Motivation and Affect in Consumer Behavior

The level of abstraction that refers to the most general category of a product, for example, 'dessert'.

People who are very involved in a certain product category and actively look for information about it.

The idea that people are more likely to be influenced by those they are similar to in terms of values, attitudes, and beliefs.

The level of abstraction that refers to a specific type of product within a broader category, for example, 'cake'.

The level of abstraction that refers to the most specific and detailed category of a product, for example, 'chocolate cake'.

A strategy that uses word-of-mouth marketing through social media to reach a large audience quickly.

A person's perception of their physical self, including their feelings about their body size, shape, and appearance.

The idea that many consumers have different selves, and they act accordingly in different situations.

The level of abstraction that refers to the most commonly used category of a product, for example, 'cake'.

A collection of individuals connected by relationships, often with shared interests or goals.

Factors that consumers use to evaluate and compare different product options.

A type of online community where people share their thoughts and experiences through regular entries posted in reverse chronological order.

The concept that people incorporate possessions and products into their sense of self, extending their identity beyond their physical body.

Objects, places, and things that are part of the extended self and allow people to feel connected to their social environment.

Attributes that are actually considered by consumers when making a purchase decision.

The unique personality and character of a society or group, shaped by shared values, beliefs, and customs.

Rules and guidelines that dictate what is considered right or wrong, acceptable or unacceptable within a culture.

Online platforms that connect consumers with information and resources, facilitating online transactions.

Possessing both masculine and feminine traits.

A type of motivational conflict where a person must choose between two desirable alternatives, both offering potential benefits.

When products are designed or marketed with masculine or feminine attributes. For example, a power drill is considered masculine while a flower bouquet is considered feminine.

A business strategy that focuses on selling a wide variety of niche products to satisfy the needs of specific customer segments.

Individuals who have the ability to influence the opinions and behaviors of others.

The level of the extended self that encompasses the individual's personal possessions and belongings, reflecting their personal tastes and interests.

A type of motivational conflict where a person is drawn to a desired outcome but is also repelled by negative consequences associated with it.

The level of the extended self that reflects a person's identification with a specific group, often through shared interests, symbols, or values. For example, being a fan of a certain sports team.

A theory suggesting that people strive to maintain consistency between their beliefs, attitudes, and behaviors. A conflict arises when these elements clash.

The intensity of a need, measured by the level of tension experienced due to its unmet state.

Focuses on identifying and analyzing distinct personality traits that contribute to individual differences.

A type of need driven by pleasure, enjoyment, or emotional satisfaction.

A type of need driven by a desire for practical benefits or functionality.

An early proponent of human motivation, who identified 20 psychogenic needs that contribute to personality and behavior.

This theory explains how individuals perceive and adjust their attitudes to maintain consistency between their beliefs and actions. It suggests that people strive for harmony in their beliefs and relationships.

This theory emphasizes the importance of attitude toward the act of buying, not just the attitude toward the product itself. It includes both attitude towards the behavior and subjective norms as predictors of behavior.

The degree of commitment to an attitude is referred to as internalization. It is the strongest level of commitment, reflecting a deeply held belief.

This theory argues that people tend to accept requests that are consistent with their existing beliefs and attitudes, even if these requests are minor. It is used to understand how small initial commitments can eventually lead to significant changes in behavior.

This theory suggests that the more frequently a person is exposed to a stimulus, the more positive their attitude towards it becomes.

A multiattribute attitude model is a theoretical framework used to predict consumer's attitudes and behaviors. These models emphasize the importance of both cognitive (beliefs about an object) and affective (feelings) components of an attitude. They also consider the importance of attributes, beliefs, and importance weights for understanding consumer preferences and behavioral intentions.

This is the initial element in the traditional communications model. It refers to the source of information. The source of information is important because it influences how the message is received and understood.

This element of the triad refers to a person and their individual perceptions. It plays a crucial role in understanding how individuals interpret and process information.

Feedback is the response from a receiver to a message, providing information about how the message was received and understood. It's essential for effective communication, as it helps the sender adjust their message and ensure the recipient is on the same page.

Permission marketing acknowledges that consumers are more likely to respond positively to marketing messages when they have explicitly agreed to receive them. It emphasizes building relationships and providing value to consumers, instead of bombarding them with unwanted messages.

Source credibility refers to the perceived trustworthiness, expertise, and objectivity of a message source. It heavily influences how receptive people are to the message, as they are more likely to believe and be persuaded by sources they deem credible.

The sleeper effect suggests that the effectiveness of a message from a less credible source can improve over time. This happens because people tend to forget the source and focus more on the message itself.

Attractiveness refers to the perceived social value of a message source. It includes factors beyond physical appearance, like charisma, likeability, and perceived competence. Attractive sources can have a more persuasive impact, as they evoke positive emotions and associations.

The halo effect occurs when our positive perceptions of one aspect of a person or thing influence our overall opinion. For example, if we find someone physically attractive, we might also perceive them as intelligent or trustworthy, even without evidence.

The sleeper effect explains how the persuasiveness of a message from a less credible source can increase over time. People tend to forget the source and focus more on the message itself, leading to a change in attitude after an initial disbelief.