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

Chapter 5Motivation and Emotion:Driving Consumer Behavior

Chapter 5Motivation and Emotion:Driving Consumer Behavior

BABIN / HARRISBABIN / HARRIS

© 2009 South-Western, a division of Cengage Learning. 5-2

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

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Exhibit 5.1: An Illustration of Consumer Motivations According to Maslow’s Hierarchy

LO2

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Exhibit 5.2: Utilitarian and Hedonic Motivations Lead to Consumer Behaviors

LO2

Eating LunchDriving

ShoppingAir Freshener

Gift Giving

• Melanie exercises almost every day. She is motivated by changing her current state of fitness to a level that is more ideal. Which group of motivation behavior does this describe?– A. self-improvement– B. homeostasis– C. self-actualization– D. hierarchy of effects– E. esteem

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Harriet and her daughter go shopping just for the fun of it. They are not necessarily looking for a specific product, they just like being together looking at the products. Which motivation does this illustrate?

a. physiologicalb. utilitarianc. hedonicd. end-statee. esteem

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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

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Exhibit 5.3: Typical High and Low Product Involvement

LO2

• Some product categories have more personal relevance

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_____ represents the personal relevance of shopping activities.

a. Shopping involvementb. Shopping endurancec. Product involvementd. Emotional involvemente. Shopping enthusiasm

Situational Involvement

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Enduring Involvement

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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

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Cognitive Appraisal Theory

• Describes how specific types of thoughts can serve as a basis for specific emotions.

• Cognitive appraisals:– Anticipation—future; hope, anxiety– Agency—responsibility; frustration– Equity—fairness; warmth, anger– Outcomes—how it turned out; joy, pride

LO3

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Exhibit 5.4: Visceral Responses to Emotions by Consumers

LO3

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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

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Measuring EmotionLO4

Autonomic measuresAutonomic measures

Self-report measuresSelf-report measures

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Exhibit 5.6: A Short-Form PANAS Application

LO4

Emotional Involvement

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© 2009 South-Western, a division of Cengage Learning. 5-19

Involvement

Is this high involvement or irrational behavior?

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Keely was so engrossed in her book that she didn’t realize that five hours had passed. What term is used to represent Keely’s high emotional involvement in which she is engrossed in reading the book?

a. emotional involvementb. flowc. bipolard. emotional contagione. emotional labor

Emotional Expressiveness

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Emotional Intelligence

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Emotions

What is this consumer feeling?

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Exhibit 5.8: Illustration of Emotion Aiding Learning

LO6

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Nostalgia

Going retro - Nostalgia creates positive feelings.

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To Know It Really Is To Feel It!

Translating words into another language does not always translate emotions.

Which of the following describes the situation in which consumers remember information better when the mood they are currently in matches the mood they were in when originally exposed to the information?

a. autobiographical memoryb. nostalgiac. emotional contagiond. emotional expressivenesse. mood-congruent recall

© 2009 South-Western, a division of Cengage Learning. 5-27

© 2009 South-Western, a division of Cengage Learning. 5-28

Schema-Based Affect

Emotions become stored as part of the meaning for a category.

Emotions become stored as part of the meaning for a category.

LO6

We may want to capitalize on the positive and

redirect the negative.

Schema Based Affect

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Emotional effect on memory—superior recall for information presented with mild emotional content.

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Exhibit 5.9: A Typical Car Salesperson Schema

LO6

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Exhibit 5.10: Examples of Schema-Based Affect

LO6

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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