Consumer Behaviour: Chapter 7

Front 1

Motivation

Back 1

The driving force that moves or incites consumers to act.

- People are driven to satisfy needs, wants or desires.

- Motivation focuses attention on goal-relevant objects to satisfy these.

**Marshmellow Test

Front 2

Emotion

Back 2

A person's affect plus arousal

- Emotion focuses attention on emotional objects

- Emotions can be very motivating or can amplify motivations

Front 3

What drives motivation?

Back 3

Needs: desires that arise when a consumer's actual state does not meet the desired state.

- Physiological needs- food, water, sex, sleep

- Psychological needs-companionship, power, self- esteem

Wants: Learned manifestation of needs

- Product-specific needs or need satisfiers

- "I need food; I want a Big Mac"

Front 4

Motivations focus attention on the goal by producing a:

Back 4

1. Valuation Effect- Placing high value on things that will reduce or eliminate need.

2. Devaluation Effect- place little value or ignore things that are not important for achieving the goal.

Front 5

Motivations influence the direction of behaviour:

Back 5

1. Approach- movement toward a desired object; seek pleasure

2. Avoidance- movement away from an undesired object; avoid pain.

Front 6

Some needs and motivations are directly related to cognitions

Back 6

1. Cognition- purposeful thinking or information processing

2. Cognitive consistency- people seek out stimuli that are consistent with their beliefs

Front 7

Maslow's Heirarch of Needs

Back 7

1. Physiological

2. Safety

3. Love/ Belonging

4. Esteem

5. Self-actualization

Front 8

The Trio of Needs

Back 8

Power: The need to control other people, objects and the environment to acquire desired things

Affiliation: The need for belongingness and friendship, or to be a member of an important group.

Achievement: The need to accomplish difficult tasks; desire for success

Front 9

Balance Theory

Back 9

- Persuasion depends on the relationships that people have with other people and things.

- Greatest persuasion occurs when liking of others and objects are in balance. (consistency).

requires 3 (+) relationships or 2 (-) and one (+): tiger woods, nike, you

Front 10

Cognitive Dissonance Theory

Back 10

When behaviour and attitude are inconsistent we experience an unpleasant tension (dissonance).

Consumers seek to reduce dissonance.

Changing attitudes to match their behavior

Front 11

What are four types of attitude function theory?

Back 11

1. The Knowledge Function

2. The Value- Expressive Function

3. The Ego-Defensive Function

4. The Adjustment Funcion

Front 12

The knowledge function

Back 12

Understanding the world around us.

- Summarizing large amounts of information to provide an organized, meaningful and stable perception of the world.

- Simplify decision making by integrating information into a single overall evaluation.

Front 13

The value- expressive function

Back 13

Managing social impressions and social interactions.

-Communication traits, preferences, and interests to others

Front 14

The ego-defensive function

Back 14

dealing with frustrations, emotional conflict, and threats to the ego.

- self-protective, self-enhancing

Front 15

The adjustment function

Back 15

Focus is on approaching pleasure and avoiding pain

-Hedonic and evolutionary drives

-ice cream, chocolate, alcohol, cigarettes

-pain relievers, ant-acids, laxatives, seatbelts, car seats

Front 16

Regulatory Focus Theory

Back 16

Promotion Focus: Concerned with achieving positive outcomes

- hopes, wishes, and ideal end states

Prevention Focus: Concerned with preventing negative outcomes

-meeting duties, responsibilities, and obligations

Front 17

Emotion

Back 17

Feelings and emotions can focus attention and influence consumer behaviours. \

- even very simple feelings can have surprisingly powerful and complex effects on motivation and behaviour

- nice weather, finding a dollar, free food, compliments

Front 18

Mood-As-Information Model

Back 18

Mood is integrated with other information to form evaluation.

Good mood = better eval

Bad mood = bad eval

Front 19

Affect Confirmation Model

Back 19

Mood can alter the weighting of information

good mood- more heavily weigh positive attributes

bad mood- more heavily weigh negative attributes

Front 20

Discrepancy- Interruption Theory

Back 20

Discrepancies, surprises and interruptions increase arousal and emotion.

Front 21

Excitation Transfer Theory

Back 21

- Arousal from one source can be misattributed to another. It is non-specific with respect to emotion.

Scary movie--> Arousal: Fear --> attraction