Term
| What is the definition of Motivation? |
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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 |
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Term
| What are the 2 types of needs motivation satisfies? |
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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
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Term
| What is biological needs (Drive theory)? |
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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 |
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Term
| What are learned needs (expectancy theory)? |
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Definition
| suggests that behaviour is largely governed by expectations of achieving desirable outcomes - positive incentives rather than pushed from within |
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Term
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Definition
| The particular form of consumption used to satisfy a need |
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Term
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Definition
people are born with a need for certain
elements necessary to maintain life, e.g. food, water,
shelter, etc. |
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Term
| What is psychogenic needs? |
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Definition
Needs acquired in the process of becoming
a member of a culture, e.g. status, power, affiliation, etc |
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Term
| Name the levels of Maslows hierachy of needs from lowest to highest |
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Definition
*Physiological - water, sleep, food
*Safety - security, shelter, protection
*Belongingness - love, friendship, acceptance
*Ego needs - prestige, status, accomplishment
*Self-actualisation - self-fulfillment, enriching experiences |
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Term
| what are the problems with Maslow's hierachy of needs? |
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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 |
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Term
| What are positive value goals? |
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Definition
consumers are motivated to
approach the goal and will seek out products that will
be instrumental in attaining it. |
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Term
| What is meant by avoiding negative goals? |
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Definition
consumers are motivated to
avoid a negative outcome structuring their purchases
or consumption activities. |
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Term
| What is cognitive dissonance? |
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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 |
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Term
| What are the 4 types of consumer involvement? |
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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 |
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Term
| What technique's can be used to increase consumer involvement? |
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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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