MKT 420 quiz 5

motivation

• the energizing force that activates behavior and provides purpose and direction to that behavior

• Helps answer the question of “why” consumers engage in specific behaviors

• the term need and this are often used interchangeably because when a consumer feels a gap between a desired state and his or her actual current state, a need is recognized and experienced as a drive state referred to as this

maslows need hierarchy table

1. physiological: food, water, sleep

2. safety: seeking physical safety and security, stability, familiar surroundings, and so forth

3. belongingness: reflected in a desire for love, friendship, affiliation, and group acceptance

4. esteem: desires for status, superiority, self-respect, and prestige

5. self actualization: involves the desire for self-fulfillment, to become all that one is capable of becoming

maslows need hierarchy

• a macro theory designed to account for most human behavior in general terms

• states: all humans acquire a similar set of motives through genetic endowment and social interaction; some motives are more basic or critical than others; the more basic motives are satisfied to a minimum level before other motives are activated; as the basic motives become satisfied, more advanced motives come into play

mcquire’s psychological motives

system that organizes these various theories into 16 categories

cognitive motives

focus on the person’s need for being adaptively oriented toward the environment and achieving a sense of meaning

affective motives

deal with the need to reach a satisfying feeling states and obtain personal goals

preservation oriented motives

emphasize the individual as striving to maintain equilibrium

growth motives

emphasize development

cognitive preservation motives

• need for consistency

• need for attribution

• need to categorize

• need for objectification

need for consistency (active, external)

•   A basic desire to have all facts of oneself consistent with each other; these facts include attitudes, behaviors, opinions, self images,  view of others, and so forth

• Cognitive dissonance is a common motive of this type

• Is important for structuring advertising messages relating to attitude change

• A need for internal consistency means consumers are reluctant to accept information that disagrees with existing beliefs

need for attribution (active, external)

•   Deals with our need to determine who or what causes the things that happen to us and relates to an area of research called attribution theory

•   Relevant to consumer reactions to promotional messages; because consumers do not passively receive messages but rather attribute selling motives and tactics to ads and the advice of sales personnel, they do not believe or they discount many sales messages

need to categorize (passive, internal)

People establish categories or mental partitions to help them organize the vast array of information and experiences they encounter

need for objectification (passive, external)

• Reflect needs for observable cues or symbols that enable people to infer that they feel and know

• Impressions, feelings, and attitudes are subtly established by viewing ones own behavior ad those of others and drawing inferences as to what one feels and thinks

cognitive growth motives

• need for autonomy

• need for stimulation

• technological need

• utilitarian need

need for autonomy (active, internal)

• The need for independence and individuality is a characteristic of the American culture; all individuals in all cultures have this need at some level

• Owning or using products and services that are unique is one way consumers express their autonomy

•   Marketers have developed limited editions of products and providing wide variety and customization options

need for stimulation (active, external)

• People often seek variety and difference out for a need for stimulation; this behavior may be a prime reason for brand switching and some so-called impulse purchasing

• Individuals experiencing rapid change generally become satisfied and desire stability, whereas individuals in stable environments become bored and desire change

technological need (passive, internal)

• Consumers are pattern matchers who have images of desired outcomes or end states with which they compare their current situation; behaviors are changed and the results are monitored in terms of the movement toward the desired end state

• This motive propels people to prefer mass media such as movies, television programs, and books with outcomes that match their view of how the world should work

utilitarian need (passive, external)

These theories view the consumer as a problem solver who approaches situations as opportunities to acquire useful information or new skills

affective preservation motives

• need for tension reduction

• need for expression

• need for ego defense

• need for reinforcement

need for tension reduction (active, internal)

• People encounter situations in their daily lives that create uncomfortable levels of stress; to manage tension and stress, people are motivated to seek ways to reduce arousal

•   A variety of products and activities are promoted in terms of this

need for expression (active, external)

• This motive deals with the need to express one’s identity to others

• People feel the need to let others know who and what they are by their actions, which include the purchase and use of goods; the purchase of many products allows consumers to express their identity to others because the products have a symbolic meaning

need for ego defense (passive, internal)

• When one’s identity is threatened, the person is motivated to protect his or her self-concept and utilize defensive behaviors and attitudes

• A consumer who feels insecure may rely on well-known brands for socially visible products to avoid any chance of making a socially incorrect purchase

need for reinforcement (passive, external)

• People often are motivated to act in certain ways because they are rewarded for behaving that way in similar situations in the past; this is the basis for operant learning

•   Products designed to be used in public situations frequently are sold on the basis of the amount and type of reinforcement that will be received

affective growth motives

• need for assertion

• need for affiliation

• need for identification

• need for modeling

need for assertion (active, internal)

• Many people are competitive achievers who seek success, admiration, and dominance

• Important to them are power, accomplishment, and esteem

need for affiliation (active, external)

• Affiliation refers to the need to develop mutually helpful and satisfying relationships with others; it relates to altruism and seeking acceptance and affection in interpersonal relations

• Group membership is a critical part of most consumers lives, and many consumer decisions are based on the need to maintain satisfying relationships with others

• Marketers use affiliation-based themes

need for identification (passive, internal)

• Results in the consumers playing various roles; a person may play the role of college student, sorority member, bookstore employee, spouse, and many others

• One gains pleasure from adding new, satisfying roles and by increasing the significance of roles already adopted

• Marketers encourage consumers to assume new roles and position products as critical for certain roles

need for modeling (passive, external)

• Reflects a tendency to base behavior on that of others

•   Is a major means by which children learn to become consumers

• Explains some of the conformity that occurs within reference groups

• Marketers use this motive by showing desirable types of individuals using their brands

demand

• willingness to buy a particular product or service

• caused by a need or motive, but it is not the motive

resolution of motivational conflicts

often affects consumption patterns; example: recent research has shown that consumers with perceived conflicting goals are more likely to pay more for products and services that save time, such as express shipping; thus, marketers can analyze situations that are likely to result in a motivational conflict, provide a solution to the conflict, and encourage purchase of its brand

approach-approach conflict

• a consumer who must choose between two attractive alternatives

• ·The more equal the attractions, the greater the conflict

approach-avoidance conflict

a consumer facing a purchase choice with both positive and negative consequences

avoidance-avoidance conflict

a choice involving only undesirable outcomes

regulatory focus

Consumers are often strategic in terms of the behaviors they choose to attain a desired outcome; some of this related to the particular set of motives that happen to be salient or important when consumers are reacting to stimuli and making decisions; the salience of particular sets of motives triggers consumers to regulate their behavior in different ways to achieve desired outcomes

promotion focused motives

revolve around a desire for growth and development and are related to consumers hopes and aspirations

prevention focused motives

revolve around a desire for safety and security and are related to consumers sense of duties and obligations

regulatory focus theory

• suggests that consumers will react differently depending on which broad set of motives is most salient

• When promotion-focused motives are more salient, consumers seek to gain positive outcomes, make decisions based on affect and emotion, and prefer speed versus accuracy in their decision making

• When prevention-focused motives are more salient, consumers seek to avoid negative outcomes, make decisions based on more factual substantive information, and prefer accuracy over speed in their decision making

brand personality

• a set of human characteristics that become associated with a brand

• consumers perceive them in terms of five basic dimensions, each with several facets

• sincerity: down-to-earth, honest, wholesome, cheerful

• excitement: daring, spritied, imaginative, up-to-date

• competence: reliable, intelligent, successful

• sophistication: upper class, charming

• raggedness: outdoorsy, tough

• researches have drawn the following conclusions about this:

  • Consumers readily assign human characteristics to brands

  • create expectations about key brand characteristics

  • are often the basis for a long term relationship with the brand

  • Consumer relationships with “sincere” brands were found to deepen over time along with the lines of “friendship”; consumer relationships with “exciting” brands were found to weaken over time along the lines of “short-lived fling”

emotion in advertising

• Used in advertising regardless of whether it is specifically relevant to the brand’s performance

• enhances the ads attention, attraction, and maintenance capabilities

• characterized by a state of heightened physiological arousal; given this enhanced level of arousal, emotional messaged may be processed more thoroughly than neutral messages; as a consequence of this greater attention and processing, emotional ads may be better remembered than neutral ads

• ones that trigger evaluated will enhance liking of the ad itself

• Repeated exposure to positive emotion-eliciting ads may increase brad preference through classical conditioning; brand preference may also occur in a direct, high-involvement way

cognitive component

• consists of a consumer’s beliefs about an object

•   Beliefs can be about the emotional benefits of owning or using a product as well as about objective features

multiattribute attitude model

the more positive beliefs associated with a brand, the more positive each belief is, and the easier it is for the individual to recall the beliefs, the more favorable the overall cognitive component is presumed to be; because all the components of an attitude are generally consistent, the overall attitude is more favorable

affective component

• Feelings or emotional reactions to an object represent the affective component of an attitude; overall evaluation may be simply a vague, general feeling developed without cognitive information or beliefs about the product, or it may be the result of several evaluations of the product’s performance on each of several attributes

• marketers are turning to this  attitudes to provide a richer understanding of attitudes than that based solely on the cognitive or “thinking” component

• these reactions to a specific product or benefit can vary by situation and individual

• sometimes measured on verbal scales

change the cognitive component

• change beliefs

  • Involves shifting beliefs about the performance of the brand on one or more attributes

  • Attempts to change beliefs generally involve providing facts or statements about performance; important to realize that some beliefs are strongly held and thus hard to change

  • Marketers may have more success changing overall brand attitudes by targeting weaker brand beliefs that are more vulnerable to persuasion attempts

• shift importance

  • Marketers often try to convince consumers that attributes on which their brands are relatively strong are the most important

• add beliefs

  • Adding new beliefs to the consumer’s belief structure

• change ideal

  • Changing the perceptions of the ideal brand or situation

change the affective component

• Firms increasingly attempt to influence consumers’ liking of their brand without directly influencing either beliefs or behavior

• classical conditioning

  • A stimulus the audience likes is consistently paired with the brand name; over time some of the positive affect will transfer to the brand

• affect toward the ad or website

  • Vivid websites with rich sensory content that appeal to multiple senses produce more positive Aweb than do less vivid sites

  • Ads that arouse negative affect or emotions such as fear, guilt, or sorrow can also enhance attitude change

• mere exposure

  • Simply presenting a brand to an individual on a large number of occasions might make the individual’s attitude toward the brand more positive

change the behavioral component

• Behavior, specifically purchase or use behavior, may precede the development of cognitive and affect

• Changing behavior prior to changing affect or cognition is based primarily on operant conditioning; the key marketing task is to induce people to purchase or consume the product while ensuring that the purchase or consumption will indeed be rewarding

Elaboration Likelihood Model (ELM)

• a theory about how attitudes are formed and changed under varying conditions of involvement; integrates select individual, situational, and marketing factors to understand attitudes; suggests that involvement is a key determinant of how information is processed and attitudes are changed

• High involvement in a central route to attitude change by which consumers deliberately and consciously process those message elements that they believe are relevant to a meaningful and logical evaluation of the brand

• Low involvement results in a peripheral route to attitude change in which consumers form impressions of the brand based on exposure to readily available cues in the message regardless of their relevance to the brand or decision; attitudes based on the peripheral route are based on little or on elaborative processing

• suggests that vastly different communications strategies are required to communicate effectively with high versus low involvement consumers

• In general, detailed factual information (central cues) is effective in high involvement, central route situations

• Low involvement, peripheral route situations generally require limited information and instead rely on simple affective and cognitive cues such as pictures, music, and characteristics of people in the ad

source characteristics

communication represents “who” delivers the message; sources include people (celebrities, typical consumers), animated spokescharacters, and organizations; the source of a message is important because consumers respond differently to the same message delivered by different sources

source credibility

• consists of trustworthiness and expertise

• Product knowledge is required for a source to have expertise

• Individuals who are recognized experts and who have no apparent motive to mislead can be powerful sources because of their ability to reduce risk

• can enhance attitudes when consumers lack the ability or motivation to form direct judgements of the product’s performance

• can enhance message processing and acceptace

• one factor that can diminish this  is if consumers believe that the firm is paying the source for the endorsement