MKTG 4120 Chapter 10

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

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.

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.

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

Describe attribution theory.

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

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 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.

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.

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 personality?

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

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

Sometimes consumers choose products that fit their personality.

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.

How do marketers use emotions in product design and advertising?

They design products or advertisements to arouse emotions.