MKTG 4120 (Consumer Behavior) Chapter 10

Opponent process theory

When a person receives a stimulus that causes an immediate positive or negative reaction. Causes one reaction first and the then the opposite. The two emotions become highly addictive.

Motive

a construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response. (why an individual does something)

Involvement

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

Motivation

a need that is experiences as a drive state

Consumer emotional intelligence

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

Brand personality

can be expressed in a number of ways like celebrity endusers, user imagery, and executional ad elements such as tone and pace.

projective techniques

designed to provide information on latent motives.

Personality

directs the behavior chosen to accomplish goals in different situations.

Motivation to attribute causality

explains how we place blame when something goes wrong. People like to assign blame because we like the control of our environment.

Psychological reactance

explains why we get upset when our favorite brand disappears. ex. the McRib

Optimum stimulation level theory

explains why we seek variety in the things we buy or watch. Also a persons preferred amount of arousal.

Maslow's hierarchy of needs

five levels of motivation: physiological, safety, belongingness, esteem, and self-actualization.

Five-Factor model

identifies five basic traits formed by genetics and early learning: extroversion, instability, agreeableness, openness to experience, and conscientiousness.

Coping

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

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

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

Regulatory focus theory

suggest that consumers react differently depending on whether promotion-focused or prevention-focused motives are most salient.

Gratitude

the emotional appreciation for benefits received.

Demand

the willingness to buy a particular product or service

General theories

theories of motivation that are broad and explain a broad array of human behavior. Ex: Maslow's theory

Mid-range theories

theories that explain a narrow facet of human motivation. (4: opponent process, optimum stimulation level, psychological reactance, and motivation to attribute causality)

Manifest motives

when consumers are aware of and will admit to the motives causing their behavior.

Latent motives

when consumers are unable or unwilling to admit to the motives that are influencing them.

Priming

when you have something you like and when you don't have that item you have to go back and have more.