Consumer Beh Ch. 10

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Consumer Beh Ch. 10
2012-10-31 11:55:01
Consumer Beh 10

Consumer Beh Ch. 10
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  1. Motivation
    the reason for behavior
  2. Motive
    a construct respresenting an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response
  3. Utilitarian Motivation
    • most convient option
    • buying something you need
    • using something for its actual reason
  4. Hedonic Motivations
    • most trendy option
    • doing something you want, not need
    • doing something becuase you like it, not because it is needed
  5. Maslow's Hierarchy of Needs
    • psysiological: hunger, thirst, shelter
    • safety: protection (insurance)
    • belonging: love, friendship
    • esteem: desire for status
    • self actualization: self fulfilment
  6. McGuire's Psychological Motives
    • cognitive perservation motives
    • cognitive growth motives
    • affective perservation motives
    • affective growth motives
  7. Cognitive Perservation Motives
    • need for consistancy: no new info
    • need for attribution: need creditable source
    • need for categorize
    • need for objectification: observe and learn
  8. Cognitive Growth Motives
    • need for autonomy: independance
    • need for stimulation: veriety
    • teleological need: imagine situation and outcome
    • utilitarian need: problem solver
  9. Affective Perservation Motives
    • need for tension reduction: buy things to relax (spa)
    • need for expression: buy things that fit personality
    • need for ego defense: buy things that protect ego
    • need for reinforcement
  10. Affective Growth Motives
    • need for assertion: competitive behavior
    • need for affiliation: relationships
    • need for identification: different roles in different situations
    • need for modeling: base behavior on others
  11. Hedonic Shopping (shopping for fun)
    • adventure shopping: fun/stimulation
    • social shopping: socializing/bonding
    • gratification shopping: stress reducer
    • idea shopping: keep up with trends
    • role shopping: shopping for others
    • value shopping: shop for others
  12. Approach-Approach Motivational Conflict
    choice between two attractive alternatives
  13. Approach-Avoidance Motivational Conflict
    choice with positive and negative consequences
  14. Avoidane-Avoidance Motivational Conflict
    a choice involving only undesirable outcomes
  15. Personality
    an individual's characteristic response tendencies across simitar situations
  16. Multitrait Approach: Five Factor Model
    • extroversion
    • instability
    • agreeableness
    • openness to experience
    • conscientiousness
  17. Consumer Ethnocentrism
    reflects an individual diference in consumers' propensity to be biased against the purchase of foreign products
  18. Need for Cognition
    reflects an individual difference in consumers' propensity to engage in and enjoy thinking
  19. Consumers' Need for Uniqueness
    reflects and individual difference in consumers' propensity to pursue differentness relative to others
  20. Brand Image
    what people think of and feel when they hear or see a brand name
  21. Brand Personality
    set of human characteristics that become associated with a brand and are a particular type of image that some brands aquire
  22. Dimensions of Brand Personality
    • sincerity
    • excitement
    • competence
    • sophistication
    • ruggedness
  23. Emotion
    identifiable specific feeling, and affect is the liking/disliking aspect of the specific feeling
  24. Emotion Arousal as a Product Benefit
    consumers actively seek products whose primary or secondary benefit is emotion arousal
  25. Emotion Reduction as a Product Benefit
    marketers design or position many products to prevent or reduce the arousal of unpleasant emotions