Motivation, Emotion, Mood, and Involvement

Copyright Atomic Dog Publishing, 2002

Chapter Spotlights

How human needs motivate consumers to buy What specific motives play a role in marketplace behavior How marketers can elicit specific emotions to sell products and services How moods affect consumption patterns How consumer involvement with products and services changes the effects of marketing information
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Consumer Motivation

It is the drive to satisfy needs and wants, both physiological and psychological, through the purchase and use of products and services. Stages of the motivation process:

Latent need Drive Want or desire Goal Behavior

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Needs:

Need has been defined as felt state of deprivation (deficiency) of some basic satisfaction. Some of these needs are basic to sustaining life and are born with individuals, these basic needs are called physiological needs or biogenic needs which includes the needs for air, water, food, shelter, sleep and clothing. These needs are primary needs because they are essential to survive.

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Acquired Needs are

learned needs that we acquire as a result of brought up in a culture and society.

Utilitarian Needs focus

Ex. Need for self esteem, prestige, affection, power and achievement. These needs are generally physiological needs and are considered as secondary needs.

on some practical benefits and are identified with product attributes that define product performance such as economy or durability, etc. Hedonic Needs relate to achieving pleasure from the consumption of product or service and are often associated with emotions or fantasies.
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Classifying Needs Maslow

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Behavioral Models of Motivation

Maslows hierarchy of needs

Motivation as a means of satisfying human needs Five types of needs:

Marketing implications

Physiological: food, water, sleep, exercise, sex Safety: security, shelter, normalcy in daily life Love and belongingness: affection and acceptance as part of a family or group Esteem or status: respect from others; need to feel competent, confident, important, and appreciated; self-respect Self-actualization: the need to realize ones own potential, to achieve dreams and ambitions; hunger for knowledge and understanding; to do things for the sake of doing them

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Motivational Strength Biological vs. Learned Needs

(innate instinct vs. learned behaviour)

Drive Theory
(achieving homeostasis by satiating tension caused by the arousal of unpleasant states)

Expectancy Theory
pulled by positive incentives (goals) rather than pushed from within

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Motivational Direction

MOTIVES tend to be directional Needs vs. Wants

Types of Needs

Need = unsatisfied requirement (hunger) Want = the way a person satisfies a need which ultimately is dependent on their historical reality (cheeseburger vs. trail mix) Biogenic or psychogenic

Motivational Conflicts (see next slide)

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Motivational Conflict
Motivational conflict can take one of the principal forms.

1. 2. 3.

Approach Approach Conflict Approach Avoidance Conflict Avoidance Avoidance Conflict

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Approach _ Approach Conflict

This type of conflict occurs when consumer is faced with two desirable alternatives such as either to buy a good music system or a computer. Here the consumer may experience some dissonance(tension). Ex. , a timely advertisement favoring one or other action such as some incentive for buying now could resolve such a conflict.

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Approach Avoidance Conflict This type of conflict occurs when a consumer is facing a purchase choice that has both positive and negative consequences. Such a situation may arise when a consumer is making a purchase or consumption decision on a single product in which both positive and negative aspects are involved. This type of conflicts tend to be stable. Ex., a consumer may be fond of soft drinks but may also be concerned about no consuming extra calories. The person concerned wants the taste and emotional satisfaction associated with consuming the soft drinks (approach) but does not want to take extra calories(avoidance). Pepsi & Coke spotted this opportunity and have introduced diet drinks.

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Avoidance Avoidance Approach This involves deciding between the two or more alternatives which are perceived as undesirable. Such situations are somewhat stable and consumers tend to vacillate between the undesirable choice. Ex. If a car is badly damaged in an accident, the alternatives may be a hefty repair bill or a sustainable expense of buying a new car. Comprehensive insurance cover and also the availability of low interest auto finance schemes are way of reducing this motivational conflict

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Motivational Direction

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Consumer Motivation and Marketplace Behavior

Influence on consumer decision making Influence on consumer conflict resolution

Approach-approach conflict choosing between two equally attractive options Approach-avoidance conflict considering an option that has both good and bad outcomes Avoidance-avoidance conflict choosing between two undesirable options

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Triggering Consumer Motives

Encouraging need recognition

Attempt to move consumer from actual state to desired state

Triggering motivation through needbenefit segmentation

Understand consumer benefits sought and offer goods and services to deliver these benefits to specific target segments
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The Structure of Emotions

Ten Fundamental Emotions People Experience: Disgust Interest Joy Surprise Sadness Anger Fear Contempt Shame Guilt

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Emotions

Emotions are affective responses that reflect the activation within the consumer of beliefs that are deep-seated and valueladen. Beliefs emotions

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Emotions (continued)

Experiencing emotions

People purchase products and services to experience certain emotional states or to achieve emotional goals (emotional arousal)

Emotions and consumer satisfaction: e.g. joy or pleasant surprise yield satisfaction while distress or anger yield dissatisfaction Emotions and communication: e.g. pleasure or displeasure with ad yields similar attitudes toward the ad and the product. Some ads are designed to arouse specific emotions.
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How Emotional States are Induced

People have little control over the affective system

Some control is possible through our behavior Advertising and emotions

Affective responses to environmental cues are immediate and automatic (e.g. color)

Anger Fear Humor Warmth

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Mood

It is an affective state that is general and pervasive

Moods are much less intense than emotions Consumers are much less conscious of moods and the effect of moods on marketplace behavior. Consumer moods are induced in three different marketplace settings

Service encounters Point-of-Purchase stimuli Communications

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Effects of Moods

On consumer recall

On consumer evaluation

Recall increases if mood at time of encoding and retrieval match

On consumer behavior

Negative mood negative product or service evaluation (and vice versa)

Positive mood increases giving, encourages consumers to seek variety and their willingness to try new things
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Inducing Positive Moods

In service encounters

Transaction mechanics Service personnel Physical setting

In marketing communications

Media placement medium is part of the message Message aspects claims, emotional music, pictures, etc.

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Involvement

A heightened state of awareness based on importance that motivates consumers to seek out, attend to, and think about product information prior to purchase. Two types of involvement

Situational tied to a particular situation/circumstance and specific product Enduring tied to a product category; persistent over time and across different situations

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Effects of Consumer Involvement

Information search

Information processing

High involvement greater information search (more shopping around)

Depth of comprehension

High involvement deeper comprehension High involvement more thinking High involvement greater emotional arousal

Extent of cognitive elaboration

Extent of external arousal

Information transmission

High involvement more frequent information transmission (talking about products) to others

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Causes of Consumer Involvement

Personal factors

Product factors

Products image and needs it serves are congruent with a consumers self-image, values and needs high involvement
The greater the perceived risk the greater consumer involvement The more alternatives there are to choose from, the greater the involvement The higher the hedonic value of goods, the greater the involvement The more socially visible a product is, the greater the involvement

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Causes (continued)

Situational factors

Social pressure can significantly increase involvement The imminence of the decision heightens involvement Irrevocable purchase decisions heighten enrollment

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Involvement-based Consumer Behavior Models

Low-involvement learning model Replacing old brand perceptions with new beliefs without attitude change Learn (information)-Feel (attitude)-Do (behavior) hierarchy (See Exhibit 8 14) High involvement/high thinking (Thinker): Learn-Feel-Do High involvement/high feeling (Feeler): Feel-Learn-Do Low involvement/low thinking (Doer): Do-Learn-Feel Low involvement/low feeling (Reactor): Do-Feel-Learn

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Models (continued)

Level of message processing model

Consumer attention to advertising is influenced by the following four levels of involvement: preattention, focal attention, comprehension, and elaboration Brand loyalists Information seekers Routine brand buyers Brand switchers

Product versus brand involvement model

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