

Question 12

What is homeostasis in motivation?

Answer 12

A balanced state the body seeks to return to after drive is activated.

Question 13

What is expectancy theory?

Answer 13

Behaviour is guided by expectations of achieving desirable outcomes.

Question 14

What is a goal in motivation?

Answer 14

The desired end-state the consumer strives to reach.

Question 15

What is SMART goal setting?

Answer 15

A framework where goals are Specific, Measurable, Achievable, Relevant, and Time-bound.

Question 16

What is incidental brand exposure?

Answer 16

Unintentional exposure to a brand that can still activate consumer goals.

Question 17

What is an approach-approach conflict?

Answer 17

Choosing between two desirable alternatives.

Question 18

What is an approach-avoidance conflict?

Answer 18

Desiring a goal but also fearing the negative consequences.

Question 19

What is an avoidance-avoidance conflict?

Answer 19

Choosing between two undesirable options.

Question 20

What is involvement?

Answer 20

Perceived personal relevance of an object based on needs, values, and interests.

Question 21

What is inertia in involvement?

Answer 21

Low involvement; choices made out of habit.

Question 22

What is a flow state in involvement?

Answer 22

High involvement; intense engagement in the consumption experience.

Question 23

What is product involvement?

Answer 23

A consumer’s level of interest in a particular product.

Question 24

What is message-response involvement?

Answer 24

Consumer interest in processing marketing messages.

Question 25

What is purchase situation involvement?

Answer 25

Differences in involvement based on the buying context.

Question 26

What are strategies to increase involvement?

Answer 26

Appeal to hedonic needs, use novel/prominent stimuli, include celebrities, build brand relationships.

Question 27

What is affect?

Answer 27

Emotionally-laden responses ranging from evaluations to moods to emotions.

Question 28

What is an evaluation?

Answer 28

A valenced reaction to an event or object, not accompanied by arousal.

Question 29

What is a mood?

Answer 29

A temporary positive or negative affective state.

Question 30

What is an emotion?

Answer 30

A more intense affective response often triggered by specific events.

Question 31

What is happiness in consumer behaviour?

Answer 31

A state of well-being associated with positive emotions; impacted by materialism and experiences.

Question 32

What is envy?

Answer 32

A negative emotion arising from a perceived gap between oneself and another.

Question 33

What is benign vs. malicious envy?

Answer 33

Benign envy motivates self-improvement; malicious envy desires the other’s misfortune.

Question 34

What is guilt in marketing?

Answer 34

An unpleasant emotional state that can be triggered by inaction or actions; used in guilt appeals.

Question 35

What is embarrassment?

Answer 35

Concern over others’ perceptions, often tied to product category and social context.

Question 36

What is a value?

Answer 36

A belief that a specific condition is preferable to its opposite.

Question 37

What is materialism?

Answer 37

Importance placed on material possessions for status or connection.

Question 38

What is LOHAS?

Answer 38

Lifestyles of Health and Sustainability; consumers concerned with personal and global well-being.