Flashcards
T4 - Motivation
Cards in this deck (33)
- 1Motivationthe driving force within individuals that impels them to action.
- 2Needsare the essence of the marketing concept. Marketers do NOT create needs but can make consumers aware of needs and specify the way to satisfy these needs.
- 3WantsWant is a specific way of satisfying a need.
Depends on: - individual history; - learning experiences; - cultural environment - 4biogenic needsWe are born with a need for certain elements necessary to maintain life such as food, water, air, and shelter
- 5psychogenic needsThese include the needs for status, power, and affiliation
- 6utilitarian needa desire to achieve some functional or practical benefit
- 7Hedonic needsan experiential need, involving emotional responses or fantasies.
- 8goaldesired end state
- 9Needs and MotivationNeeds occur when a gap exists between the desired state and the current state.
The bigger the gap → the greater the need → the more motivation - 10Motivational StrengthThe degree to which a person is willing to expend energy to reach the goal
Reflects their underlying motivation to attain that goal. - 11Homeostasisgoal-oriented behavior that attempts to reduce or eliminate an unpleasant state and return to a balanced one.
- 12Model of the Motivation Process
- 13Substitute GoalsAre used when a consumer cannot attain a specific goal he/she anticipates will satisfy a need
- 14FrustrationFailure to achieve a goal may result in frustration
- 15Defense MechanismsDefense mechanisms are used when people cannot cope with frustration
- 16Arousal of MotivesPhysiological arousal e.g., state of hunger
Emotional arousal e.g., frustration
Cognitive arousal e.g., reading info in a new ad
Environmental arousal e.g., change of weather - 17Drive theoryDrive theory (push) focuses on biological needs that produce unpleasant states of arousal, e.g. stomach rumbling when you are hungry. We are motivated to reduce the tension caused by such arousal.
- 18Expectancy theoryExpectancy theory (pull) suggests that behaviour is largely governed by expectations of achieving desirable outcomes – positive incentives rather than pushed from within.
- 19Valence of goalsPositively valued goals (PROMOTION FOCUS)– consumers are motivated to approach the goal and will seek out products that will be instrumental in attaining it.
Avoiding negative goals (PREVENTION FOCUS) – consumers are motivated to avoid a negative outcome structuring their purchases or consumption activities - 20Maslow’s Need Hierarchy
- 21Classifying consumer needsNeed for Achievement (the need for personal accomplishment)
Need for affiliation—(need for the company of other people)
Need for power—(need to control one’s environment)
Need for uniqueness.—(need to assert one’s individual identity) - 22Cognitive Dissonancedistressing mental state caused by inconsistency between a person’s two beliefs or a belief and an action.
- 23Motivational conflicts Approach-approach conflicta person must choose between two desirable alternatives such as choosing between two favorite brands of automobiles.
- 24Approach-avoidance conflictmany products or services we desire have negative consequences attached to them. An example is deserts, which may lead to gaining weight.
- 25Avoidance-avoidance conflicta choice between two undesirable alternatives such as having to spend more on an older car or buy a newer more expensive car.
- 26Involvementperceived relevance of an object based on one’s needs, values and interests
- 27Types of consumer Involvement Cognitive Involvementwhere a person is motivated to learn all she/he can about the product.
- 28Product involvementthe consumer’s level of interest in making a particular purchase, which can range from inertia to very high involvement.
- 29Message-response involvement (advertising involvement)the consumer’s interest in processing marketing communications (e.g., advertisement)
- 30Ego involvement (enduring involvement)the importance of a product to a consumer’s self-concept
- 31inertiaIn this state, decisions are made out of habit because the consumer lacks the information to consider alternatives
- 32Level of InvolvementHigh Involvement
“Think before you act” left brain
Low Involvement
“Act before you think” right brain - 33Strategies to increase involvementAppeal to the consumer’s hedonic needs.
Use novel stimuli.
Use prominent stimuli.
Include celebrity endorsers.
Build a bond with consumers by maintaining an ongoing relationship with them.
The internet has provided companies with new opportunities for creating loyal bonds with customers and the possibility to personalize products and services.
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- CB Flashcards on T4 - Motivation, created by Sara Dias on 01/12/2018.
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- Sara Dias
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