Mktg 322-- Chapter 5: Motivation And Emotion: Driving Consumer Behavior

Front 1

Motivations

Back 1

The inner reasons or driving forces behind human action as consumers are driven to address real needs.
In a consumer behavior context, the results is a desire for a product, service, or experience. 
It is the drive to satisfy needs and wants, both physiological and psychological, through the purchase and use of products and services

Front 2

CB Ch. 5 Learning Objective #1

Back 2

Classify basic consumer motivations.

Front 3

An Illustration of Consumer Motivations According to Maslow’s Hierarchy

Back 3

Lowest (Utilitarian Value) to Highest (Hedonic Value)

Psychological needs--Dumpster dining (finding food in garbage)
Safety and security--Gated apartment
Belongingness and love--Home and family
Esteem--Describing ones life on Myspace.com
Self-actualization--Learning a foreign language for fun

Front 4

What type of need can be satisfied by this product?

Back 4

Campbell Soup – Stop hunger

Campbell’s Soup – Safe to eat and establish a routine in daily life

Campbell’s Soup-   Show them you care 
 
Campbell’s Soup – Make you feel confident, competent to provide meals for your family
 
Campbell’s Soup - Take care of yourself!



Front 5

Utilitarian Motivations Lead to:
[Utilitarian and Hedonic Motivations Lead to Consumer Behaviors]

Back 5

Choosing the most convenient place to have lunch
Buying a tank of gas for the car
Choosing to shop with retailers that are seen as useful and easy to use
Using air freshener to cover a strange smell in the apartment
Going gift shopping out of a sense of obligation to give a gift

Front 6

Hedonic Motivations Lead to:
[Utilitarian and Hedonic Motivations Lead to Consumer Behaviors]

Back 6

Going out to a trendy, new restaurant for dinner
Driving the car fast on a curvy road even when not rushed
Choosing to shop with retailers that are seen as fun and exciting
Using air freshener because one really likes the smell
Giving a gift to enjoy the giving process and the joy the recipient experiences when opening the gift

Front 7

Motivational Conflicts

Back 7

Types of conflicts
Approach-approach conflict
Approach-avoidance conflict
Avoidance-avoidance conflict

Marketers can influence the conflict resolution.

Front 8

Approach-Approach Conflict

Back 8

Special Ksub2 0 Diet Drink

Front 9

Approach-Avoidance Conflict

Back 9

100 Calorie Packs of Lora Doone

Rich & Buttery: Two tastes rarely associated with 100 calories

Front 10

Avoidance-Avoidance Conflict

Back 10

Birth control every day? Not now, no way.

NuvaRing advertisement

Front 11

Consumer Involvement

Back 11

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

Front 12

Consumer Involvement Types

Back 12

Product
Shopping
Situational
Enduring
Emotional

Front 13

Typical High and Low Product Involvement

Back 13

High Product Involvement:
Dresses
Televisions
Champagne
Bras

Low Product Involvement:
Detergents
Facial soap
Toothpaste
Yogurt

Front 14

CB Ch. 5 Learning Objective #2

Back 14

Describe consumer emotions and demonstrate how they help shape value.

Front 15

Emotions

Back 15

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.

Front 16

Cognitive Appraisal Theory

Back 16

Describes how specific types of thoughts can serve as a basis for specific emotions.
Cognitive appraisals:
Anticipation
Agency
Equity
Outcomes

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Type of Appraisal/ Situation
Anticipation appraisal--Consumer waits while doctor examines X-rays
[Visceral Responses to Emotions by Consumers]

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(Worry)--Grim face with turned-down eyebrows and cheeks. Hands likely near face. Consumer would rather avoid situation.

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Outcome appraisal-Consumer wins a contest
[Visceral Responses to Emotions by Consumers]

Back 18

(Joy)--Genuine smile including turned up cheeks and eyebrows and open hands. The consumer approaches the situation.

Front 19

Equity appraisal--Consumer sees one customer receive faster and better service than he or she receives
[Visceral Responses to Emotions by Consumers]

Back 19

(Anger)--Turned-down cheeks and eyebrows with clenched fists and hunched back. The consumer seeks to approach an agent of the company.

Front 20

Agency appraisal--Consumer sees a waiter sneeze near a food preparation area
[Visceral Responses to Emotions by Consumers]

Back 20

(Digust)--Pinched-in facial expression and turned head. The body naturally withdraws (avoids) the situation.

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Outcome appraisal--Consumer shows up at an important party inappropriately dressed.
[Visceral Responses to Emotions by Consumers]

Back 21

(Embarassment)--Face blushes (turns red and feels hot), head cowers, and a strong desire to flee is experienced.

Front 22

Emotion Terminology

Back 22

Mood
Affect

Front 23

Mood

Back 23

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.

Front 24

Affect

Back 24

represents the feelings a consumer has about a particular product or activity

Front 25

CB Ch. 5 Learning Objective #3

Back 25

Apply different approaches to measuring consumer emotions.

Front 26

Measuring Emotion

Back 26

1. Autonomic measures
2. Self-report measures

Front 27

A Short-Form PANAS Application

Back 27

The scale below lists words that describe the feelings that you may have experienced while shopping at Hometown Bathshop today. Please use the items to record the way you felt while shopping by indicating the extent to which you felt each of the feelings described. The scale ranges from 1=very slightly or not at all to 5= extremely

Front 28

CB Ch. 5 Learning Objective #4

Back 28

Appreciate the fact that not all consumers express emotions in the same way.

Front 29

Differences in Emotional Behavior

Back 29

Emotional involvement
Emotional expressiveness
Emotional intelligence

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Emotional Intelligence Consists of Many Elements

Back 30

Self Control
Emotional Empathy
Upbeat
Productive

Front 31

Self-control
[Emotional Intelligence Consists of Many Elements]

Back 31

Ability to control one's emotions

Front 32

Emotional empathy
[Emotional Intelligence Consists of Many Elements]

Back 32

Ability to read and understand others' emotions

Front 33

Upbeat
[Emotional Intelligence Consists of Many Elements]

Back 33

Ability to maintain a generally upbeat and optimistic outlook

Front 34

Productive
[Emotional Intelligence Consists of Many Elements]

Back 34

Ability to turn emotions into value through better problem solving

Front 35

CB Ch. 5 Learning Objective #5

Back 35

Define the concept of schema-based affect.

Front 36

Schema-Based Affect

Back 36

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

Front 37

A Typical Car Salesperson Schema

Back 37

Used Car Salesman--Bad Tie, Overweight, Male, Loud, Pushy, Apprehensive, Skeptical, Flicks Butt Away, Tie too short, Helpless, Skeptical

Front 38

Disney Schema
[Examples of Schema-Based Affect]

Back 38

(Joyfulness, fun)--Consumers have increased brand equity and lower price sensitivity for Disney products.

Front 39

Individual countries (united Kingdom, France, United States, Japan, Israel, China) Schema
[Examples of Schema-Based Affect]

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(Consumers have a slightly different affect associated with each country)--Consumers are less favorable toward products manufactured in countries for which that consumer's schema evokes negative affect.

Front 40

Telemarketing
[Examples of Schema-Based Affect]

Back 40

(Aggravation)--Consumers often hang up quickly as a built-in avoidance response.

Front 41

Baby
[Examples of Schema-Based Affect]

Back 41

(Tenderness, warmth)--Products associated with babies are viewed more favorably.

Front 42

Sports star
[Examples of Schema-Based Affect]

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(Excitement)--Consumers may generalize excitement to products and services endorsed by the star.

Front 43

Stereotypes
[Examples of Schema-Based Affect]

Back 43

(Each stereotype evokes slightly different affect)--The affect associated with the stereotype can cause consumers to be more of less willing to approach and may alter information processing.

Front 44

Emotional Contagion

Back 44

Represents the extent to which an emotional display by one person influences the emotional state of a bystander.

Front 45

Emotional labor

Back 45

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