chapter 10 motivation exam 2 405

• motivation- is the reason for a behavior.
• motive- inner force that stimulates and compels a behavior response and provides direction.

• physiological
• saftey
• belonging
• esteem
• self actualization

• is the mode of motivation cognitive or affective
• is the motive focused on preservation of  status quo or on growth
• is behavior active or in response to the environment
• does the behavior help the individual achieve internal or external relationship to the environment

• manifest- motives that are know and freely admitted
• latent- unknown to the consumer or were such that she was reluctant to admit them.

• approach-approach conflict- A consumer who must choose between two attractive alternative faces
• approach-avoidance conflict- a consumer facing purchasing choices with both positive and negative consequence
• avoidance-avoidance- a choice that only has understandable outcomes

personality- an individual's characteristics response tendencies across similar situations.

• extroversion-
• Instability -
• agreeableness-
• openness to experience-
• conscientiousness-

• ethnocentrism- individual difference in consumer to be biased against the purchase of foreighn product
• need for cognition- difference in consumers propensity to engage in and enjoy thinking
• need for uniqueness- to pursue differentness relative to others though

user imagery- showing a typical user along with images of the types of activities they engage in while using the brand