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Description
Flashcards by ericjordan92, updated more than 1 year ago
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Created by ericjordan92
over 8 years ago
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| Question | Answer |
| what is motivation | motivation: the process that leads us to behave the way we do. |
| process of motivation | -Needs creates tension -Tension creates drive to reduce/eliminate need -Desired end state = consumer’s goal -Products/services provide desired end state |
| drive | drive is created from tension. need - tension - DRIVE drive brings us to reduce or eliminate the need that has caused tension |
| simplified types of needs | BIOLOGICAL NEEDS PSYCHOLOGICAL NEEDS -need for affiliation -need for power / control -need for uniqueness UTILITARIAN NEEDS HEDONIC NEEDS |
| Biological needs | we are born with biological needs. they are innate survival tendencies triggered by consumers' biological systems. hunger, thirst, shelter |
| Psychological Needs | environmental tendencies acquired in then process of becoming a member of a culture status, power taught through environment and experience |
| utilitarian needs | provides functional or practical benefit ex) buying new roof after storm wreck |
| Hedonic Needs | an experiential need, involving emotional responses or fantasies -going to disney world -apple? initially provided means to ppl with the need to be different |
| Maslows Needs | |
| problems with different classifications of needs? | ?? positive and negative motives are often in conflict |
| Want | a particular form of consumption used to satisfy a need (how ppl satisfy their need) need = hunger, thirst, warmth want = want to eat dunk'n donuts = want to to grab a coke to drink = want to wear armani for warmth |
| approach-approach conflicts | motivational conflict where a person must chose between two desirable alternatives example: vacation (go skiing versus go to a beach) |
| approach-avoidance conflict | motivational conflict exists when consumers desire a goal but wish to avoid it at the same time they approach the product but avoid an aspect of the product |
| avoidance-avoidance conflict | motivational conflict consumers face a choice between 2 undesirable alternatives but need to take 1 use $ to fix their car vs use $ to buy a new car |
| Involvement | level of perceived personal importance and/or interest evoked by a stimulus motivation evokes involvement high vs low involvement ex) high involvement = buying a car (generally high cost = high involvement) |
| INVOLVEMET OBJECTS (TYPES OF INVOLVEMENTS?) | involvement does not just refer to products PRODUCT CATEGORIES: cars, computers BRANDS: crest, apple, audi ADS: he creepy burger king guy MEDIA: magazines, TV SPECIFIC DECISIONS |
| How can u measure involvement? | high (medium?) low the different types are categorized by the level of consumer involvement that goes into purchase decision making significance of product? cost have significant impact |
| Strategies to Increase Involvement | Appeal to Hedonic Needs -using sensory appeals to generate attention Use Novel Stimuli -sudden silences Use Prominent Stimuli -larger ads, more color Include Celebrity Endorsement Build a Bond with Consumers Maintain an Ongoing Relationship with Consumer |
| different needs & motivations among MAC vs PC users | NEEDS & MOTIVATIONS: MAC user PC user -be different -fit in -rebel -conform -don't care about $ -wants $ -creative -business -make cool stuff -make more profit |
| marketing implications of needs | some of the more specific needs are important to marketers starts with perception of self and needs (need for affiliation) - match.com -profile and find someone similar (need for individuality)- fragrance comp. (need for power)- control of environment -HUMMER -REDBULL (high sales in night clubs) -men have a higher need for power in clubs most likely bc they feel powerless |
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