Exam 5: Motivation and Emotion: Driving Consumer Behaviour

Explain how motivation drives human behaviour and describe the two key groups of behaviours around which human motivations are oriented.

Emotions involve both psychological processing and physical responses. Which term is used to describe emotions?

Melanie exercises almost every day. She is motivated by changing her current state of fitness to one that is much higher. Which group of motivation behaviour does this describe?

Specific emotions including pride, shame, guilt, and embarrassment can result from some evaluation or reflection of one's own behaviour. Which term refers to these emotions?

Which term refers to consumers with very high involvement in some product category?

The theory behind PAD is that pleasure and unhappiness have a particular relationship. What kind of relationship do they have?

Hal is an Apple computer enthusiast who reads magazines, has an iPad, iPod and an Apple TV at home. When it comes to Apple products, it can be said that Hal is exhibiting situational involvement.

Secondary motivation involves a desire to experience something personally gratifying.

Many people lost their home and everything they owned when a fire destroyed the town of Slave Lake, Alberta. While most were concerned about their homes, they also realized that they didn't have any food or water, which was much more important to them than the loss of their homes. According to Maslow's hierarchy of needs, which need were these consumers most concerned about satisfying?

Consumer involvement represents the degree of personal relevance a consumer finds in pursuing value from a given consumption act.

Esteem needs are needs for personal fulfillment.

Many consumers hang up the phone after being telemarketed. What is this an example of?

Intense emotions lead to superior information processing and should be stimulated by marketers whenever possible.

One advantage of using autonomic measures to assess emotions is that they are less obtrusive because they don't involve physical contraptions.

Define aesthetic labour and explain why it is important. Apply it in the following types of businesses: (a) Clothing store catering to teenagers (b) Cosmetic counter in a department store (c) Expensive imported car dealership (d) Amusement park

As consumers get older, the value they receive from certain consumer behaviours often changes. For example, some older consumers do not have as much fun attending music festivals and concerts as they did when they were younger. In this case, what type of variable is age?

What level of involvement do product categories with personal relevance for consumers typically have?

The PAD scale is generally applied to capture the relative amount of positive and negative emotion experienced by a consumer at a given point in time.

Utilitarian motivation is a desire to acquire products that can be used to accomplish things.

Visiting the Dentist Scenario Many people don't go to the dentist because they are afraid. There's plenty to fear-pain, needles, gagging, feeling helpless, having personal space invaded, and being lectured for not brushing, flossing, or visiting often enough. Of course, avoiding the situation can make matters even worse when a patient does finally visit the dentist. Some patients, especially older ones, are reluctant to visit the dentist due to phobias based on a bad experience they had at the dentist when they were a child. However, the dental industry has evolved tremendously over the years, essentially eliminating any pain for patients. Many dentists are going even further to quell patients' fears by offering sedation, pain killers, entertainment, atmospherics, and spa services during a patient's visit. While sedation and pain killers have been offered for years, newer alternatives try to enhance the experience for patients. For example, some dentists offer entertainment options such as TVs, headphones with soothing music, or goggles for watching 3-D movies. Spa services include warm neck rolls and hand and foot massages, all in a Zen-like environment complete with soothing waterfalls and candles. The hope is that patients' anxiety will be minimized by creating a positive atmosphere that will result in the recommended twice-a-year visits. -Refer to Visiting the Dentist Scenario. Older patients are more likely to have negative emotions associated with visiting the dentist as compared to younger patients. What kind of factor is age in this situation?