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MARK 4100 Test 2 Study Guide

MARK 4100 Test 2 Study Guide - MARK 4100 Test 2 Study Guide...

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MARK 4100 Test 2 Study Guide Chapter 7 – Consumer motives, goals, and involvement Motivation o an inner drive that reflects goal-directed arousal o drives behaviors consistent with the goal and creates a willingness to expand time and energy to achieve the goal Aspects of Motivation o Drive —internal stimulus Physical – hunger, thirst, pain Emotional – desire for affiliation, self-esteem Internal drive - Desire for a product, service, or experience o Goals —ends or aspirations that direct action Consumers have multiple and even conflicting goals Goal striving – the execution of actions needed to achieve a particular goal Impacted by ability they encounter numerous obstacles in trying to achieve their goals o Involvement —the psychological outcome of motivation; the perceived level of personal importance or interest evoked by a stimulus within a specific situation Feelings of involvement with goals interest, excitement, anxiety, passion, engagement, and flow o Effort— the time and energy consumers are willing to commit to a goal Motivation to achieve goal is high = substantial effort committed Motivation to achieve goal is low = less time and energy committed o Ability – the extent to which consumers have the necessary resources (including knowledge, intelligence, and money) to make the outcome happen Goal hierarchy: o focal goal – what the consumer is striving for o superordinate goals —why we want to achieve the focal goal o subordinate goals —actions that contribute to achieving the focal goal o Varies among consumers and situations o Marketers are interested in the connections consumers make between and among various goals o Managers can learn what goals to emphasize in advertising and personal selling by identifying goals and linkages that related best to consumer preferences or intentions o Although many consumers may have a similar preference, there may be substantial variability in the reasons given for their preference. o Studies show that when asked for reasons for a preference or behavior, cross- cultural differences come to the forefront. Japanese, Chinese, American, and European men’s preference for a similar brand of clothing may be a result of substantially different goal
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hierarchies Cultural influence is dynamic, fragmented, and specific Consumer Motivation in Context o Motivation and goal-striving are developed within cultural and social contexts o Reflect the desire to live, hope, and enjoy life and its promises o Consumers’ goal hierarchies reflect and conform to the shared language and social conventions within which people unconsciously function. o Motivation researchers have been unable to identify a single set of universal motives, spot them in behavior, or explain situational variation in their expression The Consumer as an Interpreter o Research on the mind helps us understand the relationship between culture and the consumer as an interpreter.
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