MKTG 4120 Chapter 10

user imagery

Advertisements for BC Headache Powders usually show blue collar workers using this product. Which advertising tactic is BC using to communicate it's brand personality? A) celebrity endorsers B) user imagery C) place of ad D) media outlet E) all of the above

Serenity

Barbara is an individual that usually feels restful, serene, comfortable, and soothed. Which emotion is Barbara experiencing?

Self-Actualization

For years, the U.S. Army ran an advertising campaign with the tagline, "Be all you can be." To which of Maslow's needs is this appealing?

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.

Physiological

Many victims of hurricane Katrina were left without their homes, food, and water- basic necessities for living. Based on Maslow's, which motives were activated for these individuals?

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.

Manifest Motives

Motives that are known and freely admitted are called

What is personality?

Personality is an individual's characteristic response tendencies across similar situations.

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.

Motive

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

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.

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

Sometimes consumers choose products that fit their personality.

Esteem

Status as a need belongs to which level of Maslow's Hierarchy?

Emotions

Strong, relatively uncontrollable feelings that affect our behavior

Describe regulatory focus theory.

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

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

The emotional appreciation for benefits received.

Motivation

The energizing force that activates behavior and provides purpose and direction

Personality

The relatively stable behavioral tendencies that individuals display across a variety of situations

Demand

The willingness to buy a particular product of service

Distraction

Which emotion would be classified under the "arousal" dimension of emotion?

Involvement

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

projective techniques

designed to provide information on latent motives.

Psychological reactance

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

Consumer ethnocentrism

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

Describe each of McGuire's motives.

1. Cognitive: motives focus on the person's need for being adaptively oriented toward the environment and achieving a sense of meaning 2. Affective motives deal with the need to reach satisfying feeling states and to obtain personal goals 3. Preservation-oriented: emphasize the individual as striving to maintain equilibrium 4. Growth: motives emphasize development

Describe each level of Maslow's hierarchy of needs.

1. Physiological: food, water, sleep, and to an extent, sex 2. Safety: seeking physical safety and security, stability, and familiar surroundings 3. Belongingness: a desire for love, friendship, affiliation, and group acceptance 4. Esteem: desires for status, superiority, self-respect, and prestige are examples of esteem needs. 5. Self-actualization: involves the desire for self-fulfillment, to become all that one is capable of becoming

A need for uniqueness

A consumer's propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods is exhibiting _______

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.

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. A motive is why an individual does something,

Consumer Emotional Intelligence

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

Brand Personality

A set of human characteristics that become associated with a brand is referred to as _________

Dominance

After experiencing a major earthquake in California, Tina often felt powerless and helpless. This caused her to be fearful and anxious, which sometimes made her panicked. Which dimension of emotions is Tina experiencing?

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 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.

B) Excitement

Consumers have described Apple's Ipod products, such as the MP3 Player and new video player, as imaginative and up to date. The brand is also considered daring, changing traditional models. Which dimension of brand personality best describes the Ipod A) Sincerity B) Excitement C) Competence D) Sophistication E) Ruggedness

What is coping and what are the general types of coping mechanism 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. General types of coping mechanisms: - active coping: thinking of ways to solve the problem, engaging in restraint to avoid rash behavior, and making the best of the situation - expressive support seeking: venting emotions and seeking emotional and problem-focused assistance from others - avoidance: avoiding the retailer mentally or physically or engaging in complete self-denial of the event

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.

Describe attribution theory.

Do we attribute the cause of a favorable or unfavorable outcome to ourselves or to some outside force?

Extroversion

Dolly prefers to be in a large group rather than alone. She is talkative and bold. Which personality trait best describes Dolly?

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

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

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

Openness to new experience

Erin is very imaginative and appreciative of all types of art. She is very creatively talented, and others come to her for novel solutions to problems because she tends to "think outside the box". Which core trait best describes Erin?

Physiological

In Maslow's hierarchy of needs, food, water, sleep, and to an extent, sex, are considered _________ motives

Self-Actualization

In McGuire's classification of motives, which ones focus on a person's need for being adaptively oriented toward the environment and achieving a sense of meaning?

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 the relationship between involvement and motivation?

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

Motive

Kelly is hungry, and this inner force is making him search for the type of food he wants. This inner force that is compelling him to search for food is

Self actualization

Learning as a need belongs to which level of Maslow's Hierarchy?

Cognition

Lori reads three newspapers a day and is always read a book in the evening. She has a high need to engage in thinking, and she actually enjoys it. She likes to complete crossword puzzles and do other word games. Lore has a high need for ________

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.

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

Manifest motives are motives that are known and freely admitted. Latent motives are motives that were unknown to the consumer or were such that she was reluctant to admit them.

A) Cognition

Maslow's hierarchy of needs includes all EXCEPT which of the following? A) Cognition B) Physiological C) Safety D) Belongingness E) Esteem

(E. All of the above)

Maslow's hierarchy of needs is based on which premise? A) All humans acquire a similar set of motives through genetic endowment and social interaction B) Some motives are more basic or critical than others C) The more basic motives must be satisfied to a minimum level before other motives are activated D) As the basic motives become satisfied, more advanced motives come into play E) All of the above

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

Maslow's need hierarchy is a macro theory designed to account for most human behavior in general terms. 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 more basic motives must be satisfied to a minimum level before other motives are activated. 4. As the basic motives become satisfied, more advanced motives come into play.

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.

Latent

Motives that are either unknown to the consumer or are such that he or she is reluctant to admit them are referred to as ______ motives

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

Safety

Smoke Detectors, preventative medicines, insurance, retirement investments, seat belts, burglar alarms, and sunscreen are all examples of products to satisfy consumers' _________ needs

How do marketers use emotions in product design and advertising?

They design products or advertisements to arouse emotions.

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.

Instability

Which core trait in the Five-Factor Model of personality is manifested by an individual being moody, temperamental, and touchy?

Belongingness

Which need in Maslow's hierarchy reflects a desire for love, friendship, affiliation, and group acceptance?

Self-Actualization

Which of Maslow's needs involves the desire for self-fulfillment, to become all that one is capable of becoming?

Esteem

Which of Maslow's needs reflects individuals' desire for status, superiority, self-respect, and prestige?

C) Reliability

Which of the following is NOT a core trait in the Five Factor Model of personality? A) Extroversion B) Instability C) Reliability D)Openness to experience E) Conscientiousness F) Agreeableness

length of ad

Which of the following is NOT an advertising tactic used to communicate brand personality? A) celebrity endorsers B) user imagery C) length of ad D) tone of ad E) type of media outlet

D) Feeling

Which of the following is NOT considered an emotional dimension? A) pleasure B) arousal C) dominance D) feeling E) all of the above are emotional dimensions

D) Emotions are often triggered by environmental

Which of the following is a characteristic associated with emotions? A) Emotions occur independently from physiological changes B) Emotions are not associated with behaviors C) Emotions involve having feelings D) Emotions are often triggered by environmental events E) all of the above

A) Involvement

Which of the following is a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting? A) Involvement B) Need C) Want D) Desire E) Action

E) all of the above

Which of the following is considered a dimension of brand personality? A) ruggedness B) excitement C) sincerity D) competence E) all of the above

E) All of the above

Which of the following is true regarding consumers who are highly involved in a specific product category? A) They are more likely to pay attention to relevant marketing messages B) They are more likely to engage in analytical reasoning C) They are more likely to seek out information D)They are more likely to act as opinion leaders E) All of the above

Need

Which term is often used interchangeably with the term "motivation"?

affect

Which term is used to refer to the liking/disliking aspect of a specific feeling? A) emotion B) affect C) hedonic D) cognition E) Valence

A) Sincerity

Whole Foods Supermarkets have been described as down to earth, honest, wholesome, and cheerful. Which dimension of brand personality does this represent? A) Sincerity B) Excitement C) Competence D) Sophistication E) Ruggedness

Personality

________ is an individual's characteristic response tendencies across similar situations

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)

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.

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.

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.

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.