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Motivation and Emotion: Driving Consumer Behaviour

CHAPTER 5

PART 2

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Learning Outcomes

Understand what initiates human behaviour.

Classify basic consumer motivations.

Describe consumer emotions and demonstrate how they help shape value.

Apply different approaches to measuring consumer emotions.

Understand how different consumers express emotions in different ways.

Define and apply the concepts of schema-based affect and emotional contagion.

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Understand what initiates human behaviour.

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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 behaviour: –  Homeostasis—the body naturally reacts in a

way so as to maintain a constant, normal bloodstream.

–  Self-improvement—changing one’s current state to a level that is more ideal.

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Can you give examples of both types of motivation. Homeostasis can motivate everyday purchases to simply avoid running out of staples like milk or cereal—to maintain the “status quo.” Self-improvement motivations drive us to purchase gym memberships, sign up for foreign-language classes, or buy a new car to better suit our new job. Can marketing messages influence these decisions?

Classify basic consumer motivations.

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Exhibit 5.1: An Illustration of Consumer Motivations According to Maslow’s Hierarchy

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Can you develop five ideas for an automobile advertisement, one to address each level of Maslow’s hierarchy of needs. How much does each ad idea stress utilitarian value? Hedonic?

Exhibit 5.2: Utilitarian and Hedonic Motivations Lead to Consumer Behaviours

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Consumer Involvement

Represents the degree of personal relevance a consumer finds in pursuing value from a given consumption act.

Types: –  Product –  Shopping –  Situational –  Enduring –  Emotional

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Is anyone is experiencing situational involvement due to a large purchase she is about to make. Have you begun to notice more advertising for the product. Ads that our selective perception normally filters out suddenly become relevant during a purchase process, and we notice them.

Exhibit 5.3: Typical High and Low Product Involvement

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Involvement

Is this high involvement or irrational behaviour?

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Describe consumer emotions and demonstrate how they help

shape value.

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Emotions

•  Psychobiological reactions to appraisals. – Psychobiological because they

involve psychological processing and physical responses.

– Create visceral responses—certain feeling states are tied to behaviour in a very direct way.

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Cognitive Appraisal Theory

•  Describes how specific types of thoughts can serve as a basis for specific emotions.

•  Cognitive appraisals: – Anticipation – Agency – Equity – Outcomes

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Anticipation: A student may feel anxious about an upcoming test. Agency: The student may feel grateful if a friend lends him notes for a missed class. Equity: The student may be angry if the test includes a question that was not covered in class — “it’s not fair!” Outcomes: The student feels joy when the test mark is 90% instead of the expected 70%.

Exhibit 5.4: Visceral Responses to Emotions by Consumers

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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. •  Since moods are transient, temporary, subject

to change, what can marketers do to improve consumers’ moods in-store? Might this lead to more purchases?

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Exhibit 5.5: Bad-Mood Consumers Seek Out Employees with Bad Moods

Duelling moods: What will happen here?

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Have you ever entered a store or fast-food restaurant in a truly bad mood and been served by someone who was overly bubbly and enthusiastic. What was their reaction?

Apply different approaches to measuring consumer emotions.

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Measuring Emotion

Autonomic measures Self-report measures

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Autonomic measures assess emotional arousal by measuring physical responses such as sweat, heart rate, and neurological brain activity. Such measures are objective (not subject to interpretation), but are highly intrusive and may themselves arouse emotions such as stress and anxiety. Self-report measures rely on an individual’s recall of emotions experienced in a situation. While less intrusive, these assessments are limited by the individual’s ability to accurately recall and express their emotions in words.

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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Understand how different consumers express emotions in

different ways.

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Emotions

What is this consumer feeling?

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Consumers react differently to situations based on individual personality characteristics. A bad retail experience—line-ups, product out of stock, a poorly trained sales rep—may cause one person to be unhappy, and another to become angry.

Differences in Emotional Behaviour

Emotional involvement Emotional

expressiveness

Emotional intelligence

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Emotional involvement: Do you yell at the TV when the ref makes a bad call, cry at sad movies? High emotional involvement. Emotional expressiveness: Two individuals may feel the same level of emotion, but not show it equally. Emotional intelligence: Awareness of emotions in the self and in others.

Exhibit 5.7: Emotional Intelligence Consists of Multiple Elements

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Emotional intelligence allows the individual to understand the emotions of others and control his or her own—skills that are particularly important for salespeople. Many firms conduct emotional intelligence training.

Define and apply the concepts of schema-based affect and

emotional contagion.

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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.

Mood-congruent recall •  Events are associated with moods. •  When a mood can be controlled by marketing, consumers’ evaluations of a product can be influenced.

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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Schema-Based Affect

Emotions become stored as part of the meaning for a category.

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Exhibit 5.10: Examples of Schema-Based Affect

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Aesthetic Labour

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

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Self-Conscious Emotions

Specific emotions that result from some evaluation or reflection of one’s own behavior, including pride, shame, guilt, and embarrassment.

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Self-conscious emotions can be very powerful. Have you ever been repelled by an advertisement that evoked extremely strong emotions of guilt or fear (anti-drinking-and-driving ads, for example).

Emotional Contagion

•  Emotional contagion—represents the extent to which an emotional display by one person influences the emotional state of a bystander.

•  Emotional labour—workers have to overtly manage their own emotional displays as part of the requirements of the job.

•  Product contamination—refers to the diminished positive feelings someone has about a product because another consumer has handled the product.

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