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28 Cards in this Set
- Front
- Back
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motivation
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the processes that lead people to behave as they do
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utilitarian need
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functional or practical benefit
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hedonic need
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an experimental or pleasure based need
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drive theory
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focuses on biological needs that produce unpleasant states of arousal. The degree of motivation depends on the distance between one's present state and the goal
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expectancy theory
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behavior is largely pulled by expectations of achieving desirable outcomes, focus on positive incentives rather than internal push to do things
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approach-approach conflict
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a person much choose between 2 desirable alternatives
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cognitive dissonance theory
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based on the premise that people have a need for order in their lives, they will align their beliefs with their actions in order to reduce dissonacne
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approach-avoidance conflict
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when we desire a goal but wish to avoid it at the same time
-good food w/o the calories |
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avoidance-avoidance
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face with choice between 2 undesirable alternatives
-new vs. old car |
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involvement
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a person's perceived relevance of the object based on their inherent needs, values, and interests
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inertia
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characterizes consumption at the low end of involvement, make decisions out of habit
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flow state
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the involvement with a product
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cult product
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command fierce consumer loyalty, devotion, and maybe even worship by consumers who are highly involved with a brand
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product involvement
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refers to a consumer's level of interest in a particular product
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mass customization
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the personalization of a product for individual customers at mass production price
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vigilante marketing
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where freelancers and fans make ads for their favorite products
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purchase situation involvement
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differences that occur when buying the same object for different contexts
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involvement profile
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1. personal interest
2. perceived importance of risk 3. probability of making a bad purchase 4. pleasure value 5. significance |
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value
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belief that some condition is preferable to its opposite
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enculturation
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learning the beliefs and behaviors of one's own culture
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acculturation
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learning the beliefs and behaviors of other culturesd
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Rokeach Value Survey
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Developed to understand the values of different demographics
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terminal values
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desired end states
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instrumental values
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composed of actions needed to achieve terminal values
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means-end chain model
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assumes specific product attributes are linked at levels of increasing abstraction
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laddering
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uncovers consumers associations between specific attributes and general consequences. Create hierarchical value maps
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voluntary simplifiers
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people who choose to simplify their lives choose public service rather than a new SUV.
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materialism
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the importance attached to worldly possessions
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