consumer motivation & emotion_2

8/3/2019 Consumer Motivation & Emotion_2

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CONSUMER MOTIVATION AND EMOTION


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Motivations

The inner reasons or driving forces behindhuman action as consumers are driven toaddress real needs.

Human motivations are oriented toward two

key groups of behavior: Homeostasis the body naturally reacts in a

way so as to maintain a constant, normal bloodstream.

Self-improvementchanging ones currentstate to a level that is more ideal.


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Classify basic consumermotivations.


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Exhibit 5.1: An Illustration of ConsumerMotivations According to Maslows

Hierarchy


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5 Self-actualization:This involves the desire for self-fulfillment, to become all that one is capable of becoming.

4 Esteem:Desires for status, superiority, self-respect, andprestige are examples of esteem needs. These needsrelate to the individuals feelings of usefulness and

accomplishment.3 Belongingness:Belongingness motives are reflected in

a desire for love, friendship, affiliation, and groupacceptance.

2 Safety:Feeling physical safety and security, stability,familiar surroundings, and so forth are manifestations ofsafety needs. They are aroused after physiologicalmotives are minimally satisfied, and before other motives.

1 Physiological:Food, water, sleep etc. are physiological

motives. Unless they are minimally satisfied, othermotives are not activated.

Maslows Motive HierarchyAdvanced

Basic


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Exhibit 5.2: Utilitarian and HedonicMotivations Lead to Consumer Behaviors


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Consumer Involvement

Represents thedegree of personalrelevance a

consumer finds inpursuing valuefrom a givenconsumption act.

Types:

Product

Shopping

Situational Enduring

Emotional


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Involvement

Is this high involvement or irrationalbehavior?


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Describe consumer emotions

and demonstrate how they helpshape value.


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Emotions

Psychobiological reactions toappraisals.

Psychobiological because they involve

psychological processing and physicalresponses.

Create visceral responses certainfeeling states are tied to behavior in avery direct way.


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Cognitive Appraisal Theory

Describes how specific types ofthoughts can serve as a basis forspecific emotions.

Cognitive appraisals: Anticipation

Agency

Equity

Outcomes


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Exhibit 5.4: Visceral Responses toEmotions by Consumers


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Emotion Terminology

Mood a transient (temporary andchanging) and general affective state.

Mood-congruent judgments the value

of a target is influenced in a consistentway by ones mood.

Affect represents the feelings a

consumer has about a particularproduct or activity.


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Apply different approaches tomeasuring consumer emotions.


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Measuring Emotion

Autonomic measures

Self-report measures


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PANAS and PAD

PANAS positive-affect-negative-affect scaleassesses a persons emotional state

PAD pleasure-arousal-dominance used to study retail atmospherics


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Understand how different

consumers express emotions indifferent ways.


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Emotions

What is this consumerfeeling?


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Differences in Emotional Behavior

Emotionalinvolvement

Emotionalexpressiveness

Emotionalintelligence


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Exhibit 5.7: Emotional Intelligence

Consists of Multiple Elements


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Define and apply the concepts of

schema-based affect andemotional contagion.


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Emotion and Cognitive LearningInterplay

Semantic wiring

Consumers link concepts for memory retrieval. The active process and storage of knowledge is influenced byemotions.

When marketing presents a product that evokes emotions,consumer

recall is likely to increase.Mood-congruent recall Events are associated with moods. When a mood can be controlled by marketing, consumersevaluations of a product can be influenced.

Nostalgia Events in the past may be remembered more positively thantheywere in reality.

Consumers can make purchases based on nostalgic

feelings


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Schema-Based Affect

Emotions become stored as

part of the meaning for acategory.


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Exhibit 5.10: Examples of Schema-Based Affect


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Aesthetic Labor

To generate a specific

emotional reaction fromconsumers, employees

carefully manage their

personal appearance.


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Self-Conscious Emotions

Specific emotions that result from some

evaluation or reflection of ones ownbehavior, including pride, shame, guilt,and embarrassment.


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Emotional Contagion

Emotional contagion represents theextent to which an emotional display by oneperson influences the emotional state of abystander.

Emotional labor workers have to overtlymanage their own emotional displays as partof the requirements of the job.

Product contamination

refers to thediminished positive feelings someone hasabout a product because another consumerhas handled the product.

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