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Chapter 5 Motivation and Emotion: Driving Consumer Behavior

Chapter 5 Motivation and Emotion: Driving Consumer Behavior. Learning Outcomes. Understand what initiates human behavior Classify basic consumer motivations Describe consumer emotions and demonstrate how they help shape value Apply different approaches to measuring consumer emotions.

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Chapter 5 Motivation and Emotion: Driving Consumer Behavior

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  1. Chapter 5 Motivation and Emotion: Driving Consumer Behavior

  2. Learning Outcomes • Understand what initiates human behavior • Classify basic consumer motivations • Describe consumer emotions and demonstrate how they help shape value • Apply different approaches to measuring consumer emotions

  3. Learning Outcomes • Understand how different consumers express emotions in different ways • Define and apply the concepts of schema-based affect and emotional contagion

  4. Motivations • The inner reasons or driving forces behind human action as consumers are driven to address 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 blood stream • Self-improvement - Changing one’s current state to a level that is more ideal

  5. Regulatory Focus Theory • Consumers orient their behavior either through a prevention or promotion focus • Prevention focus - Orients consumers toward avoiding negative consequences • Promotion focus - Orients consumers toward the pursuit of their aspirations or ideals

  6. General Hierarchy of Motivation • Maslow’s hierarchy of needs • Physiological - Basic survival • Safety and security - The need to be secure and protected • Belongingness and love - The need to feel like a member of a family or community • Esteem - The need to be recognized as a person of worth • Self-actualization - The need for personal fulfillment

  7. Simpler Classification of Consumer Motivations • Utilitarian motivation - A drive to acquire products that consumers can use to accomplish things • Hedonic motivation - Involves a drive to experience something personally gratifying

  8. Consumer Involvement • Represents the degree of personal relevance a consumer finds in pursuing value from a given consumption act • Types of involvement: • Product • Shopping • Situational • Enduring • Emotional

  9. Emotions • Psychobiological reactions to appraisals • Psychobiological - They involve psychological processing and physical responses • Visceral responses - Certain feeling states are tied to behavior in a very direct way

  10. Cognitive Appraisal Theory • Describes how specific types of thoughts can serve as a basis for specific emotions • Cognitive appraisals: • Anticipation • Agency • Equity • Outcomes

  11. Emotion Terminology • Mood - A transient (temporary and changing) and general affective state • Mood-congruent judgments - The value of a target is influenced in a consistent way by one’s mood • Affect - Represents the feelings a consumer has about a particular product or activity

  12. Measuring Emotion • Emotions play a key role in shaping value • Autonomic measures - Automatically record visceral reactions or neurological brain activity • Self-report measures - Less obtrusive than biological measures because they don’t involve physical contraptions like MRI machines or lie detectors

  13. Differences in Emotional Behavior • Emotional involvement • Emotional expressiveness • Emotional intelligence

  14. Emotion and Cognitive Learning Interplay • Semantic writing • Consumers link concepts for memory retrieval • The active process and storage of knowledge is influenced by emotions • When marketing presents a product that evokes emotions, consumer recall is likely to increase

  15. Emotion and Cognitive Learning Interplay • Mood-congruent recall • Events are associated with moods • When a mood can be controlled by marketing, consumers evaluations of a product can be influenced

  16. Emotion and Cognitive Learning Interplay • Nostalgia • Events in the past may be remembered more positively than they were in reality • Consumers can make purchases based on nostalgic feelings brought up about the past by the product

  17. Schema-Based Affect • Emotions become stored as part of the meaning for a category

  18. Aesthetic Labor • To generate a specific emotional reaction from consumers, employees carefully manage their personal appearance

  19. Self-Conscious Emotions • Specific emotions that result from some evaluation or reflection of one’s own behavior • Include pride, shame, guilt, and embarrassment

  20. Emotional Contagion • Emotional contagion - Represents the extent to which an emotional display by one person influences the emotional state of a bystander • Emotional labor - Workers have to overtly manage their own emotional displays as part of the requirements of the job

  21. Emotional Contagion • Product contamination - The diminished positive feelings someone has about a product because another consumer has handled the product

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