Untitled Quiz

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Questions and Answers

What type of affective response involves temporary affective states with moderate arousal?

Emotions

Moods (correct)

Evaluations

Sentiments

Which of the following best describes 'affect as a product benefit'?

The advertising medium used for promotion

The specific demographic targeted by the product

The pricing strategy for a product

The consumer's impression and impact of a product (correct)

What emotional motivator focuses on understanding consumers' feelings to drive purchases?

What products do they already own?

What are they thinking?

What emotions could motivate them? (correct)

How often do they shop?

Which negative emotion is primarily associated with the desire to reduce the gap between oneself and someone perceived as superior?

Envy Signup and view all the answers

What does sentiment analysis specifically aim to analyze in written text?

The author's sentiment or emotional tone Signup and view all the answers

What is cognitive dissonance primarily caused by?

Conflicting behaviors or beliefs Signup and view all the answers

Which strategy is NOT used to reduce cognitive dissonance?

Increasing the belief's level of inconsistency Signup and view all the answers

How is 'inertia' defined in the context of involvement?

Tendency to do nothing or remain unchanged Signup and view all the answers

Which of the following best describes a 'flow state'?

Mental state of complete focus on a task Signup and view all the answers

Which type of involvement focuses on the consumer's interest in marketing communications?

Message response involvement Signup and view all the answers

What does the premise of cognitive dissonance suggest about human behavior?

Individuals seek order and consistency Signup and view all the answers

What is 'purchase situation involvement' concerned with?

Differences in buying the same object for varying purposes Signup and view all the answers

Which best defines 'level of involvement' in marketing?

The degree of personal relevance to the consumer Signup and view all the answers

What is the primary function of motivation in consumer behavior?

To cause people to behave in ways to satisfy needs Signup and view all the answers

Which need in Maslow's Hierarchy is typically satisfied before one can focus on needs for power or affiliation?

Biogenic needs Signup and view all the answers

What type of need relates to the search for self-confidence and excitement?

Hedonic needs Signup and view all the answers

In motivational theory, what does 'valence' refer to?

The worth of achieving a goal Signup and view all the answers

What best describes the term 'drive' in the context of motivation?

Degree of consumer arousal Signup and view all the answers

Which combination of needs reflects a consumer's desire for social acceptance and individual distinction?

Need for affiliation and need for uniqueness Signup and view all the answers

What does expectancy theory emphasize in consumer behavior?

Behavior is driven by expectations of desirable outcomes Signup and view all the answers

Which of the following best describes 'utilitarian needs'?

Needs for tangible product attributes Signup and view all the answers

Study Notes

Motivation

Definition: Processes that drive consumer behavior, triggered by an unmet need.
Goal: The desired outcome a consumer seeks to achieve.
Drive: The level of arousal experienced by a consumer.
Want: The specific expression of a consumer need.
Biogenic Needs: Inherently biological needs for survival (e.g., oxygen, water, food).
Psychogenic Needs: Needs for status, power, and affiliation.
Cultural Needs: Needs influenced by cultural norms and values.
Utilitarian Needs: Focus on practical and functional aspects of a product (e.g., fuel efficiency, calories).
Hedonic Needs: Emphasize the emotional and experiential aspects of a product (e.g., excitement, self-confidence).
Specific Needs and Buying Behavior:
- Need for achievement: Value personal accomplishment.
- Need for affiliation: Desire to be in the company of others.
- Need for power: Need to control one's environment.
- Need for uniqueness: Asserting individual identity.
Individualism vs. Collectivism: Reflects cultural emphasis on individual vs. group goals.
Motivational Direction: Focuses on the desired outcome a consumer intends to achieve.
- Positively valued goal: Approach (desired outcome)
- Negatively valued goal: Avoid (undesirable outcome)
Motivational Strength: Reflects the willingness to expend effort to achieve a goal.
- Drive Theory: Unpleasant arousal states drive action (e.g., hunger).
- Expectancy Theory: Actions are pulled by the expectation of achieving desirable outcomes.

Types of Motivational Conflict

Cognitive Dissonance: Experiencing discomfort when holding two conflicting beliefs or behaviors.
- Guilt of desire: Feeling conflict between positive and negative aspects of a desired product.
- Dealing with pain: Facing a choice between two undesirable alternatives.
Theory of Cognitive Dissonance:
- Premise: Humans need order and consistency. When beliefs or behaviors conflict, tension is created.
- Solution: Cognitive dissonance reduction: Seeking information that supports existing beliefs, downplaying conflicting beliefs, or changing beliefs to reduce discomfort.
Theory of Cognitive Dissonance & Consumers: Marketers leverage this theory to understand how consumers manage conflicting thoughts and feelings about products and decisions.
Theory of Cognitive Dissonance & Marketers: Marketers can manage consumer dissonance by providing reassurance or addressing concerns.

Involvement

Definition: A consumer’s perceived relevance of a product or decision based on their needs, values, and interests.
Level of Involvement: The degree of effort and engagement invested in processing information.
- Inertia: Low involvement, characterized by a tendency to avoid action or change.
- Passion: High involvement, characterized by a strong feeling or interest.
- Flow State: High involvement, characterized by complete focus on a task or activity.
Involvement is Applicable to Many Situations:
- Product Involvement: Interest in a specific type of product.
- Purchase Situation Involvement: Varying levels of involvement depending on the context of purchasing.
- Message Response Involvement: Interest in processing marketing communications.

Affect

Affect Measurement: Techniques for assessing emotional reactions to stimuli.
Types of Affective Responses:
- Evaluations: Valenced (positive or negative) reactions, with low arousal levels.
- Moods: Temporary positive/negative states, with moderate arousal levels.
- Emotions: More intense, often triggered by specific events.

How Marketers Utilize Affective States

Affect As a Product Benefit: Using affect to shape product perception and consumer feelings.
Negative State Relief: Leveraging the drive to reduce negative moods.
Mood Congruency: Utilizing the link between positive moods and favorable product evaluations.

Sentiment Analysis: Analyzing written text to determine the author's emotional tone or sentiment.

Emotional Motivators

Understanding consumer thoughts and feelings: To tailor marketing efforts for greater impact.

Discrete Emotions

Happiness: A positive emotional state associated with well-being.
- Materialism & Happiness: The relationship between material possessions and happiness.
- Spending Money on Others vs. Spending Money on Self: The impact of different types of spending on happiness.
Envy: A negative emotion driven by a perceived gap in status or possessions.
Guilt: A negative emotion associated with perceived wrongdoings.
Embarrassment: Caused by social awareness and concern for others' perceptions.
Fear: An unpleasant emotion triggered by danger, pain, or threat.
- Increasing Fear: Marketers can use fear to motivate action.
- Removing Fear: Marketers can address consumer fears and anxieties.