1. Chapter 5 Motivation and Emotion: Driving Consumer Behavior
Babin/Harris
© 2009 South-Western, a division of Cengage Learning.

2. © 2009 South-Western, a division of Cengage Learning.
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.
Appreciate the fact that not all consumers express emotions in the same way.
Define the concept of schema-based affect.
© 2009 South-Western, a division of Cengage Learning.

3. © 2009 South-Western, a division of Cengage Learning.
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.
LO1
© 2009 South-Western, a division of Cengage Learning.

4. Hierarchy of Motivation
Maslow’s hierarchy of needs:
Physiological – basic survival.
Safety and Security – need to be secure and protected.
Belongingness and Love – need to feel like a member of a family or community.
Esteem – need to be recognized as a person of worth.
Self-actualization – need for personal fulfillment.
LO2
© 2009 South-Western, a division of Cengage Learning.

5. Simpler Classification of Consumer Motivations
Utilitarian motivation – desire to acquire products that can be used to accomplish things.
Hedonic motivation – desire to experience something personally gratifying.
LO2
© 2009 South-Western, a division of Cengage Learning.

6. © 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
LO2
© 2009 South-Western, a division of Cengage Learning.

7. © 2009 South-Western, a division of Cengage Learning.
Emotions
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.
LO3
© 2009 South-Western, a division of Cengage Learning.

8. Cognitive Appraisal Theory
Describes how specific types of thoughts can serve as a basis for specific emotions.
Cognitive appraisals:
Anticipation
Agency
Equity
Outcomes
LO3
© 2009 South-Western, a division of Cengage Learning.

9. © 2009 South-Western, a division of Cengage Learning.
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.
LO3
© 2009 South-Western, a division of Cengage Learning.

10. © 2009 South-Western, a division of Cengage Learning.
Measuring Emotion
Autonomic measures – automatically recorded based on either automatic visceral reactions or neurological brain activity.
Self-report measures – require consumers to recall their affect state from a recent experience or to state the affect they are feeling at a given point in time.
PANAS – positive affect negative affect scale.
PAD – pleasure-arousal-dominance.
LO4
© 2009 South-Western, a division of Cengage Learning.

11. Differences in Emotional Behavior
Emotional involvement – deep personal interest which evokes strongly felt feelings simply from the thoughts or behavior associated with some object or activity.
State of flow – extremely high emotional involvement in which a consumer is engrossed in an activity.
LO5
© 2009 South-Western, a division of Cengage Learning.

12. Differences in Emotional Behavior
Emotional expressiveness – the extent to which a consumer shows outward behavioral signs and otherwise reacts obviously to emotional experiences.
Emotional Intelligence – one’s awareness of the emotions experienced in a situation and the ability to control reactions to these emotions.
LO5
© 2009 South-Western, a division of Cengage Learning.

13. Mood-Congruent Recall
Autobiographical memories – memories of previous, meaningful events in one’s life.
Moods tend to match memories.
LO6
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14. © 2009 South-Western, a division of Cengage Learning.
Schema-Based Affect
Emotions stored as part of the meaning for a category.
LO6
© 2009 South-Western, a division of Cengage Learning.

15. © 2009 South-Western, a division of Cengage Learning.
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.
LO6
© 2009 South-Western, a division of Cengage Learning.