Solomon Ch. 5 Motivation and Affect

Chapter Objectives
5 1. Products can satisfy a range of consumer

needs.
Motivation and Affect 2. Consumers experience different kinds of
motivational conflicts that can impact their
purchase decisions.
CONSUMER
3. Consumers experience a range of
BEHAVIOR, 12e affective responses to products and
Michael R. Solomon marketing messages.
Copyright © 2018 Pearson Education Ltd. 5-1 Copyright © 2018 Pearson Education Ltd. 5-2
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Chapter Objectives (Cont.) Learning Objective 1

4. The way we evaluate and choose a Products can satisfy a range of consumer
product depends on our degree of needs.
involvement with the product, the marketing
message, or the purchase situation.
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Motivation The Motivation Process: Why Ask Why?

• Motivation: processes that lead people to • Motivation
behave as they do o Utilitarian
• Occurs when need is aroused that the o Functional or practical benefit (eating
consumer wishes to satisfy kale for nutritional reasons)
• A need creates a state of tension that o Hedonic
drives the consumer to attempt to o An experiential need, involving
reduce or eliminate it emotional responses or fantasies
(feeling “righteous” by eating kale)
• Goal: desired end state
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Incidental Brand Exposure Motivational Strength
• BUT, do you even have to be aware of a • Drive: urgency of tension
motivation to achieve a goal?
• Drive Theory: biological needs that produce
• College students using a “cute” ice cream scoop unpleasant states of arousal (e.g., hungry
took larger amount than those who used a plain stomach grumbling)
scoop → whimsical object, more self-indulgent
o Arousal motivates us to reduce it and return
(though not self-aware of this effect)
to a balanced state called “homeostasis”
o Some believe this need to reduce arousal
is a basic mechanism that governs much of
our behavior
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Drive Theory Example Motivational Strength

o “Retail Therapy”: act of shopping restores • Expectancy Theory: expectations of
sense of personal control over one’s achieving desirable outcomes—positive
environment and can alleviate feelings of outcomes—motivates behavior
sadness • Focus on cognitive rather than internal
biological drives to understand
motivation
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Motivational Direction Motivational Direction

Needs (basic goal) versus wants (specific • Productivity orientation
pathway to goal) • The “need” to use time constructively
• Utilitarian • Novel consumption experiences
• Objective, tangible attributes • “Bucket lists”
• Hedonic
• Subjective, experiential
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Motivational Conflicts Motivational Conflicts
Choosing between desirable alternatives
-Bundling of benefits (get it all)
Yummy AND healthy
• Theory of cognitive dissonance: people
have need for order and consistency
Desire for it, but wish to avoid (e.g., guilt)
• Dissonance (tension) exists when
-Overcome guilt (“Because I’m worth it”) beliefs or behaviors conflict→ Cognitive
dissonance reduction (look for ways to
Two undesirable alternatives reduce inconsistency)
-Stress unforeseen benefits of one
• Post-decision dissonance
• Remorse and rationalization
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Classifying Consumer Needs Classifying Consumer Needs

Murray’s psychogenic needs Other motivational approaches:
• Autonomy: being independent Specific needs and ramifications of behavior
• Defendance: defending self against • Need for Achievement: personal
criticism accomplishment → status brands
• Play: engaging in pleasurable activity • Need for Affiliation: company of others→
group behaviors
• Murray believed everyone has same
• Need for Power: control environment→ “loud”
basic set of needs but that individuals brands, “pampering” brands
differ in priority of needs
• Need for Uniqueness: assert individual
identity→ “distinctive” brands
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Figure 5.2: Maslow’s Hierarchy of Needs Group Discussion

• Give an example when you had a need for
achievement, affiliation, power, and
uniqueness.
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Learning Objective 2 Types of Affective Responses
Consumers experience different kinds of • Evaluations: Valenced (positive or negative)
reactions to event and objects
motivational conflicts that can impact their
purchase decisions. • Not accompanied by high levels of physiological
arousal
• Moods: Temporary positive or negative affective
states with moderate levels of arousal
• Diffuse, not necessarily linked to particular event
• Emotions: Happiness, anger, and fear
• More intense and often related to specific
triggering event
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Types of Affective Responses Positive Affect

• Negative state relief: helping others to • Lovemark: passionate commitment to brand
resolve negative mood • Pay premium even if functionally similar
• “Guilt” appeals for charity ads • Happiness: mental state of well-being with
• “Sadvertising”: ads with inspirational stories positive emotions
to manipulate emotions • Material accumulation ≠ happiness
• Mood Congruency: judgments tend to be • “Wired” instinct for accumulation
shaped by our moods (cognitive dissonance) • Even beyond what can consume
• BUT, experience over material goods
• Older consumers (prefer calm vs. excitement)
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Negative Affect Negative Affect

• Disgust: primitive emotion, avoidance
• Powerful effect on judgment
• Guilt: objections to own actions, inaction,
circumstances, or intentions
• Harsher judgment
• Guilt appeal for pro-social behaviors
• BUT, gross ads can be attention capturing
• BUT extreme guilt can backfire
• Envy: desire to reduce gap to superior other
• Embarrassment: concern for what others
• Benign: other is “deserving” of superior position
think
• Mimic even if pay more
• Aware of, and care about, evaluating audience
• Malicious: other is “undeserving”
• Socially sensitive products: condoms,
• Pay more for different brand in same category tampons (how to reduce embarrassment)
to be “different”
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How Social Media Tap into Our Emotions For Reflection
• Happiness economy • Give an example of when a product had a
not that important
• Wellbeing as “new wealth” negative or positive affect on you.
• Use of social media technology
• Spreading of mood
• Targeting ads/coupons to “improve” mood
• Sentiment analysis
• Collect and analyze words people use to
describe brand
• E.g., Use of text mining
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Learning Objective 3 Learning Objective 4

Consumers experience a range of affective The way we evaluate and choose a product
responses to products and marketing depends on our degree of involvement with
examples. the product, the marketing message, or the
purchase situation.
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Consumer Involvement Figure 5.2 Conceptualizing Involvement

• Involvement: a person’s perceived
relevance of the object based on their
inherent needs, values, and interests
• Reflects level of motivation to process
information about a brand we believe will help
us solve a problem or reach a goal
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Consumer Involvement Measuring Involvement
• Range: absolute lack of interest to obsession
• Inertia: low end of involvement, make decisions
out of habit, lack motivation to consider
alternatives
• Cult products: command fierce consumer
loyalty, devotion, and even worship (super-fans)
• Harley-Davidson
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Types of Involvement Product Involvement

• Perceived risk: believe negative consequence if
Product Higher if perceived risk
choose wrong option
• Expensive, complicated
Media Vehicle • Mass customization: personalization at mass-
Message Print is high, TV is low production price more likely to be involved
• Brand loyalty: repeat purchase with desire to
Store, site, or location
buy same brand
Situational
where consume
• Variety seeking: desire for newness (even if
Personalization can
increase involvement
like the old)→ unpredictability can be rewarding
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For Reflection
Figure 5.4
Five • What risky products have you considered
Types of recently?
Perceived • Which forms of risk were involved?
Risk
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Message Involvement For Reflection
• Alternate reality games (Bing Decode video) • Have you ever been immersed into an
• Narrative transportation: immersive storyline advertisement that you feel like you are
part of it?
• (Three Little Pigs video)
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Charmin Leverages Product and

How to boost motivation to process? Situational Involvement
• Novel stimuli: unusual cinematography, sudden silence,
Charmin
unexpected movements frequently
(Gold Film Craft – Honda Illusions video) sponsors clean
toilet facilities at
• Prominent stimuli: loud music, fast action major events,
recognizing that
• Celebrity endorsers product and
• Provide value (Charmin: see next slide)
situational
involvement can
• New media platforms (hand stamps at nightclubs with ads) overlap.
• Mental rehearsal Website to find

clean toilets on
• Spectacles: message as entertainment (Red Bull music the go.
festival)
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For Review For Review

1. Products can satisfy a range of consumer 4. The way we evaluate and choose a
needs. product depends on our degree of
2. Consumers experience different kinds of involvement with the product, the marketing
motivational conflicts that can impact their message, or the purchase situation.
purchase decisions.
3. Consumers experience a range of
affective responses to products and
marketing messages.
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7
Group Discussions:
• CS 5.1: Discuss the possible reasons to buy a
watch today (both smart and conventional
Case Study: Watch Industry watches). Connect each motivation you identify
with an appropriate motivational theory from the
chapter.
• CS 5.2: What does Apple really believe will
motivate consumers to purchase the Apple
Watch? Are there different motivations at the low
vs. high (luxury version) price point?
2-43
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 2-44
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Chapter Objectives

5 1. Products can satisfy a range of consumer

Chapter Objectives (Cont.) Learning Objective 1

Motivation The Motivation Process: Why Ask Why?

Drive Theory Example Motivational Strength

Motivational Direction Motivational Direction

Classifying Consumer Needs Classifying Consumer Needs

Figure 5.2: Maslow’s Hierarchy of Needs Group Discussion

Types of Affective Responses Positive Affect

Negative Affect Negative Affect

Learning Objective 3 Learning Objective 4

Consumer Involvement Figure 5.2 Conceptualizing Involvement

Types of Involvement Product Involvement

Charmin Leverages Product and

• Mental rehearsal Website to find

For Review For Review

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