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| • Maslows’ hierarchy of needs: is based on 4 premises |
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Definition
o All human acquire a similar set of motives through genetic endowment and social interaction
o Some motives are more basic or critical than others
o The more basic motives must be satisfied to a minimum level before other motives are activated
o As the basic motives become satisfied more advanced motives come into play |
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| how McGuire came up with 16 categories |
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Definition
Divides it up among the following:
1. Is the mode of motivation cognitive or affective?
2. Is the motive focused on preservation of the status quo or on growth?
3. Is this behavior actively initiated or in response to the environment
4. Does this behavior help the individual achieve a new internal or new external relationship to the environment |
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| motives that are known and freely admitted |
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| describe above either were unknown to the consumer or were such that she was reluctant to admit them |
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| approach approach conflict |
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| a consumer who much choose between two attractive alternatives |
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| – approach avoidance conflict |
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| a consumer facing a purchase choice with both positive and negative consequences |
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| avoidance avoidance conflict |
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| a choice involving only undesirable outcomes |
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| an individual’s characteristic response tendencies across similar situations |
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| emphasize one personality trait as being particularly relevant to understanding a particular set o f behaviors |
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| individual difference in consumers’ propensity to be biased against the purchase of foreign products |
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| an individual diff in consumers’ propensity to engage in and enjoy thinking |
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| • Consumers’ need for Uniqueness |
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| : reflects an individual diff in consumers’ propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods |
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| a set of human characteristics that become associated with a brand |
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| communicating brand personality |
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Definition
| can serve as a way to target specific market segments. Three important advertising tactics are celebrity endorsers, user imagery (shows how to use it), and exceutional factors (the tone) |
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| an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment |
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| cognitive (beliefs), affective (feelings) and behavioral (response tendencies) look at figure 11-1 pg 393 |
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| : feelings or emotional reactions to an object |
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| one’s tendency to respond in a certain manner toward an object or activity |
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| the source of a communication represents “who” delivers the message. The source of a message is important because consumers respond differently to the same message delivered by different sources |
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| trustworthiness and expertise |
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| celebrity sources are effective for various reasons: attentions, attitude toward the ad, trustworthiness, expertise, inspirational aspects, meaning of transfer, effectiveness |
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| the threat of negative (unpleasant) consequences if attitude or behavior are not alerted |
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| – humors appeals and humors ads |
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Definition
| ads built around humor appear to increase attention to the liking of the ad, particularly for those individuals high in need for humor |
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| designed primarily to elicit a positive affective response rather than to provide information or arguments |
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| One sided vs two sided messages |
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| one-sided only one point of view is expressed, two sided presenting both good and bad points, is counterintuitive |
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| positive framing vs negative framing |
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| refers to presenting one of two equivalent value outcomes either in positive or gain terms (positive) or in negative or loss terms (negative framing) |
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