Amdt 307 1st Edition Exam # 2 Study GuideChapter 4 Motivation difference between wants and needs - needs are instinctive, born with, physiological drive theory- biological needs create unpleasant states that exist due to arousal that demands satisfaction - wants are not necessary but can enhance life desire, solutions might satisfy needs utilitarian versus hedonic needs - utilitiarian needs are functional and practical tangivle attributes, comfort, protection, durability, safety, usability - hedonic needs are experiential and have emotional benefits product may meet needs Maslow's - base= physiological (biogenic) - safety (biogenic) - belonging (psychogenic) - esteem (psychogenic) - self actualization (psychogenic) Internal/nonsocial: - attractive and warm External/social: - brand name brings status Positive motivation: - go to wsu to help get a job in futureNegative motivation: - go to wsu to get away from parents stability: day to day variety: change in schedule rational: utilitarian emotional: hedonic - post purchase dissonance- buyers remorse need for uniqueness influences purchase most often involvement: level of motivation, perceived relevance of branding - inertia=low involvement - passion=high involvement fashion is driven by need for change, human identity, personal security to adjust to social change Protection Theory - clothing protects from elements - spiritual protection adornment theory - decoration, aesthetics Modesty theory - cover private parts - cultural and time related Immodesty - reveal skin Chapter 5 Attitude cognitive: perception and belief of object - comes from what we see, read, experience- consumer reports, reviews affective: feeling about object - optimism - pessimism - impression are hedonic behavioral: what we do and buy or reject - act negatively=ignore - do nothing=tune out - act positively=purchase high involvement= cognitive --> affect --> behavior low involvement=passive selection cognitive-->behavior-->affect experiential hierarchy= hedonic affect-->behavior-->cognitive How Attitudes serve us: - utilitarian - value expressive - ego defensive - knowledge Influences on attitude - personality - experience/info - family socialization - friends/peers commitment to an attitude - compliance: low-reward or punishment - identification: moderate- conform - internalization: high- part of value system balance theory is that we want harmony in our beliefs and feelings multi attribute: scoring chart Theory of reasoned action- consumer intent - other elements besides cognitive, affective, and behavioral - subjective norms plus attitude Theory of cognitive dissonance - uncomfortable when we have conflicting attitudes concerning an attitude object - reduce- elimination, addition, change Methods to change attitudes - reputation - emotion - reciprocity - scarcity - authority - consistency - liking - consensus Chapter 6 Personality Definition - psychological characteristics influencing how we react - durable but changeable Jung's Archetypes- shared memories of past as basis for current culture - thematic organization - magician, patrician, angel, etc adler: relationship between individual and enviroment, how to handle inferiority horney and cohen: compliance, aggressiveness, detachment self concept theory: - purchase to fit self view - multi faceted - can envision self privately and in relationship to others - actual, ideal, publicself esteem: positive or negative opinions of our self (high ideal and actual self similar) extended self theory - relationship between selves and possesions individual, family, community, group symbolic interaction theory- erving goffman - interaction with others forms self - performance and review is refinement of self - looking glass self imagine others reactions helps explain power of social media social cognitive theory - self efficacy physical education research shows - self image: cognitive - self esteem: affective - self efficacy: power performance confidence higher= inward locas of control lower self efficacy= controlled by others Personality Trait Theories - Introversion/extroversion related to social/internal - negativism can be neurosis (compulsiveness) - desire of knowledge=need for cognition visualizers verbalizers - innovation/opinion leadership fashion innovators fashion influencers - need for stimulation- need for affiliation Semiotics: symbols of expression - sincerity - excitement - comptenence - sophistication - ruggedness develop brand personality 1. define target market 2. what consumers want and need 3. consumer personality profile 4. build coinciding product personality (color important) Chapter 7 Age Family Life Cycle Mass affluent=big spenders 5 percent - disproportionate - Microsoft, amazon, silicon valley baby boomer are biggest cohort diversity is growing evolving views of family tweens: 13-17 social media millennials: gen y 18-34 grew up with computers and cell phone, money management GenX: 35-50 raising kids baby boomers: 51-69 25 percent of pop Age Influence - video games for children - tech savy toys for kids - women over 35 buy 50 percent of clothing - baby boomers like home improvementBoomerang Kids: 18-34 live back at home - farmers market - enviromentlly safe products - look for causes to support sandwich generation: taking care of children and parents 35-54 year olds - fitness - adventure - tech - well being 55 and older - retirement - self actualization - sandwich Family Structure - group of individuals who live together - nuclear: mother father children - extended: grandparents etc - household: any person living together childs first reference group is family (provide comparison frame of reference) 30 percent of households have pet considered to be family last decade pet spending doubled childless couples are targeted for dual income and education level family funcions - create emotional and economic security - education and socialize children - prepare children to be knowledgeable consumers single parent and single households increasing (more men shopping?) transitions influence purchasing behavior family spending is central to marketing practicesconsumptions roles: - information gatherers - gatekeepers - decision makers - purchasers - user - disposer rise of mansumer family decision>>collaborative - consenual - accomodation - under 18 have input - media evolution/access - household makeup retail therapy - women buy apparel food shoes accessories books magaizens - men buy food