Mar Exam 1.pdf

Motivation Maslow’s Hierarchy of Needs: A motivational theory that ranks human needs in a pyramid: physiological, safety, love/belonging, esteem, and self-actualization. People are motivated to satisfy basic needs before higher-level ones. Motivation: The driving force that...

Motivation Maslow’s Hierarchy of Needs: A motivational theory that ranks human needs in a pyramid: physiological, safety, love/belonging, esteem, and self-actualization. People are motivated to satisfy basic needs before higher-level ones. Motivation: The driving force that encourages individuals to take action to fulfill needs and desires. Type of Benefits: Hedonic vs. Utilitarian: o Hedonic: Pleasure-oriented, focused on fun and enjoyment. o Utilitarian: Functionality-oriented, focused on practical use or necessity. Drive Theory vs. Expectancy Theory: o Drive Theory: Suggests people are motivated to reduce internal tension caused by unmet biological needs. o Expectancy Theory: Focuses on goal-directed behavior, where motivation is influenced by expected outcomes and the value placed on those outcomes. Perception Sensation: The initial detection of stimuli by sensory receptors (e.g., sight, sound, touch). Exposure: The process of being exposed to stimuli in the environment. Absolute Threshold: The minimum level of stimulus intensity needed to detect a stimulus 50% of the time. Differential Threshold (JND): The smallest difference in stimulus intensity that a person can detect. Weber’s Law: The principle that the JND is proportional to the original intensity of the stimulus. Mere Exposure Effect: The tendency to develop a preference for things simply because they are familiar. Attention: The process of selectively focusing on specific stimuli in the environment. Perceptual Vigilance: The tendency to notice stimuli that are relevant to current needs. Perceptual Defense: The tendency to ignore or distort stimuli that are threatening or uncomfortable.  Source Factors that Influence Attention Likelihood: Factors like novelty, contrast, size, and personal relevance that make a stimulus more likely to capture attention. Relationship between Attention and Arousal (Yerkes-Dodson Model): Describes an inverted U-shaped relationship, where moderate arousal leads to optimal attention and performance. Adaptation: The process of becoming less sensitive to a stimulus over time due to prolonged exposure. Interpretation: Assigning meaning to sensory stimuli based on experiences, expectations, and context. Interpretational Biases: Congruency Effects: People tend to interpret information more favorably when it aligns with their existing beliefs or expectations. Learning and Memory Learning Processes: Intentional vs. Incidental: o Intentional: Conscious effort to learn. o Incidental: Unintentional or passive learning. Learning Theories: Frameworks explaining how people acquire, retain, and recall knowledge. Classical Conditioning: Learning through association, where a neutral stimulus becomes associated with a meaningful one. o Stimulus Generalization: Responding similarly to similar stimuli. o Stimulus Discrimination: Differentiating between similar stimuli. o Extinction: The weakening of a learned response when reinforcement is no longer available. Operant Conditioning (Instrumental Learning): Learning through consequences (reinforcement or punishment). o Positive Reinforcement: Adding something desirable to increase behavior. o Negative Reinforcement: Removing something undesirable to increase behavior. o Punishment: Adding or removing something to decrease behavior. The Atkinson-Shiffrin Model: A model describing memory as a process involving sensory memory, short-term memory, and long-term memory. Sensory Memory: Brief storage of sensory information. Short-Term Memory: Temporary storage of information for immediate use.  Long-Term Memory: Long-lasting storage of information. Declarative vs. Procedural Memory: o Declarative: Facts and events (episodic, semantic). o Procedural: Skills and actions (e.g., riding a bike). Chunking, Rehearsal, Encoding, Recirculation, Retrieval: Techniques to organize, retain, and recall information. Recognition vs. Recall: o Recognition: Identifying information when presented with it. o Recall: Retrieving information from memory without cues. Primacy and Recency Effects: The tendency to remember the first and last items in a series better than the middle ones. Nostalgic Marketing/Nostalgic Attachment: Leveraging positive memories from the past to create emotional connections with products or brands. The Self Cognitive Dissonance: The mental discomfort experienced when holding conflicting beliefs or attitudes, leading to a motivation to resolve the inconsistency. Personality Theories: Frameworks for understanding how personality develops and influences behavior. o Freudian Theory: Personality is shaped by unconscious desires and childhood experiences. o Trait Theory: Focuses on identifying consistent characteristics (traits) that define personality. Anthropomorphization: Attributing human characteristics to non-human entities (e.g., animals, objects, brands). Self-Image Congruence Models: The idea that consumers prefer products or brands that match their self-concept (actual, ideal, or ought self). o Actual vs. Ideal vs. Ought Self: ▪ Actual Self: Who you are. ▪ Ideal Self: Who you aspire to be. ▪ Ought Self: Who you feel you should be based on societal expectations. Demographics Age: Age influences consumer behavior based on life stage, preferences, and priorities. Characteristics of Different Age Cohorts: Generational differences (e.g., Baby Boomers, Millennials, Gen Z) shape consumption patterns, preferences, and attitudes. Perceived Age vs. Chronological Age: How old people feel vs. their actual age; perceived age can influence buying behavior more than chronological age. Gender: Gender differences affect consumption, often influenced by societal roles and expectations. Consumption Patterns: Men and women often differ in consumption due to different social roles and goals (e.g., agentic vs. communal goals). Agentic vs. Communal Goals: o Agentic: Independence and achievement-oriented (often linked to male roles). o Communal: Relationship and community-oriented (often linked to female roles). Psychographics: The study of consumers' lifestyles, attitudes, and values to understand deeper motivations behind behavior. o Advantages: Provides insight into consumers' desires and preferences beyond demographics. o Disadvantages: Difficult to measure and segment effectively.