Consumer Behavior1 Affect, Involvement and Motivation.

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Presentation transcript:

Consumer Behavior1 Affect, Involvement and Motivation

Consumer Behavior2 Marketing Stimuli Mood Consumer Behavior

3 Good Mood Influences: l Memory: positive material, see implications, recall advertising l Judgment: more positive judgments, more receptive to persuasive communications l Decision making: intuitive, less willing to take high risks l Behavior: helpful, less aggressive

Consumer Behavior4 Involvement l Based on: own needs own resources product risk communications l Involvement with what? l Time frame l Effects of high involvement

Consumer Behavior5 Involvement with brand and Category

Consumer Behavior6 SPECIFIC MOTIVATIONS l Physical sustenance l Safety l Orientation to surroundings l Identity and Self-esteem l Personal relationships

Consumer Behavior7 Motivation:Defining Characteristic #1 l Motivation is not observable. l FIRST GENERALIZATION: People carry out the same behavior for different reasons. l People may not be aware of own motivations.

Consumer Behavior8 Motivation: Defining characteristic #2 l Motivation is based on the idea of a goal. l MASLOW’S NEED HIERARCHY l Self-actualization l Esteem l Belonging l Safety l Physiological needs

Consumer Behavior9 Motivation: Defining Characteristic #3 l Motivation has two components: energy and direction l SECOND GENERALIZATION: People carry out different behaviors for the same reason.

Consumer Behavior10 A WAY TO THINK ABOUT MOTIVATION NEEDSTENSIONDRIVEGOALS

Consumer Behavior11 Motivation: Other characteristics l Motives can conflict l Unsatisfied motives lead to anxiety. We defend against anxiety by defense mechanisms. l Motivation is often accompanied by emotions.