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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.

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Chapter 6

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  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 • Motivated to look good?

  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.

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