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

Chapter 5Motivation and Emotion:Driving Consumer Behavior

Chapter 5Motivation and Emotion:Driving Consumer Behavior

BABIN / HARRISBABIN / 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.

LO1

LO2

LO3

LO4

LO5

LO6

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

LO1

Understand what initiates human behavior.

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.

LO1

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

LO2

Classify basic consumer motivations.

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

LO2

© 2009 South-Western, a division of Cengage Learning. 5-7

Exhibit 5.2: Utilitarian and Hedonic Motivations Lead to Consumer Behaviors

LO2

© 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

LO2

© 2009 South-Western, a division of Cengage Learning. 5-9

Exhibit 5.3: Typical High and Low Product Involvement

LO2

© 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.

LO3

Describe consumer emotions and demonstrate how they help

shape value.

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.

LO3

© 2009 South-Western, a division of Cengage Learning. 5-13

Exhibit 5.4: Visceral Responses to Emotions by Consumers

LO3

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Krispy Kreme Creates Visceral Responses To Emotions

LO3

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Cognitive Appraisal Theory

• Describes how specific types of thoughts can serve as a basis for specific emotions.

• Cognitive appraisals:– Anticipation– Agency– Equity– Outcomes

LO3

© 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.

LO3

© 2009 South-Western, a division of Cengage Learning. 5-17

Exhibit 5.5: Bad-Mood Consumers Seek Out Employees With Bad Moods

LO3

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

LO4

Apply different approaches to measuring consumer emotions.Apply different approaches to

measuring consumer emotions.

© 2009 South-Western, a division of Cengage Learning. 5-19

Measuring EmotionLO4

Autonomic measuresAutonomic measures

Self-report measuresSelf-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

LO4

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

LO5

Appreciate the fact that not all consumers express emotions in

the same way.

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 BehaviorLO5

Emotional involvement

Emotional involvement

Emotional expressiveness

Emotional expressiveness

Emotional intelligence

Emotional intelligence

© 2009 South-Western, a division of Cengage Learning. 5-26

Exhibit 5.7: Emotional Intelligence Consists of Many Elements

LO5

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

LO6

Define the concept of schema-based affect.

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

LO6

© 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.

Emotions become stored as part of the meaning for a category.

LO6

© 2009 South-Western, a division of Cengage Learning. 5-32

Exhibit 5.9: A Typical Car Salesperson Schema

LO6

© 2009 South-Western, a division of Cengage Learning. 5-33

Exhibit 5.10: Examples of Schema-Based Affect

LO6

© 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.

LO6