1. Introduction & Basics

Question 1

Definition: Consumer Behavior

Answer 1

The consumer behavior discipline focuses on „end users‘ acquisition and consumption of products, services, and experiences 
acquired through an economic marketplace
 and factors that affect or are affected by these activities. “

Question 2

1. Definition: Needs
2. Type of Needs

Answer 2

• Def: Are the essence of the marketing concept.

–> Marketers do not create needs but can make consumers aware of needs

• T_ypes of Needs_:

Innate Needs: Physiological needs that are considered primary needs or concepts

Acquired needs: Learned to response to our culture or environment. Psychological needs that are considered secondary needs

Question 3

Definition: Motivation

Answer 3

Driving force within individuals that impels them to action

Question 4

1. Definition: Goals
2. Type of Goals

Answer 4

1. The sought-after results of motivated behavior
2. Types of Goals:

Generic goals: General categories of goals that consumers see as a way to fulfill their needs

Product-specific Goals: Specifically branded products or services that consumers elect as their goals

Question 5

Positive:

1. Motivation
2. Goals

Answer 5

1. Motivation: A driving force toward some object or condition
2. Approaching goals: A positive goal towards which behavior is directed

Question 6

Negative:

1. Motivation
2. Goals

Answer 6

1. Motivation: A driving force away from some object or condition
2. Avoidance goals: A negative goal towards which behavior is directed away

Question 7

Example Skin cream

Answer 7

Advertised as avoiding wrinkles (negative goals) or as making you look young and fresh (positive goals)

Question 8

Types of Motives

Answer 8

• Rational: implies that consumers select goals based on totally objective criteria such as size, weight, price
• Emotional: implies that consumers select goals based on subjective or personal criteria s

Question 9

The Dynamic Nature of Motivation

Answer 9

• Needs are never fully satisfied
• New needs emerge as old needs are satisfied
• People who achieve their goals typically set new and higher goals for themselves

Question 10

Failure of goal achievement

Answer 10

Frustration:

• Failure to achieve a goal may lead to frustration
• Some adapt, others adopt defensive mechanisms to protect their ego

Defensiv Mechanism:

• Methods by which people mentally redefine frustrating situations to protect their self- images or self-esteem

Substitute Goals:

• Are used when a consumer cannot attain a specific goal he anticipates will satisfy a need
• Will dispel tension
• May actually replace primary goal over time

Question 11

Measurement Methods of Motives

1. Measurement of Motives
2. Motivational Research
3. Qualitative Methods (DTM WS)

Answer 11

Measurement of Motives:

• Researchers rely on combination of techniques
• Combination of behavioral, subjective and qualitative data
• Measurement scale is complex to construct

Motivational Research:

• Often qualitatively research designed to uncover consumers subconscious hidden motivations
• Uncover underlying feelings, attitudes and motivation

Qualitative Methods:

• Storytelling
• Metaphor analysis
• Word association and sentence completion
• TAT
• Drawing pictures and photo sorts

Question 12

Motives of Motivation

Answer 12

• Expected utility
• Role enactement
• Negotiation
• Desire/Curiosity
• Sex/Erotic
• Stimulation
• Fear/ Risk taking

Question 13

Examples of motives

Answer 13

• Desire / Curiosity:

Often, consumer buy products to spoil or entertain themselves (e.g., Kinder Surprise Eggs)

• Negotiation:

Motivation to seek economic advantages through negotiation

• Role enactment:

fulfill a societal accepted role, e.g., very prominent in advertising the role of a good mum (especially in ads for detergents, washing liquid)