Motivation and Consumer Behavior

These flashcards cover key concepts related to motivation and consumer behavior as detailed in the lecture notes.

Motivation

The driving force within consumers that pushes them to action, usually generated by unmet needs or goals.

Primary Needs

Physiological requirements essential for biological functions, such as food, water, and shelter.

Secondary Needs

Psychological needs learned from culture or environment, such as self-esteem and power.

Negative Motivation

Motivation that drives an individual away from something undesirable.

Positive Motivation

Motivation that encourages an individual toward achieving a desirable outcome.

Goals

Outcomes consumers seek and believe they can achieve by performing certain behaviors.

Expectations > Reality

When a consumer's expectations exceed the actual performance of a product, leading to negative evaluations.

Defense Mechanisms

Psychological strategies used to cope with frustration and maintain self-esteem.

Means-End Chains

A connection between consumers' knowledge of product attributes and the consequences they expect from those products.

Physiological Needs

Basic human requirements such as air, food, and shelter that must be met for survival.

Self-Actualization Needs

The desire to realize personal potential, seek personal growth and peak experiences.

Laddering

A technique in consumer research to uncover means-end chains by asking consumers why an attribute is important to them.

Social Needs

The need for love, belonging, and acceptance that arises once physiological and security needs are met.

Safety and Security Needs

Needs for physical safety, stability, and protection that become prominent once physiological needs are fulfilled.