Motivation, Emotions, Involvement, and Values Lecture Notes PDF

Silke Knoll Motivation, Emotions, Involvement, and Values 12/06/2024 The lecture is based amongst other on the consumer behavior textbooks by Hoyer et al. and Avery et al. The slides include material from these textbooks. You are not allowed to download the video files of the lectures. You are no...

Silke Knoll Motivation, Emotions, Involvement, and Values 12/06/2024 The lecture is based amongst other on the consumer behavior textbooks by Hoyer et al. and Avery et al. The slides include material from these textbooks. You are not allowed to download the video files of the lectures. You are not allowed to forward or distribute any course material. Any transgressions of proprietary rights will be prosecuted. Motivation – Overview Definition Modell of motivation Needs and hierarchy of needs Goal objects and self-control 2 / 39 Motivation Motivation is a goal-directed drive, that is, a drive (i.e., force or energy) to attain a goal. A goal object is something the acquisition or attainment will bring happiness, reduces discomfort, or tension. 3 / 39 Model of Motivation Desired State Tension/ Drive Goal object Discomfort Actual State 4 / 39 Needs and Wants Needs = tension/discomfort in motivation model Wants = desire for a particular goal object to reduce tension Our needs and wants make us different consumers. 5 / 39 Where Do Needs Come From? Innate (biogenic) or learned (psychogenic) Biogenic needs stem from our biology as humans such as hunger or thirst Psychogenic needs stem from our mental makeup such as burn-out, boredom, etc. 6 / 39 Maslow‘s Hierarchy of Needs 7 / 39 What Maslow Forgot: Hedonic Motives (vs. Utilitarian) Consumer need and desire to obtain pleasure Leads to hedonic consumption = use of products for the sake of intrinsic enjoyment (sensory pleasure, aesthetic pleasure, emotional experience, fun and play) 8 / 39 Not all Goal Objects Are Desirable: Approach and Avoidance Motives Approach motivation is the desire to attain a goal object Avoidance motivation is the desire to protect onself from an object Can lead to motivational conflicts 9 / 39 Motivational Conflicts 10 / 39 Self-control and Goals Consumers use self-control to regulate feelings, thoughts, and behavior in line with (long-term) goals Mental effort in decision making (e.g., goal conflict) can lead to exhaustion of mental resources (ego depletion). Connection between body and mind (embodiment) influences consumer self-control / -regulation and behavior. 11 / 39 Embodiment Embodied cognition is the belief that many features of cognition are shaped by aspects of the body beyond the brain. For instance, muscle-firming increases self control; smiling increases the perception of funniness of cartoons. 12 / 39 Emotions – Overview Definition and nature of emotions Primary and secondary emotions Apraisal theory Mood 13 / 39 Emotions Sudden surges of feelings, act as a strong drive (similar to motivation) Positive or negative experience that is associated with a particular pattern of physiological activity 14 / 39 Nature of Emotions Triggered by external or internal stimuli Result from our appraisal of these stimuli Our bodies respond physiologically to our appraisals Emotions include behavior tendencies 15 / 39 Primary vs. Secondary Emotions Primary emotions are those that we feel first, as a first response to a situation Secondary emotions appear after primary emotions, turn emotions into complex reactions. 16 / 39 Appraisal Theory Emotions are based on an individual’s assessment of a situation or outcome and its relevance to her or his goals. For instance, we feel sad/happy when an outcome is inconsistent/consistent with our goals 17 / 39 Mood Emotions felt less intensively Short-lived, easy to induce Consumers are always in some kind of mood 18 / 39 Marketing Application: Mood and Consumer Behavior Good mood makes us respond more favorably to marketers’ actions. Negative and positive moods enhance immediate self- gratification (e.g, eating desserts). Consumption experiences (e.g., taste of food) are more positive when in a good mood, and more negative when in a bad mood. 19 / 39 Involvement - Overview Definition Influencing factors Types of involvement Perceived risk 20 / 39 Consumer Involvement Consumers’ perceived relevance of an object based on their inherent needs, values, and interests. Important concept that describes our relationship with all the products we consume or do not consume and all activities in which we engage or do not want to engage. Objects of involvement: product categories, brands, ads, medium, decisions and behaviors 21 / 39 Factors Influencing Involvement Personal factors Object factors Situational factors 22 / 39 Types of Consumer Involvement Situational involvement: occurs over a short time period and is associated with a specific situation, such as a need to replace a product that has broken. Enduring involvement: occurs when consumers show a consistent high-level of interest in a object/product and frequently spend time thinking about it. 23 / 39 Marketing Relevance of Involvement Influences how we process information and how we make decisions Linked to motivation, emotion, values, perceived risk 24 / 39 Perceived Risk Uncertainty about personal consequences of buying, consuming,… X importance of consequences Consumers try to handle perceived risk by seeking information (e.g., compare offers online), relying on firm reputation, looking for guarantees and warranties 25 / 39 Types of Perceived Risk I Functional risk: the product does not perform up to expectations Physical risk: the product poses a threat to the physical well- being or health of the user or others Financial risk: the product is not worth the price paid 26 / 39 Types of Perceived Risk II Social risk: the product results in embarrassment from others Psychological risk: the product affects the mental well-being of the user Time risk: the failure of the product results in an opportunity cost of finding another satisfactory product 27 / 39 Values – Overview Definition and charateristics Values and culture Measurement of values 28 / 39 Values Beliefs that guide what people regard as important or good. Desired end-states of life and preferred paths to achieving them. 29 / 39 Types of Values Terminal values: goals a person would like to achieve during his/her lifetime Instrumental values: the means to achieving one’s terminal values 30 / 39 Characteristics of (Terminal) Values (Peter/Olson) subjective endpoint of cognitive processes, independent of other aspects long-term conditioning by the environment rather stable, changes in the long term values can be shared 31 / 39 Marketing Application: Values Influence on Consumers Marketplace activities (e.g., shoplifting, quest for possessions) Choice of product category (e.g., consuming hedonic products) Preference for product attributes (e.g., buying cosmetics that do not use animal testing) 32 / 39 Values Depend On… Culture Ethnic Identification Social Class Age 33 / 39 Values and Culture Every culture has core values Ranking of values within a culture: value system Process of learning values of one‘s own culture: enculturation Process of learning values of another culture: acculturation 34 / 39 Change of Values (Inglehart 1979) Importance of values to a society change over time because High materialistic standards of Western societies „higher“ values become more important than „lower“ ones Younger generations have never experienced paucity Materialistic values become less important, post- materialistic values (e.g., self actualization, protection of environment) become more important 35 / 39 Change of Values in Western Socities (Blackwell et al.) High standard of living based on material values  high quality of life Traditional gender roles  gender equality Traditional image of the family  alternative ways of living together Living for work  working for a better living Altruism, selflessness  hedonism 36 / 39 How Values can be Measured Inferring values from the cultural milieu (e.g., national culture) Survey at individual level (e.g., Rokeach Value Survey, List of Values) Means-end chains/laddering: specific product attributes are linked at levels of increasing abstraction to terminal values 37 / 39 Means End Chains/Laddering: Measurement Example 38 / 39 Importance of Values in Marketing Success of international marketing activities depends on addressing the differences among consumers in each place Cosmopolitan frame of reference of consumers  localization vs. standardization strategies 39 / 39