Solomon Ch. 5 Motivation and Affect [PDF]

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Chapter Objectives

5 Motivation and Affect

1. Products can satisfy a range of consumer needs.

2. Consumers experience different kinds of motivational conflicts that can impact their purchase decisions. 3. Consumers experience a range of affective responses to products and marketing messages.

CONSUMER BEHAVIOR, 12e Michael R. Solomon

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Chapter Objectives (Cont.)

Learning Objective 1

4. The way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation.

Products can satisfy a range of consumer needs.

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Motivation

The Motivation Process: Why Ask Why?

• Motivation

• Motivation: processes that lead people to behave as they do • Occurs when need is aroused that the consumer wishes to satisfy • A need creates a state of tension that drives the consumer to attempt to reduce or eliminate it

Utilitarian o Functional or practical benefit (eating kale for nutritional reasons) o Hedonic o An experiential need, involving emotional responses or fantasies (feeling “righteous” by eating kale) o

• Goal: desired end state Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

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Incidental Brand Exposure

Motivational Strength

• BUT, do you even have to be aware of a

• Drive: urgency of tension

motivation to achieve a goal? • College students using a “cute” ice cream scoop took larger amount than those who used a plain scoop → whimsical object, more self-indulgent (though not self-aware of this effect)

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• Drive Theory: biological needs that produce unpleasant states of arousal (e.g., hungry stomach grumbling) o Arousal motivates us to reduce it and return to a balanced state called “homeostasis” o Some believe this need to reduce arousal is a basic mechanism that governs much of our behavior

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Drive Theory Example o

Motivational Strength

• Expectancy Theory: expectations of

“Retail Therapy”: act of shopping restores sense of personal control over one’s environment and can alleviate feelings of sadness

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achieving desirable outcomes—positive outcomes—motivates behavior • Focus on cognitive rather than internal biological drives to understand motivation

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Motivational Direction

Motivational Direction

Needs (basic goal) versus wants (specific pathway to goal)

• Productivity orientation • The “need” to use time constructively • Novel consumption experiences • “Bucket lists”

• Utilitarian • Objective, tangible attributes

• Hedonic • Subjective, experiential

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Motivational Conflicts

Motivational Conflicts

Choosing between desirable alternatives -Bundling of benefits (get it all) Yummy AND healthy

• Theory of cognitive dissonance: people have need for order and consistency • Dissonance (tension) exists when beliefs or behaviors conflict→ Cognitive dissonance reduction (look for ways to reduce inconsistency)

Desire for it, but wish to avoid (e.g., guilt) -Overcome guilt (“Because I’m worth it”)

Two undesirable alternatives -Stress unforeseen benefits of one

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• Post-decision dissonance • Remorse and rationalization Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

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Classifying Consumer Needs

Classifying Consumer Needs

Murray’s psychogenic needs • Autonomy: being independent • Defendance: defending self against criticism • Play: engaging in pleasurable activity • Murray believed everyone has same basic set of needs but that individuals differ in priority of needs

Other motivational approaches: Specific needs and ramifications of behavior

• Need for Achievement: personal accomplishment → status brands

• Need for Affiliation: company of others→ group behaviors

• Need for Power: control environment→ “loud” brands, “pampering” brands

• Need for Uniqueness: assert individual identity→ “distinctive” brands

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Figure 5.2: Maslow’s Hierarchy of Needs

Group Discussion

• Give an example when you had a need for achievement, affiliation, power, and uniqueness.

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Learning Objective 2

Types of Affective Responses

• Evaluations: Valenced (positive or negative)

Consumers experience different kinds of motivational conflicts that can impact their purchase decisions.

reactions to event and objects • Not accompanied by high levels of physiological arousal

• Moods: Temporary positive or negative affective states with moderate levels of arousal • Diffuse, not necessarily linked to particular event

• Emotions: Happiness, anger, and fear • More intense and often related to specific triggering event Copyright © 2018 Pearson Education Ltd.

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Types of Affective Responses

Positive Affect

• Negative state relief: helping others to

• Lovemark: passionate commitment to brand • Pay premium even if functionally similar

resolve negative mood • “Guilt” appeals for charity ads

• Happiness: mental state of well-being with

• “Sadvertising”: ads with inspirational stories

positive emotions

• Material accumulation ≠ happiness • “Wired” instinct for accumulation • Even beyond what can consume • BUT, experience over material goods • Older consumers (prefer calm vs. excitement)

to manipulate emotions

• Mood Congruency: judgments tend to be shaped by our moods (cognitive dissonance)

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Negative Affect

Negative Affect

• Disgust: primitive emotion, avoidance

• Guilt: objections to own actions, inaction,

• Powerful effect on judgment • Harsher judgment • BUT, gross ads can be attention capturing

circumstances, or intentions

• Guilt appeal for pro-social behaviors • BUT extreme guilt can backfire

• Envy: desire to reduce gap to superior other

• Embarrassment: concern for what others

• Benign: other is “deserving” of superior position • Mimic even if pay more • Malicious: other is “undeserving” • Pay more for different brand in same category

think

• Aware of, and care about, evaluating audience • Socially sensitive products: condoms, tampons (how to reduce embarrassment)

to be “different” Copyright © 2018 Pearson Education Ltd.

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How Social Media Tap into Our Emotions

For Reflection

• Happiness economy

• Give an example of when a product had a

not that important

• Wellbeing as “new wealth” • Use of social media technology • Spreading of mood • Targeting ads/coupons to “improve” mood

negative or positive affect on you.

• Sentiment analysis • Collect and analyze words people use to describe brand • E.g., Use of text mining Copyright © 2018 Pearson Education Ltd.

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Learning Objective 3

Learning Objective 4

Consumers experience a range of affective responses to products and marketing examples.

The way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation.

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Consumer Involvement

Figure 5.2 Conceptualizing Involvement

• Involvement: a person’s perceived relevance of the object based on their inherent needs, values, and interests

• Reflects level of motivation to process information about a brand we believe will help us solve a problem or reach a goal

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Consumer Involvement

Measuring Involvement

• Range: absolute lack of interest to obsession • Inertia: low end of involvement, make decisions out of habit, lack motivation to consider alternatives

• Cult products: command fierce consumer loyalty, devotion, and even worship (super-fans) • Harley-Davidson

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Types of Involvement

Product Involvement

• Perceived risk: believe negative consequence if Product

Higher if perceived risk

Message

choose wrong option • Expensive, complicated

• Mass customization: personalization at mass-

Media Vehicle Print is high, TV is low

production price more likely to be involved

• Brand loyalty: repeat purchase with desire to Store, site, or location where consume

buy same brand Situational

• Variety seeking: desire for newness (even if

Personalization can increase involvement Copyright © 2018 Pearson Education Ltd.

like the old)→ unpredictability can be rewarding Copyright © 2018 Pearson Education Ltd.

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For Reflection Figure 5.4 Five Types of Perceived Risk

• What risky products have you considered recently?

• Which forms of risk were involved?

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Message Involvement

For Reflection

• Alternate reality games (Bing Decode video) • Narrative transportation: immersive storyline

• Have you ever been immersed into an advertisement that you feel like you are part of it?

• (Three Little Pigs video)

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Charmin Leverages Product and Situational Involvement

How to boost motivation to process? • Novel stimuli: unusual cinematography, sudden silence,

Charmin frequently sponsors clean toilet facilities at major events, recognizing that product and situational involvement can overlap.

unexpected movements (Gold Film Craft – Honda Illusions video)

• • • • • •

Prominent stimuli: loud music, fast action Celebrity endorsers Provide value (Charmin: see next slide) New media platforms (hand stamps at nightclubs with ads)

Website to find clean toilets on the go.

Mental rehearsal Spectacles: message as entertainment (Red Bull music festival) Copyright © 2018 Pearson Education Ltd.

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For Review

For Review

1. Products can satisfy a range of consumer

4. The way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation.

needs. 2. Consumers experience different kinds of motivational conflicts that can impact their purchase decisions. 3. Consumers experience a range of affective responses to products and marketing messages.

Copyright © 2018 Pearson Education Ltd.

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Group Discussions:

• CS 5.1: Discuss the possible reasons to buy a watch today (both smart and conventional watches). Connect each motivation you identify with an appropriate motivational theory from the chapter.

Case Study: Watch Industry

• CS 5.2: What does Apple really believe will motivate consumers to purchase the Apple Watch? Are there different motivations at the low vs. high (luxury version) price point? 2-43 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

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