Consumer Behavior 2
Tefa
Chapter5.pptxMotivation and Emotion: Driving Consumer Behavior
Chapter 5
Motivation
Types:
Homeostasis
Maintain yourself in a current acceptable state
Self improvement
Desire to change yourself to a more ideal state
Exercise
Think of something of something you have purchased because you wanted something thing to remain the same (homeostasis)
Think of something you have purchased because you wanted something to change (self improvement)
Other ways to look at motivations
Utilitarian
Desire to acquire products that can be used to accomplish things
Hedonic
Desire to experience something personally gratifying
Exercise
Think of something you have purchased for hedonic motivations
Think of something you have purchased for utilitarian motivations
Exhibit 5.2: Utilitarian and Hedonic Motivations Lead to Consumer Behaviors
http://www.pinterest.com/pin/26458716532571120/
Consumer Involvement
Types:
Product
Shopping
Situational
Enduring
Emotional
Product Involvement
Tied to amount of risk associated with buying it (financial or social)
Shopping Involvement
The more involved with shopping the more likely you are to compare prices, brands, stores, etc.
Ways to influence shopping involvement
Sales
Events
Gifts with purchase
Special discounts
Contests
Free samples
How to facilitate situational involvement
Have personal shoppers
Provide buying guides
Have videos available
Have knowledgeable salespeople
Enduring Involvement
Examples:
Following a sports team or musical group
Collecting things
Buying fashion magazines, watching fashion programs and buying the latest clothes trends
Pursuing a hobby
Playing a sport
Ways to encourage enduring involvement
Owners groups
Harley Davidson, Corvette, Mini Cooper
Rewards programs
Email subscriptions
Members only offers
Sell limited edition items
Offer early access to tickets, VIP passes
What are emotions?
Specific psychobiological reactions to human appraisals
In other words how we react to things
Other Emotion-based Terms
Mood
Transient (temporary) and general affective state
Affect
Feelings a consumer experiences during the consumption process
Brand Intimacy Study
Study conducted to investigate the relationships between emotions and brand purchases
Tries to gage how much consumers are willing to live without a brand and how much more they are willing to pay for it
Using Emotions in Marketing
Mr. White wears eye-tracking glasses and sits in front of a camera that records facial expressions as he shops on Vrbo’s vacation rental site with a phone. Facial-recognition software identifies different emotions, and correlating that with what Mr. White looks at tells researchers how travelers react to particular features on the screen. PHOTO: JULIA ROBINSON FOR THE WALL STREET JOURNAL
Tracking precisely where an eye is focused lets researchers analyze different elements of a screen, such as whether a picture helps close a sale or a navigation marker is overlooked. PHOTO: JULIA ROBINSON FOR THE WALL STREET JOURNAL
Matt Hirschy, a frequent Amtrak passenger, wears several sensory devices on a Northeast Regional ride from Washington, D.C., to New York. Amtrak recruited Mr. Hirschy to participate in biometric tests of what passengers like and dislike to help design new railcars. A camera follows facial expressions, an eye-tracker records what he looked at and a galvanic skin response unit on his fingers measures heart rate and oxygen level on his skin.
Data from the eye-tracking on Mr. Hirschy shows not only what he looked at during his ride, but also how long he looked at different items. The larger the circle, the more time spent looking at that item.
Article – Your Next Vacation is Written on your Face
List and briefly describe at four of the technologies that are mentioned in the article
How do these technologies enable researchers to gain more insights than was previously possible through other research methods like surveys and focus groups?
What is the most important determinant of customer satisfaction on airplanes and trains? Why?
What specific actions can travel companies take to improve their customers' experience after gaining research insights from these methods?
