Podcast
Questions and Answers
What is the primary role of motivation in consumer behavior?
Which of the following best describes the term 'goal object'?
What happens when there is a discomfort due to the absence of a desired goal object?
How does 'drive' differ from 'motivation'?
Signup and view all the answers
Why is motivation considered a powerful force in life?
Signup and view all the answers
What effect does strong motivation have on a person's actions?
Signup and view all the answers
In what way is motivation tied to the concept of consumerism?
Signup and view all the answers
What does the discomfort from lacking a goal object suggest about human behavior?
Signup and view all the answers
What does the story completion technique in the Thematic Apperception Test primarily involve?
Signup and view all the answers
In the Mason Haire Technique study, what perception did consumers have about users of instant coffee?
Signup and view all the answers
What factors can influence a person's motive for consuming instant coffee?
Signup and view all the answers
The projection technique in story writing is effective because the stimulus is considered to be:
Signup and view all the answers
Which of the following best distinguishes moods from emotions?
Signup and view all the answers
What type of need do Boomers exemplify when they pursue facial surgeries?
Signup and view all the answers
According to Maslow's Hierarchy of Needs, which need must be addressed first?
Signup and view all the answers
What differentiates a need from motivation?
Signup and view all the answers
What is an example of a second genic need?
Signup and view all the answers
Which of the following is NOT one of the five need categories in Maslow's Theory?
Signup and view all the answers
How do physiological differences impact consumer behavior?
Signup and view all the answers
What is implied by the phrase 'the needs at the bottom of the pyramid must be satisfied first'?
Signup and view all the answers
Brands that deliver products fulfilling both psychogenic and biogenic needs aim to address what?
Signup and view all the answers
What initiates the drive component of motivation?
Signup and view all the answers
Which of the following best describes innate needs?
Signup and view all the answers
What distinguishes psychogenic needs from biogenic needs?
Signup and view all the answers
How is motivation defined in the context provided?
Signup and view all the answers
Which statement about learned needs is true?
Signup and view all the answers
What kind of needs include conditions like tiredness and illness?
Signup and view all the answers
Which of the following is an example of a psychogenic need?
Signup and view all the answers
Which statement accurately explains the role of discomfort in motivation?
Signup and view all the answers
What is the difference between craving food and feeling hungry?
Signup and view all the answers
Which of the following statements is false regarding biogenic needs?
Signup and view all the answers
What defines hedonic consumption?
Signup and view all the answers
Which type of involvement describes a consumer's interest that is ongoing and consistent?
Signup and view all the answers
Why might a consumer have a situational involvement with a product?
Signup and view all the answers
Which statement best describes the concept of internal autistic thinking?
Signup and view all the answers
What is the role of hedonic motives in consumer behavior?
Signup and view all the answers
Which of the following best illustrates a scenario where a consumer might feel none involvement?
Signup and view all the answers
Which form of enjoyment is not considered intrinsic according to the concept of hedonic consumption?
Signup and view all the answers
What is meant by 'perceived relevance' in determining consumer involvement?
Signup and view all the answers
Study Notes
Motivation
- Motivation is the driving force behind human behavior.
- It's the energy that propels us to attain a goal object.
- It arises from a perceived gap between our desired state and our current state, creating tension.
- This tension, or discomfort, is a precursor to motivation, not the motivation itself.
Consumer Needs
- Needs are instigators of the drive component of motivation.
- Needs can be innate (born with) or learned.
- Innate needs are rooted in our survival instincts, like hunger and thirst.
- Learned needs are acquired through socialization and cultural influence, like wanting to be fashionable.
- Biogenic needs stem from our biology, like the need for food or shelter.
- Psychogenic needs stem from our mental makeup, like the need for social approval.
Maslow's Hierarchy Of Needs
- Maslow's Hierarchy of Needs categorizes needs into five levels:
- Physiological needs (food, water, shelter)
- Safety and security (personal security, financial security)
- Belonging and love (friendship, intimacy)
- Esteem and ego (self-esteem, confidence, achievement)
- Self-actualization (fulfilling one's potential)
- Needs at lower levels must be satisfied before higher-level needs can be addressed.
Motivation Techniques
- Story completion allows consumers to project their own motivations and feelings onto ambiguous situations.
- Thematic Apperception Test (TAT) is a common story completion technique that uses pictures to elicit responses.
- Mason Haire Technique explores consumers' hidden motivations and perceptions by observing their responses to different product descriptions.
Moods vs. Emotions
- Emotions are intense feelings that are often triggered by specific events.
- Moods are more general, enduring feelings that can influence our behavior.
- Marketers can use both emotions and moods to influence consumer behavior.
Hedonic Motives & Consumption
- Hedonic motives are based on pleasure, enjoyment, and recreation, which are natural human needs.
- Hedonic consumption refers to the use of products or services purely for intrinsic enjoyment, regardless of the outcome.
Involvement
- Involvement is the degree of interest a consumer has in a product, service, or activity.
- It's based on the perceived relevance of the object to the consumer.
- Involvement can be situational (temporary) or enduring (ongoing).
Measuring Involvement
- Involvement can be measured using various methods, such as:
- Product knowledge: Understanding the product's features and benefits.
- Interest in information: Seeking out information about the product.
- Purchase frequency: How often a consumer buys the product.
- Brand loyalty: Preference for a specific brand.
The Significance Of Involvement
- Involvement significantly impacts consumer behavior, impacting their:
- Attention to information: Involved consumers pay more attention to advertising and product information.
- Information processing: Involved consumers process information more deeply and critically.
- Purchase decisions: Involved consumers are more likely to engage in extensive research before making a purchase.
- Post-purchase evaluations: Involved consumers are more likely to evaluate their purchases and share their experiences with others.
Studying That Suits You
Use AI to generate personalized quizzes and flashcards to suit your learning preferences.
Related Documents
Description
Explore the driving forces behind human behavior, specifically focusing on motivation and consumer needs. Understand the difference between innate and learned needs and how Maslow's Hierarchy of Needs categorizes these vital aspects. Test your knowledge on these fundamental concepts in psychology and consumer behavior.