Consumer Behaviour Motivation & Affect Week 3 With Duane Weaver

OUTLINE  Exercise  Motivation Process  Motivational Strength  Motivational Direction  Classifying Needs  Involvement  Affect  Discreet Emotions

Is Perception Reality?  Watch each of these two ads and take notes: 1.What behaviour do you think they are trying to motivate? 2.What is your overall perception…i.e.: what is the message to you? 3.What is the target market segment each is going after?   Exercise Motivation Process Motivational Strength Motivational Direction Classifying Needs InvolvementAffect Discreet Emotions

Motivation Process Motivation  the processes that cause people to behave as they do, involving needs, goals and drives. Exercise Motivation Process Motivational Strength Motivational Direction Classifying Needs InvolvementAffect Discreet Emotions

Motivational Strength  Biological vs. Learned Needs (innate instinct vs. learned behaviour) (innate instinct vs. learned behaviour)  Drive Theory (achieving homeostasis by satiating tension caused by the arousal of unpleasant states) (achieving homeostasis by satiating tension caused by the arousal of unpleasant states)  Expectancy Theory pulled by positive incentives (goals) rather than pushed from within pulled by positive incentives (goals) rather than pushed from within Exercise Motivation Process Motivational Strength Motivational Direction Classifying Needs InvolvementAffect Discreet Emotions

Motivational Direction  MOTIVES tend to be directional  Needs vs. Wants  Need = unsatisfied requirement (hunger)  Want = the way a person satisfies a need which ultimately is dependent on “their historical reality” (cheeseburger vs. trail mix)  Types of Needs  Biogenic or psychogenic  Motivational Conflicts (see next slide) Exercise Motivation Process Motivational Strength Motivational Direction Classifying Needs InvolvementAffect Discreet Emotions

Motivational Direction  Motivational Conflicts (cont’d) “theory of cognitive dissonance” “theory of cognitive dissonance” Exercise Motivation Process Motivational Strength Motivational Direction Classifying Needs InvolvementAffect Discreet Emotions

Classifying Needs  Biogenic vs. Psychogenic  Needs and Buying Behaviour  Maslow Exercise Motivation Process Motivational Strength Motivational Direction Classifying Needs InvolvementAffect Discreet Emotions

Classifying Needs Bio vs. Psycho Biogenic Vs. Psychogenic Exercise Motivation Process Motivational Strength Motivational Direction Classifying Needs InvolvementAffect Discreet Emotions

Classifying Needs Needs & Buyer Behaviour  Needs and Buying Behaviour  AFFILIATION – I belong!!  POWER – “MASTER of my DOMAIN!”  UNIQUENESS – “I am different!!” Exercise Motivation Process Motivational Strength Motivational Direction Classifying Needs InvolvementAffect Discreet Emotions

Classifying Needs Maslow

Involvement - Ways to Measure it  Type of Involvement Matrix Exercise Motivation Process Motivational Strength Motivational Direction Classifying Needs InvolvementAffect Discreet Emotions

Involvement - Ways to Measure it  Likert Scale Important…UnimportantExciting...Unexciting Exercise Motivation Process Motivational Strength Motivational Direction Classifying Needs InvolvementAffect Discreet Emotions

Affect “emotionally-laden states…ranging [sic] from evaluations, to moods, to full-blown emotions” Solomon, White, Dahl (2014, p. 109) AFFECTIVE RESPONSES:  Evaluation (valenced reactions) +ve -ve  Mood (temporary valence affect accompanied by arousal)  Emotion (more intense than moods and related to a specific triggering event) MARKETER’s USES:  +ve enhanced and highlighted as product benefit  Avoidance of –ve affect as product attribute or means to resolve  or negative state relief (donating) Exercise Motivation Process Motivational Strength Motivational Direction Classifying Needs InvolvementAffect Discreet Emotions

DISCREET EMOTIONS  Happiness +ve … well being  Envy –ve … desire to bridge gap  Guilt possible objections to self actions  Embarrassment concern for what others think of self Exercise Motivation Process Motivational Strength Motivational Direction Classifying Needs InvolvementAffect Discreet Emotions

THANKS! PERCEPTION IS REALITY