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4. Consumer Behaviour Needs & Wants
na
14
Marketing
Undergraduate 2
06/11/2011

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Cards

Term
What is the definition of Motivation?
Definition

 

*Relates to whether consumers believe outcomes of a behaviour are likely to be rewarding or unrewarding

*If outcome of behaviour is valued by consumers will be more likely to perform the behaviour
Term
What are the 2 types of needs motivation satisfies?
Definition

Hedonistic -  consumers emphasize subjective and experiential aspects, e.g. self confidence, excitement, etc.

 

Utilitarian - consumers emphasize the objective, tangible attributes of products e.g. fuel economy in a car

Term
What is biological needs (Drive theory)?
Definition
 focuses on biological needs that produce unpleasant states of arousal, e.g. stomach rumbling when you are hungry. We are motivated to  reduce the tension caused by such arousal
Term
What are learned needs (expectancy theory)?
Definition
 suggests that behaviour is largely governed by expectations of achieving desirable  outcomes - positive incentives rather than pushed from within
Term
What is a want?
Definition
The particular form of consumption used to satisfy a need
Term
What is biogenic needs?
Definition

 

people are born with a need for certain

 elements necessary to maintain life, e.g. food, water,

 shelter, etc.

Term
What is psychogenic needs?
Definition

Needs acquired in the process of becoming

 a member of a culture, e.g. status, power, affiliation, etc

Term
Name the levels of Maslows hierachy of needs from lowest to highest
Definition

*Physiological - water, sleep, food

*Safety - security, shelter, protection

*Belongingness - love, friendship, acceptance

*Ego needs - prestige, status, accomplishment

*Self-actualisation - self-fulfillment, enriching experiences

Term
what are the problems with Maslow's hierachy of needs?
Definition

 

*The ultimate state in the hierarchy is difficult to achieve

*Certain needs can be placed in different areas of the

 hierarchy, e.g. eating is necessary for survival but it is

 also a social act and so can be placed further up the hierarchy

*It is culture bound

Term
What are positive value goals?
Definition

 

consumers are motivated to

 approach the goal and will seek out products that will

 be instrumental in attaining it.

Term
What is meant by avoiding negative goals?
Definition

 

consumers are motivated to

 avoid a negative outcome structuring their purchases

 or consumption activities.

Term
What is cognitive dissonance?
Definition

 

 The premise that people have a need for consistency and

 order in their lives and that a state of tension and conflict

 is created when beliefs or behaviours conflict with one

another

Term
What are the 4 types of consumer involvement?
Definition

 

Cognitive involvement - where a person is motivated to

 learn all s/he can about the product.

Product involvement - the consumer’s level of interest

 in making a particular purchase.

Message response involvement (advertising involvement)

 - the consumer’s interest in processing marketing

 communications.

Ego involvement (enduring involvement) - the importance

 of a product to a consumer’s self-concept

Term
What technique's can be used to increase consumer involvement?
Definition

 

Appeal to the consumer’s hedonic needs.
Use novel stimuli.
Use prominent stimuli.
Include celebrity endorsers.
Build a bond with consumers by maintaining

 an ongoing relationships with them.

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