Motivation, Personality and Affect

<p>To distinguish different types of brand personalities</p> Signup and view all the answers

<p>Exploring the process of brand personality formation on the dimensional level</p> Signup and view all the answers

<p>The set of human characteristics associated with a brand</p> Signup and view all the answers

<p>The theory that people grant human qualities to non-human objects</p> Signup and view all the answers

<p>The most widely used and well-developed brand personality scale</p> Signup and view all the answers

<p>Down-to-earth, honest, and wholesome</p> Signup and view all the answers

<p>Daring, spirited, and imaginative</p> Signup and view all the answers

<p>Up-to-date, reliable, and intelligent</p> Signup and view all the answers

<p>Outdoorsy, tough, and daring</p> Signup and view all the answers

<p>To understand the concept of brand personality</p> Signup and view all the answers

<p>Constant comparative method</p> Signup and view all the answers

<p>Understanding how consumers associate brands with different dimensions of brand personality</p> Signup and view all the answers

<p>Beverage, food, cosmetics, and supermarket products</p> Signup and view all the answers

<p>Guarantees and personal selling</p> Signup and view all the answers

<p>Family and family-related activities</p> Signup and view all the answers

<p>Market leaders, long history, and highly qualified employees</p> Signup and view all the answers

<p>Negative or positive product experience and the degree to which the product meets consumers' expectations</p> Signup and view all the answers

<p>Car, beverage, and clothes</p> Signup and view all the answers

<p>When a brand is associated with exciting experiences, making the brand itself exciting</p> Signup and view all the answers

<p>High-end markets, designer clothes, and exclusive car brands</p> Signup and view all the answers

<p>Crucial role</p> Signup and view all the answers

<p>Perception of sophistication</p> Signup and view all the answers

<p>No commonalities mentioned</p> Signup and view all the answers

<p>Beverages</p> Signup and view all the answers

<p>Guarantees and personal selling</p> Signup and view all the answers

<p>Product experience and meeting expectations</p> Signup and view all the answers

<p>Cars and beverages</p> Signup and view all the answers

<p>When a brand is associated with exciting experiences</p> Signup and view all the answers

<p>User imagery</p> Signup and view all the answers

<p>Volvo</p> Signup and view all the answers

<p>They have a mundane image</p> Signup and view all the answers

<p>Guarantees and personal selling</p> Signup and view all the answers

<p>They are perceived as unique and exclusive</p> Signup and view all the answers

<p>They are usually cheap, mass-produced, and of bad quality</p> Signup and view all the answers

<p>They are often perceived as feminine, but not exclusively</p> Signup and view all the answers

<p>They are considered unsophisticated, even if they are of high quality</p> Signup and view all the answers

<p>They are perceived as unsophisticated because they lack a feminine touch</p> Signup and view all the answers

<p>It is associated with outdoorsy, adventurous, and masculine people</p> Signup and view all the answers

<p>It is considered a symbol of masculine culture and freedom</p> Signup and view all the answers

<p>They are perceived as not rugged and are often associated with elegance, beauty, and charm</p> Signup and view all the answers

<p>Technology and electronics</p> Signup and view all the answers

<p>Consumers associate different brand personality dimensions with specific product categories</p> Signup and view all the answers

<p>Company associations carry over to perceptions of product brands</p> Signup and view all the answers

<p>Sincerity</p> Signup and view all the answers

<p>Product categories themselves possess a personality</p> Signup and view all the answers

<p>Competence</p> Signup and view all the answers

<p>They often share common attributes</p> Signup and view all the answers

<p>Excitement</p> Signup and view all the answers

<p>Developing tailored strategies to strengthen or downplay specific dimensions</p> Signup and view all the answers

<p>To ensure consistency with the brand personality</p> Signup and view all the answers

<p>It develops as a points-of-parity (POPs) factor</p> Signup and view all the answers

<p>It is relevant to functional brand benefits</p> Signup and view all the answers

<p>Credence product categories</p> Signup and view all the answers

<p>It is culture-specific and needs a higher level of abstraction in the hierarchical organization of personality characteristics</p> Signup and view all the answers

<p>Moral values, position on the market, history, employees</p> Signup and view all the answers

<p>Functional and experiential benefits</p> Signup and view all the answers

<p>Factors that activate, direct and sustain goal-directed behaviours</p> Signup and view all the answers

<p>Valence – Instrumentality – Expectancy Model (VIE model)</p> Signup and view all the answers

<p>Fundamental biological needs that produce arousal</p> Signup and view all the answers

<p>A theory designed to account for most human behavior in general terms</p> Signup and view all the answers

<p>It is too culture-bound</p> Signup and view all the answers

<p>Cognitive or affective and preservation or growth</p> Signup and view all the answers

<p>People's need to have all facets of themselves uniform with one another</p> Signup and view all the answers

<p>Preservation motives focus on the need for categorization, while growth motives focus on the need for stimulation</p> Signup and view all the answers

<p>Preservation motives focus on the need for reinforcement, while growth motives focus on the need for assertion</p> Signup and view all the answers

<p>The multiple pathways to achieve goals</p> Signup and view all the answers

<p>Drive theory focuses on fundamental biological needs, while expectancy theory assumes individuals are motivated by outcomes of behaviours</p> Signup and view all the answers

<p>Energy, direction, persistence and equifinality</p> Signup and view all the answers

<p>Factors that activate, direct and sustain goal-directed behaviours</p> Signup and view all the answers

<p>Valence - Instrumentality - Expectancy (VIE) model</p> Signup and view all the answers

<p>Fundamental biological needs that produce arousal</p> Signup and view all the answers

<p>Achieving balance by reducing internal tension</p> Signup and view all the answers

<p>The application is too simplistic</p> Signup and view all the answers

<p>Cognitive or affective and preservation or growth</p> Signup and view all the answers

<p>People's need to have all facets of themselves uniform with one another</p> Signup and view all the answers

<p>Affective preservation motive</p> Signup and view all the answers

<p>Cognitive growth motive</p> Signup and view all the answers

<p>Cognitive motives are focused on thinking, while affective motives are focused on emotions</p> Signup and view all the answers

<p>Valence - Instrumentality - Expectancy</p> Signup and view all the answers

<p>Preservation oriented motives are focused on maintaining the status quo, while growth oriented motives are focused on development</p> Signup and view all the answers

<p>The need for individuality and independence</p> Signup and view all the answers

<p>Brand switching behavior</p> Signup and view all the answers

<p>The need for relaxation</p> Signup and view all the answers

<p>The need for self-concept</p> Signup and view all the answers

<p>The need for reward</p> Signup and view all the answers

<p>The need for belongingness</p> Signup and view all the answers

<p>The need for individuality</p> Signup and view all the answers

<p>Known and/or admitted motives</p> Signup and view all the answers

<p>Unknown and/or undisclosed motives</p> Signup and view all the answers

<p>Desirable outcome</p> Signup and view all the answers

<p>Desirable outcome</p> Signup and view all the answers

<p>Approach-approach</p> Signup and view all the answers

<p>Factors that activate, direct and sustain goal-directed behaviours</p> Signup and view all the answers

<p>Energy and direction</p> Signup and view all the answers

<p>A theory that focuses on fundamental biological needs that produce arousal</p> Signup and view all the answers

<p>The balance that is achieved after arousal creates internal tension</p> Signup and view all the answers

<p>A theory that assumes individuals are motivated by outcomes of behaviors</p> Signup and view all the answers

<p>A model proposed by Vroom to explain work motivation</p> Signup and view all the answers

<p>Maslow's Hierarchy of Needs and McGuire's Psychological Motives</p> Signup and view all the answers

<p>It is too simplistic and culture-bound, and emphasizes individual needs over group needs</p> Signup and view all the answers

<p>Whether the mode of motivation is cognitive or affective, and whether the motive is focused on preservation or growth</p> Signup and view all the answers

<p>Need for Consistency, Need for Attribution, Need to Categorize, Need for Objectification</p> Signup and view all the answers

<p>Need for Assertion, Need for Affiliation, Need for Identification, Need for Modeling</p> Signup and view all the answers

<p>People's need to have all facets of themselves uniform with one another</p> Signup and view all the answers

<p>An individual's characteristic response tendencies across similar situations</p> Signup and view all the answers

<p>A theory that focuses on the quantitative measurement of personality traits</p> Signup and view all the answers

<p>Identifiable characteristics related to action tendencies that define a person</p> Signup and view all the answers

<p>Innovativeness: try new things</p> Signup and view all the answers

<p>Single-trait approaches focus on a single trait as being particularly relevant in understanding behavior, while multi-trait approaches identify combinations of traits that combined explain a substantial proportion of behavior</p> Signup and view all the answers

<p>Consumer Ethnocentrism</p> Signup and view all the answers

<p>A multi-trait approach that identifies combinations of traits that combined explain a substantial proportion of behavior</p> Signup and view all the answers

<p>Traits people attribute to a product as if it were a person</p> Signup and view all the answers

<p>The tendency to attribute human characteristics to objects or animals</p> Signup and view all the answers

<p>Celebrity Endorsers, User Imagery, Executional Factors</p> Signup and view all the answers

<p>A person's unique psychological makeup and how it consistently influences their response to their environment</p> Signup and view all the answers

<p>A theory that focuses on the quantitative measurement of personality traits</p> Signup and view all the answers

<p>A personality trait related to trying new things</p> Signup and view all the answers

<p>Traits people attribute to a product as if it were a person</p> Signup and view all the answers

<p>A multi-trait approach that identifies combinations of traits that combined explain substantial proportion of behavior</p> Signup and view all the answers

<p>Prove worth through courageous action</p> Signup and view all the answers

<p>The tendency to attribute human characteristics to objects or animals</p> Signup and view all the answers

<p>A personality trait related to denying short-term purchases and making do with what one already owns</p> Signup and view all the answers

<p>Celebrity Endorsers, User Imagery, Executional Factors</p> Signup and view all the answers

<p>Emotion refers to the liking/disliking aspect of the specific feeling, while affect is an identifiable specific feeling</p> Signup and view all the answers

<p>Emotions are often related to a specific triggering event, while moods are not necessarily linked to a particular event</p> Signup and view all the answers

<p>Emotion arousal can lead to increased trust and purchases</p> Signup and view all the answers

<p>Our judgments tend to be shaped by our moods</p> Signup and view all the answers

<p>Using negative affective states to provoke action in nonprofit advertisements</p> Signup and view all the answers