Buyer Behavior Motivation And Values

Front 1

motivation

Back 1

PROCESS: state of tension exists, then consumer wishes to satisfy the need then eliminates the need.

Front 2

Utilitarian

Back 2

A desire to achieve some functional or practical benefit.

Front 3

Hedonic

Back 3

An experimental need involving emotional responses or fantasies.

Front 4

Drive Theory

Back 4

Focuses on biological needs that produce unpleasant states of arousal.

Front 5

Expectancy Theory

Back 5

Suggests that behavior is largely pulled by expectations of achieving desirable outcomes rather than pushed from within.

Front 6

Motivational Direction

Back 6

Goal oriented- motives drive us to satisfy a specific need.

Front 7

Biogenic needs

Back 7

Born with a need for certain elements necessary to maintain life.
EX: Elements: food, water, air, shelter

Front 8

Psychogenic Needs

Back 8

Acquired through specific culture.
Ex. Need for status, power, affiliation.

Front 9

Utilitarian Needs

Back 9

Consumers emphasize the objective, tangible attributes of products.
Ex. Miles per gallon in a car, calories, protein in a cheeseburger.

Front 10

Hedonic Needs

Back 10

Consumers might rely on a product to meet their needs for excitement, self-confidence, or fantasy (to escape the mundane or routine aspects of life).

Front 11

Approach-approach conflict

Back 11

A person must choose between two desirable alternatives.

Front 12

Theory of cognitive dissonance

Back 12

people have a need for order and consistency in their lives, and a state of tension is created when beliefs or behaviors conflict with one another.

Front 13

Cognitive Dissonance Reduction

Back 13

Dissonance = psychological inconsistency between two or more beliefs or behaviors.

Marketer solution: bundling several benefits together

Front 14

Approach-avoidance conflict

Back 14

Consumers desire a goal but wish to avoid it at the same time.

Marketer solution: try to overcome guilt by convincing consumers that they are deserving of luxuries.

Front 15

Avoidance-avoidance conflict

Back 15

Two undesirable alternatives.

Marketer solution: stress the unforeseen benefits of choosing one option.

Front 16

Test Theory

Back 16

People will freely project their own subconscious needs onto the stimulus.

Front 17

Need for Affiliation

Back 17

To be in the company of other people.

Front 18

Need for Power

Back 18

To control one’s environment.

Front 19

Need for Uniqueness

Back 19

To assert one’s individual identity.

Front 20

Involvement

Back 20

A person’s perceived relevance of the objects based on their inherent needs, values, and interests.

Front 21

Inertia

Back 21

characterized by consumption at the low end of involvement, where we make habitual decisions because we lack motivation to seek alternatives.

Front 22

Flow State

Back 22

When a consumer is truly involved with a product or advertisement.

Front 23

Cult Products

Back 23

demand strong consumer loyalty, devotion, and (possibly) worship of the product.

Front 24

Product Involvement

Back 24

Refers to a consumer’s level of interest in a particular product.

Front 25

Mass Customization

Back 25

The personalization of products and services for single customers at a mass-production price.

Front 26

Vigilante Marketing

Back 26

When freelancers and fans film their own commercials for a favorite product and post them on web-sites.

Front 27

Purchase Situation Involvement

Back 27

Refers to the differences that may occur when buying the same object for different contexts.