Karteikarten
Motivation and Involvement
Karten in diesem Stapel (27)
- 1what is motivation?motivation is an inner drive that compels individuals to take action
- 2how do drive and goals fit with motivationmotivation occurs when a need is aroused that the consumer wishes to satisfy. once need is activated, state of tension that drives consumer to attempt to eliminate need (utilitarian or hedonic). desired end state is consumers goal
- 3how do consumers become motivated?macro-environmental factors
local context and social networks
V
consumer as interpreter(personal history, circumstances, values, life projects)
V
current concerns, consumption goals, comsumer involvement, brand and feature preferences - 4there are 2 ways of thinking about a goal, focal goal(thing i want to achieve) and subordinate goal(how and why i want to achieve focal goal), what is this theory called? and give an e.g-goal theory
-focal goal: lose weight
-subordinate goals (how can i achieve) exercise, dieting
(why i want to achieve) live longer, confidence, look/feel good - 5what are the 2 theories of motivation?-drive theory
-expectancy theory - 6what is drive theory?--> focuses on biological needs that produce unpleasant states of arousal (e.g. stomach grumbles)
--> we are motivated to reduce the tension caused by this arousal
-degree of motivation depends on distance between actual state and goal - 7what is one major downfall of drive theory?people often do things that increase drive state rather than decrease (e.g. know you will have big dinner so don't have snack) often the tension of drive state is more rewarding than satisfaction
- 8what is expectancy theory?suggests that behaviour is largely pulled by expectations of achieving desirable outcomes, rather than being pushed from within
- 9what is approach-approach conflict and how can marketers resolve it?a person must decide between 2 desirable alternatives. resolved by bundling several benefits together e.g. 'great tasting' and 'low-fat' - consumer doesn't have to choose between healthy and tasty
- 10what is approach-avoidance conflict?when we desire a goal but wish to avoid it at the same time (things in choice you like and dislike e.g. feel guilty when buying furr coat)
- 11how do marketers resolve approach-avoidance conflicts?-eliminate the guilt attached with the product (e.g. fake furr, 'healthy' chocolate)
-convince consumers they deserve luxury (e.g. loreal 'because i'm worth it') - 12what is avoidance-avoidance conflict and how do marketers resolve them?-having to make a choice between 2 undesirable alternatives. (e.g. investing in fixing an old car or buying a new one)
-marketers overcome with messages of unforeseen benefits of choosing one option (e.g. special credit plans) - 13what is the theory behind motivation?
- 14how is maslow used in marketing?-to see how motivations drive demand for products and services may change from product group to product group (e.g. financial services-safety motivations, holiday-status motivations)
-for market segmentation and product positioning (e.g. cars, safety or status) - 15what are criticisms os maslow's heirarchy of needs?-people may satusfy multiple needs at one time (e.g. playing sport satisfies, physiological, safety, social, self-esteem and self-actualisation)
-it is simplistic to say people need to satisfy basic psysiological needs before they can satisfy higher order needs - 16Motives for purchase are not mutually exclusive, what 3 motives do people usually have when making a purchase decision?rational motives
emotional motives (avoid bad, get good)
instinctive motives (impulse purchasing) - 17how do desires affect motivations?-deire overshadows other motivational constructs (ie wants)
-the satisfaction of desire is not guaranteed; jorney better than arrival
-nurtured by fantasies of different self, may be stimulated by extrnal sources (ie ads)
(belk, gerr and askegaard) - 18what are 3 other needs that are often integrated into advertising?need for power, affiliation, achievement
- 19what are the key points to note when discussing motivation?-is an innter drive, compels action
-all individuals have needs, wants, desires
-all behaviour is goal oriented
-needs/goals change in response to enviro
-maslow heirarchy-5 levels of human needs
-other needs often integr in ad's-power, affiliation, achievement - 20what is involvement?a person's perceived relevance of the object(product,brand,ad) based on their inherent needs , values and interests
-the motivation to process information - 21what are the 4 types of involvement? (CAES)-cognitive involvement: heightened thinking and processing info about a goal object
-affective involvement: heightened feelings and emotional energy
-enduring involvement: interest in an offering/activity over a long period
-situational involvement: a temporary interest in the goal object - 22what happens when consumers are truly involved with a product, ad, or website?they enter the 'flow state': a flow experience happens where a person's attention is completely absorbed by the activity or goal
- 23what strategies might marketers use to increase involvement?-appeal to hedonic needs (e.g. by using sensory appeals)
-use novel stimuli (unusual cinematography, unexpected moments)
-use prominent stimuli(loud noises)
-include celebrity endorser
-provide value customers appreciate(e.g. set up public toilets)
-let customers make the message(ad competition) - 24what are the marketing implications of high involvement in product/brand/ad?-greater levels of shopping effort
-attention incresed, memory enhanced
-extensive search for relevant info
-consciously evaluate alternatives
-shopping more interesting/enjoyable
-often more satisfaction with products - 25what are the marketing implications of low involvement in product/brand/ad?-many purchase decisions, not important
-consumers do not actively seek info
-low involvement consumers, indifference towards brands/products
-marketers must consuder strategies that will increase consumer involvement with brand(e.g. link low involvement products with high involvement issues) - 26how is involvement level used as a segmentation tool?-brand loyalists
-information seekers (highly involved with product category but no brand preference)
-routine brand buyers(not involved with category but involved with particulr brand)
-brand switchers - 27how does involvement link with motivation?involvement is the psychological outcome of motivation
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- Masters Degree Marketing (Consumer Behaviour) Karteikarten am Motivation and Involvement, erstellt von Madeline Briscoe am 01/01/2016.
- Erstellt von
- Madeline Briscoe
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