1. Motivation and Emotion: Driving Consumer Behavior
BABIN / HARRIS CB
PART 2
CHAPTER 5
Motivation and Emotion: Driving Consumer Behavior
©2012 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.
Understand how different consumers express emotions in different ways.
Define and apply the concept of schema-based affect and emotional contagion.
5-2
©2012 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. 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
5-3
©2012 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. 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
5-4
©2012 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. Simpler Classifications 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
5-5
©2012 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. 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
5-6
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

7. 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
5-7
©2012 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. Cognitive Appraisal Theory
Describes how specific types of thoughts can serve as a basis for specific emotions.
Cognitive appraisals:
Anticipation
Agency
Equity
Outcomes
LO3
5-8
©2012 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. 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
5-9
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

10. 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
5-10
©2012 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. 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
5-11
©2012 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. 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
5-12
©2012 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. Semantic Wiring
Emotional Effect on Memory—relatively superior recall for information presented with mild effective content compared to similar information presented in an affectively neutral way.
LO6
5-13
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

14. Mood-Congruent Recall
Autobiographical memories—memories of previous, meaningful events in one’s life.
Moods tend to match memories.
LO6
5-14
©2012 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. Nostalgia
Nostalgia can motivate product purchases as consumers attempt to relive pleasant feelings of the past.
LO6
5-15
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

16. Emotions stored as part of the meaning for a category.
Schema-Based Affect
Emotions stored as part of the meaning for a category.
LO6
5-16
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

17. Self-Conscious Emotions
Specific emotions result from some evaluation or reflection of one’s own behavior, including pride, shame, guilt, and embarrassment.
LO6
5-17
©2012 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. 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.
Product contamination—the diminished positive feelings someone has about a product because another consumer has handled the product.
LO6
5-18
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.