CH 10

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maslow's hierarchy of needs

A macro theory designed to account for most human behavior in general terms

avoidance-avoidance conflict

a choice involving only undesirable outcomes

motive

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

approach-avoidance conflict

a consumer facing a purchase choice with both positive and negative consequences

approach-approach conflict

a consumer who must choose between two attractive alternatives

brand personality

a particular type of image that some brands acquire... a set of human characteristics that become associated with a brand

consumer emotional intelligence

a person's ability to skillfully use emotional information to achieve a desirable consumer outcome

personality

an individual's characteristic response tendencies across similar situations

laddering / benefit chain / means-end chain

beyond projective techniques, a popular tool for identifying motives - benefits of benefits of benefits

coping

involves consumer thoughts and behaviors in reaction to a stress inducing situation designed to reduce stress and achieve more desired positive emotions

involvement

is a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting

projective techniques

motivation research designed to provide information on latent motives

manifest motives

motives that are known and freely admitted

latent motives

motives unknown to the consumer or such that consumers are reluctant to admit them

five-factor model

multitrait theory used most commonly by marketers - this theory identifies five basic traits formed by genetics and early learning

emotion

refers to the identifiable, specific feeling and affect to refer to the liking-disliking aspect of the specific feeling

consumer ethnocentrism

reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products

promotion-focused motives

revolve around a desire for growth and development and are related to consumers' hopes and aspirations

prevention-focused motives

revolved around a desire for safety and security and are related to consumers' sense of duties and obligations

regulatory focus theory

suggests that consumers will react differently depending on which broad set of motives is most salient

gratitude

the emotional appreciation for benefits received

motivation

the reason for behavior

attribution theory

the set of motives that deals with our need to determine who or what causes the things that happen to us and relates to an area of research

demand

the willingness to buy a particular product or service


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