Podcast
Questions and Answers
What term describes a transient and general feeling state that can influence consumer behavior?
What term describes a transient and general feeling state that can influence consumer behavior?
Emotional involvement can lead consumers to make rational purchasing decisions.
Emotional involvement can lead consumers to make rational purchasing decisions.
False
What is the term for the detachment from reality experienced during deep emotional engagement in an activity?
What is the term for the detachment from reality experienced during deep emotional engagement in an activity?
Flow
The extent to which a consumer shows outward behavioral signs of emotion is known as __________.
The extent to which a consumer shows outward behavioral signs of emotion is known as __________.
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What type of appraisal focuses on future situations and can trigger anticipatory emotions?
What type of appraisal focuses on future situations and can trigger anticipatory emotions?
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Match the following terms with their definitions:
Match the following terms with their definitions:
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Which physiological response is commonly associated with embarrassment?
Which physiological response is commonly associated with embarrassment?
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Agency appraisal focuses on how fair an event is.
Agency appraisal focuses on how fair an event is.
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Consumer affect only refers to negative feelings related to a product or activity.
Consumer affect only refers to negative feelings related to a product or activity.
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What emotion might be evoked by equity appraisal when a consumer receives slower service than another?
What emotion might be evoked by equity appraisal when a consumer receives slower service than another?
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The type of appraisal that considers how something turned out relative to one’s goals is called __________ appraisal.
The type of appraisal that considers how something turned out relative to one’s goals is called __________ appraisal.
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What can trigger strong emotional responses in consumers according to the Cognitive Appraisal Theory?
What can trigger strong emotional responses in consumers according to the Cognitive Appraisal Theory?
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Match the type of appraisal with its corresponding emotional response.
Match the type of appraisal with its corresponding emotional response.
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Which of the following best describes the behavioral reaction to worry during anticipation appraisal?
Which of the following best describes the behavioral reaction to worry during anticipation appraisal?
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A consumer reacting with a genuine smile after winning a contest is an example of an outcome appraisal eliciting joy.
A consumer reacting with a genuine smile after winning a contest is an example of an outcome appraisal eliciting joy.
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What is the emotional response when a consumer sees another receive better service, as per equity appraisal?
What is the emotional response when a consumer sees another receive better service, as per equity appraisal?
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What does Cognitive Appraisal Theory primarily describe?
What does Cognitive Appraisal Theory primarily describe?
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Visceral responses occur with conscious control.
Visceral responses occur with conscious control.
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What type of involvement is associated with a temporary purchase situation?
What type of involvement is associated with a temporary purchase situation?
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Emotional involvement is defined as how __________ a consumer feels during a specific consumption activity.
Emotional involvement is defined as how __________ a consumer feels during a specific consumption activity.
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Match the types of involvement with their descriptions:
Match the types of involvement with their descriptions:
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Which of the following describes consumer engagement?
Which of the following describes consumer engagement?
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Behaviors exhibit a close link to emotions in consumer behavior.
Behaviors exhibit a close link to emotions in consumer behavior.
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What is an example of a visceral response?
What is an example of a visceral response?
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Study Notes
Understanding the Customer and New Media - Week 7: Motivations and Ethics
- This week's topics focus on motivations and ethics in the context of customer interactions with new media.
Week 7 - Motivation and Emotions: Consumer Information Processing
- Consumer Information Processing: A process involving exposure, attention, comprehension, and elaboration, ultimately leading to memory.
- Components: Exposure to information, followed by attention, comprehension and elaboration, leading to long term memories. Sensory memory, workbench memory and long term memory are involved.
- Factors influencing Comprehension: Multiple factors affect how consumers comprehend messages. These include; message characteristics (physical, simplicity-complexity, congruity-incongruity, figure-ground, language, and source), message receiver characteristics (intelligence/ability, prior knowledge, involvement, familiarity/habituation, expectations & physical limits), and environmental characteristics (information intensity, framing, timing and construal level).
Week 7 - Motivation and Emotions: Memory
- Memory: The process of recording knowledge. All elements of information processing relate to memory.
- Multiple Store Theory: The memory process uses three different storage areas in the human brain: Sensory, Working, and Long-Term memory.
- Sensory Memory: Unlimited capacity, very limited duration, and iconic/echoic storage.
- Working Memory: Limited capacity and duration, where encoding takes place.
- Long-Term Memory: Unlimited capacity, unlimited duration, semantic meaning and associative networks.
Week 7 - Motivation and Emotions: Associative Networks
- Associative Networks: Knowledge in long-term memory is stored. The network of mental pathways links all knowledge within memory, sometimes referred as semantic networks.
- Family Tree Analogy: These networks are like family trees, some connections are obvious, while others, though related, are less direct.
Week 7 - Motivation & Emotions: Motivation
- Consumer Needs & Motivation: Consumer needs initiate the process of consumption leading to specific behaviors, thoughts and feelings.
- Motivations: Deep inner reasons, driving forces behind human actions and what motivates people to take actions
- Motivations vs Needs: Motivations are not the only driver of behaviors, other factors also affect them.
Week 7 - Motivation & Emotions: Consumer Value Framework
- Internal Influences: Consumer psychology (learning, intuition, perception, information processing, memory, and categorization), and personality.
- Consumption Process: Needs, Wants, Costs/Benefits, and Reactions.
- External Influences: Social environment, culture, values, reference groups/social class/family/social media/popular media.
- Relationship Quality: Switching behavior, customer engagement, customer share, and customer commitment.
- Situational Influences: Environment (virtual/physical), Time/Timing, and Conditions.
Week 7 - Motivation & Emotions: Key Groups of Behaviour
- Homeostasis: The body reacts to maintain normal equilibria.
- Self-Improvement: Motives are related to aspirations for optimal state.
Week 7 - Motivation & Emotions: Regulatory Focus
- Prevention Focus: Avoid negative consequences, like avoiding debt.
- Promotion Focus: Pursuing opportunities and aspirations, like saving money.
- Condition: The regulatory focus affecting consumer behaviours and how they react to different messages
Week 7 - Motivation & Emotions: Maslow's Hierarchy of Needs
- Hierarchy of Needs: A motivational theory with five levels of needs. These include physiological needs, safety and security, belongingness and love, esteem, and self-actualization.
- Utilitarian and Hedonic Value: These are important in motivating consumers to pursue their needs.
Week 7 - Motivation & Emotions: Simpler Classification of Consumer Motivations
- Utilitarian Motivation: Products/behaviors are driven by a desire to achieve tasks and fulfill practical needs.
- Hedonic Motivation: Products/behaviors are driven by emotions or personal fulfillment motives.
Week 7 - Motivation & Emotions: Consumer Involvement
- Involvement: A consumer's personal relevance of a specific product category. It is closely related to motivation.
- High involvement leads to increased effort (and potentially a high value experience)
Week 7 - Motivation & Emotions: Consumer Engagement
- Engagement: How motivated the consumer is to interact with and support a brand.
- Brand Activities: Brand-related activities help the consumer create value. This includes buying the brand's products.
Week 7 - Motivation & Emotions: Different Types of Involvement
- Product Involvement: Personal relevance of a product category.
- Shopping Involvement: Personal relevance of the shopping experience.
- Situational Involvement: Temporary involvement related to an imminent purchase situation/low involvement, high price situation.
- Enduring Involvement: Continuing interest in a product/activity.
- Emotional Involvement: The emotional level of the consumer during a specific consumption activity.
Week 7 - Motivation & Emotions: Emotions
- Emotions and Reactions: Specific psychobiological reactions to appraisals.
- Psychobiological Responses: Both psychological processing and physical responses.
- Visceral Response: A powerful physical response that happens automatically.
- Behaviors and Emotions: Behaviors are closely tied to emotions. Emotions, consumer behavior and value are linked.
Week 7 - Motivation & Emotions: Cognitive Appraisal Theory
- Appraisals: Consumers assess past, present, & future situations.
- Anticipation, Agency, Equity, Outcome Appraisals: These appraisals, affect how consumers react based on specific thoughts and considerations.
Week 7 - Motivation & Emotions: Visceral Responses to Emotions (by Consumers)
- Reactions to Appraisals: Consumer behavior responses associated with specific emotions and situations.
Week 7 - Motivation & Emotions: Mood
- Transient State: Temporary and changing feeling.
- Descriptor Terms: Moods are characterized with descriptors such as "good mood", "bad mood", and "funky mood".
- Influence on Behavior: Motives sometimes influence consumer behavior
- Consumer Satisfaction and Moods: Consumer moods influence satisfaction experiences.
Week 7 - Motivation & Emotions: Affect
- Consumer Feelings: The feelings and responses a consumer experiences during an activity.
- Moods and Emotions: Consumer experiences involving feelings and expression of liking or disliking.
Week 7 - Motivation & Emotions: Sensing and Perception Create Affect
- Sensation and Perception: Experiences with feelings (like or dislike) and consumer experiences in the consumption process
- Utilitarian and Hedonic Values: How consumers feel about situations influence their choices and spending.
Week 7 - Motivation & Emotions: Emotional Involvement
- Deep Emotional Interest: Deep emotional interest in things and activities.
- Evoking of Value: Deep emotions influence value in products and activities.
- Hedonic Motives: Emotion and values motivate consumers.
Week 7 - Marketing Ethics and Consumer Misbehaviour: Business Ethics
- Business Ethics: Study of business situations, decisions, and activities where ethical issues are addressed.
- Morality vs Law: Ethics deals with moral right or wrong. Law institutionalizes or codifies ethics into rules, regulations and proscriptions.
- Grey Area: Issues where behavior is either legal or immoral--it is not definitively right or wrong--but a spectrum of grey areas.
- Consumer Misbehavior: Consumer behaviors that are unethical or harmful to individuals and society.
Week 7 - Marketing Ethics and Consumer Misbehaviour: Consumer Misbehaviour and Exchange
- Value Maximization: Consumers seek to maximize the benefits received from an action while minimizing costs.
- Selfish Nature: Often, the consumer's actions cost other individuals or society as a whole.
Week 7 - Marketing Ethics and Consumer Misbehaviour: Moral Beliefs
- Ethics of Behavior: Beliefs about the perceived ethicality or morality of actions.
Week 7 - Marketing Ethics and Consumer Misbehaviour: Ethical Evaluations
- Deontological: Inherent rightness/wrongness of actions.
- Teleological: Consequences of actions (good or bad).
Week 7 - Marketing Ethics and Consumer Misbehaviour: Motivations of Misbehavior
- Unfulfilled Aspirations: Lack of fulfillment influences negativity.
- Thrill Seeking: Desire to experience something exciting.
- Lack of Moral Constraints: Few or no self-imposed limits on behaviors.
- Differential Association: Influences from others.
- Pathological Socialization: Exposure to negative or criminal influences.
- Provocative Situational Factors: Factors in the environment that cause negative behaviors.
- Opportunism: Taking advantage of opportunities to do things inappropriately.
Week 7 - Marketing Ethics and Consumer Misbehaviour: Most Common Misbehaviours
- Shoplifting
- Computer-mediated Behaviors: Sharing copyrighted music and software
- Consumer-fraud
- Abuse
- Illegitimate Complaining
- Product Misuse
- Misbehaviors while Driving
Week 7 - Marketing Ethics and Consumer Misbehaviour: Consumer Problem Behavior
- Compulsive Consumption: Excessive buying and shopping behavior.
- Eating Disorders
- Binge Drinking
- Problem Gambling: Extreme gambling behaviors.
- Drug Abuse
Week 7 - Marketing Ethics and Consumer Misbehaviour: Why Do Managers Behave Unethically?
- Personal Ethics: Ethical standards of the individual.
- Societal Culture: Societal views and expectations.
- Organizational Culture: Internal rules and norms of the company
- Decision-Making Processes: How individuals/groups make decisions about issues and ethical considerations.
- Leadership: Individuals in power and influence who make decisions, and provide direction.
- Unrealistic Performance Goals: Targets that may cause individuals to make unethical choices, in order to achieve them.
Week 7 - Marketing Ethics and Consumer Misbehaviour: Maintaining Objectivity
- Three Simple Tests to Maintain Objectivity: Three simple tests to determine if actions are ethically sound.
Week 7 - Marketing Ethics and Consumer Misbehaviour: Ethics Dilemma
- Ethical Dilemma: A paradox with two or more possible outcomes--neither perfectly acceptable.
Week 7 - Marketing Ethics and Consumer Misbehaviour: On-the-Job Ethics Dilemmas
- Conflict of Interest
- Honesty and Integrity
- Ethical Challenges
- Whistle-blowing
- Loyalty vs Truth
Week 7 - Marketing Ethics and Consumer Misbehaviour: How Organizations Shape Ethical Conduct
- Ethical Leadership
- Ethical Action
- Ethical Education
- Ethical Awareness
Week 7 - Marketing Ethics and Consumer Misbehaviour: Ethical Awareness
- Code of Conduct: Formal statements defining how organizations expect its employees to handle ethical situations.
Week 7 - Marketing Ethics and Consumer Misbehaviour: Ethical Education
- Codes of Conduct Limitations: Codes of conduct are not always comprehensive or specific enough to cover all ethical scenarios
Week 7 - Marketing Ethics and Consumer Misbehaviour: Ethical Action
- Employee Reasoning and Action: Help employees recognize, reason through and take appropriate action in ethical dilemma.
- TI Ethics Quick Test: A tool for considering issues related to ethics.
Week 7 - Marketing Ethics and Consumer Misbehaviour: Ethical Leadership
- Executive Actions: Leaders' behaviors must reflect ethical values for effective leadership
Week 7 - Marketing Ethics and Consumer Misbehaviour: Moral Courage
- Ethical Decision Making: Courage to walk away from unethical decisions when possible, and to say no to those who want things done unethically.
Week 7 - Marketing Ethics and Consumer Misbehaviour: Ethical Issues, Marketing & The Consumer
- Ethical Responsibilities: Various issues and problems associated with marketing
- Ethical Problems: Dangers/problems associated with products, misleading messages, pricing issues, targeting, and customer relationships/privacy.
- Core Rights of Consumers: Consumer rights like safe products, fair communication, fair prices, making choices, and privacy.
Week 7 - Marketing Ethics and Consumer Misbehaviour: Reputational Risk
- Reputational Risks Assessment: Significant risks associated with damage to business reputation. These include risks related to: Products/brand, regulations, human capital, IT networks, market, credit, country, finance, terrorism, foreign exchange, natural disaster, and physical security. Reputational risks are often seen as the greatest risk in business.
Week 7 - Marketing Ethics and Consumer Misbehaviour: The Importance of Reputation
- Company Reputation and Assets: Companies need to manage their reputation. Positive reputation is a primary asset for a company, as it helps increase profits, as well as customer loyalty.
- Proactive and Reactive Management: Companies can either be proactive and take steps to protect their reputations or be reactive and take steps after a negative event has happened.
Week 7 - Marketing Ethics and Consumer Misbehaviour - Sustainability
- Sustainability: Development that meets the needs of the present without compromising future generations' ability to meet their needs.
Week 7 - Marketing Ethics and Consumer Misbehaviour: The Three Components of Sustainability
- Three Components: The three components needed for sustainability. These are the environmental, economic and social.
Week 7 - Marketing Ethics and Consumer Misbehaviour: Triple Bottom Line
- Triple Bottom Line: Thinking process that considers company performance in relation to the Environment, Economy, and Social aspects.
- Dimensions: Companies that consider the planet, profits, and people in their calculations and strategies.
Week 7 - Marketing Ethics and Consumer Misbehaviour: Business' Social Responsibilities
- General Public
- Customers
- Investors
- Employees
- Responsibilities to various stakeholders including; the general public, customers, investors, and employees are considered.
Week 7 - Marketing Ethics and Consumer Misbehaviour: Responsibilities to the General Public
- Public Health Issues: Marketing strategy related to health issues like tobacco use, alcohol, diabetes, and obesity.
- Protecting the Environment: Green marketing strategies & sustainability are needed to protect the environment and minimize pollution.
- Developing the Quality of the Workforce: Developing the workforce by considering elements like education and diversity initiatives
Week 7 - Marketing Ethics and Consumer Misbehaviour: Responsibilities to Customers
- Consumer Rights: To be heard, be informed, be safe and to choose
- Role of Companies: How companies are responsible to consumers.
Week 7 - Marketing Ethics and Consumer Misbehaviour: Responsibilities to Employees
- Safe Working Conditions.
- Quality of Life.
- Equal Opportunity and Discrimination.
- Sexual Harassment and Sexism.
Week 7 - Marketing Ethics and Consumer Misbehaviour: Responsibilities to Investors
- Obligation to Profit Shareholders.
- Ethical, legal & moral Behavior: Protecting investors and maintaining high ethical standards in all actions.
Week 7 - Marketing Ethics and Consumer Misbehaviour: Corporate Social Responsibility
- Carroll's Pyramid: Responsibilities include economic, legal, ethical and philanthropic.
- Levels of Responsibility: Responsibility can be classified as desired behavior (philanthropy), expected behavior, required behavior
- Examples of CSR: Actions and standards
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Description
Test your knowledge on emotional factors that influence consumer behavior. This quiz covers key concepts such as emotional involvement, appraisal types, and their effects on purchasing decisions. Discover how emotions shape consumer actions and perceptions.
