Consumer Behavior Chapter 10: Motivation, Personality, and Emotion

Need for Affiliation

Affiliation is the need to develop mutually helpful and satisfying relationships with others. The need here is to share and to be accepted by others.

Need for Consistency

A basic desire to have all facets or parts of oneself consistent with each other. These facets include attitudes, behaviors, opinions, self-images, views of others, and so forth.

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 consumer ethnocentrism and why is it important to global marketers?

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

Story Completion

Consumers complete a partial story.

Sentence Completion

Consumers complete a sentence.

Cartoon Techniques

Consumers fill in the words and/or thoughts of one of the characters in a cartoon drawing.

Successive Word Association

Consumers give the series of words that come to mind after hearing each word on the list.

Word Association

Consumers respond to a list of words with the first word that comes to mind.

Picture Response

Consumers tell a story about a person shown buying or using a product in a picture or line drawing.

Third-Person Techniques

Consumers tell why "an average woman," "most doctors," or "People in general" purchase or use a certain product.

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, and (3) avoidance.

What is an emotion?

Emotions are strong, relatively uncontrollable feelings that affect out behavior.

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 in 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.

How does Maslow's hierarchy of needs function?

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 latent motive?

Latent motives are unknown to the individual or are such that he or she is reluctant to admit them.

What is a manifest motive?

Manifest motives are known to the individual and are freely admitted.

How do you appeal to manifest motives? Latent Motives?

Manifest motives can be appealed to directly - when appropriate, for example through detailed product and performance and benefits. Latent motives must often be appealed to indirectly via symbolism (sophisticated model) that speaks to the motive being targeted (wealth, power, and status).

How are manifest and latent motives measured?

Manifest motives can be measured by direct questions. Latent motives may require projective techniques or other indirect appraoches.

How do marketers use emotions in product design and advertising?

Marketers design and position products and services to activate emotions or to reduce emotions. 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 meany 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. The resolution of conflict can affect consumption patterns and, therefore, is of interest to marketing managers. Three types of conflict are approach-approach, approach-avoidance, and avoidance-avoidance.

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 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

What are the basic dimensions of emotion?

Pleasure, arousal, and dominance (PAD)

Describe Regulatory focus theory.

Regulatory focus theory suggests that consumers will react differently depending on which broad set of motives.

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. 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 lively be attributed to a desire to be helpful and might therefore be accepted.

Promotion-focused motives

Revolve 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 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.

Need for Assertion

The need for assertion reflects a consumer's need for engaging in those types of activities that will bring about an increase in self-esteem, as well as esteem in the eyes of others.

Need for Autonomy

The need for independence and of self-government is a characteristic of the American culture. It is likely that all individuals have this need at some level. Americans are taught that it is proper and even essential to express and fulfill this need.

Need for Modeling

The need for modeling reflects a tendency to base behavior on that of others. Modeling is a major means by which children learn to become consumers.

Need for Objection

These motives reflect needs for observable cues or symbols which enable us to infer what we feel and know. Impressions, feelings, and attitudes are subtly established by viewing our own behavior and that of others and drawing inferences as to what we feel and think.

Utilitarian Need

These theories view the consumers as a problem solver who approaches situations as opportunities to acquire useful information or new skills.

Need for Identification

These theories view the consumers as a role player. Thus, you may play the role of a college student, sorority member, bookstore employee, fiancee, and many others. One gains pleasure from adding new, satisfying roles and by increasing the significance of roles already adopted.

Need for Expression

This motive deals with the need to express one's identity to others. We feel the need to let others know by our actions, including the purchase of goods, who we are and what we are.

Technological Need

This motive propels us to prefer mass media such as movies, television programs, and books without outcomes that match out view with how the world should work.

Need for Attribution

This set of motives deals with our need to determine who or what causes the things that happen to us.

Need for Tension-Reduction

We encounter situations in our daily lives that create uncomfortable levels of stress. In order to effectively manage tension and stress in our lives we are motivated to seek ways to reduce arousal.

Need to Categorize

We have a need to be able to categorize and organize information and experiences in some meaningful yet manageable way. So we establish categories or mental partitions which allow us to process large quantities of information.

Need for Stimulation

We often seek variety and difference simply out of a need for novelty. Marketers refer to the outcome of this motive as variety-seeking behavior.

Need for Reinforcement

We quite often are motivated to act in certain ways because we are rewarded for doing so. This is the basis for operant learning.

Need for Ego-Defense

When are our identity is threatened, we are motivated to protect our self-concept and utilize defensive behaviors and attitudes.

What is a motive?

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

What is meant by a motive hierarchy?

means that some motives are more important or basic than others