Podcast
Questions and Answers
What type of needs are considered hedonic?
What type of needs are considered hedonic?
Motivation can be directly observed by researchers.
Motivation can be directly observed by researchers.
False
Define homeostasis in the context of motivation.
Define homeostasis in the context of motivation.
Homeostasis is the state of being in which the body is in physiological balance.
Motives drive people to satisfy their needs and wants, both physiological and __________.
Motives drive people to satisfy their needs and wants, both physiological and __________.
Signup and view all the answers
Match the following terms with their definitions:
Match the following terms with their definitions:
Signup and view all the answers
Which concept explains the unpleasant state of arousal due to biological needs?
Which concept explains the unpleasant state of arousal due to biological needs?
Signup and view all the answers
People are equally aware of all stimuli in their environment whether they are relevant to their needs or not.
People are equally aware of all stimuli in their environment whether they are relevant to their needs or not.
Signup and view all the answers
What is the relationship between aroused needs and consumer behavior?
What is the relationship between aroused needs and consumer behavior?
Signup and view all the answers
What is the primary goal of cognitive dissonance reduction?
What is the primary goal of cognitive dissonance reduction?
Signup and view all the answers
Approach-avoidance conflict involves facing a decision with only positive outcomes.
Approach-avoidance conflict involves facing a decision with only positive outcomes.
Signup and view all the answers
What is an example of a product that might ease approach-avoidance conflict related to luxury and social stigma?
What is an example of a product that might ease approach-avoidance conflict related to luxury and social stigma?
Signup and view all the answers
Cognitive dissonance often arises when a consumer feels compelled to choose between two products with both possessing good __________.
Cognitive dissonance often arises when a consumer feels compelled to choose between two products with both possessing good __________.
Signup and view all the answers
Match the following types of conflicts with their descriptions:
Match the following types of conflicts with their descriptions:
Signup and view all the answers
Which of the following slogans is used by L’Oreal to promote conflict easing?
Which of the following slogans is used by L’Oreal to promote conflict easing?
Signup and view all the answers
Marketers do not play a role in helping consumers with avoidance-avoidance conflict.
Marketers do not play a role in helping consumers with avoidance-avoidance conflict.
Signup and view all the answers
What is the conflict experienced by a consumer wishing to buy a real fur coat?
What is the conflict experienced by a consumer wishing to buy a real fur coat?
Signup and view all the answers
What drives consumer motivation in marketing?
What drives consumer motivation in marketing?
Signup and view all the answers
Marketers aim to create new needs in consumers that they have previously recognized.
Marketers aim to create new needs in consumers that they have previously recognized.
Signup and view all the answers
What are two types of needs that motivation can satisfy in consumers?
What are two types of needs that motivation can satisfy in consumers?
Signup and view all the answers
Consumers purchase antiperspirant deodorant to smell pleasant or avoid __________ social reactions from peers.
Consumers purchase antiperspirant deodorant to smell pleasant or avoid __________ social reactions from peers.
Signup and view all the answers
Match the types of conflicts in consumer behavior with their definitions:
Match the types of conflicts in consumer behavior with their definitions:
Signup and view all the answers
Which emotional response measurement scale includes ten basic emotions?
Which emotional response measurement scale includes ten basic emotions?
Signup and view all the answers
Sentiment analysis helps companies understand consumer emotions about their products.
Sentiment analysis helps companies understand consumer emotions about their products.
Signup and view all the answers
What do marketers often focus on when responding to consumer sentiments?
What do marketers often focus on when responding to consumer sentiments?
Signup and view all the answers
The __________ Scale measures both positive and negative emotions based on ten items per factor.
The __________ Scale measures both positive and negative emotions based on ten items per factor.
Signup and view all the answers
Match the following categories of dimensions with their respective scales:
Match the following categories of dimensions with their respective scales:
Signup and view all the answers
What is the focus of emotional attachment in consumer products?
What is the focus of emotional attachment in consumer products?
Signup and view all the answers
What is one method marketers use to gauge consumer emotions?
What is one method marketers use to gauge consumer emotions?
Signup and view all the answers
Give an example of a consumer product that can satisfy both positive and negative motivations.
Give an example of a consumer product that can satisfy both positive and negative motivations.
Signup and view all the answers
Marketers aim to create products that help consumers reduce tension associated with __________ needs.
Marketers aim to create products that help consumers reduce tension associated with __________ needs.
Signup and view all the answers
Consumers are primarily motivated to pursue positive outcomes rather than avoid negative outcomes.
Consumers are primarily motivated to pursue positive outcomes rather than avoid negative outcomes.
Signup and view all the answers
Study Notes
Motives and Motivation
- Motives drive consumer behavior to satisfy needs and wants (physiological and psychological) through product/service purchases
- Motives range from basic needs (water, food, shelter) to complex desires (life partner, esteem)
- Motives influence perception.
- People are more aware of stimuli relevant to their needs and less aware of irrelevant stimuli.
- Stronger the need, stronger the tendency to ignore unrelated stimuli.
- Needs can be utilitarian (e.g., hunger) or hedonic (e.g., luxury goods, vacations).
- Motivation is the process leading to desired behavior, triggered by an aroused need.
- It creates tension prompting actions to satisfy the need.
- Motivation is an internal state driving goal-oriented behavior, but not directly observable.
- Drive is the desire to satisfy a biological need and reduce physiological arousal (e.g., hunger).
- Drive theory: biological needs create arousal.
- Homeostasis is the body's physiological balance, achieved by reducing the need
- Marketing perspective: Motivation is the drive to satisfy physiological (biogenic) and psychological (psychogenic) needs through purchase.
- Marketers aim to create products satisfying needs and easing the tension of unmet needs.
- Marketers also strive to create new needs.
- Customer retention and activity are enhanced by understanding customer motives
- Motivation is primarily driven by emotions (affect).
- Marketers focus on altering mood and connecting products/services to affect.
- Emotional attachment is a key driver of loyalty.
Measuring Emotional Responses
- Tools like the DES II, Emotions Profile Index, PAD, PANAs, and CES are used.
- Sentiment analysis is also used to gauge emotional responses towards products/services,
- This entails mining social media data to understand consumer language patterns related to their product experiences.
Consumer Conflicts and Marketing Responses
-
Approach-approach conflict: Choosing between two desirable options.
- Cognitive dissonance: Tension from conflicting choices.
- Marketers use bundling or creating products that diminish the need to choose.
-
Approach-avoidance conflict: Choosing something with both positive and negative aspects.
- Marketers offer products that reduce the negative aspects (e.g., fake fur, low-calorie options).
-
Avoidance-avoidance conflict: Choosing between two undesirable options.
- Marketers offer financial or functional solutions to alleviate the conflict (e.g., credit plans, special features).
Studying That Suits You
Use AI to generate personalized quizzes and flashcards to suit your learning preferences.
Description
Explore the complexities of motives and motivation in consumer behavior. This quiz covers how motives drive the satisfaction of needs and wants, influencing perception and behavior. Delve into the dynamics of utilitarian and hedonic motives and their impact on purchasing decisions.
