Exam 4: Consumer Motivation

According to Murray's list of psychogenic needs,acquisition and retention are examples of ________.

In Maslow's hierarchy of needs,the major driving force within the individual is the lowest level of need that remains largely unsatisfied.

Barry wants a sandwich for lunch.Tom wants a turkey sandwich with lettuce,tomato,and mayonnaise from Subway.Barry has a(n)________,whereas Tom has a(n)________.

People with a promotion focus favor the status quo and inaction over action.

Differentiate between innate and acquired needs.Give an example of each.

According to Maslow's hierarchy-of-needs theory,________ motivates behavior.

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,the need that Party Beer alleges to satisfy is best described as 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,Patti wants to paint her nails in order to be more attractive.This is an example of a(n)________ goal

John wants to lose weight,so he switches from regular Coca Cola to Diet Coke and subsequently decides that he actually prefers the taste of Diet Coke.John's primary goal is the refreshment of a Coca Cola,but he meets it with the substitute goal of a Diet Coke to maintain his weight-loss regimen.

Hedonic product features,or those that are purely pleasure-seeking,tend to evoke feelings of delight,rather than mere satisfaction,and fulfill consumers' ________ goals.

The key to positioning is to find ________.

According to Maslow,________ are the first and most basic level of human needs.

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,Jenny wants a bottle of Revlon Berry Bon Bon nail polish to match her new sweater.This is an example of a ________.

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,the desire to be attractive to women is Peter's ________.

Self-esteem,prestige,affection,power,and learning are examples of ________.

A ________ can take the place of a primary goal when an individual cannot attain a specific goal or type of goal that is expected to satisfy certain needs.

A negative goal is one from which behavior is directed away,and is often referred to as a(n)________.

In a marketing context,emotional motives imply ________.

________ is based on the premise that consumers are not always aware of the reasons for their actions.

People with a(n)________ are interested in safety and security,are more concerned with duties and obligations,and favor the absence of negative outcomes.