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Chapter 5: Motivation and Affect - Coggle Diagram
Chapter 5: Motivation and Affect
5-3. Affective responses to products and marketing messages
Positive affect: happiness
Lovemark
Material accumulation
Negative affect
Envy
Benign envy: occurs when we believe the other person actually deserves a coveted brand
Malicious envy: occurs when the consumer believes the other person does not deserve his or her superior position
Guilt
An individual’s unpleasant emotional state associated with possible objections to his or her actions, inaction, circumstances, or intentions
Marketers may try to invoke a feeling of guilt when they want consumers to engage in prosocial behaviors like giving to charities
Disgust
The primitive emotion of disgust evolved to protect us from contamination
People who experience this emotion become harsher in their judgments of moral offenses and offenders
Embarrassment
To be embarrassed, we must be aware of, and care about, the audience that evaluates us
This reaction also pops up in the consumer environment when we purchase socially sensitive products such as condoms, adult diapers or tampons
An emotion driven by a concern for what others think about us
Types of affective responses
Differs according to intensity (arousal level), the presence of target, duration, etc.
Moods: involve temporary positive or negative affective states accompanied by moderate levels of arousal. Moods tends to be diffuse and not necessarily linked to a particular event
Evaluations: are positive or negative reactions to events and objects that are accompanied by low levels of physiological arousal
Emotions such as happiness or anger tend to be more intense and often relate to a specific triggering event such as receiving an awesome gift
Affect and marketing applications
Negative state relief
Sadvertising
Mood congruency
5-4. The way we evaluate and choose a product
Consumer involvement
refers to “a person’s perceived relevance of the object based on their inherent needs, values, and interests.”
As involvement increases -> devote more attention to ads related to the product -> exert more cognitive effort to understand these ads -> focus their attention on the product-related information in them
Involvement can be viewed as the motivation to process information
Levels of Involvement: From Inertia to Passion
Consumption at the low end of involvement is characterized by inertia
Cult products command fierce consumer loyalty, devotion, even worship
The type of information can range from simple to elaborate processing: Simple processing & Elaboration
Types of involvement
Message involvement
Refers to the consumer’s interest in processing marketing communications
Vigilante marketing, where freelancers and fans film their own commercials for favorite products and post them on Web sites, is a hot trend
Situational involvement
Describes engagement with a store, Web site, or a locationwhere people consume a product or service
One way to increase this kind of involvement is to personalize the messages shoppers receive at the time of purchase
Product involvement
A powerful way to enhance product involvement is through mass customization
Sales promotions increase this involvement
Related to a consumer’s level of interest in a particular product
5-2. Consumers experience different kinds of motivational conflicts that can impact their purchase decisions
Approach - Avoidance Conflict
An
approach–avoidance conflict
occurs when we desire a goal but wish to avoid it at the same time.
Many of the products and services we desire have negative consequences attached to them as well as positive ones. We may feel guilty or ostentatious when we buy a luxury product such as a fur coat or we might feel like gluttons when we crave a tempting package of Twinkies.
Avoidance - Avoidance Conflict
We may face a choice with two undesirable alternatives: for instance, the option of either spending more money on an old car or buying a new one.
Marketers frequently address an avoidance–avoidance conflict with messages that stress the unforeseen benefits of choosing one option (e.g., when they emphasize special credit plans to ease the pain of car payments).
Approach - Approach Conflict
The theory of
cognitive dissonance
is based on the premise that people have a need for order and consistency in their lives and that a state of dissonance (tension) exists when beliefs or behaviors conflict with one another.
Postdecision dissonance
occurs when a consumer must choose between two products, both of which possess good and bad qualities.
A person has
an approach–approach conflict
when he or she must choose between two desirable alternatives.
Rationalization
- We tend to convince ourselves, after the fact, that the choice we made was the smart one as we find additional reasons to support the alternative we did choose—perhaps when we discover flaws with the option we did not choose
How we classify consumer needs
Specific Needs and Buying Behavior
Need for power (to control one’s environment):17 Many products and services allow us to feel that we have mastery over our surroundings.
Need for uniqueness (to assert one’s individual identity):18 Products satisfy the need for uniqueness when they pledge to bring out our distinctive qualities.
Need for affiliation (to be in the company of other people):16 The need for affiliation is relevant to products and services for people in groups, such as participating in team sports, frequenting bars, and hanging out at shopping malls.
Maslow's Hierarchy of Needs
Maslow’s hierarchical structure implies that the order of development is fixed—that is, we must attain a certain level before we activate a need for the next, higher one.
Many Asian cultures value the welfare of the group (belongingness needs) more highly than needs of the individual (esteem needs).
Another problem with taking Maslow’s Hierarchy of Needs too literally is that it is culture-bound; its assumptions may apply only to Western culture.
People in other cultures (or, for that matter, even some in Western cultures) may question the order of the levels it specifies.
The psychologist Abraham Maslow originally developed his influential Hierarchy of Needs to understand personal growth and how people attain spiritual “peak experiences.”
Marketers embraced this perspective because it (indirectly) specifies certain types of product benefits people might look for, depending on their stage of mental or spiritual development or on their economic situation
At each level, the person seeks different kinds of product benefits. Ideally, an individual progresses up the hierarchy until his or her dominant motivation is a focus on “ultimate” goals, such as justice and beauty.
Murray's Psychogenic Needs
These needs include such dimensions as autonomy (being independent), defendance (defending the self against criticism), and even play (engaging in pleasurable activities).
Thematic Apperception Test (TAT)
What led up to this situation?
What's being thougt?
What's happening?
What'll happen?
the psychologist Henry Murray developed delineates a set of 20
psychogenic needs that (sometimes in combination) result in specific behaviors.
Murray believed that everyone has the same basic set of needs but that individuals differ in their priority rankings of these needs.
Motivational Conflicts
A goal has valence, which means that it can be positive or negative. We direct our behavior toward goals we value positively; we are motivated to approach the goal and to seek out products that will help us to reach it.
We structure purchases or consumption activities to reduce the chances that we will experience a nasty result. For example, many consumers work hard to avoid rejection by their peers (an avoidance goal). They stay away from products that they associate with social disapproval.
Because a purchase decision can involve more than one source of motivation, consumers often find themselves in situations in which different motives, both positive and negative, conflict with one another.
5-1. Products can satisfy a
range of consumer needs.
Motivational Direction
Needs versus Wants
A need
reflects a basic goal such as keeping yourself nourished
or protected from the elements.
A want
is a specific pathway to achieving this objective that depends a lot on our unique personalities, cultural upbringing, and our observations about how others we know satisfy the same need.
When we focus on a
utilitarian need
, we emphasize the objective, tangible attributes of products, such as miles per gallon in a car
Hedonic needs
are subjective and experiential. Many items
satisfy our
hedonic needs
(there’s even a popular resort called
Hedonism
)
We can also be motivated to purchase a product because it provides
both
types of benefits. For example, a woman (perhaps a politically incorrect one) might buy a mink coat because of the luxurious image it portrays and because it also happens to keep her warm through the long, cold winter.
Motivational Strength
Drive Theory
Drive theory runs into difficulties when it tries to explain some facets of human behavior that run counter to its predictions.
Example: We may delay gratification. If you know you are going out for lavish dinner, you might decide to forego a snack in the day even though you are hungry at that time
Focuses on biological needs that produce unpleasant states of arousal (e.g., your stomach grumbles during a morning class).
One’s degree of motivation, then, depends on the distance between one’s present state and the goal.
The arousal this tension causes motivates us to reduce it and return to a balanced state called
homeostasis.
There is research evidence for the effectiveness of so-called
retail therapy
Expectancy Theory
Expectations of achieving desirable outcomes—positive incentives—rather than being pushed from within motivate our behavior.
We choose one product over another because we expect this choice to have more positive consequences for us.
We use the term
drive
here loosely to refer to both physical and cognitive processes.
Whether the need is utilitarian or hedonic, the magnitude of the tension it creates determines the urgency the consumer feels to reduce it. We call this degree of arousal a
drive