COBE Chapter 6 - Motivation, Values And

Lifestyles
45cards
Danielle V.
1. Economics
2. Consumer Behavior
Practice all cards

Motivation
The proces that causes people to behalve like they do. Motivation occurs when a need
is aroused that the consumer wishes to satisfy Affect Raw emotions, motivation is
largely driven by affect.

Drive theory
Focuses on biological needs that produce unpleasant states of arousal. We are
motivated to reduce the tension caused by this arousal Goal oriented behavior
Attempting to reduce or eliminate the unpleasant state of arousal and return to a
balanced one called homeostasis
Expectancy theory
This theory suggest that behavior is largely pulled by expectations of achieving desirable
outcomes rather than being pushed within.
Biogenetic needs
People are born with a need for certain elements necessary to maintain life, such as
food, water, air and shelter. These are called biogenetic needs

Psychogenic needs
We acquire these needs as we become members of a specific culture. These include
the need for status, power, affiliation, and so on

Utilitarian goods
Are purchased for their practical uses and are based on the consumers needs

Hedonic goods
Are consumed for luxury purposes which are desirable objects that allow the consumer
to feel pleasure, fun and enjoyment from buying the product.
Productivity orientation
Refers to a continual striving to use time constructively: trying new things is a way to
check them off our checklist of experiences we want to achieve before moving on to
others
Sentiment analysis
Refers to a process that scouts the social media universe to collect and analyse the
words to people use when they describe a specific product or company. From these
words, the researcher creates a word-phase dictionary to code the data
Valence
A goal has a valence, which means it can be positive or negative.
Approach-approach conflict
A person must choose between to desirable alternatives
Theory of cognitive dissonance
This theory is based on the premise that people have a need for order and consistency
in their lives and that a state of tension is created when beliefs of behaviors conflict.

Cognitive dissonance
The conflict that arises when choosing between two alternatives may be resolved
through this process where people are motivated to reduce the inconsistency and thus
eliminate the unpleasant tension.
Approach-avoidance conflict
When we desire a goal, but wish to avoid at the same time.
Avoidance-avoidance conflict
Consumers may face a choice between two undesirable alternatives. For instance the
option for either investing the money into an old car with more repairs or buying a new
one.
Need for affiliation
Need to be in company of other people. Relevant to products and services that are
"consumed" in groups.
Need for power
Need to control ones environment. Many products and services allow consumers to feel
that they have mastery over their surroundings
Need for uniqueness
Need to assert one's individual identity. Products can satisfy this need by pledging to
accentuate a consumers distinctive qualities.

Freudian theory
The idea that that much of humans behavior stems from a fundamental conflict between
a person desire to gratify their physical needs and the necessity to function as a
responsible member of society.
The three systems of Freudian theory

The id: behavior is guided by the primary desires to maximize pleasure and avoid pain.
The superego: persons conscience work to prevent the id from seeking selfish
gratification
The ego: mediated between Id and superego
Motivational research
Is largely based on psycho-analytic (Freudian) interpretations, with a heavy emphases
on unconscious motives. This form of research relies on depth interviews probing deeply
into each persons purchase motivation
Brand personalities
The way a brand speaks and behaves. It means assigning human personality
traits/characteristics to a brand so as to achieve differentiation.
Doppelgänger brand image
One that looks like the ironical brand but is in fact a critique of it. (For example, fake
imposter websites that attack the brand or YouTube parodies that make fun of it on
YouTube)
Brand equity
The extent to which a consumer holds strong, favorable and unique associations with a
brand in memory - and the extent to which she or he is willing to pay more for the
branded version of a product.
Animism
The common cultural practice whereby people attribute to inanimate object qualities that
make them somehow alive
Anthropomorphize
When we attribute human characteristics to objects.
Inertia
Consumption at the low end of involvement is characterised by this term, where
decisions are made out of habit because the consumer lacks the motivation to consider
alternatives.
flow state
When consumers are truly involved with a product, an ad or a website, they enter this
state.

Mass customization
the personalization of products and services for individual customers at a mass-
production price.

a value
principles or standards of behaviour; one's judgement of what is important in life.

Acculturation the process of learning the value system and behaviors of another
culture.

Enculturation the process of learning the beliefs and behaviors endorsed by one’s own
culture

Materialism this term refers to the importance people attach to worldly possessions.

down-shifting
This means learning to get by with less, avoiding the use of credit cards, and in extreme
cases living totally ‘off the grid’ without using commercial services.
Hedonic adaptation
the observed tendency of humans to quickly return to a relatively stable level of
happiness despite major positive or negative events or life changes.

cosmopolitanism.
The ideology that all human beings belong to a single community, based on a shared
morality. they respond well to brands that have a ‘worldy’ (i.e. international or global)
image.

Conscientious consumerism personal health is merging with a growing interest in global

health among consumers.

LOHAS
Lifestyles of health and sustainability. This label refers to people who worry about the
environment, want a product to be produced in a sustainable way, and who spend
money to advance what they see as their personal development and potential.

Carbon footprint
measures in units of carbon dioxide the impact that human activities have on the
environment in terms of the amount of greenhouse gases they produce.
virtual water footprintTerm
represents how much water is required to produce a product.

Greenwashing
refers to the fact that a lot of companies make misleading or inaccurate claims with
regards to their products being ‘green’. Many products have fake labels or make green
claims without offering any proof to back them up.

lateral cycling
already-purchased objects are sold to others or exchanged for yet other things (to buy,
sell or barter secondhand objects).
Underground economy flea markets, garage sales, etc.