Consumer Behavior Affect and Motivation Outline Affect –Definition of affect –Moods and consumer...

Consumer BehaviorConsumer BehaviorAffect and Motivation

Outline• Affect

– Definition of affect– Moods and consumer behavior– Emotions and consumer behavior

• Motivation– Definition of motivation– Direction of behavior toward goals– Intensity of goal pursuit and involvement– The means-end chain approach to consumer

motivation


Affect• affect can be defined as a valenced feeling

state;

• two kinds of affective states may be distinguished:

– moods:

– emotions:


Mood and consumer behavior• mood effects on memory:

– material that is congruent with a person’s mood at encoding or retrieval is remembered better than other information;

– the match between mood at encoding and mood at retrieval enhances memory (state-dependent memory);

• mood effects on judgments: a person’s mood state may bias evaluations of stimuli in a mood-

congruent direction (see Schwarz and Clore);

• mood effects on behavior: – good mood may increase the likelihood that a person will perform

certain behaviors (esp. pro-social behaviors);


The weather, mood, and life satisfaction (Schwarz and Clore)

• people were supposedly called from out of town and asked about their life satisfaction, current mood, and possibly the weather;

• sunny or rainy weather had the predicted effect on current mood (means of 7.5 vs. 5.4 on a 10-point scale);

• people evaluated their life more positively when they were interviewed on sunny than on rainy days, reflecting their mood at the time of judgment (means of 6.57 vs. 4.86);

• however, when the interview started with the question, “How’s the weather down there?” people called on rainy days were equally satisfied with their life as people called on sunny days (6.71 vs. 6.79);


Conceptualization of emotions• the dimensional approach:

– emotional experiences can be described in terms of a few underlying dimensions (e.g., pleasure-displeasure and degree of arousal or intensity as in the circumplex model of emotions);

• the categorical approach: – emotional experiences can be classified into a

limited number of “basic” emotions;


Russell’s circumplex model of emotionsargument that emotions can be arranged in roughly a circular order around the perimeter of a two-dimensional space de-fined by two axes: pleasure-displeasure and degree of arousal;

alarmed

afraid

tense angrydistressed annoyed

frustrated

miserable depressed

sadgloomy

boreddroopy

tiredsleepy

relaxedat ease calm

serenecontent

satisfied

pleasedhappy

glad

delighted

excitedastonished

aroused


Ads and autobiographical memories(Sujan, Bettman and Baumgartner)

• Ss were exposed to an ad for Callaway wine;• the ad either encouraged Ss to form an impression of the

advertised brand in the context of an autobiographical memory or no such encouragement was provided (autobiographical retrievals);

• in addition, the ad either associated or did not associate the advertised brand with special occasions (brand link);

• after looking at the ad, Ss engaged in a thought-listing task, evaluated the ad and the brand, and rated their affective state during exposure to the ad on 27 positive and negative feeling measures;


Ads and autobiographical memories (cont’d)Results:• an autobiographical retrieval cue led to a focus of thoughts

on autobiographical episodes rather than product features and higher levels of net positive affect;

• encouraging the retrieval of autobiographical memories resulted in more favorable ad evaluations;

• encouraging the retrieval of autobiographical memories increased brand evaluations more strongly when a link was forged between the brand and the memory;

no retrieval cue retrieval cue

5

876

Ab

brand link present

brand link absent


Regret and disappointment /dissatisfaction

• Regret: consumers are displeased with a purchase because the alternative they selected turned out to be inferior to another alternative that they considered but didn’t choose; usually associated with self-blame; opposite is rejoicing;

• Disappointment/dissatisfaction: consumers are displeased with a purchase because their pre-purchase expectations were not met (i.e., the performance of the product or service was worse than expected); sometimes associated with other-blame; opposite is elation or satisfaction;


Consequences of regret and satisfaction (Tsiros and Mittal)

• 2 (outcome valence of chosen brand: positive vs. negative) x 2 (outcome of chosen brand compared to forgone outcome: better vs. worse) x 2 (brand choice: Compaq vs. Dell);

• description of a laptop purchase: Paul chose a Compaq (Dell) and has had (no) problems with his laptop, whereas his friend George chose a Dell (Compaq) and has had a great (bad) experience with his laptop;

• measures of regret: Paul feels sorry for choosing a Compaq laptop, regrets choosing a Compaq laptop, feels he should have chosen a Dell laptop;

• measures of (dis)satisfaction: Paul is happy with Compaq’s performance, is satisfied with Compaq’s performance, is disappointed with Compaq’s performance;


Consequences of regret and satisfaction (cont’d)

RegretRegret

SatisfactionSatisfaction

Repurchase Repurchase intentionsintentions

Complaint Complaint intentionsintentions

-.38

-.33

-.41

.43


Motivation• in the most general sense, motivation is

concerned with the determinants of human behavior;

• two questions:– direction: what motivates consumers to act?

– intensity: how strongly motivated are consumers to act?


Direction of motivation

• goals give behavior direction;

• goals may be conscious or subconscious;

• the focal goal is embedded in a goal hierarchy

how is the focal goal to be attained?

why is the chosen course of action pursued?

• values as very high-level goals;


Values• abstract goals that represent guiding principles of

people’s lives are usually called values;• different approaches to conceptualizing and

measuring values:– Rokeach Value Survey (Rokeach 1973):

• 18 instrumental values (preferred modes of conduct)

• 18 terminal values (preferred end states of being);

– List of Values (Kahle 1983): 9 social values;

– Universals in value content and structure (Schwartz 1992): 10 universal value types;


Rokeach’s Value Survey

Instrumental values Terminal values

ambitious imaginative a comfortable life inner harmony

broadminded independent an exciting life mature love

capable intellectual a sense of accomplishment pleasure

cheerful logical a world at peace national security

clean loving a world of beauty salvation

courageous obedient equality self-respect

forgiving polite family security social recognition

helpful responsible freedom true friendship

honest self-controlled happiness wisdom


The List of Values or LOV (Kahle)• Ss see a list of 9 values and are asked to identify their two

most important values or rank the values:• self-respect• self-fulfillment• security• sense of belonging• excitement• sense of accomplishment• fun and enjoyment in life• being well-respected• warm relationships with others

• studies show that LOV has predictive utility for a variety of consumer behavior variables (television viewing, magazine readership, leisure activities, etc.);


Universal value types (Schwartz)

broadminded

equality

innerharmony

socialjustice

world atpeace

protectingenvironment

unity withnature

world ofbeauty

wisdom

UNIVERSALISM freedom

creativity curiousindependent

choosing own goals

self-respect

SELF-DIRECTION

exciting life

varied lifedaring

STIMULATION

enjoying life

pleasure HEDONISM

loyal responsibletrue friend-

shipmeaningin life

maturelove

honest

helpfulforgiving

spirituallife

BENEVOLENCE

humbledetachment

devoutrespect fortradition

moderate

acceptingportion in life

TRADITION obedient

politenessself-

discipline

honorparents

CONFORMITY

family securitysocial order

clean

healthy

nationalsecurity

sense ofbelonging

reciprocation of favors

SECURITY preservingpublic image

authority wealth

social power

socialrecognition

POWER

intelligent

capablesuccessful

ambitiousinfluential

ACHIEVEMENT


Intensity of motivation: Involvement

• a consumer’s perception of the degree of personal relevance of an object (e.g., product) or event (e.g., purchase behavior);

• two forms of involvement:– intrinsic involvement:

– situational involvement:


Measurement of involvement• Personal involvement inventory (Zaichkowsky): 22-item

bipolar adjective scale (e.g., important-unimportant, relevant-irrelevant, of concern to me-of no concern to me, significant-insignificant, etc.);

• Involvement profile (Kapferer and Laurent): five dimensions of involvement:

interest sign-value pleasure risk importance risk probability


Means-end chain theory• the objective of means-end chain theory is to

understand what makes products personally relevant to consumers;

• attributes of products are assumed to lead to various functional and psycho-social consequences of product use which in turn satisfy consumers’ values; thus, products possessing certain attributes are seen as means to achieve certain values as ends;

• the result of a means-end chain analysis is a hierarchical value map (HVM);


Attributes, consequences, and values• attributes:

– physical, objective features of products (concrete attributes);

– nonphysical, subjective product characteristics (abstract attributes);

• functional consequences: – tangible outcomes of product use

• psycho-social consequences: – intangible (psychological and social) outcomes of

product use;

• values: – abstract goals or motivational concerns;


Laddering (Reynolds and Gutman)• a qualitative, in-depth interviewing process designed to

elicit means-end chains for a domain of interest (e.g., a product category);

• steps in a laddering interview:– determination of a representative set of brands in the product

category;– elicitation of meaningful distinctions between brands (e.g., in

terms of salient attributes) using direct questioning, triad sorting, preference-consumption differences, differences by occasion, etc.

– selection of key distinctions to ladder;– repeated questions of the form, “Why is this important to you?” to

prompt verbalizations of sequences of attributes, consequences, and values (referred to as ladders);


Hierarchical value map for express delivery

low costCOD

open 9pmSaturdaydelivery

drop box

early delivery

person to person2nd day

next day

on-timedelivery

in-officetracking tracking

system

goodvalue

fastpayment

finishproject

savestime

satisfiedcustomer/boss

reliable

addressqueries

can domore

makes melook good

good forcompany

lessworry

in control

jobsecurity

personaladvancement

self-esteem

accomplishment

financialsecurity

peace of mind


MECCAS model of advertising strategy• four levels of the MECCAS (means-end conceptualization of

the components of advertising strategy) model:– message elements: specific product attributes that the advertising

communicates verbally or visually;– consumer benefit: major positive functional consequences of

consumption;– leverage point: the manner in which the advertising activates the focal

value by tapping into psycho-social consequences;– driving force: the value orientation of the communication strategy;

• connections between these four levels are called bridges:– product bridge: connects attributes to functional consequences;– personal relevance bridge: connects functional consequences to

psycho-social consequences;– value bridge: connects psycho-social consequences to values;


Copy testing based on means-end chain theory: The STRATA system

• an interview and analysis software system designed to determine the effectiveness of particular advertising executions in communicating a positioning strategy;

• respondents view an ad and evaluate how clearly the different levels of the MECCAS model and the connections between them are communicated;– communication strength scores: degree to which each MECCAS

element is communicated;– linkage strength scores: degree to which connections between

levels are communicated;– brand and ad affect scores: degree to which the ad and the brand

are liked;


STRATA results for “Applause” ad

Message elements:• in-office tracking (83) 5 5

• early delivery (65) 4 4

Consumer benefit:• satisfied boss (74) 4 4

• reliable (63) 4 4

Leverage point:• less worry (69) 5 4

• in control (43) 5 4

Driving force:• self-esteem (64)

• accomplishment (48)Ad affect: 54Brand affect 49

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