Consumer Motivation Basics

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Questions and Answers

What does Drive Theory suggest drives consumer behavior?

Basic biological needs (correct)

Cognitive dissonance

Social influences

Luxury desires

In Maslow's Hierarchy of Needs, which need is the highest level?

Egoistic

Safety

Self-Actualization (correct)

Physiological

Which of the following represents a motivator according to the Two-Factor Theory?

Salary

Work conditions

Job security

Recognition (correct)

What is one of the needs addressed by the Trio of Needs Theory?

Power Signup and view all the answers

According to the Attitude Function Theory, which attitude serves the knowledge function?

Decision simplification Signup and view all the answers

What characteristic differentiates hygiene factors from motivators in Herzberg's Two-Factor Theory?

Hygiene factors prevent dissatisfaction Signup and view all the answers

Which of the following is NOT a need outlined in McClelland's Trio of Needs Theory?

Control Signup and view all the answers

What role do basic needs play in marketing strategies based on Drive Theory?

They are a primary focus for targeting consumers. Signup and view all the answers

What type of involvement is described as a short-term interest due to a specific need?

Situational involvement Signup and view all the answers

Which of the following is NOT a characteristic of needs?

Are static Signup and view all the answers

Which of the following best represents primary needs?

Water Signup and view all the answers

The conflict that arises when choosing between two attractive options is referred to as which type of conflict?

Approach-Approach conflict Signup and view all the answers

Wants are best described as:

Learned manifestations of needs Signup and view all the answers

What determinant of motivation is related to a person's self-perception?

Consistency with Self Concept Signup and view all the answers

Which statement is true about needs?

They can conflict with one another. Signup and view all the answers

Which option does NOT represent a primary need?

Self-esteem Signup and view all the answers

What is the primary function of attitudes that serve the ego-defensive function?

To help consumers feel good about themselves. Signup and view all the answers

In Balance Theory, which of the following elements is NOT one of the three elements involved?

Societal Influence (S) Signup and view all the answers

According to Cognitive Dissonance Theory, what typically occurs when consonance is broken?

Consumers may change their attitudes. Signup and view all the answers

How do marketers attempt to mitigate cognitive dissonance in consumers?

By introducing 'bells or whistles'. Signup and view all the answers

What does the Discrepancy-Interruption Theory suggest about consumer responses to surprises?

Small surprises are preferred over big ones. Signup and view all the answers

Excitation Transfer Theory implies that arousal from one stimulus can impact responses to another. In what scenario might this be particularly useful?

When advertising during low attention activities. Signup and view all the answers

Which of the following aspects is central to Self-Determination Theory (SDT)?

Autonomy, competence, and relatedness. Signup and view all the answers

What drives intrinsic motivation according to Self-Determination Theory?

Personal growth and satisfaction. Signup and view all the answers

What does motivation provide to help achieve goals?

Inner state of activation Signup and view all the answers

Which component describes the amount of mental and physical effort put forth by a consumer?

Intensity Signup and view all the answers

What characterizes intrinsic motivation?

Internal satisfaction Signup and view all the answers

What is an effect of high-effort behavior in motivated consumers?

Increased willingness to spend time Signup and view all the answers

Which of the following is a theory of motivation?

Cognitive dissonance theory Signup and view all the answers

Which aspect does NOT typically align with the effects of consumer motivation?

Spending less time on decision making Signup and view all the answers

Which type of motivation involves seeking rewards provided by others?

Extrinsic motivation Signup and view all the answers

What aspect of motivation describes a person's choice to expend effort over time?

Persistence Signup and view all the answers

Study Notes

Motivation

Motivation is an inner state that provides energy to achieve a goal.
It is derived from the Latin word "movere," meaning "to move."
Motivation is the driving force that moves consumers to buy, use, or dispose of goods or services.

Dimensions of Motivation

Intensity: The amount of mental and physical effort put forth by the consumer.
Direction: The choice of where the consumer will direct their efforts among various activities.
Persistence: The consumer's choice to expend effort over time, especially when faced with adversity.

Types of Motivation

Intrinsic: Internally driven motivation. Customers find the product or service inherently rewarding.
Extrinsic: Motivation driven by external rewards provided by others, such as formal recognition or possession of a product.

Effects of Consumer Motivation

High-effort behavior: Motivated consumers put more effort into achieving goals and engage in preparatory behaviors.
High-effort information processing and decision making: Motivated consumers pay careful attention to information and try to understand it.
Felt involvement: Consumers experience motivation with respect to a product or service. This can be enduring (long-term) or situational (short-term).

Determinants of Motivation

Personal relevance: The importance of the product or service to the consumer.
Consistency with self-concept: How well the product or service aligns with the consumer's self-image.
Personal values: The consumer's beliefs and principles that guide them.
Needs and wants: Desires that arise when the consumer's current state doesn't match their preferred state.

Needs

Primary needs: Physiological needs like food, shelter, air, and water.
Secondary needs: Psychological needs like power, self-esteem, affection, and intellectual stimulation.

Wants

Learned manifestations of needs: Shaped by the consumer's personality, experiences, and culture.
Perceived increase in desired states: While actual state remains constant.

Characteristics of Needs

Activated: Internally (psychologically) or externally (through the five senses).
Dynamic: Needs are never fully satisfied and can be repeated.
Exist in hierarchy: One or two needs may be activated at once, with the most relevant taking precedence.
Can conflict:
- Approach-approach conflict: Choosing between two attractive options.
- Approach-avoidance conflict: A single option has both positive and negative aspects.
- Avoidance-avoidance conflict: Choosing between two unattractive options.

Theories of Motivation

Drive theory: Behavior is driven by the need to satisfy basic biological needs, creating a state of tension that consumers act to reduce.
Maslow's hierarchy of needs: A hierarchical structure of needs starting with physiological needs and progressing to self-actualization.
Murray's psychogenic needs: A list of needs that consumers have. These needs may conflict or support each other and form the basis for promotional messages.
Two-factor theory (Herzberg's Motivation-Hygiene Theory): Differentiates between motivators (factors causing job satisfaction) and hygiene factors (factors preventing dissatisfaction).
Trio of needs theory (McClelland's achievement theory):
- Need for power: Controlling the environment, people, or objects.
- Need for affiliation: Belongingness, acceptance, and friendship.
- Need for achievement: Successfully completing a difficult task.
Attitude function theory: Explains how attitudes serve different functions:
- Knowledge function: Simplifying information for decision making.
- Value-expression function: Communicating beliefs and facilitating interaction.
- Ego-defensive function: Making people feel good about themselves.
- Adjustment function: Approaching pleasure and avoiding pain.
Balance theory: Focuses on the relationship between three elements:
- P: Consumer or any other person.
- O: The person recommending the product or service.
- X: The product or service itself.
Cognitive dissonance theory: Consumers try to reduce dissonance (discomfort) caused by inconsistencies in their beliefs or actions.
Discrepancy-interruption theory: Disruptions in achieving a goal can cause arousal.
Excitation transfer theory: Arousal from one stimulus can spill over into another.
Self-determination theory (SDT): Focuses on intrinsic motivation and the role of autonomy, competence, and relatedness.

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Description

This quiz covers fundamental concepts of consumer motivation, including its dimensions, types, and effects on behavior. Explore how intrinsic and extrinsic motivations influence consumer decisions and their effort levels. Test your understanding of how motivation drives consumer purchasing decisions.