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75 Cards in this Set
- Front
- Back
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definition of motivation
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reason for behavior
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definition of motive
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unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response
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maslow's hierarchy of needs
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physiological, safety, social/belongingness, esteem, self-actualization
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basic premise of macrotheory
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dissatisfaction with status quo motivates behavior
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mcguire's psychological motives
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detailed set of motives to account for specific aspects of CB
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need for consistency
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all facets of oneself consistent with each other
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need to categorize
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classify information, experiences, and things in meaningful, mangeable way
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need for ego-defense
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protect one's ego
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need for autonomy
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independence and individuality
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need for atribution
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determine who/what causes things that happen
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need for stimulation
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need for variety and difference
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need for expression
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express one's identity to others
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need for affiliation
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develop helpful and satisfying relationships with others
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need for modeling
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base self behavior on others' behavior
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manifest motives to affect purchase of product by particular target market
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known and admitted
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latent motives to affect purchase of product by particular target market
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unknown or unwilling to admit
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approach-approach motivational conflict
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choice between 2 attractive alternatives
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approach-avoidance motivational conflict
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both positive and negative consequences in particular behavior
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avoidance-avoidance motivational conflict
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choice between 2 negative alternatives
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projective techniques
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methods that present consumer with ambiguous, unstructured object, activity, or person to which consumer responds in some way
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association techniques
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word association
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completion techniques
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sentence completion, story completion
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construction techniques
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cartoon, third-person, picture response
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definition of personality
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person's unique psychological structure resulting in consistent patterns of response
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freudian theory of personality
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unconscious needs or drives
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neo-freudian theory of personality
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social relationships fundamental to formatting and development of personality
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trait theory of personality
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quantitative, personality as set of psychological traits
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id
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warehouse of primitive or instinctual needs, seek immediate satisfaction
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superego
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internal expression of society's moral and ethical codes of conduct
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ego
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conscious control, balances demand of id and superego
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definition of trait
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psychological characteristic in which 1 person differs from another in a relatively permanent and consistent way
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definition of brand personality
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consumers tend to assign characteristics to brands, various descriptive "personality-like" traits
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definition of brand relationship
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search for brands that have personalities similar to their own or represent ideal personalities
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definition of self-concept
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totality of individual's thoughts and feelings having reference to himself as an object
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actual self-concept
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actually see myself
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ideal self-concept
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would like to see myself
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social self-concept
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feel others see me
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ideal social self-concept
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would like others to see me
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definition of attitude
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learned predisposition to respond in a consistently favorable or unfavorable manner
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utilitarian function of attitude
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guide consumers in achieving desired behaviors
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ego-defensive function of attitude
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protect from injury to self-identities
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value-expressive function of attitude
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express a consumer's self-image, social identity, and value system
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knowledge function of attitude
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provide order, status, or meaning
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definition of brand equity
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value inherent in a well-known brand name
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cognitive, tri-component model
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knowledge, beliefs, could be false
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affective, tri-component model
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emotions or feelings, developed without beliefs or with evaluations from previous usage
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conative, tri-component model
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likelihood or tendency to act
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definition of component consistency
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a change in one component tends to produce related changes in others
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multiattribute attitude model (fishbein)
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examines attitudes by focusing on specific product attributes
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attitude-toward-object model
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measuring attitudes toward a product or brand, evaluation attached to attribute i
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attitude-toward-behavior model
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attitude toward behaving or acting with respect to an object, action i will lead to a specific outcome
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theory-of-reasoned action model
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intention to act as best predictor of behavior
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attitude change strategies
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change the key attitude function, associate the brand with a special cause, resolve 2 conflicting attitudes, change the tri-components
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social judgment theory
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initial attitude=frame of reference
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self-perception theory
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people use observations of own behavior to infer attitudes toward some object
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foot-in-the-door technique
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form attitudes consistent with prior behavior, comply with a larger request if they've first agreed to comply with smaller request
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door-in-the-face technique
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individuals first asked to do something extreme (refuse), then asked to do something smaller
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elaboration likelihood model (ELM)
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attitude changes occur via 2 routes: central and peripheral
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central route (ELM)
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high involvement, message arguments influence attitudes
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peripheral route (ELM)
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low involvement, peripheral cues influence attitudes
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definition of communication
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transmission of message from sender to receiver via a medium
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definition of permission marketing
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marketing centered around obtaining consumer consent to receive information from a marketer
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definition of target audience
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subgroup of larger market chosen as the focal point for communication
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definition of source credibility
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source's perceived expertise and trustworthiness
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definition of source attractiveness
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perceived social value of source
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sleeper effect
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high credibility sources tend to be more effective persuaders than low credibility sources
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definition of media class
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broad category of media (ex. tv, radio, etc.)
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definition of media vehicle
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particular option for placement within a media class (ex. Time magazine)
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definition of message
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what is said and/or shown
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definition of copy
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verbal, written part of a message
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definition of art
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any graphics, photo, film, or video that offers visual info
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one-sided message
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only tell good things about product
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two-sided message
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tell good and bad things about product
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comparative advertising
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claims superiority over one or more brands
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definition of advertising resonance
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wordplay, used to create a double meaning, used in combination with a relevant picture
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