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Chapter 5 Slides

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Uploaded by

Thiên An Phạm
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Chapter 5

Motivation and Emotion

Babin/Harris, Consumer Behavior, 9th Edition. © 2022 Cengage. All Rights Reserved.
May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
LEARNING OUTCOMES

1 What is motivation and how does it drive


consumer behavior?
2 What is the role of marketing in terms of
motivation?
3 What are emotions and how do they drive
consumer behavior?
What is motivation?
Motivation Defined

• Motivations – the inner reasons or driving


forces behind human actions that drive
consumers to address real needs
• Does it align with perceptions?
Role of Marketing – Why or why
not?
Self-developmental activity
Self-developmental activity - Motivated
to do what?

Motivations – the inner reasons or driving


forces behind human actions that drive
consumers to address real needs
What Drives Human Behavior? Do
we need help?

• Homeostasis: State of equilibrium wherein


the body naturally reacts to maintain a
constant, normal bloodstream (consumers
are motivated to maintain things the way
they are)
• Self-improvement: Motivations aimed at
changing the current state to an ideal level
New Year’s Resolutions

• 38.5% of US adults set New Year’s resolutions every


year.
• 59% of young adults (18-34) have New Year’s
resolutions, which makes it the largest demographic
that sets these goals.
• 48% want to exercise more, making it the most popular
New Year’s resolution. The top 3 are all health-related.
• 23% quit in the first week, and only 36% make it past
the first month.
• 9% successfully keep their New Year’s resolutions.
What needs (need) to be
addressed?

Motivations – the inner reasons or driving


forces behind human actions that drive
consumers to address real needs
General Hierarchy of Motivation:
Broaden definition of need

• Maslow’s hierarchy of needs: Theory of


human motivation which describes consumers
as addressing a finite set of prioritized needs

• Are dynamic
• Exist in hierarchy
• Can conflict
Role of Marketing – Do we need
help?
How can marketing help? Link back
to value
Desire for function

Utilitarian: Drive to acquire products that can be


used to accomplish something
- Helps a consumer maintain his or her state
(homeostasis)
- Value is provided because the object or
activity allows something to happen or be
accomplished
Desire for fun (self-improvement)

Hedonic: Drive to experience something


emotionally gratifying
- Value derived from immediate gratification
that comes from some activity
- Value is provided by the actual experience
and emotions associated with consumption
- Action to obtain hedonic value can be difficult
to explain objectively
Different motivations in relation to
needs?
How can marketing help?

• Involvement is synonymous with motivation.


• Consumer involvement – the degree of
personal relevance a consumer finds in pursuing
value from a particular category of consumption
• When a consumer is highly involved, there is a
greater chance of achieving relatively high
value, as long as things go as expected.
• Customer engagement – brand-related
activities performed by the consumer, including
purchasing, that help create value for the brand
Types of Consumer Involvement

DIFFERENT TYPES OF INVOLVEMENT


•Product involvement – the personal relevance of a
particular product category
•Shopping involvement – the personal relevance of
shopping activities
•Situational involvement – a temporary interest in some
imminent purchase situation
•Enduring involvement – an ongoing interest in some
product or opportunity
•Emotional involvement – a type of deep personal interest
that evokes strongly felt feelings simply from the thoughts or
behavior associated with some object or activity
How can marketing help - solve
problems
Solve a functional (utilitarian)
problem
Focus on homeostasis
Solve an emotional (hedonic)
problem
Focus on self-improvement
Consumer Emotions and Value

• Emotion – a specific psychobiological reaction


to a human appraisal
• Psychobiological – a response involving both
psychological and physical human responses
• Visceral responses – the fact that feeling states
directly coincide with behavioral reactions
• Behaviors are closely tied to emotion, creating
close links between emotions, CB, and value.
Related concepts

• Mood – a transient and general affective state


• Generally considered less intense than other
emotional experiences
• Consumer affect – the feelings a consumer
has about a particular product or activity,
often expressed as tone or liking
Emotional Processing
Impact of Emotions

Semantic Wiring
•A consumer’s ability to remember things about brands and
products can be explained using theory developed around
the principles of semantic or associative networks.
•Words trigger mental activity automatically, and the active
processing and storage of knowledge depends on emotions in
several ways.
•Emotional effect on memory – the relatively superior recall
for information presented with mild affective content
compared to similar information presented in an affectively
neutral way
Impact of Emotions

Mood-Congruent Recall
•Autobiographical memories – the cognitive representation of
meaningful events in one’s life
•Moods tend to match memories.
•Mood-congruent recall – the concept that consumers will
remember information better when the mood they are
currently in matches the mood they were in when originally
exposed to the information
•Consumers in good moods tend to evaluate products
positively compared to consumers in bad moods, and vice
versa.
Impact of Emotions

Schema-Based Affect
•A schema contains the knowledge of a brand, a product,
or any concept.
•Schemata are developed and reinforced through actual
experience.
•Schema-based affect – the emotions that become stored
as part of the meaning for a category (a schema)
•Schema-based affect helps provide meaning and thus
provides another example of how emotion and cognition
work together.
The Takeaway
SUMMARY

• Marketers must present their case as to why


consumers should take part in the process of
exchanging value
• Marketers can influence motivation by focusing
on driving forces (hedonic and utilitarian) and
addressing (not creating) real needs
• Ultimately, marketers must solve or address a
problem (functionally and/or emotionally)
• Emotions are key to driving consumer behavior

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