Exam 4: Consumer Motivation

WEIGHT LOSS MINI CASE: Peter has decided that he wants to lose weight and develop a more defined physique in order to make himself more attractive to women.To this end, he joins a gym and begins eating low-fat, low-calorie foods.In particular, he cuts potato chips out of his diet and packs fruit in his lunch instead.After a few weeks, Peter decides that he actually prefers fruit with his lunch. -In the WEIGHT LOSS MINI CASE,when Peter decides that he prefers fruit to potato chips with his lunch,this is an example of a(n)________.

NAIL POLISH MINI CASE: Charles Revson, builder of the Revlon cosmetics empire, began as a manufacturer of nail polish.In order to expand the market for nail polish, he positioned nail polish as a fashion accessory, introducing new colors every year and suggesting that a woman's nail polish should match her clothing, moods, and social situations.Competing on the basis of perceived quality and greater satisfaction of women's needs for fantasy and attention, Revson understood that he was not selling women mere nail lacquer, but the fantasy that nail polish would attract attention and bestow class and glamour on the user. -In the NAIL POLISH MINI CASE,Sophia buys Revlon nail polish,even though the brand does not offer the lowest price for the highest volume of nail polish,because wearing Revlon makes her feel glamorous and successful.In doing so,Sophia is acting on ________.

Products and services are often evaluated by the size and direction of the gap between ________.

Need-driven human activity never ceases.Why is this?

Give an example of a generic goal,and an example of a product-specific goal.

Most human needs are fully and permanently satisfied.

Rational motives imply the selection of goals according to personal or subjective criteria.

The psychoanalyst that adapted Freud's psychoanalytical techniques to study consumer buying habits was ________.

Individuals strive,both consciously and subconsciously,to reduce the tension of unfulfilled needs through behavior that they anticipate will fulfill their needs and thus relieve them of the stress they feel.

PARTY BEER MINI CASE: Party Beverages brews beer and specifically targets its products to college students and young professionals.Its advertisements typically show a group of young adults having fun and drinking Party Beer together, along with their slogan "Without the right Beer, it's just not a Party." -In the PARTY BEER MINI CASE,if Joe sees a Party Beer ad and,as a result,calls a couple of his friends and invites them over for drinks,Joe has experienced ________.

According to the trio-of-basic-needs theory,the ________ is closely related to the ego need.

Egoistic needs can take either an inward or an outward orientation,or both.Inwardly directed ego needs reflect an individual's need for ________.

The need hierarchy has received wide acceptance in many social disciplines.Nevertheless,there are problems with the theory.Identify the advantages and disadvantages of Maslow's hierarchy-of-needs theory.

Oftentimes consumer research respondents may be unaware of their motives or are unwilling to reveal them when asked directly.In such situations,researchers use ________ to delve into the consumer's unconscious or hidden motivations.

Utilitarian product features,such as a car's antilock brakes,tend to fulfill consumers' ________ goals and enhance their satisfaction.

Give an example of an approach goal,and an example of an avoidance goal.

Successful marketers define their markets in terms of ________.

According to Maslow,once a lower-level need is met,it never becomes dominant again.

According to the trio-of-basic-needs theory,the trio of basic needs includes ________.

The driving force within individuals that impels them to action is known as ________.