Theories of Motivation

• Maslow's hierarchy of needs
• McClelland's Theory of Learned Needs
• Maintaining Optimum Stimulation Levels
• Priming
• Fundamental Attribution Error

Attitudes

 What is an attitude? __________________________

____________________________________________

____________________________________________

Difference between attitudes and values?

__________________________

Major Components

Cognitive__________________________

Affective__________________________

Behavioral__________________________

How are attitudes learned?

Classical conditioning

when a __________________________ eliciting a response is __________________________ that initially does not elicit a response on its own but will __________________________ because of an __________________________ with the first stimulus.

Operant conditioning-

• __________________________ to perform behaviors that __________________________and avoid those that __________________________.

Social or observational  learning

learn by __________________________ and noting the __________________________ for their behaviors.  __________________________

How do advertisers attempt to influence our attitudes?

Theories of Persuasion

• Classical Conditioning
• ELM or Elaboration Likelihood Model
• Cognitive Balance Theory
• Source Credibility
• Characteristics of the Message

ELM

Central vs. Peripheral Route

What determines the route?

• Characteristics of _________________
• Nature of the ____________ and _______________
• ____________ and _______________
• ____________________

Counterarguments

Balance Theory

Considers the ______________ ____________ __________ and the tendency to _______________ relations amongh elements.

Goal is to achieve ______________

Involves 3 elements:

__________________

__________________

__________________

Source Characteristics

__________________ and __________________

Effects of credible sources

__________________

__________________

__________________

Message Chrachteristics Considerations

simple or complex?

repetition?

comparisons?

one vs. two sided?

appeal?

sex, emotional, rational, humor, fear....

What is Emotion?

 a state of __________________

triggered by __________________

association of a __________________with an __________________.

Types of Humor

Puns

__________________

Resonance

____________________________________

____________________________________

____________________________________

Influences on You as a Consumer

Psychographics

psychological variables that _________________________________________

The variables:

• perception
• motives and needs
• habits
• attitudes
• personality
• lifestyle

Habits versus brand loyal purchases

• Motives - __________________________ that stimulates you to behave in a certain way
• Needs- basic forces that motivate you to do something
• Attitude- learned predisposition
• Personality - long-lasting qualities. Consistent behavior
• Lifestyle - VALS