© 2009 South-Western, a division of Cengage Learning. Chapter 5 Motivation and Emotion: Driving Consumer Behavior BABIN / HARRIS

© 2009 South-Western, a division of Cengage Learning.5-2 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. Appreciate the fact that not all consumers express emotions in the same way. Define the concept of schema-based affect. LO 1 LO 2 LO 3 LO 4 LO 5 LO 6

© 2009 South-Western, a division of Cengage Learning. LO 1 Understand what initiates human behavior.

© 2009 South-Western, a division of Cengage Learning.5-4 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

© 2009 South-Western, a division of Cengage Learning. LO 2 Classify basic consumer motivations.

© 2009 South-Western, a division of Cengage Learning.5-6 Exhibit 5.1: An Illustration of Consumer Motivations According to Maslow’s Hierarchy LO 2

© 2009 South-Western, a division of Cengage Learning.5-7 Exhibit 5.2: Utilitarian and Hedonic Motivations Lead to Consumer Behaviors LO 2

© 2009 South-Western, a division of Cengage Learning.5-8 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

© 2009 South-Western, a division of Cengage Learning.5-9 Exhibit 5.3: Typical High and Low Product Involvement LO 2

© 2009 South-Western, a division of Cengage Learning.5-10 Involvement Is this high involvement or irrational behavior?

© 2009 South-Western, a division of Cengage Learning. LO 3 Describe consumer emotions and demonstrate how they help shape value.

© 2009 South-Western, a division of Cengage Learning.5-12 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

© 2009 South-Western, a division of Cengage Learning.5-13 Exhibit 5.4: Visceral Responses to Emotions by Consumers LO 3

© 2009 South-Western, a division of Cengage Learning.5-14 Krispy Kreme Creates Visceral Responses To Emotions LO 3

© 2009 South-Western, a division of Cengage Learning.5-15 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

© 2009 South-Western, a division of Cengage Learning.5-16 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

© 2009 South-Western, a division of Cengage Learning.5-17 Exhibit 5.5: Bad-Mood Consumers Seek Out Employees With Bad Moods LO 3

© 2009 South-Western, a division of Cengage Learning. LO 4 Apply different approaches to measuring consumer emotions.

© 2009 South-Western, a division of Cengage Learning.5-19 Measuring Emotion LO 4 Autonomic measures Self-report measures

© 2009 South-Western, a division of Cengage Learning.5-20 Don’t Worry Be Happy! Know How to Keep the Score Anderson Windows knows affecting consumer emotions is a key competitive advantage.

© 2009 South-Western, a division of Cengage Learning.5-21 Mood Saying “no” will ruin her mood!

© 2009 South-Western, a division of Cengage Learning.5-22 Exhibit 5.6: A Short-Form PANAS Application LO 4

© 2009 South-Western, a division of Cengage Learning. LO 5 Appreciate the fact that not all consumers express emotions in the same way.

© 2009 South-Western, a division of Cengage Learning.5-24 Emotions What is this consumer feeling?

© 2009 South-Western, a division of Cengage Learning.5-25 Differences in Emotional Behavior LO 5 Emotional involvement Emotional expressiveness Emotional intelligence

© 2009 South-Western, a division of Cengage Learning.5-26 Exhibit 5.7: Emotional Intelligence Consists of Many Elements LO 5

© 2009 South-Western, a division of Cengage Learning. LO 6 Define the concept of schema- based affect.

© 2009 South-Western, a division of Cengage Learning.5-28 Exhibit 5.8: Illustration of Emotion Aiding Learning LO 6

© 2009 South-Western, a division of Cengage Learning.5-29 Nostalgia Going retro - Nostalgia creates positive feelings.

© 2009 South-Western, a division of Cengage Learning.5-30 To Know It Really Is To Feel It! Translating words into another language does not always translate emotions.

© 2009 South-Western, a division of Cengage Learning.5-31 Schema-Based Affect Emotions become stored as part of the meaning for a category. LO 6

© 2009 South-Western, a division of Cengage Learning.5-32 Exhibit 5.9: A Typical Car Salesperson Schema LO 6

© 2009 South-Western, a division of Cengage Learning.5-33 Exhibit 5.10: Examples of Schema-Based Affect LO 6

© 2009 South-Western, a division of Cengage Learning.5-34 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. LO 6