Consumer Behavior Motivation and Affect

**Motivation and Affect:** **Psychological Factors Influencing Consumer Behavior (CB):** **Motivation:** **Def:** The **processes** that cause people to behave as they do. It occurs **when a need is aroused** that the consumer wishes to satisfy. **I.E. Maslow's Hierarchy of Needs.** **Goal: Con...

**Motivation and Affect:** **Psychological Factors Influencing Consumer Behavior (CB):** **Motivation:** **Def:** The **processes** that cause people to behave as they do. It occurs **when a need is aroused** that the consumer wishes to satisfy. **I.E. Maslow's Hierarchy of Needs.** **Goal: Consumer's desired end-state.** **Drive: Degree of consumer arousal.** **Want: Manifestation of consumer need.** **Types of Needs (1):** **Biogenic:** Biological needs, such as our need for oxygen, water, food. **Psychogenic:** Need for status, power, affiliation. **Cultural Needs.** **Types of Needs (2):** **Utilitarian:** Need for tangible attributes of a product, such as miles-per-gallon in a car or calories in a cheeseburger. **What they do.** **Hedonic:** Need for Excitement, self-confidence, fantasy. **What they mean.** **Specific Needs and Buying Behaviour:** - Need for achievement (Value personal accomplishment). - Need for affiliation (To be in the company of other people). - Need for Power (Ro control one's environment). - Need for uniqueness (To assert one's individual identity). - **Individualism vs. Collectivism** **We have different needs -- How do they relate to each other? (There are several Ways to Understand this):** **Maslow's Hierarchy of needs:** **\* A certain level must be attained before the** **next, higher one is activated. \*** - Your need is activated, and you are Motivated to satisfy that need. **Motive:** **Def:** A driving force that causes a person to take action to satisfy specific needs.  **1. Motivational Direction:** **Def:** What a person wants to achieve, what they intend to do. (Shaped by the goal that is aimed to reach). - Goal has valence "is worth it". **Positively valued goal:** Approach (Aim for this). **Negatively Valued Goal:** Avoid (Is no good). - Conflict often occurs as a result of one's goals because of competing desires between individuals(competition), conflicting values, or methodology one choses to achieve a goal(others might not agree) **2. Motivational Strength:** **Def:** Degree of willingness to expend energy to reach a goal. (Shaped by the amount of effort one can give). **Drive Theory:** Biological needs that produce unpleasant states of arousal (I.E. Hunger). **Expectancy Theory:** Behaviour is pulled by expectations of achieving desirable outcomes.  **Types of Motivational Conflict:** **Cognitive Dissonance:** Two desirable alternatives. **Guilt od desire occurs:** Positive & negative aspects of desired product. **Dealing with pain:** Facing a choice with two undesirable alternatives. **Theory of Cognitive Dissonance:** **Def:** When there is a **phycological inconsistency** between two or more beliefs or behaviours. **Premise:** People have a need for **order and consistency** in their lives and a state of **tension is created** when beliefs of behaviours **conflict** with one another. **Solution to this problem: Cognitive dissonance reduction:** Seeking information that aligns with and supports current beliefs, reducing the conflicting belief\'s importance, and changing beliefs to reduce the feelings of conflict. **Theory of Cognitive Dissonance & Consumers:** **Theory of Cognitive Dissonance & Marketers:**  **Dealing with your Guilt:** Yes, we are motivated to attain our goals! However, not everyone is motivated to the same extent. So we nust now discuss **involvement**: - A person's **perceived relevance** of the object based on their inherent needs, values, and interests: **The motivation to process information.** **Level of Involvement:** **Inertia** **Passion** **Flow State** ------------------------ -------------------------------------------------------------------------- ------------------------------------------------------------------------- -------------------------------------------------------------------------------------- **Definition:** Tendency to do nothing or to remain unchanged. Strong feeling(s) towards something. A mental state in which a person is completely focused on a single task or activity. **Contextualization:** Low involvement through "simple processing" usually aligns with inertia. High level of involvement is usually related to high levels of passion. High level of involvement is usually related to the flow state. **Involvement is Applicable to Many Situations: (It has Many Faces):** - Product Involvement. - Purchase Situation Involvement: **Differences** that occur when buying the **same** object for different purposes. - Message Response Involvement: Consumer's interest in processing marketing communications. \* Marketers experiment with novel ways to increase consumer's involvement. \* **Affect:** **Affect Measurement:** **Types of Affective Responses:** - **Evaluations:** Valanced (I.E. Positive or Negative) reactions to events and objects that are not accompanied by high levels of arousal. - **Moods:** Involve temporary positive or negative affective states accompanied by moderate levels of arousal. - **Emotions:** Tend to be more intense and are often related to a specific triggering event (Trigger). **How do Marketers use Affective States?** - **Affect as a product benefit:** The impression a product conveys and the impact it has on a consumer. - **Negative state relief:** Innate drive/desire to reduce negative moods. - **Mood congruency:** Positive moods lead to more positive evaluations. **Social Media & Emotions:** **Sentiment Analysis (Opinion Mining):** A technique that analyzes written text to determine the author\'s sentiment or emotional tone. **Emotional Motivators:** - What are they thinking? - What are they feeling? - What emotions could I use in my marketing efforts to motivate them to buy now? **Discrete Emotions:** **Happiness:** A mental state of well-being characterized by positive emotions. - Materialism & Happiness. - Spending money on others Vs. Spending money on self. **Envy:** A negative emotion associated with the desire to reduce the gap between oneself and someone who is "superior" (Own personal opinion) in some dimension(s). **Guilt:** An individual's unpleasant emotional state associated with possible objections to his or her actions, inaction(s), circumstance(s), or intention(s). **Embarrassment:** Driven by a concern for what others are thinking. **Fear:** An unpleasant emotion caused by the belief that someone or something is dangerous, likely to cause pain, or a threat. - Increasing fear. - Removing fear.