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Marketing consumer behavior study guide

Marketing consumer behavior study guide

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MARK305 Midterm Study Guide: Essay Questions

Chapter 4

1. What is motivation, and how is this idea relevant to marketing?

Definition:

•

Process that leads people to behave as they do

Occurs when a need is aroused that the consumer wishes to satisfy

Forces that drive us to buy/use products

o A discrepancy exists between consumer’s present state and some ideal state –

this creates a state of tension

Relevant to marketing:

•

Marketers try to create products and services that will provide the desired benefits and

permit the consumer to reduce this tension.

• Important to recognize that products can satisfy a range of consumer needs.

o Marketers try to satisfy consumer needs, but the reasons any product is

purchased can vary widely.

o Identification of consumer motives is important in ensuring that the appropriate

needs will be met by a product.

o Traditional approaches focused on satisfying rational needs (utilitarian motives),

but hedonic motives (such as the need for exploration or fun) also play a role in

many purchase decisions.

2. Describe three types of motivational conflicts, citing an example of each from current

marketing campaigns.

1) Approach-Approach Conflict

•

Two desirable alternatives

•

Theory of cognitive dissonance: based on the premise that people have a need for

consistency in their lives and that a state of tension is created when beliefs or behaviors

conflict with one another

The conflict that arises when choosing between two alternatives may be resolved

through cognitive dissonance reduction

•

People are motivated to reduce this inconsistency (or dissonance) and

eliminate unpleasant tension

•

Example: Sunwing Vacations advertising several Caribbean destinations, perks of each?

2) Approach-Avoidance Conflict

•

Cognitive dissonance, positive & negative aspects of desired product

•

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

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•

Example: Breyer’s ice cream – by offering consumers the great taste of fudge brownies

(approach), while reducing the amount of fat (avoid), Breyers is able to resolve an

approach–avoid conflict for consumers.

•

Example: consumers are often torn between buying an energy-efficient vehicle and

buying a larger SUV, so Ford introduced a new hybrid version of its large SUV, Escape

3) Avoidance-Avoidance Conflict

•

Guilt of desire occurs facing a choice with two undesirable alternatives

•

E.g. throwing more money at an old car or buying a new one

•

Example: Mazda offers 0% financing to ease the pain of new-car payments

6. What is consumer involvement? How does this concept relate to motivation?

Definition:

•

Perceived relevance of an object based on one’s needs, values, and interests

•

Ranges from inertia (consumption at low end of involvement, lack of motivation) to flow

state (true involvement with a product characterized by

playfulness, being in control, concentration, mental enjoyment of activity,

distorted sense of time, match between challenge at hand and one’s skills)

Relate to motivation:

•

Not everyone is motivated to the same extent

•

Involvement is a motivational construct – can be triggered by one or more different

antecedents

Person factors (needs, importance, interest, values)

Object factors (differentiation of alternatives, source and content of

communication)

Situational factors (purchase/use, occasion)

• Involvement can be viewed as the motivation to process information

o To the degree that there is a perceived link between a consumer’s needs, goals,

or values and product knowledge, the consumer will be motivated to pay

attention to product info.

o When relevant knowledge is activated in memory, a motivational state is created

that drives behaviour (e.g., shopping).

o As involvement with a product increases, people devote more attention to ads

related to the product, exert more cognitive effort to understand these ads, and

focus their attention more on the product-related info in them.

8. List three types of consumer involvement, giving an example of each

1) Product Involvement

•

Consumer’s level of interest in a product

•

Many sales promotions attempt to increase product involvement

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MARK305 Midterm Study Guide: Essay Questions Chapter 4 1. What is motivation, and how is this idea relevant to marketing? Definition: • Process that leads people to behave as they do o Occurs when a need is aroused that the consumer wishes to satisfy o Forces that drive us to buy/use products o A discrepancy exists between consumer’s present state and some ideal state – this creates a state of tension Relevant to marketing: • Marketers try to create products and services that will provide the desired benefits and permit the consumer to reduce this tension. • Important to recognize that products can satisfy a range of consumer needs. o Marketers try to satisfy consumer needs, but the reasons any product is purchased can vary widely. o Identification of consumer motives is important in ensuring that the appropriate needs will be met by a product. o Traditional approaches focused on satisfying rational needs (utilitarian motives), but hedonic motives (such as the need for exploration or fun) also play a role in many purchase decisions. 2. Describe three types of motivational conflicts, citing an example of each from current marketing campaigns. 1) Approach-Approach Conflict • Two desirable alternatives • Theory of cognitive dissonance: based on the premise that people have a need for consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another o The conflict that arises when choosing between two alternatives ...
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