CB - Chapter 10 (Motivation, Personality & Emotions)

What is meant by a motive hierarchy? How does Maslow's hierarchy of needs function? How does Maslow's hierarchy of needs function?

A motive hierarchy simply means that some motives are more important or basic than others. Maslow's hierarchy-of-needs approach is based on four premises: (1) all humans acquire a similar set of motives through genetic endowment and social interaction (2) some motives are more basic or critical than others (3) the basic motives must be satisfied to a minimum level before other motives are activated (4) after basic motives are satisfied, more advanced motives come into play.

What is a motive?

A motive is a construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response.

Describe attribution theory.

Attribution theory relates to consumers having a need to attribute an underlying cause to a given outcome. This approach to understanding the reasons consumers assign particular meanings to the behaviors of others has been used primarily for analyzing consumer reactions to promotional messages (in terms of credibility). When consumers attribute a sales motive to advice given by a salesperson or ad message, they tend to discount the advice. In contrast, similar advice given by a friend would likely be attributed to a desire to be helpful and might therefore by accepted

How can knowledge of personality be used to develop marketing strategy?

Brands, like individuals, have personalities, and consumers tend to prefer products with brand personalities that are pleasing to them. Consumers also prefer advertising messages that portray their own or a desired personality.

What is coping and what are the general types of coping mechanisms used by consumers?

Coping involves consumer thoughts and behaviors in reaction to a stress-inducing situation, designed to reduce stress and achieve more desired positive emotions. Coping mechanisms include: (1) active coping (2) expressive support seeking (3) avoidance.

What is an emotion? What are the basic dimensions of emotion?

Emotions are strong, relatively uncontrollable feelings that affect our behavior. basic dimensions (PAD)— pleasure arousal dominance Specific emotions reflect various combinations and levels of these three dimensions

What factors characterize emotions?

Emotions can be categorized by the environmental events or internal processes that trigger them, the cognitive thoughts, physiological changes, subjective feelings and unique behaviors that are associated with them

What is consumer gratitude, and what outcomes are associated with this emotion?

Gratitude in a consumer context is the emotional appreciation for benefits received. Firms can create it by making relationship marketing investments. The outcomes include higher levels of trust, purchase, and consumer-based reciprocity that aids the firm in terms of more and broader sales and positive word of mouth.

What is the relationship between involvement and motivation?

Involvement is a motivational state caused by consumer perceptions that a product, brand, or ad is relevant or interesting.

What is a manifest motive? A latent motive? How is each measured?

Manifest motives are known to the individual and are freely admitted. -Manifest motives can be measured by direct questions. Latent motives are unknown to the individual or are such that he or she is reluctant to admit them. -Latent motives may require projective techniques or other indirect approaches.

How do marketers use emotions in product design and advertising?

Marketers design and position products and services to activate emotions (a thrilling movie) or to reduce emotions (relaxing vacation sites). Emotional content in advertisements enhances their attention-attraction and maintenance capabilities. Emotional messages are processed more thoroughly and trigger greater liking of the ad itself than ads without emotional content.

What is meant by motivational conflict, and what relevance does it have for marketing managers?

Most behaviors, including purchase and use, are subject to multiple motives, and there are many situations where these motives come in conflict with each other. This conflict can affect consumption patterns and, therefore, is of interest to marketing managers. Three types of conflict are: approach-approach conflict approach-avoidance conflict avoidance-avoidance conflict.

What is personality?

Personality is the characteristic and relatively enduring ways that people have of responding to the situations they face, which include responses to marketing strategies.

What physiological changes accompany emotional arousal?

Physiological changes that accompany emotions include increased perspiration, eye pupil dilation, increased heart and breathing rate, and elevated blood sugar level.

Describe each level of Maslow's hierarchy of needs.

Physiological: The basic requirements for existence such as food, water, and shelter. Safety: Physical security and protection from bodily harm. Belongingness: Needs for acceptance, love, and friendship. Esteem: Desire for status, self respect, and prestige. Self-actualization: The desire for self-fulfillment, to reach one's potential.

Describe regulatory focus theory.

Regulatory focus theory suggests that consumers will react differently depending on which broad set of motives (promotion-focus or prevention-focus) is most salient. Promotion-focused motives —revolves around a desire for growth and development and are related to consumers' hopes and aspirations. When promotion-focused motives are more salient, consumers seek to gain positive outcomes, think in more abstract terms, make decisions based more on affect and emotion, and prefer speed versus accuracy in their decision making. Prevention-focused motives —revolve around a desire for safety and security and are related to consumers' sense of duties and obligations. When prevention-focused motives are more salient, consumers seek to avoid negative outcomes, think in more concrete terms, make decisions based more on factual substantive information, and prefer accuracy over speed in their decision making.

Dimensions of brand personality

Sincerity -down to earth, honest, wholesome, cheerful Excitement -daring, spirited, imaginative, up-to-date Competence -reliable,intelligent, successful Sophistication -upper class, charming Ruggedness -outdoorsy, tough