Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
21 Cards in this Set
- Front
- Back
Motivation |
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 |
|
Emotion |
A person's affect plus arousal - Emotion focuses attention on emotional objects - Emotions can be very motivating or can amplify motivations |
|
What drives motivation? |
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" |
|
Motivations focus attention on the goal by producing a: |
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. |
|
Motivations influence the direction of behaviour: |
1. Approach- movement toward a desired object; seek pleasure 2. Avoidance- movement away from an undesired object; avoid pain. |
|
Some needs and motivations are directly related to cognitions |
1. Cognition- purposeful thinking or information processing 2. Cognitive consistency- people seek out stimuli that are consistent with their beliefs |
|
Maslow's Heirarch of Needs |
1. Physiological 2. Safety 3. Love/ Belonging 4. Esteem 5. Self-actualization |
|
The Trio of Needs |
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 |
|
Balance Theory |
- 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 |
|
Cognitive Dissonance Theory |
When behaviour and attitude are inconsistent we experience an unpleasant tension (dissonance). Consumers seek to reduce dissonance. Changing attitudes to match their behavior |
|
What are four types of attitude function theory? |
1. The Knowledge Function 2. The Value- Expressive Function 3. The Ego-Defensive Function 4. The Adjustment Funcion |
|
The knowledge function |
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. |
|
The value- expressive function |
Managing social impressions and social interactions. -Communication traits, preferences, and interests to others |
|
The ego-defensive function |
dealing with frustrations, emotional conflict, and threats to the ego. - self-protective, self-enhancing |
|
The adjustment function |
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 |
|
Regulatory Focus Theory |
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 |
|
Emotion |
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 |
|
Mood-As-Information Model |
Mood is integrated with other information to form evaluation. Good mood = better eval Bad mood = bad eval |
|
Affect Confirmation Model |
Mood can alter the weighting of information good mood- more heavily weigh positive attributes bad mood- more heavily weigh negative attributes |
|
Discrepancy- Interruption Theory |
Discrepancies, surprises and interruptions increase arousal and emotion. |
|
Excitation Transfer Theory |
- Arousal from one source can be misattributed to another. It is non-specific with respect to emotion. Scary movie--> Arousal: Fear --> attraction |