Marketing

Chap 2 part 1

1. How is motivation defined, and how does it affect felt involvement? Motivation is defined as the inner state of arousal that provides energy needed to achieve a goal. Felt involvement is affected by motivation because motivation drives us do things. Using a motivated consumer to drive an action, idea, or simply evoking a psychological state in the consumer that creates a specific experience.

2. What are some objectives of involvement for consumers? The main objective of involvement for consumers is to fill a type of need. This can vary from a social need, functional need, symbolic need, hedonic need, and lastly a need for cognition and stimulation.

3. What determines the ranking of needs in Maslow’s hierarchy? The ranking of Maslow’s hierarchy is determined by what is affecting your motivation. Are consumers motivated by what they value, or what they need? Values guide what we see as relevant to ourselves. Goals reflect the objectives we would like to achieve. Maslow ranked his hierarchy based on what people need first, so people fulfill their lower order needs before they fulfill higher order needs. For example food and water would come before having a good social life.

4. What types of goals do consumers have? Goals can vary from being concrete, which are more specific to a given action or behavior. Abstract goals can occur over a period of time such as being a good student.

5. According to appraisal theory, what do emotions have to do with goals? The extent to which we are successful or unsuccessful in attaining our goals determines how we feel. Our emotions are determined by how we think about a situation or outcome. So according to the appraisal theory the success or failure of our goals directly affects our emotions.

6. What is self-control and how does it relate to conflicting goals? Self control is the process consumers use to regulate feelings, thoughts, and behavior in line with long term goals. Consumers must use...