Podcast
Questions and Answers
What is the primary role of motivation in consumer behavior?
What is the primary role of motivation in consumer behavior?
- To drive the desire to acquire products (correct)
- To increase brand recognition
- To define product quality
- To stimulate discount offerings
Which of the following best describes the term 'goal object'?
Which of the following best describes the term 'goal object'?
- A source of motivation derived from external rewards
- A force that compels us to act
- A specific item or outcome that brings happiness (correct)
- An intangible desire or aspiration
What happens when there is a discomfort due to the absence of a desired goal object?
What happens when there is a discomfort due to the absence of a desired goal object?
- We become indifferent towards the goal object.
- We replace the goal object with an alternative solution.
- We actively seek the goal object to alleviate the discomfort. (correct)
- We ignore our needs and desires.
How does 'drive' differ from 'motivation'?
How does 'drive' differ from 'motivation'?
Why is motivation considered a powerful force in life?
Why is motivation considered a powerful force in life?
What effect does strong motivation have on a person's actions?
What effect does strong motivation have on a person's actions?
In what way is motivation tied to the concept of consumerism?
In what way is motivation tied to the concept of consumerism?
What does the discomfort from lacking a goal object suggest about human behavior?
What does the discomfort from lacking a goal object suggest about human behavior?
What does the story completion technique in the Thematic Apperception Test primarily involve?
What does the story completion technique in the Thematic Apperception Test primarily involve?
In the Mason Haire Technique study, what perception did consumers have about users of instant coffee?
In the Mason Haire Technique study, what perception did consumers have about users of instant coffee?
What factors can influence a person's motive for consuming instant coffee?
What factors can influence a person's motive for consuming instant coffee?
The projection technique in story writing is effective because the stimulus is considered to be:
The projection technique in story writing is effective because the stimulus is considered to be:
Which of the following best distinguishes moods from emotions?
Which of the following best distinguishes moods from emotions?
What type of need do Boomers exemplify when they pursue facial surgeries?
What type of need do Boomers exemplify when they pursue facial surgeries?
According to Maslow's Hierarchy of Needs, which need must be addressed first?
According to Maslow's Hierarchy of Needs, which need must be addressed first?
What differentiates a need from motivation?
What differentiates a need from motivation?
What is an example of a second genic need?
What is an example of a second genic need?
Which of the following is NOT one of the five need categories in Maslow's Theory?
Which of the following is NOT one of the five need categories in Maslow's Theory?
How do physiological differences impact consumer behavior?
How do physiological differences impact consumer behavior?
What is implied by the phrase 'the needs at the bottom of the pyramid must be satisfied first'?
What is implied by the phrase 'the needs at the bottom of the pyramid must be satisfied first'?
Brands that deliver products fulfilling both psychogenic and biogenic needs aim to address what?
Brands that deliver products fulfilling both psychogenic and biogenic needs aim to address what?
What initiates the drive component of motivation?
What initiates the drive component of motivation?
Which of the following best describes innate needs?
Which of the following best describes innate needs?
What distinguishes psychogenic needs from biogenic needs?
What distinguishes psychogenic needs from biogenic needs?
How is motivation defined in the context provided?
How is motivation defined in the context provided?
Which statement about learned needs is true?
Which statement about learned needs is true?
What kind of needs include conditions like tiredness and illness?
What kind of needs include conditions like tiredness and illness?
Which of the following is an example of a psychogenic need?
Which of the following is an example of a psychogenic need?
Which statement accurately explains the role of discomfort in motivation?
Which statement accurately explains the role of discomfort in motivation?
What is the difference between craving food and feeling hungry?
What is the difference between craving food and feeling hungry?
Which of the following statements is false regarding biogenic needs?
Which of the following statements is false regarding biogenic needs?
What defines hedonic consumption?
What defines hedonic consumption?
Which type of involvement describes a consumer's interest that is ongoing and consistent?
Which type of involvement describes a consumer's interest that is ongoing and consistent?
Why might a consumer have a situational involvement with a product?
Why might a consumer have a situational involvement with a product?
Which statement best describes the concept of internal autistic thinking?
Which statement best describes the concept of internal autistic thinking?
What is the role of hedonic motives in consumer behavior?
What is the role of hedonic motives in consumer behavior?
Which of the following best illustrates a scenario where a consumer might feel none involvement?
Which of the following best illustrates a scenario where a consumer might feel none involvement?
Which form of enjoyment is not considered intrinsic according to the concept of hedonic consumption?
Which form of enjoyment is not considered intrinsic according to the concept of hedonic consumption?
What is meant by 'perceived relevance' in determining consumer involvement?
What is meant by 'perceived relevance' in determining consumer involvement?
Flashcards
Motivation
Motivation
The driving force behind human behavior, pushing us towards a goal.
Tension (in Motivation)
Tension (in Motivation)
A perceived gap between our desired state and our current state.
Consumer Needs
Consumer Needs
The components that instigate the drive aspect of motivation.
Innate Needs
Innate Needs
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Learned Needs
Learned Needs
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Biogenic Needs
Biogenic Needs
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Psychogenic Needs
Psychogenic Needs
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Maslow's Hierarchy of Needs
Maslow's Hierarchy of Needs
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Physiological Needs
Physiological Needs
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Safety and Security Needs
Safety and Security Needs
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Belonging and Love Needs
Belonging and Love Needs
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Esteem and Ego Needs
Esteem and Ego Needs
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Self-Actualization
Self-Actualization
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Story Completion
Story Completion
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Thematic Apperception Test (TAT)
Thematic Apperception Test (TAT)
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Mason Haire Technique
Mason Haire Technique
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Emotions
Emotions
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Moods
Moods
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Hedonic Motives
Hedonic Motives
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Hedonic Consumption
Hedonic Consumption
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Involvement
Involvement
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Situational Involvement
Situational Involvement
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Enduring Involvement
Enduring Involvement
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Product Knowledge
Product Knowledge
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Interest in Information
Interest in Information
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Purchase Frequency
Purchase Frequency
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Brand Loyalty
Brand Loyalty
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Attention to Information
Attention to Information
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Information Processing
Information Processing
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Purchase Decisions
Purchase Decisions
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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.
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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.
