Chapter 8

Copyright Atomic Dog Publishing, 2002

Chapter 8

Motivation, Emotion, Mood, and Involvement


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


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 (Exh. 8-2) of the motivation process:

Latent need Drive Want or desire Goal Behavior


Behavioral Models of Motivation Maslow’s hierarchy of needs

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

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 one’s own potential, to achieve dreams and ambitions; hunger for knowledge and understanding; to do things for the sake of doing them

Marketing implications


Models (continued)

Dichter’s major consumption motives 1950 study regarding the consumer

needs motivating the purchase of Ivory soap (P&G).

He found a relation between the use of soap and the need for spiritual purity

12 key motivations lead to product purchase


Models (continued)

Sheth’s consumer motives Five dimensions of motivation

concerning products/services benefits Functional – utility or function performed Aesthetic/emotional – appearance or

attractiveness Social – status or esteem value Situational – unexpected benefit Curiosity – interest aroused


Consumer Motivation and Marketplace Behavior Influence on consumer decision making

(Exh 8-6) 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


Triggering Consumer Motives

Encouraging need recognition Attempt to move consumer from actual

state to desired state Triggering motivation through need-

benefit segmentation Understand consumer benefits sought

and offer goods and services to deliver these benefits to specific target segments


Emotions Emotions are affective responses

that reflect the activation within the consumer of beliefs that are deep-seated and value-laden.

Beliefs emotions


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.


How Emotional States are Induced People have little control over the

affective system Affective responses to environmental

cues are immediate and automatic (e.g. color)

Some control is possible through our behavior

Advertising and emotions Anger Fear Humor Warmth


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 (Exh. 8 –12):

Service encounters Point-of-Purchase stimuli Communications


Effects of Moods On consumer recall

Recall increases if mood at time of encoding and retrieval match

On consumer evaluation Negative mood negative product or

service evaluation (and vice versa) On consumer behavior

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


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.


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


Effects of Consumer Involvement Information search

High involvement greater information search (more shopping around)

Information processing Depth of comprehension

High involvement deeper comprehension Extent of cognitive elaboration

High involvement more thinking Extent of external arousal

High involvement greater emotional arousal Information transmission

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


Causes of Consumer Involvement Personal factors

Product’s image and needs it serves are congruent with a consumer’s self-image, values and needs high involvement

Product factors 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


Causes (continued) Situational factors

Social pressure can significantly increase involvement

The imminence of the decision heightens involvement

Irrevocable purchase decisions heighten enrollment


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


Models (continued) Level of message processing model

Consumer attention to advertising is influenced by the following four levels of involvement: pre-attention, focal attention, comprehension, and elaboration

Product versus brand involvement model Brand loyalists Information seekers Routine brand buyers Brand switchers

Chapter 8

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