MKTG 350 Chapter 10 Flashcards

Promoting a car that doesn’t exist?  That’s right!
 Audi created an ad for the RSQ, a futuristic car featured in the movie “I, Robot.”
 What possessed Audi to do this?

Energizing force that activates behavior and provides purpose and direction to that behavior. ~ The reason for behavior.

Construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response. ~ Why we do things.

ØMaslow’s Hierarchy of Needs ØMcGuire’s Psychological Motives

ØA macro theory designed to account for most human behavior in general terms.

ØA fairly detailed set of motives used to account for specific aspects of consumer behavior.

Four Premises: ØAll humans acquire a similar set of motives through genetic endowment and social interaction. ØSome motives are more basic or critical than others. ØThe more basic motives must be satisfied to a minimum level before other motives are activated. ØAs the basic motives become satisfied, more advanced motives come into play.

(Advanced)>>• Self-actualization: • Esteem: • Belongingness: • Safety: • Physiological: >>> (Basic)

This involves the desire for self-fulfillment, to become all that one is capable of becoming.

Desires for status, superiority, self-respect, and prestige are examples of esteem needs. These needs relate to the individual’s feelings of usefulness and accomplishment.

Belongingness motives are reflected in a desire for love, friendship, affiliation, and group acceptance.

Feeling physical safety and security, stability, familiar surroundings, and so forth are manifestations of safety needs. They are aroused after physiological motives
are minimally satisfied, and before other motives.

Food, water, sleep, and to a limited extent, sex, are physiological motives. Unless they are minimally satisfied, other motives are not activated.

ØClassification System with 16 categories
ØTwo criteria determine 4 major categories: ØIs mode of motivation cognitive or affective? ØIs the motive focused on preservation or growth?
ØFour categories subdivided further: ØIs the behavior initiated or a response? ØIs this behavior internal or external?

Need for consistency (active,internal), need for attribution (active,external) attribution theory), need to categorize (passive, internal), need for objectification (passive, external)