Chapter 8

1. Chapter 8 Motivation, Emotion, Mood, and Involvement

2. Chapter Spotlights • How human needs motivate consumers to buy • What specific motives play a role in marketplace behavior • How marketers can elicit specific emotions to sell products and services • How moods affect consumption patterns • How consumer involvement with products and services changes the effects of marketing information

3. Consumer Motivation • It is the drive to satisfy needs and wants, both physiological and psychological, through the purchase and use of products and services. • Stages (Exh. 8-2) of the motivation process: • Latent need • Drive • Want or desire • Goal • Behavior

4. Behavioral Models of Motivation • Maslow’s hierarchy of needs • Motivation as a means of satisfying human needs • Five types of needs: • Physiological: food, water, sleep, exercise, sex • Safety: security, shelter, normalcy in daily life • Love and belongingness: affection and acceptance as part of a family or group • Esteem or status: respect from others; need to feel competent, confident, important, and appreciated; self-respect • Self-actualization: the need to realize one’s own potential, to achieve dreams and ambitions; hunger for knowledge and understanding; to do things for the sake of doing them • Marketing implications

5. Models (continued) • Dichter’s major consumption motives • 1950 study regarding the consumer needs motivating the purchase of Ivory soap (P&G). • He found a relation between the use of soap and the need for spiritual purity • 12 key motivations lead to product purchase

6. Models (continued) • Sheth’s consumer motives • Five dimensions of motivation concerning products/services benefits • Functional – utility or function performed • Aesthetic/emotional – appearance or attractiveness • Social – status or esteem value • Situational – unexpected benefit • Curiosity – interest aroused

7. Consumer Motivation and Marketplace Behavior • Influence on consumer decision making (Exh 8-6) • Influence on consumer conflict resolution • Approach-approach conflict – choosing between two equally attractive options • Approach-avoidance conflict – considering an option that has both good and bad outcomes • Avoidance-avoidance conflict – choosing between two undesirable options

8. Triggering Consumer Motives • Encouraging need recognition • Attempt to move consumer from actual state to desired state • Triggering motivation through need-benefit segmentation • Understand consumer benefits sought and offer goods and services to deliver these benefits to specific target segments

9. Emotions • Emotions are affective responses that reflect the activation within the consumer of beliefs that are deep-seated and value-laden. • Beliefs  emotions

10. Emotions (continued) • Experiencing emotions • People purchase products and services to experience certain emotional states or to achieve emotional goals (emotional arousal) • Emotions and consumer satisfaction: e.g. joy or pleasant surprise yield satisfaction while distress or anger yield dissatisfaction • Emotions and communication: e.g. pleasure or displeasure with ad yields similar attitudes toward the ad and the product. Some ads are designed to arouse specific emotions.

11. How Emotional States are Induced • People have little control over the affective system • Affective responses to environmental cues are immediate and automatic (e.g. color) • Some control is possible through our behavior • Advertising and emotions • Anger • Fear • Humor • Warmth

12. Mood • It is an affective state that is general and pervasive • Moods are much less intense than emotions • Consumers are much less conscious of moods and the effect of moods on marketplace behavior. • Consumer moods are induced in three different marketplace settings (Exh. 8 –12): • Service encounters • Point-of-Purchase stimuli • Communications

13. Effects of Moods • On consumer recall • Recall increases if mood at time of encoding and retrieval match • On consumer evaluation • Negative mood  negative product or service evaluation (and vice versa) • On consumer behavior • Positive mood increases giving, encourages consumers to seek variety and their willingness to try new things

14. Inducing Positive Moods • In service encounters • Transaction mechanics • Service personnel • Physical setting • In marketing communications • Media placement – medium is part of the message • Message aspects – claims, emotional music, pictures, etc.

15. Involvement • A heightened state of awareness based on importance that motivates consumers to seek out, attend to, and think about product information prior to purchase. • Two types of involvement • Situational – tied to a particular situation/circumstance and specific product • Enduring – tied to a product category; persistent over time and across different situations

16. Effects of Consumer Involvement • Information search • High involvement  greater information search (more shopping around) • Information processing • Depth of comprehension • High involvement  deeper comprehension • Extent of cognitive elaboration • High involvement  more thinking • Extent of external arousal • High involvement  greater emotional arousal • Information transmission • High involvement  more frequent information transmission (talking about products) to others

17. Causes of Consumer Involvement • Personal factors • Product’s image and needs it serves are congruent with a consumer’s self-image, values and needs  high involvement • Product factors • The greater the perceived risk the greater consumer involvement • The more alternatives there are to choose from, the greater the involvement • The higher the hedonic value of goods, the greater the involvement • The more socially visible a product is, the greater the involvement

18. Causes (continued) • Situational factors • Social pressure can significantly increase involvement • The imminence of the decision heightens involvement • Irrevocable purchase decisions heighten enrollment

19. Involvement-based Consumer Behavior Models • Low-involvement learning model • Replacing old brand perceptions with new beliefs without attitude change • Learn (information)-Feel (attitude)-Do (behavior) hierarchy (See Exhibit 8 – 14) • High involvement/high thinking (Thinker): Learn-Feel-Do • High involvement/high feeling (Feeler): Feel-Learn-Do • Low involvement/low thinking (Doer): Do-Learn-Feel • Low involvement/low feeling (Reactor): Do-Feel-Learn

20. Models (continued) • Level of message processing model • Consumer attention to advertising is influenced by the following four levels of involvement: pre-attention, focal attention, comprehension, and elaboration • Product versus brand involvement model • Brand loyalists • Information seekers • Routine brand buyers • Brand switchers