Consumer Behavior Exam 1

What is Maslow’s Hierarchy of Needs in motivation theory?

Maslow’s Hierarchy of Needs is a theory that categorizes human needs from lower-level to upper-level: physiological, safety, belongingness, ego, and self-actualization, explaining the priorities that motivate behavior.

What are the upper-level needs according to Maslow’s Hierarchy?

Upper-level needs include self-actualization (self-fulfillment and enriching experiences) and ego needs (prestige, status, accomplishment).

Give examples of products related to self-actualization needs.

Products related to self-actualization include hobbies, travel, and education.

Give examples of products related to self-actualization needs.

Products related to self-actualization include hobbies, travel, and education.

What is an example of a marketing slogan that appeals to self-actualization needs?

The U.S. Army slogan: “Be all you can be.”

What types of products fulfill ego needs?

Products like cars, furniture, credit cards, stores, country clubs, and liquors fulfill ego needs.

Give an example of a brand targeting ego needs.

Royal Salute Scotch with the slogan “What the rich give the wealthy.”

What are belongingness needs and what products cater to them?

Belongingness needs involve love, friendship, and acceptance by others. Relevant products include clothing, grooming products, clubs, and drinks.

Provide a marketing example that targets belongingness needs.

Pepsi’s slogan: “You’re in the Pepsi generation.”

What are safety needs and what products relate to them?

Safety needs involve security, shelter, and protection. Products include insurance, alarm systems, retirement plans, and investments.

Give an example of a safety-related marketing slogan.

Allstate Insurance’s slogan: “You’re in good hands with Allstate.”

What are physiological needs and associated products?

Physiological needs are basic survival needs like water, sleep, and food. Associated products are medicines, staple items, and generics.

What is an example of a product targeting physiological needs?

Quaker Oat Bran with the slogan “It’s the right thing to do.”

How is motivation defined?

Motivation is the process that leads people to behave the way they do; it is literally the desire to do things.

What does Drive Theory in motivation explain?

Drive Theory explains that people are motivated to take action to reduce internal tension caused by unmet needs. The degree of motivation equals the drive, which depends on the gap between present and desired states.

What is the difference between hedonic and utilitarian goods?

Hedonic goods provide pleasure, fun, and sensory enjoyment, satisfying higher-order needs; utilitarian goods are practical, functional, and satisfy lower-order needs.

Give examples of hedonic goods.

Alcohol, jewelry, and going to the movies.

Give examples of utilitarian goods.

Diapers and visiting the dentist.

What is a problem with Drive Theory related to delayed gratification?

People may purposefully create unmet needs to increase motivation, such as skipping lunch before dinner.

What does Expectancy Theory of motivation propose?

It proposes that people are motivated to pursue actions they expect will lead to the most favorable outcomes based on their future expectations.

What is the main difference between Drive Theory and Expectancy Theory?

Drive Theory is prevention-oriented (avoiding negative outcomes), while Expectancy Theory is goal-oriented (achieving positive outcomes).

What is sensation in perception?

Sensation is the immediate and direct response of sensory receptors (eyes, ears, nose, mouth, skin) to stimuli.

What does perception involve?

Perception involves recognizing and interpreting sensory stimuli, shaping our conscious experience and interaction with the environment.

What is the absolute threshold in sensation?

The minimal amount of stimulation a person can detect on a sensory channel.

What is differential threshold or Just Noticeable Difference (JND)?

The smallest difference that can be detected between two similar stimuli.

Explain Weber’s Law.

The stronger the initial stimulus, the larger the additional intensity needed for a second stimulus to be perceived as different.

How do marketers use the Just Noticeable Difference (JND)?

Marketers use JND to ensure negative changes in products are not noticeable and that improvements are clearly perceptible.

What is the “mere-exposure” effect in perception?

Increased exposure to a stimulus generally leads to increased liking for that stimulus.

What are priming effects in marketing?

Exposure to certain stimuli triggers recognition or activation of related ideas or associations, influencing behavior and brand perception.

What is perceptual vigilance?

The tendency to attend to stimuli that are personally relevant, either voluntarily or involuntarily.

What is perceptual defense?

The process by which consumers avoid or block out stimuli perceived as threatening or overly persuasive, such as obvious ads.

Name some source factors marketers use to gain attention.

Positioning, prominence (size), color, novelty, and humor.

What is adaptation in perception?

The decrease in attention to a stimulus after repeated exposure over time due to reduced sensitivity.

What is interpretational bias?

Consumers' expectations influence how they interpret sensory information, causing them to see or hear what they expect.

What is learning in consumer behavior?

A relatively permanent change in behavior due to training, practice, or experience.

What is classical conditioning in marketing?

Pairing a stimulus with another that naturally elicits a response so the first stimulus alone eventually triggers that response.

What is operant conditioning?

Learning through trial and error where behaviors followed by positive outcomes are reinforced and more likely repeated.

What is chunking in memory?

A memory technique that groups items into meaningful units to extend short-term memory capacity.

What is elaboration in long-term memory encoding?

Encoding information by linking it with existing knowledge to improve retention.

What brain area converts short-term memories to long-term memories?

The hippocampus.

What is retrograde amnesia?

Loss of memories for events prior to brain damage.

What is anterograde amnesia?

Inability to form new memories after brain damage.

What is the difference between declarative and procedural memory?

Declarative memory involves facts and events that can be consciously recalled; procedural memory involves skills and habits learned unconsciously.

What is the serial-position curve in memory?

The tendency to better remember the first (primacy effect) and last (recency effect) items in a list.

What is cognitive dissonance?

An unpleasant emotional state caused by holding conflicting thoughts, motivating people to reduce inconsistency.

What are the Big Five personality traits?

Openness, conscientiousness, extroversion, agreeableness, and neuroticism.

What is brand personality?

Human-like traits attributed to brands to shape consumer perceptions and preferences.

What is the self-concept?

Beliefs a person holds about their attributes and how they evaluate these qualities.

What is symbolic self-completion theory?

People with incomplete self-definitions acquire and display symbols to complete their identity.

What are the three universal truths about the self?

You think everyone notices you (spotlight effect), you are terrific (self-serving bias), and what you do makes sense (justification of actions).