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Consumer Buyer Behavior- Chapter 5 Motivation and Affect Study online at quizlet.com/_56bovm 1.

affect

raw reaction that drives our decisions by emotional responses to the product

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Alternate reality games (ARGs)

an emerging way to engage consumer in a fictional story or competition to solve a mystery. Scavenger hunts

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approachapproach conflict

when one must choose between two desirable alternatives

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approachavoidance conflict-

when we desire a goal but wish to avoid it at the same time.

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autonomy

independence

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avoidanceavoidance conflict

two undesirable alternatives; like: spending more money on an old car or buying a new one. Marketers emphasize special credit plans to ease the pain of car payments.

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brand loyalty

when a consumer is highly involved with a specific product. Repeat purchasing.

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co-creation

involving the consumer in the process of developing advertising and other marketing actions to increase their engagement with the brand.

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cognitive dissonance redduction

when we resolve a conflict that arises by choosing between two alternatives. We look for a way to reduce this inconsistency and eliminate unpleasant tension

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consumer involvement

the way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation

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cult products

command fierce consumer loyalty, devotion, and worship by consumersApple, designer shoes.

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drive

drive theory

the magnitude of the tension a need creates determines the urgency the consumer feels to reduce it focuses on biological needs that produce unpleasant states of arousal. The arousal this tension causes motivates us to reduce it and returned to a balanced state called homeostasis. ex: your stomach grumbles during a morning class.

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Embarrassment

emotion driven by a concern for what others think about us.

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emotion

tend to be more intense and often relate to a specific triggering event such as receiving an awesome gift.

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emotional oracle effect

the interplay between our emotions and how we access information in our minds that allow us to make smarter decisions. Ex: presidential election. Those with more confidence were better able to access information they had learned that could help them make an informed forecast.

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envy

a negative emotion associated with the desire to reduce the gap between oneself and someone who is superior on some dimension. Benign envy-the other person actually deserves a coveted brand. Malicious envywhen the consumer believes the other person does not deserve their superior postion

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evaluations

positive or negative reactions to events and objects that are not accompanied by high levels of physiological arousal. Ex: when a consumer evaluates a movie as being positive or negative.

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expectancy theory

suggests that expectations of achieving desirable outcomes-positive incentives- rather than being pushed from within motivate our behavior

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goal

consumer's desired end state which marketers try to create products to provide to these desired benefits and help consumers reduce this tension.

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guilt

an individual's unpleasant emotional state associated with possible objections to his or her actions or intentions. Appeal to giving to charity.

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happiness

a mental state of well-being characterized by positive emotions

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happiness economy

well-being is the new wealth, social media technology is what allows us to accumulate it.

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hedonic need

an experiential need involving emotional responses or fantasies as when a person feels righteous by eating kale

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hedonic needs

subjective and experiential, when we want a product to meet our needs for excitement, selfconfidence

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Hierarchy of Needs-

abraham maslow developed this to understand personal growth and how people attain spiritual peak experiences. Helps marketers understand consumer motivations. 1. phsiological-water, sleep, food, medicines, staple items. 2. safety- security, shelter, protection, insurance, alarm systems, retirement. 3. belongingness- love, friendship, clothing, grooming products. 4. ego- status, prestige, cars, furniture. 5 self-actualizationself-fulfillment, hobbies, education. Problem is that it is too culture bound and may apply only to western culture.

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Moods

involve temporary positive or negative affective states accompanied by moderate levels of arousal. Ex: "waking up on the wrong side of the bed this morning"

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motivation

the processes that lead people to behave as they do. It occurs when a need is arouse that the consumer wishes to satisfy. The need creates a state of tension that drives the consumer to attempt to reduce or eliminate it.

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narrative transportation

people become extremely immersed in the storyline of some advertisments

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negative state relief

helping others as a way to resolve one's own negative moods

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perceived risk

when the person believes there may be a negative consequence if they choose the wrong option. Risk is greater if the product is expensive.

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post decision dissonance

when a consumer must choose between two products, both which possess good and bad qualities. After choosing, the person gets gets the bad qualities of the one chosen and loses out on the good qualities of the one not chosen. This creates an unpleasant dissonant state that they want to reduce.

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product involvement

a consumer's level of interest in a particular product.

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productivity orientation

a continual striving to use time constructively; trying new things is a way to check them off our "bucket list" of experiences we want to achieve before we move on to others

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psychogenic needs

developed by Henry Murray. These needs result in a specific behavior

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rationalization

finding reasons to support the alternative chosen

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retail therapy

the act of shopping to restore a sense of personal control over ones environment and alleviate feelings of sadness

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sadvertising

advertising toward inspirational stories that manipulate our emotions like a rollercoaster

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sentiment analysis

a process called opinion mining that scours the social media universe to collect and analyze the words people use when they describe a specific product or company.

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situational invovement

engagement with a store, web site, or a location where people consumer a product or service. Ads at point of purchase. Ad at register at dunkin.

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homeostatsis

returning to a balanced state.

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How to boost a person's motivation to process info

use novel stimuli such as unusual cinematography, sudden silences. Use prominent stimuli like loud music and fast action. Include celebrity endorsers. Provide value that consumers appreciate. Invent new media platforms to grab attention. Encourage viewers to think about actually using the product. Create spectacles where the message is itself a form of entertainment

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incidental brand exposure

when motives lurk beneath the surface. and cues in the environment can activate a goal even when we are unaware of it.

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inertia

low involvement, where we make decisions out of habit because we lack the motivation to consider alternatives.

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lovemark

a passionate commitment to one brand

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mass customization

the personalization of products and services for individual customers at a massproduction price. M&M's

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material accumulation

the instinct to earn more than we can possible consumer, even when this imbalance makes us unhappy

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message involvement

mood congruency

media vehicles possess different qualities that influence our motivation to pay attention to what they tell us. Print is a highinvolvement medium- the reader actively processes the info and is able to pause and reflect before moving on. Television in a lowinvolvement medium- requires a passive viewer who exerts relatively little control over content our judgments tend to be shaped by our moods. Ex: consumers judge the same product more positively if they are in a positive mood as opposed to a negative mood.

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Thematic Apperception Test (TAT)

the analyst shows subject 4-6 pictures and asks them to write answers to direct questions about pictures. People will freely project their own subconscious needs onto the neutral stimulus. The analyst gets a person's true needs for achievement.

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theory of cognitive dissonance

people have a need for order and consistency in their lives and that a state of tension exists when beliefs or behaviors conflict with one another

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utilitarian need

a desire to achieve some functional or practical benefit; loading up on green vegetables for nutritional reasons

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utilitarian need

the objective, tangible attributes of products, such as miles per gallon in a car

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valence

a goal can be positive or negative. We direct our behavior toward goals we value positively

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varietyseeking

the desire to choose new alternatives over more familiar ones to reduce boredom

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word-phrase dictionary

from these words, researchers create this library to code the data...