Term
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Definition
- Reason for behavior
- Motives
- ex. Disney Institute (learn management skills from Disney-->high commitment from employees) |
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Term
| Maslow's Hierarchy of Needs |
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Definition
1) Physiological
2) Safety
3) Social needs (belonging)
4) Esteem
5) Self-actualization
- Some are learned some you are born with
- How needs drive us |
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Term
| McGuire's Psychological Motives |
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Definition
- Divide motivation into 4 categories (16 total) based on:
* cognitive or affective based
* preserving status quo or growth
- Then divide into 4 more categories based on:
* actively initiated or a response to the environment (source)
* achieve a new internal relationship or external relationship to the environment (objective of motive) |
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Term
| Cognitive Preservation Motives |
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Definition
- Need for consistency (active, internal)
* of oneself
* repositioning (trying to change perception of brand in people's minds)
- Need for attribution (active, external)
* what causes things
- Need to categorize/organize (passive, internal)
* prices psychology
- Need for objectification (passive, external)
* cues to infer what one feels/knows
* brands may reinforce |
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Term
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Definition
- Need for autonomy (active, internal)
* Unique products (need to be different)
- Need for stimulation (active, external)
* Variety
- Teleological need (passive, internal)
* Preferred end states (choose media that match)
- Utilitarian ned (passive, external)
* Situations are opportunities to acquire new info and skills |
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Term
| Affective Preservation Motives |
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Definition
1) need for tension reduction (active, internal)
2) need for expression (active, external)
- ex. fashion
3) need for ego defense (passive, internal)
- ex. well known rands may help protect
4) need for reinforcement (passive, external)
- act in a way due to previous reward |
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Term
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Definition
1) need for assertion (active, internal)
- success, admiration, dominance
2) need for affiliation (active, external)
- "your kids will love you for it!"
3) need for identification (passive, internal)
- roles, marketers encourage new roles
- position products for certain roles
4) need for modeling (passive, external) |
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Term
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Definition
- Manifest motives: drives that we're aware of, willing to share
- Latent motives: more difficult to uncover
* harder to determine
* ex. someone likes a beer every night but that's not socially acceptable so they're unwilling to share
* projective techniques: ask someone what their neighbor or friend would think & it uncovers that person's motives
* means-ends techniques: we buy products bc its means to an end |
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Term
| Means-End Chains of Product Knowledge |
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Definition
- links product and self knowledge
- consumers think of attributes in terms of consequences (means to end) |
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Term
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Definition
- Concrete attributes (ex. you're going to believe it when marketer says it's 400 thread count)
- Abstract attributes (styling, taste) |
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Term
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Definition
- Satisfying needs: desirable consequences
- Consequences:
1) functional (tangible)
2) psychological (abstract)
* psychological: how product makes you feel
* social: how others react to you |
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Term
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Definition
- broad life goals
- tend to elicit strong affective responses
Types:
1) modes of behavior
2) preferred states of being
3) knowledge of self - core values |
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Term
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Definition
- Variable (over different situations)
- Not every level may be present
- Knowledge is formed over time |
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Term
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Definition
| - Motivational state caused by consumer perceptions that a product, brand, or advertisement is personally relevant or interesting |
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Term
| Conflict in decision making |
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Definition
- Disruptive events (aka interrupts)
4 types:
1) unexpected information (ex. store remodeled)
2) prominent environmental stimuli (ex. displays)
3) affective states (ex. moods/psychological states)
4) motivation conflict (3 types of goals) |
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Term
| 3 Types of Goals (motivation conflict) |
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Definition
1) approach-approach
- (I could go on vacation or get an ipad)
- positive
2) avoidance-avoidance
- (hiring painters or do it yourself)
- negative
3) approach-avoidance
- (inexpensive Dell)
- You have just one option with positive and negative aspects |
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Term
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Definition
- Promotion focused
- Prevention focused (overheard)
- regulatory focus theory (one of these motives is more important to us--either promotion or prevention)
- chronic accessibility (one motive will be more dominant)
- impacts self concept
- ex. of factors that can temporarily impact: ad theme, ad context |
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Term
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Definition
- Response tendencies across similar situations
- Consumers buy goods to fit or bolster personality
- Measured by trait theories
- Five factor model
- Single trait approach (consumer ethnocentrism, need for cognition, consumers' need for uniqueness) |
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Term
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Definition
- Brand image (what people think/feel about a brand)
- Brand personality (what human characteristics are associated with the brand)
- 5 dimensions of personality:
1) sincerity
2) excitement
3) competence
4) sophistication
5) ruggedness |
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Term
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Definition
- Strong and uncontrolled
- How triggered
- Physiological
- Usually have cognitions too
- Behaviors
- Subjective (grief, joy, anger) |
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Term
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Definition
- Pleasure
- Arousal
- Dominance |
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Term
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Definition
- Consumers often seek this
- Gratitude (appreciation of benefits received)
- Emotional reduction (weight watchers) |
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Term
| Ad tactics to manage personality |
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Definition
- Celebrity endorser
- User imagery
- Executional factors (tone, message, logo, typeface, etc.) |
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Term
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Definition
- Thoughts and behaviors to reduce stress
- Types:
1) Active coping
2) Expressive support seeking (venting and seeking support)
3)Avoidance |
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Term
| Consumer emotional intelligence |
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Definition
| - How people deal with emotional info (varies) |
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Term
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Definition
- more likely to be attended to
- processed more thoroughly
- positive emotions trigger liking of ad
- repeating exposure-->brand preference |
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