Chapter 5 Motivation and EMotions PDF

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Suzanne Makarem ...

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Chapter 5: Motivation and EMotions ●

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The Motivation Process ○ Motivation ■ The driving force within individuals which impels them to action ■ It occurs when a NEED arises that a consumer wishes to satisfy. It is dynamic! ■ SEE SLIDE What Drives Human Behavior? ○ Motivations ■ Driving forces behind human actions that push consumers to address real needs ● Homeostasis ○ State of equilibrium wherein the body reacts in a way as to maintain a constant, normal bloodstream ○ → utilitarian value consumption ● Self-improvement ○ Motivations aimed at changing the current state to an ideal level ○ → hedonic value (emotionally gratifying) consumption Regulatory Focus Theory ○ Regulatory focus theory ■ Notion that consumers orient their behavior either through prevention or promotion focus ● Prevention focus → avoidance object (negative goal) → homeostasis ● Promotion focus → approach object (positive goal) → selfimprovement Types of Motivational Conflicts ○ Approach-approach ■ Two desirable alternatives ■ Cognitive dissonance ○ Approach-avoidance ■ Positive and negative aspects of desired product ■ Guilt of desire occurs ○ Avoidance-avoidance ■ Facing a choice between two undesirable alternatives General Hierarchy of Motivation ○ MAslow’s HIerarchy of Needs ■ Theory of human motivation (1948) which describes consumers as addressing a finite set of prioritiezed needs (hierarchy) ● Maslow focuses on the idea of priority: consumers first seek value by satisfying the most basic needs (physiological), then emotioanl

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needs (safety, love) and then more sophisitcated psychological needs (esteem and self-actualization) ○ Culturally bound? ■ Assumptions or hierarchy? (jumps, inverted pyramid) ■ Emphasis on individual needs over group needs Maslow’s Hierarchy of Needs

○ The role of COnsumer Involvement ○ Consumer involvement ■ Degree of personal relevance a consumer finds in pursuing value from a category of consumption (perceived importance and risk associated with the purchase) ● Motivates consumers to seek out, attend to, and think about product information -> leads to longer decision making process ■ Situational involvement ● Specific to a product or situation and is temporary ■ Enduring involvement ● Reflects feelings experienced toward product category that are persistent over time and across different situations The Product Versus Brand Involvement Model ○ SEE SLIDE Consumer emotions and value ○ Emotion ■ Affective responses -- specific psychobiological reaction to a human appraisal ● Creates visceral responses: feeling states tied to physical reactions in a direct way ● Affect consumption experiences, information processing, product evaluations..--> determine marketing success

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Cognitive APpraisal Theory of EMotions ○ Proposes that specific types of appraisal thoughts can be linked to specific types of emotions ■ Outcomes appraisals ● Consider how something turned out relative to one’s goals and can evoke emotion like joy, satisfaction, or sadness ○ Pleasant (positive) vs unpleasant (negative) (happiness v sadness) ■ Anticipation appraisals ● Focuses on the future and can elicit anticipatory emotions like hopefulness or anxiety ○ Certain vs. uncertain events (happiness vs. hopefulness/sadness vs anxiety) ■ Agency appraisals -- reviews responsibility for events and can evoke consequential emotions like gratitude, frustration, guilt, or anger ● Caused by self vs. circumstances (fate) (pride vs. gratitude) Mood ○ Consumer mood represents a transient (temporary and changing) and general feeling state often characterized with simple descriptors such as “good mood”, “bad mood”, or even a “funky mood” ○ Moods are generally considered less intense than many other emotional experiences; nevertheless, moods can influence behavior ○ Employees’ moods can also affect consumption outcomes as they interact with consumer mood Mood ○ An affective state, which is much less intense than emotions

■ Measuring Emotion ○ Autonomic measures ■ Automatically recording responses based on automatic visceral reactions or neurological brain activity

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Monitor facial reactions, physiological responses which can be documented via brain imaging, eye movement with eye tracking ○ Self-report measures ■ Survey scales (PADS/PANAS) ● Less intrusive than biological measures because they don’t involve physical contraptions ● Require consumers to recall their affect state from a recent experience, or affect they are feeling at a given point in time PANAS Scale examples ○ See slide Differences in Emotional Behavior ○ Emotional involvement ■ Deep personal interest that evokes strongly felt feelings associated with some object or activity ○ Emotional effect on memory ■ Superior recall for information presented with mild affective content compared to similar information presented in a neutral way ○ Schema-based affect ■ Emotions that become stores as part of the meaning for a category Emotional, Meaning, and Schema-Based AFfect ○ Emotional expressivenenss ■ Extent to which a consumer shows outward behavioral signs and otherwise reacts obviously to emotional experiences ○ Emotional intelligence ■ Awareness of the emotions experiences in a given situation and the ability to control reactions to these emotions → self-control and emotions management ○ Emotional contagion ■ Extent to which an emotional display by one person influences the emotional state of a bystander (ex. Other customers and employees)...