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41 Cards in this Set
- Front
- Back
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theories of motivation for wearing cltohes
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1. modesty theory
2. protection theory 3. adornment theory 4. immodesty theory |
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theories of motivation for wearing cltohes: modesty theory
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sexual, political, cultural
from Adam and Eve learned behavior |
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theories of motivation for wearing cltohes: immodesty theory
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women sexy all over
men just genitals Michelle Pfiefer: not show ALL |
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theories of motivation for wearing cltohes: adornment theory
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most universal
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theories of motivation for wearing cltohes: protection theory
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army
insects, supernatural lucky tshirt |
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motivation process
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1. needs
2. desire/drive |
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utilitarian needs
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functional
mpg |
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hedonic needs
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pleasure
subjective |
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biogenic needs
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food, shelter
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psychogenic needs
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feel better about yourself
power, reflects culture |
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wants v needs
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wants: manifestations of needs, desire to satisfy a need
needs: discrep b/t present state and ideal state, relates to drive, want to decrease tension jeans--gap? transp--ferrari?---bike? |
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motivational strength
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degree to which willing to expend E to reach goal
upll on consumer direction: certain way consumer tries to decrease mot. tension biological v learned needs biological - cold, hungry, pain |
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motivational strength, biological needs: drive theory
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balanced state
homeostasis |
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motivational strength, biological needs: expectation theory
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driven
cognitive, behavior fueld by achieving + outcomes |
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____ influenced by _____
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motivation influenced by values
values: priorities/beliefs about world |
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drive
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mag. of tension creates urgency to decrease it
phys and cognitive |
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motivational conflicts:approach approach
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2 + outcomes
which >er |
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motivational conflicts:approach avoidance
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+ and -
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motivational conflicts:avoidance avoidance
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2 -
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motivational conflicts
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approach approach
approach avoidance avoidance avoidance |
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theory of dissonance
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want this to decerase
ppl want order |
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maslows hierarchy of needs
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culturally based: western
1. self actualization: self fulfill, enriching experiences 2. ego: status, prestige 3. belongingness: acceptance, love 4. safety: security, shelter 5. physiological: water,, Zzz, food weakness: diff needs/diff countries |
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motivational direction
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used for decisions
motivational conflicts and classifying consumer needs |
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classifying consumer needs: specific needs and buying behavior
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1. affiliaton
2. power 3. uniqueness * perfume: -->es identity |
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the manage faces of consumer involvment
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1. message response involvement
2. purchase situation involvement 3. production involvement |
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measuring invovlement
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fashion: awareness
fashion knowledgeability fashion interest fashion interpersonal comm fashion innovativeness gather info on you! except if you use cash |
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values
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fund beliefs that --> decision making
essential part of us don't change over time unless some traumatic event |
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core values
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values imp
changes/ culture Asia: longer work hours NA: freedom, indep in business religion |
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value system
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ranking
seps cultures don't have to be accepted by all |
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Spranger: clothing values related to personal values
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theoretical
economic aesthetic social political religious |
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Spranger: clothing values related to personal values--- theoretical
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theoretical:
ppl: truth, order clothes: dress for fiber content, care *no fashion interest |
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Spranger: clothing values related to personal values----- economic
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economic:
ppl: time conscious, $, worth clothes: wedding dress? |
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Spranger: clothing values related to personal values---- aesthetic
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aesthetic
ppl: increased fashion sense, clothes: look good on ya? |
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Spranger: clothing values related to personal values----- social
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social:
ppl: included, NOT unique, dress alike clothes: accept., NOT influence *HATE RAGS TO RICHES OPP TO POLITICAL |
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Spranger: clothing values related to personal values----political
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political
ppl: power, status, success, want to be noticed * opp to social |
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Spranger: clothing values related to personal values---religious
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religious
ppl: life A.D. clothes: modesty, simple |
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Rokeach value survey
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terminal and instrumental values
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Rokeach value survey: terminal value
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desired end states of existence
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materialism
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imp, ppl attach to items
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Rokeach value survey: instrumental value
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___
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Sontag and Schlaters 2-D model
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measuring involvement
focus subject -only inclusion measuring involvement |
