Marketing Study Guide Exam 2 Buyer Behavior

CHAPTER 5: motivation and emotion

Motivation:

- a driving force that moves or incites consumers to act.

-Underlying basis of all behaviors

-Create the goal

Needs:

-Desires that arise when a consumer’s actual state does not meet his or her desired state.

-Innate needs (Primary or physiological needs) air, food, shelter

-Secondary needs (Psychological needs) affection, self-esteem

AROUSED via 3 routes:

1. Physical

2. Cognitive

3. Emotional

-drives motivate consumers to return to a preferred or desired state, called the goal.

Emotion:

-Appraisals of events or one’s own thoughts

-Often accompany physiological process and physical expression.

-People often take specific actions to affirm or cope with the emotion.

Maslows Heiarchy of Needs:

Assumption: after the basic needs are met, people advance to the next level.

Full potential: Self-Actualization

Criticize: lack of empirical support, people sometimes pursue higher needs without satisfying basic needs, mainly reflects western ideologies

Balance Theory:

-Consumers strive for “Balance” among relationships

Search for positive or negative relationships.

+++=positive

---=negative

++-=negative

--+=positive

CHAP 6: LEARNING AND MEMORY

Classical Conditioning:

-Forward conditioning: stronger association

-Backward conditioning: weaker association

-Unconditioned stimulus: three B’s most popular subject in the ad

-False: unconditioned stimulus and new stimulus could be the same thing

-In Pavlovs experiment, the dog food served as the unconditioned stimulus

-In advertising, the brand serves as the conditioned stimulus

LINKS in advertising:

Node:

ideas, or pieces of information connected directly by a single association.

represent concepts, words, perceptual features

Ex) Apple (brand)

Links:

-The connection between node(s)

-Some are stronger than others

Ex) Nodes of Apple:

-ipod, mac, steve jobs, iphone

Negative Classical Conditioning:

-Rumor Strategies:...