Consumer Behaviour class paper
Furkano
ChapterFive.pptxMotivation and Emotion: Driving Consumer Behavior
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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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LO5-2
LO5-3
LO5-4
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Learning Outcomes
Understand how different consumers express emotions in different ways.
Define and apply the concepts of schema-based affect and emotional contagion.
LO5-5
LO5-6
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Understand what initiates human behavior.
LO5-1
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
LO5-1
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
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
LO5-1
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
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Classify basic consumer motivations.
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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
LO5-2
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
LO5-2
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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
LO5-2
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
LO5-2
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Consumer Involvement
Degree of personal relevance a consumer finds in pursuing value from a given consumption act
Types of involvement:
Product
Shopping
Situational
Enduring
Emotional
LO5-2
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
LO5-2
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Involvement - Example
Political activists face dangerous situations, the police, and angry mobs on a regular basis to fight for a cause.
Is this high-involvement or risky behavior?
LO5-2
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
LO5-3
Describe consumer emotions and demonstrate how they help shape value.
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Cognitive Appraisal Theory
Describes how specific types of thoughts can serve as a basis for specific emotions
Cognitive appraisals:
Anticipation
Agency
Equity
Outcomes
LO5-3
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
LO5-3
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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
LO5-3
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
LO5-3
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
LO5-4
Apply different approaches to measuring consumer emotions.
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
LO5-4
Measuring Emotion
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
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
LO5-4
PANAS and PAD
PANAS
Positive-affect-negative-affect scale
Assesses a person’s emotional state
PAD
Pleasure-arousal-dominance
Used to study retail atmospherics
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
LO5-5
Understand how different consumers express emotions in different ways.
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
LO5-5
Differences in Emotional Behavior
Emotional involvement
The type of deep personal interest that evokes strongly felt feelings associated with some object or activity
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
LO5-5
Differences in Emotional Behavior
Emotional expressiveness
Extent to which a consumer shows outward behavioral signs and otherwise reacts obviously to emotional experiences
Emotional intelligence
Capture one’s awareness of the emotions experienced in a situation, and an ability to control reactions to these emotions
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LO5-5
Emotions - Example
A big toy company recalls a popular product after concerns of lead contamination were reported.
How differently are consumers likely to behave in this situation?
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
LO5-5
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
LO5-6
Define and apply the concepts of schema-based affect and emotional contagion.
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Emotion and Cognitive Learning Interplay
Semantic wiring
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
LO5-6
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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
LO5-6
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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
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Schema-Based Affect
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Emotions become stored as part of the meaning for a category
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Aesthetic Labor
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To generate a specific emotional reaction from consumers, employees carefully manage their personal appearance
Self-Conscious Emotions
Specific emotions that result from some evaluation or reflection of one’s own behavior
Include pride, shame, guilt, and embarrassment
LO5-6
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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
LO5-6
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Emotional Contagion
Product contamination - The diminished positive feelings someone has about a product because another consumer has handled the product
LO5-6
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
