1 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. 5 2 Motivation and Emotion: Driving Consumer Behavior

2 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. 2 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. LO 5-1 LO 5-2 LO 5-3 LO 5-4

3 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. 3 Learning Outcomes Understand how different consumers express emotions in different ways. Define and apply the concepts of schema-based affect and emotional contagion. LO 5-5 LO 5-6

4 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. 4 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

5 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. 5 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

6 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. 6 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

7 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.

8 8 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

9 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. 9 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

10 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.

11 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 Is this high involvement or irrational behavior?

12 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. 12 Emotions Psychobiological - They involve psychological processing and physical responses Visceral responses - Certain feeling states are tied to behavior in a very direct way  Psychobiological reactions to appraisals

13 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. 13 Cognitive Appraisal Theory ▮ Describes how specific types of thoughts can serve as a basis for specific emotions ▮ Cognitive appraisals: Anticipation Agency Equity Outcomes

14 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.

15 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. 15 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

16 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. Bad-Mood Consumers Seek Out Employees with Bad Moods What will happen here?

17 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.

18 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. 18 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

19 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. 19 PANAS and PAD ▮ PANAS Positive-affect-negative-affect scale Assesses a person’s emotional state ▮ PAD Pleasure-arousal-dominance Used to study retail atmospherics

20 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. Differences in Emotional Behavior Emotional involvement Emotional expressiveness Emotional intelligence

21 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. 21 Differences in Emotional Behavior ▮ Emotional involvement The type of deep personal interest that evokes strongly felt feelings associated with some object or activity Flow state

22 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. 22 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

23 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. 23 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 Moods tend to match memories

24 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. 24 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

25 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. Nostalgia Going retro - Nostalgia creates positive feelings.

26 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. 26 Schema-Based Affect Emotions become stored as part of the meaning for a category

27 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.

28 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. 28 Aesthetic Labor To generate a specific emotional reaction from consumers, employees carefully manage their personal appearance

29 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. Self-Conscious Emotions Specific emotions that result from some evaluation or reflection of one’s own behavior, including pride, shame, guilt, and embarrassment. COURTESY OF QUIT VICTORIA, USED WITH PERMISSION.

30 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. 30 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

31 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. 31 Emotional Contagion ▮ Product contamination - The diminished positive feelings someone has about a product because another consumer has handled the product