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45 Cards in this Set
- Front
- Back
Motivations
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The inner reasons or driving forces behind human action as consumers are driven to address real needs.
In a consumer behavior context, the results is a desire for a product, service, or experience. It is the drive to satisfy needs and wants, both physiological and psychological, through the purchase and use of products and services |
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CB Ch. 5 Learning Objective #1
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Classify basic consumer motivations.
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An Illustration of Consumer Motivations According to Maslow’s Hierarchy
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Lowest (Utilitarian Value) to Highest (Hedonic Value)
Psychological needs--Dumpster dining (finding food in garbage) Safety and security--Gated apartment Belongingness and love--Home and family Esteem--Describing ones life on Myspace.com Self-actualization--Learning a foreign language for fun |
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What type of need can be satisfied by this product?
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Campbell Soup – Stop hunger
Campbell’s Soup – Safe to eat and establish a routine in daily life Campbell’s Soup- Show them you care Campbell’s Soup – Make you feel confident, competent to provide meals for your family Campbell’s Soup - Take care of yourself! |
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Utilitarian Motivations Lead to:
[Utilitarian and Hedonic Motivations Lead to Consumer Behaviors] |
Choosing the most convenient place to have lunch
Buying a tank of gas for the car Choosing to shop with retailers that are seen as useful and easy to use Using air freshener to cover a strange smell in the apartment Going gift shopping out of a sense of obligation to give a gift |
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Hedonic Motivations Lead to:
[Utilitarian and Hedonic Motivations Lead to Consumer Behaviors] |
Going out to a trendy, new restaurant for dinner
Driving the car fast on a curvy road even when not rushed Choosing to shop with retailers that are seen as fun and exciting Using air freshener because one really likes the smell Giving a gift to enjoy the giving process and the joy the recipient experiences when opening the gift |
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Motivational Conflicts
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Types of conflicts
Approach-approach conflict Approach-avoidance conflict Avoidance-avoidance conflict Marketers can influence the conflict resolution. |
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Approach-Approach Conflict
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Special Ksub2 0 Diet Drink
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Approach-Avoidance Conflict
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100 Calorie Packs of Lora Doone
Rich & Buttery: Two tastes rarely associated with 100 calories |
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Avoidance-Avoidance Conflict
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Birth control every day? Not now, no way.
NuvaRing advertisement |
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Consumer Involvement
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Represents the degree of personal relevance a consumer finds in pursuing value from a given consumption act.
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Consumer Involvement Types
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Product
Shopping Situational Enduring Emotional |
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Typical High and Low Product Involvement
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High Product Involvement:
Dresses Televisions Champagne Bras Low Product Involvement: Detergents Facial soap Toothpaste Yogurt |
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CB Ch. 5 Learning Objective #2
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Describe consumer emotions and demonstrate how they help shape value.
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Emotions
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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. |
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Cognitive Appraisal Theory
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Describes how specific types of thoughts can serve as a basis for specific emotions.
Cognitive appraisals: Anticipation Agency Equity Outcomes |
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Type of Appraisal/ Situation
Anticipation appraisal--Consumer waits while doctor examines X-rays [Visceral Responses to Emotions by Consumers] |
(Worry)--Grim face with turned-down eyebrows and cheeks. Hands likely near face. Consumer would rather avoid situation.
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Outcome appraisal-Consumer wins a contest
[Visceral Responses to Emotions by Consumers] |
(Joy)--Genuine smile including turned up cheeks and eyebrows and open hands. The consumer approaches the situation.
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Equity appraisal--Consumer sees one customer receive faster and better service than he or she receives
[Visceral Responses to Emotions by Consumers] |
(Anger)--Turned-down cheeks and eyebrows with clenched fists and hunched back. The consumer seeks to approach an agent of the company.
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Agency appraisal--Consumer sees a waiter sneeze near a food preparation area
[Visceral Responses to Emotions by Consumers] |
(Digust)--Pinched-in facial expression and turned head. The body naturally withdraws (avoids) the situation.
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Outcome appraisal--Consumer shows up at an important party inappropriately dressed.
[Visceral Responses to Emotions by Consumers] |
(Embarassment)--Face blushes (turns red and feels hot), head cowers, and a strong desire to flee is experienced.
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Emotion Terminology
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Mood
Affect |
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Mood
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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. |
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Affect
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represents the feelings a consumer has about a particular product or activity
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CB Ch. 5 Learning Objective #3
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Apply different approaches to measuring consumer emotions.
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Measuring Emotion
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1. Autonomic measures
2. Self-report measures |
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A Short-Form PANAS Application
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The scale below lists words that describe the feelings that you may have experienced while shopping at Hometown Bathshop today. Please use the items to record the way you felt while shopping by indicating the extent to which you felt each of the feelings described. The scale ranges from 1=very slightly or not at all to 5= extremely
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CB Ch. 5 Learning Objective #4
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Appreciate the fact that not all consumers express emotions in the same way.
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Differences in Emotional Behavior
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Emotional involvement
Emotional expressiveness Emotional intelligence |
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Emotional Intelligence Consists of Many Elements
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Self Control
Emotional Empathy Upbeat Productive |
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Self-control
[Emotional Intelligence Consists of Many Elements] |
Ability to control one's emotions
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Emotional empathy
[Emotional Intelligence Consists of Many Elements] |
Ability to read and understand others' emotions
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Upbeat
[Emotional Intelligence Consists of Many Elements] |
Ability to maintain a generally upbeat and optimistic outlook
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Productive
[Emotional Intelligence Consists of Many Elements] |
Ability to turn emotions into value through better problem solving
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CB Ch. 5 Learning Objective #5
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Define the concept of schema-based affect.
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Schema-Based Affect
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Emotions become stored as part of the meaning for a category.
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A Typical Car Salesperson Schema
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Used Car Salesman--Bad Tie, Overweight, Male, Loud, Pushy, Apprehensive, Skeptical, Flicks Butt Away, Tie too short, Helpless, Skeptical
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Disney Schema
[Examples of Schema-Based Affect] |
(Joyfulness, fun)--Consumers have increased brand equity and lower price sensitivity for Disney products.
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Individual countries (united Kingdom, France, United States, Japan, Israel, China) Schema
[Examples of Schema-Based Affect] |
(Consumers have a slightly different affect associated with each country)--Consumers are less favorable toward products manufactured in countries for which that consumer's schema evokes negative affect.
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Telemarketing
[Examples of Schema-Based Affect] |
(Aggravation)--Consumers often hang up quickly as a built-in avoidance response.
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Baby
[Examples of Schema-Based Affect] |
(Tenderness, warmth)--Products associated with babies are viewed more favorably.
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Sports star
[Examples of Schema-Based Affect] |
(Excitement)--Consumers may generalize excitement to products and services endorsed by the star.
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Stereotypes
[Examples of Schema-Based Affect] |
(Each stereotype evokes slightly different affect)--The affect associated with the stereotype can cause consumers to be more of less willing to approach and may alter information processing.
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Emotional Contagion
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Represents the extent to which an emotional display by one person influences the emotional state of a bystander.
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Emotional labor
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workers have to overtly manage their own emotional displays as part of the requirements of the job.
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