Chapter 4 - Lecture notes 4 PDF

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CHAPTER 4 – MOTIVATION AND AFFECT

The motivation processes Motivation refers to the processes that cause people to behave as they do . ** When the need becomes strongly activated it will create a tension which is what will then motivate us. The greater the tensions the greater the likelihood of a consumer being motivated ➢ It occurs when a need is aroused that the consumer wishes to satisfy ➢ Once a state of tension exists that drives the consumer to attempt to reduce or eliminate the need A need may be utilitarian (a desire to achieve some functional or practical benefit, as when a person requires a pair of durable sneakers) → The desired end state is the consumer’s goal Marketers want to create products or services that will reduce this tension The magnitude of the tension determines the urgency the consumer feels to reduce the tension. The degree of arousal is called a drive Personal and cultural factors create a want, which is one manifestation of a need Ex: hunger is a need but the type of food is a want Motivational strength The degree to which a person will expend energy to reach one goal as opposed to another reflects his or her underlying motivation to attain that goal 2 theoretical categories for motivational strength 1) Drive theory 2) Expectancy theories Drive theory Drive theory focuses on biological needs that produce unpleasant states of arousal (ex: stomach grumbling – you are hungry you are going to go get food) • We are motivated to reduce the tension caused by this physiological arousal • In marketing, tension: unpleasant state that exists if a person’s consumption needs are not filled • A state of hunger (ex) activates goal-oriented behaviour that attempts to reduce or eliminate this unpleasant state and return to a balanced once, called homeostasis • A person’s degree of motivation depends on the distance between his or her present state and the goal. However, there is a complication when trying to explain some facets of human behaviour that run counter to predictions. People often do things that increase a drive state rather than decrease it

Ex: going for a lavish dinner you might not eat an unhealthy snack during the day even if you want it Expectancy theory Expectancy theory suggests that behaviour is largely pulled by expectations of achieving desirable outcomes —positive incentives— rather than pushed from within (Example: money and social status Motivational direction Most goals can be reached by a number of routes and marketers must convince consumers their route provides the best chance to obtain the goal Needs vs. wants The way a need is satisfied depends on the individual’s unique history and learning experiences and his or her cultural environment The particular form of consumption used to satisfy a need is a want Types of needs Biogenic needs: certain elements necessary in order to maintain life ex: food, water, air, shelter Psychogenic needs: are acquired in the process of becoming a member of a culture ex: need for status, power, affiliation Consumers can also be motivated to satisfy either utilitarian or hedonic needs Utilitarian needs will emphasize the objective, tangible attributes of products Hedonic needs are subjective and experiential ex: meets their needs for excitement, self-confidence, fantasy etc. Consumers may also be motivated to buy a product because it provides BOTH types of benefits ex: Louis Vuitton bag

Motivational conflicts ➢ A goal has valence which means it can be negative or positive ➢ A positive goal is one toward which consumers are motivated to approach while a negative goal is one that consumers want to avoid. ➢ Because a purchase decision involves more than one source of motivation, consumers’ different motives conflict one another. ➢ Conflicts that your consumer might be going for: cognitive dissonance is that one thing that everyone is feeling. It’s when their beliefs and behaviours are consistent with one another.

3 general types of conflicts can occur 1) Approach-approach 2) Approach-avoidance 3) Avoidance-avoidance

1) Approach-approach conflict A person must choose between two desirable alternatives- anything you can do to relieve the cognitive dissonance. Ex: choosing between 2 different concerts because you can only afford 1 ( Brand superiority: showing marketers that they choose the right location) The theory of cognitive dissonance is based on the idea that people desire consistency and that tension is created when beliefs or behaviours conflict with another. • This tension can be removed through cognitive dissonance reduction in which people are motivated to reduce this dissonance (inconsistency) and eliminate unpleasant tension (Example: going on a cold vacation or a warm vacation when you choose one they will email you and let you know why you choose this vacation and give you different ideas or things to do. Post-decision dissonance: can occur when a consumer must make a choice between 2 products with both good and bad qualities. After choosing, the consumer gets the bad qualities of one and misses out on the good qualities of the other This loss creates a dissonant state that one wants to reduce A way to remove this is by finding additional reasons to support the option they chose and flaws in the option they did not chose 2) Approach-avoidance conflict Many products we desire have both positive and negative consequences Ex: cake A good solution to this is to eliminate guilt ex: hybrid cars, faux fur, diet foods Many marketers try to overcome guilt by convincing consumers that they are deserving of luxuries 3) Avoidance-avoidance conflict Consumers can face a choice between two undesirable products – unforeseen benefits. Ex: buying a new car or throwing money into an old one Marketers address this conflict by stressing the unforeseen benefits (ex: getting a warranty with a new car)

Classifying consumer needs Henry Murray created a set of psychogenic needs that result in behaviours Ex: autonomy (being independent), defence (defending the self against criticism), and play (engaging in pleasurable activities) Murray’s need structures serves as the basis for a number of personality tests Ex: Thematic appreciation test (TAT) Subjects are shown 6 pictures and are asked to write answers to the 4 guiding questions 1) what is happening, 2) what has lead to this situation, 3) what is being thought, 4) what will happen 2) The theory is that people will freely project their own subconscious needs onto the picture Murray believed that everyone has the same basic set of needs but that individuals differ in how they prioritize them. Specific needs and buying behaviour Other motivational approaches have focused on specific needs and their ramifications for behaviour Ex: a person with a high need for achievement would buy something that provides evidence of their achievements Other needs that are relevant to consumer behaviour include the following -need for affiliation (to be in company of other people) products ans services that eliminate loneliness ex: bars, shopping malls -need for power (to control one’s environment) souped-up muscle cars, hotels, restaurants -need for uniqueness (to assert one’s individual identity) personalized cell phone cases Maslow’s hierarchy of needs ➢ ➢ ➢ ➢ ➢

Hierarchy of biogenic and psychogenic needs A certain level must be attained before the next higher one is achieved Bottom to top Physiological (water, sleep, food) ex: medicine, staple items, generics Safety (security, shelter, protection) ex: insurance, alarm system, retirement, investments ➢ Belongingness (love, friendship acceptance of others) ex: clothing, grooming products, clubs, drinks ➢ Ego needs (prestige, status, accomplishment) ex: cars, furniture, credit cards, stores, liquors, country clubs) ➢ Self-actualization (self-fulfilment, enriching experiences) ex: hobbies, travel, education

Most people spend their lives trying to fill their ego needs and never move on to self-actualization to fulfill their own potential and become everything they are capable of being. •

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Maslow’s hierarchy predicts that higher-order needs will become the driving force behind human behaviour as the consumer’s lower level needs are satisfied. Satisfaction does not motivate behaviour, dissatisfaction does. Needs are never totally satisfied but are ongoing Behaviours can satisfy two needs at once It reminds us that consumers may have different need priorities at different times in their lives

Limitations Can’t measure precisely how well satisfied one need is before the next higher need becomes operational. It is also very much built around western culture. Other cultures might not agree with the order Motivation and goal fulfillment • People often set goals related to consumption (lose weight, exercise more often, consume less energy) etc. • More likely to achieve these goals when they are SMART (specific, measurable, attainable, relevant and time-bound) When consumers get closer to attaining a goal they are ironically more likely to change course and pursue an alternate goal Sometimes, the motivation to attain goals can be unconscious Ex: exposing consumers to the Apple brand name enhances motivations to be different and unique as compared to exposure to the IBM brand name Consumer involvement Not everyone has the same levels of motivation Involvement : can be defined as a “person’s perceived relevance of the object based on their inherent needs, values and interests” Since involvement is a motivational construct, it can be triggered by one or more antecedents Antecedents: something about the product, person or situation Ex: person factors (needs, importance, interest, values) Object factors (differentiation, source of communication, content of communication) Situational factors (purchase/use, occasion)

See figure 4.4 page 104 Involvement can be viewed as the motivation to process information When relevant knowledge is activated in memory, a motivational state is created that drives behaviour (ex: shopping) The more involvement, the more attention people devote to products. Levels of involvement: From Inertia to Passion Highly involve would be motivation to process information Not involved would be (inertia to passion) ** The type of information processing depends on the consumer’s level of involvement It can range from simple processing (only basic features of a message are considered) to elaboration (incoming info is linked to pre-existing knowledge systems) Consumption at the low end of involvement is characterized by inertia where decisions are made out of habit because they lack motivation to consider alternatives. Whereas at the high end of involvement there is passionate intensity reserved for people and objects that carry great meaning to the individuals When consumers are very involved with a product, ad or website, they enter a flow state. This state is when consumers are so intrigued that they lose all track of time. Flow is an experience characterized by a sense of playfulness, a feeling of being in control, concentration and highly focused attention, mental enjoyment of the activity for its own sake, a distorted sense of time, a match between the challenge at hand and one’s skills beyond the level of involvement there can be a type of involvement (emotionally involved, rationally or cognitively involved) The many faces of involvement Involvement can be emotional or cognitive But advertisements themselves can be involving for some reason. 3 broad types of involvement that relate to the product, message and the situation 1) Product involvement A consumer’s level of interest in a specific product A powerful way to increase this is by enabling consumers to have a role in designing or personalizing what they buy. Mass customization (customization and personalization of products and services for individual customers at a mass production price)

2) Message-response involvement Message-response involvement refers to how the medium through which the message is communicated can increase consumer involvement. One example is to create spectacles or performance in which the message itself is a form of entertainment. ➢ Guerilla marketing: marketers use low-cost unconventional marketing tactics to gain consumers’ attention and involvement ex: flash mobs ➢ Real-time marketing: connecting with consumers about real-time events on social media Ex: You can still dunk in the dark (Oreo) ➢ Interactive mobile marketing: consumers participate in real-time marketing campaigns via their cell phones ex: SMS marketing (texting discount coupons) 3) Purchase situation involvement Purchase-situation involvement refers to differences that may occur when buying the same object for different contexts When you buy something for someone you want to impress, you might buy a brand that reflects good taste. If you don’t like the person, you wont care. Segmenting by involvement levels Involvement can be used as a basis for market segmentation A company can adapt its strategy to account for the motivation of different segments to process information about the product Strategies to increase involvement • Appeal to customer’s hedonic needs. Ex: ads with sensory appeal generate higher levels of attention and involvement use novel stimuli, such as cinematography, sudden silences, or unexpected movements in commercials • Loud music and fast action, larger print, color • Include celebrity endorsers to generate higher interest in commercials • Build a bond with consumers by maintaining an ongoing relationship with them • Aside from these guidelines, the best may be to boost consumer involvement with marketing messages is to involve them in the marketing process ex: crowdsourcing: when marketers enlist a large group of consumers to assist in some aspect of the marketing process. Ex: Doritos other forms of this are consumer-generated content in which consumers product their own commercials (also called advertising involvement)

AFFECT Types of affective responses Affect: refers to the experience of emotionally laden states, which can range from evaluations, to moods, to full-blown emotions. Evaluations involve valenced (positive or negative) reactions to events and objects that are not accompanied by high levels of arousal Moods involve temporary positive or negative affective states accompanied by moderate levels of arousal. Moods tend to be diffuse and are not necessarily linked to a particular event. Emotions (happiness, anger, fear) in contrast to moods, tend to be more intense and are often related to a specific trigger Marketers use affective states in many ways • Positive moods and emotions are often highlighted as a product benefit • Some products are consumed for their mood-altering qualities ex: fragrances, alcohol • Marketers sometimes highlight the avoidance of negative affect as a product attribute • Another way negative moods are sometimes used is by activating a negative mood on the part of the consumer and then giving the consumer a means by which to make him feel better—by donating to the cause Negative State of Relief Mood Congruency Sentiment Analysis Helping others as a means of resolving one’s own negative moods is called Negative state relief: another way a consumer can improve a negative mood is by purchasing mood-enhancing products like chocolate (If you’re experiencing a negative mood you want to find ways to take that away or do something positive Another way marketers capitalize on affect is through Mood congruency: effects this means that our judgements are often consistent with our existing mood states. This is why its more expensive to have an ad after a comedic show or why stores have happy music. Mood congruency effects are not inevitable Moods are most likely to be influential when they are considered relevant to the particular purchase decision. How social media taps into our emotions

Sentiment analysis (sometimes called opinion mining) is a process that scours the social media universe to collect and analyze the words people use when they describe a specific product or company When people feel a certain way they are likely to choose certain words that tend to relate to the emotion From these words, the researcher will create a word-phrase dictionary (sometimes called a library) to code the data A computer program will then scan social media text to identify whether words in the dictionary appear Discrete emotions The examination of specific emotional reactions during consumption episodes can provide additional insight. Ex: envy and embarrassment are both negative emotions and can cause a very different shopping trip Happiness Happiness is a mental state of well-being characterized by positive emotions. Experiential purchases bring more happiness than materialistic purchases This is because experiential purchases are more open to positive reinterpretations, are a more meaningful part of one’s identity, and contribute more to successful relationships. How we spend our money can influence happiness Ex: people experience increased levels of happiness when they spend money on others as opposed to themselves Another possibility is that they key to happiness does not involve happiness, it involves time • Thinking of time rather than money influences how effectively people pursues personal happiness goals. • This is because when people think of time they are motivated to spend more time with family and friends. • When they think of money, they work more and socialize less. What makes us happy can vary throughout our lifetime. Younger people find happiness with excitement where older people find happiness with feelings of peacefulness and calm. This is because of increased feelings of connectedness to others and to the present moment as one ages Envy Envy is a negative emotion associated with the desire to reduce the gap between oneself and someone who is superior on some dimension

2 types of envy can emerge Benign envy: occurs when the individual beliefs that the superior other deserves his or her status. (ex: newest model of iphone) when consumers experience benign envy over a product they are willing to pay more for it Malicious envy: occurs when the consumer believes that the superior other does not deserve his or her status Ex: consumer does not desire the focal product (iphone) but are instead willing to pau for a different product in the same category (Samsung) Guilt Guilt is defined as “an individual’s unpleasant emotional state associated with possible objections to his or her actions, inaction, circumstances, or intentio ns” Marketers often use guilt when they want consumers to participate in prosocial behaviours (ex: charitable giving) Extreme guilt appeals often backfire and it is more effective to activate guilt more subtly Consumer guilt can also be activated in retail settings Ex: when you don’t buy something this can lead to guilt when you feel a sense of social connectedness with the salesperson. If this happens you might even buy more next time because of the guilt you feel. Embarrassment Embarrassment: is a social emotion driven by a concern for what others think about us. • It occurs when unwanted events communicate undesired information about our self to others. • This happens most often when socially sensitive products are purchased (ex: condoms, tampons) • But if the consumer is familiar with the product this can reduce embarrassment. • Consumer have adapted strategies to alleviate embarrassment • Embarrassment can also occur when a social custom or norm is violated (ex: if your credit card gets declined)...