1 / 41

Chapter 6

Chapter 6. Motivation and Emotion. Motivation and Emotion. Snapshot from the Marketplace. Gambling has become within easy reach of nearly everyone. In 2010, Americans wagered over $900 billion in various types of gambling. The forces that motivate people to gamble are diverse and perplexing.

demont
Download Presentation

Chapter 6

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Chapter 6 Motivation and Emotion Motivation and Emotion

  2. Snapshot from the Marketplace • Gambling has become within easy reach of nearly everyone. In 2010, Americans wagered over $900 billion in various types of gambling. • The forces that motivate people to gamble are diverse and perplexing. • An understanding of why people gamble can help either cure a social problem or capitalize on a business opportunity

  3. Q. 1. Define Motives and Goals.

  4. Motives and Goals • Motives – an inner drive that reflects goal-directed arousal. • Goals – Ends or aspirations that direct action.

  5. Q. 2. Define Motivation.

  6. What Is Motivation? • A state in which bodily energy is mobilized and directed in a selective fashion toward desirable goals • Two conditions are required for a motivated state to exist: • Arousal • Direction

  7. Q. 3. What are the two conditions for motivation to occur?

  8. Arousal • A tension state resulting from unfulfilled needs • A number of conditions can trigger arousal: • Physiological cues • Emotional cues • Cognitive cues • Environmental cues

  9. Direction • The resulting state of tension activates the individual to engage in purposive behavior to accomplish a desired goal. • Goal fulfillment eliminates the tension state.

  10. Q. 4. How are consumer motivations classified?

  11. Classifying Consumer Motivations • Conscious vs. Unconscious • High vs. Low Urgency • Positive vs. Negative Polarity • Intrinsic vs. Extrinsic • Rational vs. Emotional

  12. Conscious vs. Unconscious Motivation • While sometimes the reasons behind our behavior are clear, at other times these reasons are hidden or unknown. • From a consumer behavior perspective, these unconscious needs must be drawn to consumers’ attention via marketers’ promotional efforts.

  13. High vs. Low Urgency • Motivation can exert either immediate or delayed impact on behavior. • Unlike the case of low-urgency needs, high-urgency needs require immediate satisfaction. • In promoting products/services, marketers attempt to create a sense of urgency in order to motivate consumers’ action.

  14. Positive vs. Negative Polarity • Motivation can positively or negatively influence individuals’ behavior. • Positive influences lead individuals toward desired goals. • Negative influences steer individuals away from aversive consequences. • Marketers employ both as strategies to promote products/services.

  15. Intrinsic vs. Extrinsic Motivation • Intrinsic motivation refers to behavior undertaken for the inherent pleasure of the activity (behavior is its own reward). • Extrinsic motivation refers to behavior undertaken to acquire rewards independent of the activity. • Behavior resulting from intrinsic motivation tends to be more enduring.

  16. Rational vs. Emotional Motivation • Rational motives are utilitarian and are aroused through appeals to reason, such as emphasizing economy and quality. • Emotional motives have their origin in human feelings and impulses. • Most promotional campaigns fall somewhere along a continuum between purely rational and purely emotional.

  17. Q. 5. What are the elements of motivation?

  18. Elements of Motivation The four elements of motivation are: • Needs are internal forces that prompt behavior toward goal-oriented solutions. • Motives are tension states that push us to act. • Goals are the sought-after objectives of motivation. • Desires are passions that involve longing and fervent wishing for something.

  19. Five Consumer Needs in Cultural Perspective • The Achievement Motive • drive to experience emotion in connection with evaluated performance. • The Power Motive • drive to have control or influence over another person, group, or the world at large. • The Uniqueness/Novelty Motive • drive to perceive oneself as different from others. • The Affiliation Motive • drive to be with people. • The Self Esteem Motive • need to maintain a positive view of the self.

  20. Consumer Goal Hiearchies • Goals can be thought of at many different levels • Focal goal – what the consumer is striving for • Superordinate goals – reasons why consumer wants to achieve the focal goal • Subordinate goals – actions that contribute to the focal goal

  21. Q. 6. What are four classic theories of motivation?

  22. Theories of Motivation • Four groups of theories are of particular relevance to the field of consumer behavior: • Instinct Theories • Drive Theories • Arousal Theories • Cognitive Theories

  23. Instinct Theories • Suggest that behavior is innate. • Instincts are the physical and behavioral characteristics of a species that enable it to survive. • Marketers still find instinct theories useful in formulating ad appeals. • Freud’s psychoanalytical theory viewed sexual instincts as a primary motivator of human behavior

  24. Drive Theories • Suggest that behavior reflects our efforts to restore physical or psychological equilibrium. • When equilibrium is disturbed, the automatic homeostatic mechanism is no longer in harmony. • Imbalance causes the organism to become aroused to correct the deficit.

  25. Arousal Theories • Suggest that people often seek stimulation rather than avoid it. • High sensation seekers (HSS) have a stronger than average urge to pursue challenges and thrills. • Low sensation seekers (LSS) tend to avoid excitement and challenges. • An individual’s optimal stimulation level (OSL) can be measured via the General Sensation Seeking Scale (GSSS).

  26. Cognitive Theories • Suggest that behavior is a rational act undertaken by intelligent, information-processing individuals capable of making wise choices. • Marketers often apply these theories in promotions by providing logical arguments and convincing evidence regarding product/service offerings.

  27. Q. 7. What are the components of Maslow’s hierarchy of needs theory?

  28. Maslow’s Hierarchy of Needs • Needs are arranged in a sequence from lower-level to higher-level. • Physiological - biological needs for food, water and sleep • Safety and security - shelter, protection and security • Social - affection, friendship and acceptance • Ego - prestige, success, accomplishment and self-esteem • Self-actualization - self-fulfillment and enriching experiences.

  29. Maslow’s Hierarchy of Needs

  30. Maslow’s Hierarchy of Needs Criticisms • overly simplistic • ignores the intensity of needs • ordering of needs may not be consistent across cultures

  31. Implications of Maslow’s Theory of Marketing • Provides useful summary of human needs that may guide marketing managers to understand consumer behavior and needs. • List of needs can serve as a key input for product design • Marketing communications can be designed to appeal to one or more of the needs

  32. Q. 8. What are three motivational conflicts?

  33. Go on an extended vacation Buy a new car Incur a huge mortgage Buy a new house Surrender your driver’s license for speeding Pay $100 to keep your license Motivational Conflict • Situations where multiple contradictory needs simultaneously act upon an individual • Lewin’s three types of motivational conflict: Approach-Approach Approach-Avoidance Avoidance-Avoidance

  34. Motivation Research • Explores the WHY aspects of human behavior via techniques developed in clinical psychology but adapted for consumer research • Projective Techniques • Thematic Apperception Test • Cartoons • Association Tests • Free-word associations • Sentence completions

  35. Other Motivation Research Techniques • Zaltman Metaphor Elicitation Technique (ZMET) • Subjects provide pictures that express their feelings about a topic or situation • Focus groups • Consist of 8 to 12 individuals drawn from the population under study • Elicit participants’ free flow of views and ideas • Can be conducted off- or online

  36. Q. 9. Define Emotion and Mood.

  37. Emotions • Emotions: Feeling states such as joy, love, sorrow, fear, and anger • Significance to consumer behavior: • A product’s emotional value represents a major part of the appeal in product acquisition • Stirring consumers’ emotions is a powerful promotional strategy

  38. Emotion Vs. Mood • Mood:A temporary feeling state or frame of mind such as being in a good or bad mood • Significance to consumer behavior: • Mood influences whether or not we shop. • Mood influences the way we respond to shopping environments and cues. • Mood influences consumers’ response flexibility.

  39. How Emotional Ads Work • Emotional arousal is a primary energizing force in consumer behavior. • Bonding involves connecting the consumer and the product through an emotional tie. • Consider the connection: red roses/love, movies/popcorn, New Year’s Eve/champagne • Emotional ads can increase consumers’ involvement with the ad.

  40. Measuring Emotions • A variety of verbal, visual, and psychological response tools exist to measure emotions. • The PAD (Pleasure-Arousal-Dominance) Semantic Differential Scale is the most widely-used instrument for measuring emotions. • The Emotional Measurement System (EMS) of BBDO ad agency is another visual technique that uses facial expressions for this purpose.

More Related