CH 10
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
