MKT 321: Exam 3

Motivational drive

An unmet need can create tension and energize action.

Need

A gap between the current and desired state.

Drive

The urgency or energy to close a gap.

Action

Searching, choosing, and consuming.

Intrinsic motivation

The activity itself feels rewarding.

Extrinsic motivation

The activity serves another outcome.

Terror Management Theory

Proposes that awareness of mortality can strengthen people’s attachment to self-esteem and cultural worldviews.

Consumer connection

Products may carry symbolic value through status, tradition, or belonging. Some responses may also favor giving and sharing.

Maslow’s Hierarchy of Needs

1. Self-actualization

2. Esteem

3. Belonging

4. Safety

5. Physiological

Self-actualization needs

Learning a skill or pursuing a creative goal.

Esteem needs

Achievement and recognition

Belonging needs

Shared experiences and community.

Safety needs

Secure housing and financial protection.

Physiological needs

Food, water, and rest.

Utilitarian needs

Functional benefits and practical outcomes.

Hedonic needs

Pleasure and sensory enjoyment

Approach-approach conflicts

Two attractive options.

Approach-avoidance conflicts

One option brings a benefit and a cost.

Avoidance-avoidance conflicts

Two unattractive options.

Ends vs. means

One emphasizes the desired outcome, one emphasizes the actions that lead to it.

Types of perceived risk

1. Functional/performance

2. Physical

3. Psychological

4. Financial

5. Social

6. Time

Product involvement

Interest in a category.

Message involvement

Interest in a communication.

Attitude

A lasting, general evaluation of people (including oneself), objects, or issues.

Three parts of every attitude

1. Affect

2. Behavior

3. Cognition

Utilitarian function

States that people develop some attitudes toward products simply because they provide pleasure or pain.

Instrumental learning

Behaviors that are rewarded get repeated, and positive attitudes follow.

Cognitive learning

We reason through information and watch what happens to others.

Cognitive dissonance

Conflict between beliefs and actions feels bad, so we adjust.

Compliance

Go along to get a reward or avoid a cost; shallow and easily changed.

Identification

Adopt the attitude to be like a person or group you admire.

Internalization

Part of your values; very hard to change.

Likert Scale

Agreement with a statement.

Semantic differential

Position between opposite adjectives.

Implicit measures

Reaction-time tests capture automatic associations people may not report.

Behavioral data

Purchases, repeat buying, clicks, returns, and time on page show attitudes in action.

Rational Decision-Making Process

1. Problem recognition

2. Information search

3. Evaluation of alternatives

4. Product choice

Compensatory rule

A set of rules that allows information about attributes of competing products to be averaged in some way; poor standing on one attribute can potentially be offset by good standing on another.

Satisficing

Stop at the first option that is good enough.

Lexicographic

Choose the best option on the most important attribute.

Conjunctive

Require a minimum level on every key attribute.

Elimination by aspects

Apply attribute cutoffs in order to narrow the set.

Utilitarian goals

The shopper seeks a useful result.

Hedonic goals

The shopper seeks enjoyment in the experience.

Dissatisfaction responses

1. Voice

2. Private

3. Third-party

Post-purchase dissonance

Conflicting beliefs about a decision create psychological discomfort, even before a product fails.

Self-congruity

Describes the perceived fit between a product’s symbolic image and a consumer’s self-image.

Different thrifting choices

1. Individuality

2. Environmental values

3. Economic value

Gender identity

A person’s sense and self-description of their gender.

Gender roles

Social expectations surrounding gender and behavior.

Functional Theory of Attitudes

States that exist because they serve some function for the person; consumers who expect that they will need to deal with similar situations at a future time will be more likely to start to form an attitude in anticipation.

Value-expressive function

States each individual develops attitudes toward products because of what they say about themself as a person.

Mood congruency

The idea that people’s judgement tend to be shaped by their moods.

Explicit

Attitudes that consumers are conscious of.

Implicit

Attitudes that occur outside of people’s awareness but still have a big impact on what they think, say, or do.

Social proof

The persuasive influence of other people’s actions and behaviors on our own.

Peripheral route

The tendency to focus on the more superficial components of message that triggers fast, more emotional processing.

Ideal state

Consumer’s desired or preferred state of affairs that differs from their current situation and triggers the decision-making process.

Actual self

A person’s realistic appraisal of their qualities and how they see themselves in everyday, as opposed to an idealized version of they would like to be.

Desired state

The consumer’s desired or ideal end state that serves as a goal to be attained, creating tension between the current situation and what the consumer wants to achieve.

Ideal self

A person’s conception of how they would like to be, in contrast to the actual self reflects who they are now.

Choice rules

Decision-making guidelines that consumers use to evaluate alternatives and make selections, ranging from quick rules of thumb to more effortful, rational procedures.

Framing

The way information, questions, or visual elements are presented, which changes how people interpret that information and how they behave in response to it.

Marketplace cues

The marketing stimuli that help consumers recognize, remember, and evaluate brands in the marketplace.

Decoy effect

Context-based influence in consumer decision making where adding a strategically decoy option affects which choice people select.

Density