What is known as the energizing force that activates behavior and provides purpose and direction to that behaviour?

energizing force that activates behavior and provides purpose and direction to that behavior
- reason for behavior

a relatively stable set of characteristics that influence an individuals behavior

relatively uncontrollable feelings that affect our behavior

construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response

Maslow's hierarchy of needs (4 premises)

1. All humans require a similar set of motives thru genetic endowment & social interaction
2. Some motives are more basic or critical than others
3. the more basic motives must be satisfied to a minimum level before other motives are activated
4. As the basic motives become satisfied, more advanced ones come into play

Hierarchy (Maslow's hierarchy of needs)

five levels of need identifiel by Abraham Maslow (from top to bottom) 1. self actualization needs (self development) 2. esteem needs (recognition & status) 3. social needs (sense of belonging & love) 4. safety needs (security & protection) 5. physiological needs (hunger & thirst)

McGuire's Psychological Motives

16 categories

1. Is mode cognitive of affective?
   
2. Is motive focused on preservation or growth?
   

1. Is behavior Initiated or a response?
   
2. Is this behavior internal or external ?
   

Cognitive/Preservation Motives

• Need for consistency-cognitive dissonance (active,internal)
  
• Need for Attribution- determining who/what causes things to happen to us (active, external)
  
• Need to Categorize- 9.95 as under $10 (passive, internal)
  
• Need for Objectification- needs for observable cues or symbols to show what people feel (passive, external)
  

a description of the way in which people explain the causes of their own and other peoples behavior 

• Need for Autonomy (active, internal)
  
• Need for Stimulation (active, external)
  
• Teleological Need (passive, internal) - people prefer mass media that confirms expectations
• Utilitarian Needs (passive, external) - consumers are problem solvers that want useful info and skills

Affective Preservation Motives

• Need for Tension Reduction (active, internal)
  
• Need for Expression (active, external)
  
• Need for Ego Defense (passive, internal)
  
• Need for Reinforcement (passive, external) - people are rewarded for behaving a similar way in the past
  

• Need for Assertion (active, internal) - many people are competitive
  
• Need for Affiliation (active, external)
  
• Need for Identification (passive, internal) - consumers play roles to identify with a group
  
• Need for Modeling (passive, external) - we base behavior on that of others
  

willingness to buy a particular product or service

motives that are known and freely admitted -consumers don't always readily admit their motives

either unknown to consumer or were such that she was reluctant to admit them

designed to provide information on latent motives

A particular approach to probing, asking respondents to compare differences between brands at different levelsthat produces disntions at the attribute level, the benefit level, and the value or motivation level.

- used to identify motives

cognitive ability to apply a scheme or behavior pattern to achieve a desired goal
- used to identify motives

means-end, laddering
- used to identify motives

a product or brand is shown to a consumer, who names all the benefits that product might provide. for each of these benefits, the respondent is then asked to identify further benefits, this is repeated until there are no more benefits

motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting

Approach-approach conflict

a consumer must choose between two attractive alternatives

approach-avoidance conflict

consumer facing a purchase choice with both positive and negative consequences

avoidance-avoidance conflict

choice involving only undesirable outcomes

Promotion focused motives

desire for growth and development and related to consumes hopes and aspirations 

Prevention-focused motives

revolve around a desire for safety and security and are related to consumers' sense of duties and obligations.

Suggests that consumers will react differently depending on which broad set of motives is most salient.
-When promotion motives are more salient the consumer seeks positive outcomes.
-When prevention is more salient the consumer avoids negative outcomes.

achievement (promotion) versus avoidance (prevention)

benefits to be gained (promotion) versus losses to be avoided (prevention)

ad placement in shows, magazines, or websites that are likely to elicit promotion focus versus those likely to elicit a prevention focus

an individuals characteristic response tendencies across similar situations

five factor model of personality

• Openness
• Conscientious
• Extroversion
  
• Agreeableness
• Neutoticism
• multitrait personality theory
  

1. Consumer ethnocentrism 2. Need for cognition 3. Need for uniqueness

reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products
consumers with low ethnocentrism tend to be more open to other cultures and less conservative

reflects an individual difference in consumers' propensity to engage in and enjoy thinking.

Consumers' Need for Uniqueness

Reflects an individual difference in consumers’ propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods.

a set of human characeristics associated with a brand.

brand personality dimensions

• sincerity
• excitement
• competence
• sophistication
• peacefulness

the emotional appreciation for benefits received

involves consumer thoughts and behaviors in reaction to a stress-inducing situation designed to reduce stress and achieve more desired positive emotions

thinking of ways to solve a problem, engaging in restraint to avoid rash behavior
- making the best of a situation

expressive support seeking

venting emotions and seeking emotional and problem-focused assistance from others

avoiding the retailer mentally or physically or engaging in complete self denial of an event

consumer emotional intelligence

a person's ability to skillfully use emotional info to achieve a desirable consumer outcome

emotions are strong, relative uncontrollable feelings that affect our behavior
1. triggered by the environment 2. physiological changes 3. accompanied by thought 4. accompanied by behavior

1.) pleasure
2.) arousal
3.) dominance
(PAD)
- dimensions --> emotions --> indicator/feeling

What is known as the energizing force that activates behavior?

Which of the following activates behavior and provides purpose and direction to that behavior?

Which construct represents an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response?

What is the term for the inner reasons or driving forces behind human actions?