chapter 5 motivation and emotion driving consumer behavior
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chapter 5 motivation and emotion driving consumer behavior

Chapter 5Motivation and Emotion:Driving Consumer Behavior

BABIN / HARRIS

© 2009 South-Western, a division of Cengage Learning.

motivations
Motivations

LO1

  • 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.

© 2009 South-Western, a division of Cengage Learning.

exhibit 5 1 an illustration of consumer motivations according to maslow s hierarchy
Exhibit 5.1: An Illustration of Consumer Motivations According to Maslow’s Hierarchy

LO2

© 2009 South-Western, a division of Cengage Learning.

exhibit 5 2 utilitarian and hedonic motivations lead to consumer behaviors
Exhibit 5.2: Utilitarian and Hedonic Motivations Lead to Consumer Behaviors

LO2

Eating Lunch

Driving

Shopping

Air Freshener

Gift Giving

© 2009 South-Western, a division of Cengage Learning.

slide5

Melanie exercises almost every day. She is motivated by changing her current state of fitness to a level that is more ideal. Which group of motivation behavior does this describe?

    • A. self-improvement
    • B. homeostasis
    • C. self-actualization
    • D. hierarchy of effects
    • E. esteem

© 2009 South-Western, a division of Cengage Learning.

slide6

Harriet and her daughter go shopping just for the fun of it. They are not necessarily looking for a specific product, they just like being together looking at the products. Which motivation does this illustrate?

a. physiological

b. utilitarian

c. hedonic

d. end-state

e. esteem

© 2009 South-Western, a division of Cengage Learning.

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

Consumer Involvement

LO2

© 2009 South-Western, a division of Cengage Learning.

exhibit 5 3 typical high and low product involvement
Exhibit 5.3: Typical High and Low Product Involvement

LO2

  • Some product categories have more personal relevance

© 2009 South-Western, a division of Cengage Learning.

slide9

_____ represents the personal relevance of shopping activities.

a. Shopping involvement

b. Shopping endurance

c. Product involvement

d. Emotional involvement

e. Shopping enthusiasm

© 2009 South-Western, a division of Cengage Learning.

situational involvement
Situational Involvement

© 2009 South-Western, a division of Cengage Learning.

enduring involvement
Enduring Involvement

© 2009 South-Western, a division of Cengage Learning.

emotions
Emotions

LO3

  • Psychobiological reactions to appraisals.
    • Psychobiological because they involve psychological processing and physical responses.
    • Create visceral responses – certain feeling states are tied to behavior in a very direct way.

© 2009 South-Western, a division of Cengage Learning.

cognitive appraisal theory
Cognitive Appraisal Theory

LO3

  • Describes how specific types of thoughts can serve as a basis for specific emotions.
  • Cognitive appraisals:
    • Anticipation—future; hope, anxiety
    • Agency—responsibility; frustration
    • Equity—fairness; warmth, anger
    • Outcomes—how it turned out; joy, pride

© 2009 South-Western, a division of Cengage Learning.

exhibit 5 4 visceral responses to emotions by consumers
Exhibit 5.4: Visceral Responses to Emotions by Consumers

LO3

© 2009 South-Western, a division of Cengage Learning.

emotion terminology
Emotion Terminology

LO3

  • 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.

© 2009 South-Western, a division of Cengage Learning.

measuring emotion
Measuring Emotion

LO4

Autonomic measures

Self-report measures

© 2009 South-Western, a division of Cengage Learning.

exhibit 5 6 a short form panas application
Exhibit 5.6: A Short-Form PANAS Application

LO4

© 2009 South-Western, a division of Cengage Learning.

emotional involvement
Emotional Involvement

© 2009 South-Western, a division of Cengage Learning.

involvement
Involvement

Is this high involvement or irrational behavior?

© 2009 South-Western, a division of Cengage Learning.

slide20

Keely was so engrossed in her book that she didn’t realize that five hours had passed. What term is used to represent Keely’s high emotional involvement in which she is engrossed in reading the book?

a. emotional involvement

b. flow

c. bipolar

d. emotional contagion

e. emotional labor

© 2009 South-Western, a division of Cengage Learning.

emotional expressiveness
Emotional Expressiveness

© 2009 South-Western, a division of Cengage Learning.

emotional intelligence
Emotional Intelligence

© 2009 South-Western, a division of Cengage Learning.

emotions23
Emotions

What is this consumer feeling?

© 2009 South-Western, a division of Cengage Learning.

exhibit 5 8 illustration of emotion aiding learning
Exhibit 5.8: Illustration of Emotion Aiding Learning

LO6

© 2009 South-Western, a division of Cengage Learning.

nostalgia
Nostalgia

Going retro - Nostalgia creates positive feelings.

© 2009 South-Western, a division of Cengage Learning.

to know it really is to feel it
To Know It Really Is To Feel It!

Translating words into another language does not always translate emotions.

© 2009 South-Western, a division of Cengage Learning.

slide27

Which of the following describes the situation in which consumers remember information better when the mood they are currently in matches the mood they were in when originally exposed to the information? a. autobiographical memory b. nostalgia c. emotional contagion d. emotional expressiveness e. mood-congruent recall

© 2009 South-Western, a division of Cengage Learning.

schema based affect
Schema-Based Affect

LO6

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

We may want to capitalize on the positive and redirect the negative.

© 2009 South-Western, a division of Cengage Learning.

schema based affect29
Schema Based Affect

Emotional effect on memory—superior recall for information presented with mild emotional content.

© 2009 South-Western, a division of Cengage Learning.

exhibit 5 9 a typical car salesperson schema
Exhibit 5.9: A Typical Car Salesperson Schema

LO6

© 2009 South-Western, a division of Cengage Learning.

exhibit 5 10 examples of schema based affect
Exhibit 5.10: Examples of Schema-Based Affect

LO6

© 2009 South-Western, a division of Cengage Learning.

emotional contagion
Emotional Contagion

LO6

  • 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.

© 2009 South-Western, a division of Cengage Learning.

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