1. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. BABIN / HARRIS CB Motivation and Emotion: Driving Consumer Behavior CHAPTER 5 PART 2 1 ©PHILIPP NEMENZ/STONE/GETTY IMAGES

2. 2 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Outcomes Understand what initiates human behavior. Classify basic consumer motivations. Describe consumer emotions and demonstrate how they help shape value. Apply different approaches to measuring consumer emotions. Understand how different consumers express emotions in different ways. Define and apply the concepts of schema-based affect and emotional contagion. LO 1 LO 2 LO 3 LO 4 LO 5 LO 6

3. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 1 Understand what initiates human behavior. 3

4. 4 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 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. LO 1

5. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 2 Classify basic consumer motivations. 5

6. 6 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Exhibit 5.1: An Illustration of Consumer Motivations According to Maslow’s Hierarchy LO 2

7. 7 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Exhibit 5.2: Utilitarian and Hedonic Motivations Lead to Consumer Behaviors LO 2

8. 8 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 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 LO 2

9. 9 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Exhibit 5.3: Typical High and Low Product Involvement LO 2

10. 10 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Involvement Is this high involvement or irrational behavior? ©SEAN GALLUP/GETTY IMAGES LO 2

11. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 3 Describe consumer emotions and demonstrate how they help shape value. 11

12. 12 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 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. LO 3

13. 13 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Cognitive Appraisal Theory Describes how specific types of thoughts can serve as a basis for specific emotions. Cognitive appraisals: –Anticipation –Agency –Equity –Outcomes LO 3

14. 14 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Exhibit 5.4: Visceral Responses to Emotions by Consumers LO 3

15. 15 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 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. LO 3

16. 16 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Exhibit 5.5: Bad-Mood Consumers Seek Out Employees with Bad Moods LO 3 Dueling moods: What will happen here?

17. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 4 Apply different approaches to measuring consumer emotions. 17

18. 18 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Measuring Emotion LO 4 Autonomic measures Self-report measures

19. 19 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. PANAS and PAD LO 4 PANAS positive-affect-negative-affect scale assesses a person’s emotional state PAD pleasure-arousal-dominance used to study retail atmospherics

20. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 5 Understand how different consumers express emotions in different ways. 20

21. 21 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Emotions What is this consumer feeling? AP IMAGES/CALEB JONES LO 5

22. 22 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Differences in Emotional Behavior LO 5 Emotional involvement Emotional expressiveness Emotional intelligence

23. 23 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Exhibit 5.7: Emotional Intelligence Consists of Multiple Elements LO 5

24. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 6 Define and apply the concepts of schema-based affect and emotional contagion. 24

25. 25 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Emotion and Cognitive Learning Interplay LO 6 Semantic writing Consumers link concepts for memory retrieval. The active process and storage of knowledge is influenced by emotions. When marketing presents a product that evokes emotions, consumer recall is likely to increase. Mood-congruent recall Events are associated with moods. When a mood can be controlled by marketing, consumers evaluations of a product can be influenced. Nostalgia Events in the past may be remembered more positively than they were in reality. Consumers can make purchases based on nostalgic feelings brought up about the past by the product.

26. 26 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Schema-Based Affect Emotions become stored as part of the meaning for a category. LO 6

27. 27 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Exhibit 5.10: Examples of Schema-Based Affect LO 6

28. 28 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Aesthetic Labor LO 6 To generate a specific emotional reaction from consumers, employees carefully manage their personal appearance.

29. 29 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Self-Conscious Emotions LO 6 Specific emotions that result from some evaluation or reflection of one’s own behavior, including pride, shame, guilt, and embarrassment. COURTESY OF QUIT VICTORIA, USED WITH PERMISSION.

30. 30 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Emotional Contagion 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. Product contamination – refers to the diminished positive feelings someone has about a product because another consumer has handled the product. LO 6