CB #2

Motivation

refers to the processes that lead people to behave as they do

Motive

is a construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response

Utilitarian benefits

A desire to achieve some functional or practical benefit, as when a person loads up on green vegetables for nutritional reasons

Hedonic benefits

An experiential need, involving emotional responses or fantasies as when a person feels “righteous” by eating kale

Drive theory

focuses on biological needs that produce unpleasant states of arousal

Homeostasis

the arousal this tension causes motivates us to reduce it and return to a balanced state

Retail therapy

the act of shopping restore a sense of personal control over one’s environment and as a result can alleviate feelings of sadness

Expectancy theory

suggests that expectations of achieving desirable outcomes, positive incentives, rather than being pushed from within motivate our behavior

Placebo effect

demonstrates the role that expectations play on our feelings, thoughts, and behaviors - brain convince you that a fake treatment is a real thing - use something to reduce pain and provide benefits

Hedonic consumption

influence on consumer’s choice - refers to multisensory, fantasy, and emotional aspects of consumers’ interactions with products

Three types of motivational conflict

* Approach - Approach
* Approach - Avoidance
* Avoidance - Avoidance

Approach - Approach conflict

when he or she must choose between two desirable alternatives

Theory of cognitive dissonance

is based on the premise that people have a need for order and consistency in their lives and that a state of dissonance (tension) exists when beliefs or behaviors conflict with one another

Cognitive dissonance reduction

a way to reduce this inconsistency (or dissonance) and thus eliminate unpleasant tension

Post-decision dissonance

occurs when a consumer must choose between two products, both of which possess good and bad qualities

Approach - Avoidance conflict

occurs when we desire a goal but wish to avoid it at the same time

Avoidance - Avoidance conflict

with messages that stress the unforeseen benefits of choosing one option

Murray’s psychogenic needs

* Henry Murray developed a set of 20 psychogenic needs that result in specific behaviors
* Dimensions as autonomy (being independent)
* Defendence (defending the self against criticism)
* Play (engaging in pleasurable activities)

Murray’s specific needs

Need for affiliation (to be in the company of other people)

Need for power (to control one’s environment)

Need for uniqueness (to assert one’s individual identity)

Maslow’s hierarchy of needs

to understand personal growth and how people attain spiritual “peak experiences” - develop to understand consumer motivations

Types of Maslow’s hierarchy of needs

Self-actualization

Ego needs

Belongingness

SafetyPhysiological

Manifest motivation

are motivation that are known and freely admitted

Latent motivation

are either unknown to consumer or are such he/she is reluctant to admit them

Affect

refers to our decisions that are driven by our emotional responses to product, raw reactions describes the experience of emotionally laden states such as from evaluations, to moods, to full-blown emotions

Evaluations

are valanced (positive or negative) reactions to events and objects that are not accompanied by high levels of physiological arousal

Moods

involve temporary positive or negative affective states accompanied by moderate levels of arousal

Emotions

such as happiness, anger, and fear tend to be more intense and often relate to a specific triggering event

Negative state relief

helping others as a way to resolve one’s own negative moods

Emotional oracle effect

people who trusted their feelings were able to predict future events better than those who did not

Mood congruency

refers to the idea that our judgement tend to be shaped by our moods

Happiness

is a mental state of well-being characterized by positive emotions

Material accumulation

the instinct to earn more than we can possibly consume, even when this imbalance makes us unhappy

Envy

is a negative emotion associated with the desire to reduce the gap between oneself and someone who is superior on some dimension

Guilt

is “an individual’s unpleasant emotional state associated with possible objections to his or her actions, inaction, circumstances or intentions”

Embarrassment

is an emotion driven by a concern for what others think about us

Happiness economy

claim that well-being is the new wealth, and social media technology is what allows us to accumulate it

Sentiment analysis

refers to a process (sometimes called opinion mining) that scours the social media universe to collect and analyze the words people use when they describe a specific product or company

Word-phrase dictionary

(sometimes called a library) to code the data

Involvement

is a person’s perceived relevance of the object based on their inherent needs, values, and interests

Inertia

describes consumption at the low end of involvement, where we make decisions out of habit because we lack the motivation to consider alternatives

Product involvement

is a consumer’s level of interest in a particular product

Perceived risk

the person believes there may be a negative consequences if he or she chooses the wrong option

5 Types of perceived risk

Monetary risk

Functional risk

Physical risk

Social risk

Psychological risk

Brand loyalty

repeat purchasing behavior that reflects a conscious decision to continue buying the same brand

Variety seeking

the desire to choose new alternatives over more familiar ones, even influences us to switch from our favorite products to ones we like less

Mass customization

describes the personalization of products and services for individual customers at a mass-production price

DIY (Do it yourself)

when we have the opportunity to personalize a product, our involvement increases because the item reflect our unique preferences

Co-creation

strategies to go a step farther, because the company works jointly with customers to create value

Message involvement

media vehicles possess different qualities that influence our motivation to pay attention to what they tell us

Situational involvement

describes engagement with a store, website, or a location where people consume a product or service

Personalization

retailers can personalize the messages shoppers receive at the time of purchase

High tech

the point of purchase can be much more than a place to stack up stuff and wait for people to throw it in their carts

Products

can satisfy a range of consumer needs

vegetarianism

a diet that excludes meat (some animal products that do not involve the death of an animal, such as milk, cheese, and butter, may be included)

veganism

links to a set of ethical beliefs about use of and cruelty to animals

Goal

a consumer’s desired end state

incidental brand exposure

motives that can lurk beneath the surface and cues in the environment that can activate a goal even when we don't know it

Drive

the desire to satisfy a biological need in order to reduce physiological arousal.

Utilitarian need

emphasizes objective, tangible attributes of products

rationalization

when we discover flaws with the option we did not choose

affiliation, power, and uniqueness

some needs relevant to consumer behavior: need for \_________________ (to be in the company of other people)need for \__________ (to control one’s environment)need for \_______________ (to assert one’s individual identity)

affective

consumers experience a range of \___ responses to products and marketing messages

Emotions

intense affective reactions, such as happiness, anger, and fear

sadvertising

advertising that uses inspirational stories to generate an emotional response

lovemark

a passionate commitment to a brand

Benign envy

occurs when we believe the other person actually deserves a coveted brand

malicious envy

occurs when the consumer believes the other person does not deserve his or her superior position

cult products

items that command fierce consumer loyalty and devotion

increase product involvement:

1\. ______ customization

2\. ____________

3\. co-_____________

4\. ________________

mass, DIY, creation, gamification

IKEA effect

the tendency for consumers to like products more when they are involved in building or assembling them

alternative reality game (ARG)

an application that blends online and offline clues and encourages players to collaborate to solve a puzzle

narrative transportation

the result of a highly involving message where people become immersed in the storyline

spectacles

a marketing message that takes the form of a public performance

subscription boxes

a new business model that delivers an assortment of products on a regular basis to consumers who sign up

Collective self

where a person derives his or her identify in large measure from a social group

Self-concept

summarizes the beliefs a person holds about his or her own attributes and how he or she evaluates the self of these qualities

Identify

any category label with which a consumer self-associates that is amenable to a clear picture of what a person in that category looks like, thinks, feels, and does

Self-esteem

refers to the positivity of a person’s self-concept

Social comparison

the person tries to evaluate her appearance by comparing it to the people depicted in these artificial images

Ideal self

a person’s conception of how he or she would like to be

Actual self

refers to our more realistic appraisal of the qualities we do and don’t have

Impression management

we work hard to manage what others think of us; we strategically choose clothing and other products that will show us off to others in a good way

Avoidance selves

refers to the type of person we don’t want to be

Fantasy

or daydream is a self-induced shift in consciousness, which is sometimes a way to compensate for a lack of external stimulation or to escape from problems in the real world

Virtual makeover

technologies make it even easier for each of us to involve the digital self as we choose products to adorn our physical selves

Dramaturgical perspective

on consumer behavior views people as actors who play different roles

Torn self

where respondents struggle with retaining an authentic culture while still enjoying western freedom

Symbolic interactionism

stresses that relationships with other people play a large part to form the self people live in a symbolic environment, and the meaning attached to any situation or object is determined by a person's interpretation of these symbols

Looking-glass self

our desire to define ourselves operates as a sort of psychological sonar: take readings of our own identity when we bounce signals off others and try to project their impression of us

Self-fulfilling prophecy

when we act the way we assume others expect us to act, we often confirm these perceptions

Public self-consciousness

express more interest in clothing and use more cosmetics than others who score lower

Self-monitors

are more attuned to how they present themselves in their social environments, and their estimates of how others will perceive their product choices influence what they choose to buy

Empty self

people have shifted inward and a focus on the self is an unconscious way to compensate for what we have lost

Self-image congruence models

suggests that we choose products when their attributes match some aspect of the self we choose a product that we think is aesthetically pleasingthe choice makes us feel better about ourselves

Symbolic self-completion theory

suggests that people who have an incomplete self-definition tend to complete this identity when they acquire and display symbols they associate with that role

Individual level

Consumers include many of their personal possessions in self-definition

Family level

part of the extended self includes a consumer’s residence and the furnishings in it. We can think of the house as a symbolic body for the family, and the place where we live often is a central aspect of who we are

Community level

It is common for consumers to describe themselves in terms of the neighborhood or town from which they come

Group level

We regard our attachments to certain social groups as a part of the self; we’ll consider some of these consumer ­subcultures

Embodied cognition

Social scientists who study relationships between thoughts and behaviors increasingly talk about the theory“states of the body modify states of the mind”