Consumer Beh Ch. 10

the reason for behavior

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

• most convient option
• buying something you need
• using something for its actual reason

• most trendy option
• doing something you want, not need
• doing something becuase you like it, not because it is needed

• psysiological: hunger, thirst, shelter
• safety: protection (insurance)
• belonging: love, friendship
• esteem: desire for status
• self actualization: self fulfilment

• cognitive perservation motives
• cognitive growth motives
• affective perservation motives
• affective growth motives

• need for consistancy: no new info
• need for attribution: need creditable source
• need for categorize
• need for objectification: observe and learn

• need for autonomy: independance
• need for stimulation: veriety
• teleological need: imagine situation and outcome
• utilitarian need: problem solver

• need for tension reduction: buy things to relax (spa)
• need for expression: buy things that fit personality
• need for ego defense: buy things that protect ego
• need for reinforcement

• need for assertion: competitive behavior
• need for affiliation: relationships
• need for identification: different roles in different situations
• need for modeling: base behavior on others

• adventure shopping: fun/stimulation
• social shopping: socializing/bonding
• gratification shopping: stress reducer
• idea shopping: keep up with trends
• role shopping: shopping for others
• value shopping: shop for others

choice between two attractive alternatives

choice with positive and negative consequences

a choice involving only undesirable outcomes

an individual's characteristic response tendencies across simitar situations

• extroversion
• instability
• agreeableness
• openness to experience
• conscientiousness

reflects an individual diference in consumers' propensity to be biased against the purchase of foreign products

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

reflects and individual difference in consumers' propensity to pursue differentness relative to others

what people think of and feel when they hear or see a brand name

set of human characteristics that become associated with a brand and are a particular type of image that some brands aquire

• sincerity
• excitement
• competence
• sophistication
• ruggedness

identifiable specific feeling, and affect is the liking/disliking aspect of the specific feeling

consumers actively seek products whose primary or secondary benefit is emotion arousal

marketers design or position many products to prevent or reduce the arousal of unpleasant emotions