Chapter 4 Motivation and Affect

Motivational Conflicts - Approach-Approach

A choice between desirable alternatives

Motivational Conflicts - Avoidance-Avoidance Conflict

A choice between undesirable alternatives

Consumer Involvement - what is the definition of involvement?

A person's perceived relevance of the object based on their inherent needs, values, and interests.

Discrete Emotions - Guilt

An individual's unpleasant emotional state associated with possible objections to his or her actions, inaction, circumstances, or intentions. Consumer guilt can be activated in retail settings.

What are some strategies to increase involvement? (Consumer Involvement)

Appeal to consumer's hedonic needs Use novel stimuli Use prominent stimuli Include celebrity endorsers Build a bond with consumers Consumer-generated content

Motivational Conflicts - 3 types of conflicts

Approach-Approach, Approach-Avoidance, Avoidance-Avoidance

Motivational Direction - Types of Needs

Biogenic, Psychogenic, Utilitarian, Hedonic

Motivational Conflicts - Approach-Avoidance Conflict

Choices with desirable and undesirable outcomes

Levels of Involvement: From Inertia to Passion - what are the two types of involvement? (Consumer Involvement)

Cognitive and Affective

Levels of Involvement: From Inertia to Passion - what does the type of information processing that will occur depend on? (Consumer Involvement)

Consumer's level of involvement, which can range from simple processing to elaboration

Motivational Conflicts

Consumers find themselves in situations in which different motives conflict with one another

Product Involvement - Mass Customization (Four Major Types of Involvement)

Customization and personalization of products and services for individual customers at a mass production price

Motivation Process - what does drive refer to?

Degree of arousal

What are two theoretical categories that account for motivational strength?

Drive theories and expectancy theories

What are the 5 types of affective responses?

Evaluations, moods, emotions, negative state relief, and mood congruency

Motivational Strength - Drive Theory

Focuses on biological needs that produce unpleasant states of arousal

Drive Theory - what does tension activate?

Goal-oriented behaviour that attempts to reduce or eliminate this unpleasant state and return to a balanced one, called homeostasis

5 types of affective responses - Negative State Relief

Helping others as a means of resolving one's own negative moods

Levels of Involvement: From Inertia to Passion - What is the low end of involvement? (Consumer Involvement)

Inertia, which consists of purchases made out of habit

5 types of affective responses - Moods

Involve temporary positive or negative affective states accompanied by moderate levels of arousal

5 types of affective responses - Evaluations

Involve valenced reactions to objects that are NOT accompanied by high levels of arousal

4 Specific Needs and Buying Behaviour (Classifying Consumers Needs)

Need for achievement Need for affiliation Need for power Need for uniqueness

Types of Needs - What are psychogenic needs? (Motivational Direction)

Needs acquires in the process of becoming a member of a culture

Types of Needs - What are biogenic needs? (Motivational Direction)

Needs for certain elements to maintain life

Discrete Emotions - Envy

Negative emotion associated with the desire to reduce the gap between oneself and someone who is superior in some dimension

Levels of Involvement: From Inertia to Passion - What is the high end of involvement? (Consumer Involvement)

Passion, which consists of people and objects carrying great meaning

4 Specific Needs and Buying Behaviour - Need for achievement (Classifying Consumer Needs)

Personal accomplishments

Classifying Consumer Needs - what is Maslow's Hierarchy of Needs?

Physiological Safety Ego Needs Self-actualization

What is sentiment analysis (also known as option mining)?

Process that scours the social media universe to collect and analyze the words people use when they describe a specific feeling

Motivation Process - Motivation

Processes that cause people to behave as they do

What are the four Major Types of Involvement (Consumer Involvement)?

Product Involvement, Message-Response Involvement, Purchase situation Involvement, Segmenting by Involvement Levels

Four Major Types of Involvement - Purchase Situation Involvement

Refers to differences that may occur when buying the same object for different contexts. May be perceived as a social risk.

5 types of affective responses - Mood Congruency

Refers to the notion that our judgements are often consistent with our existing moods states

Four Major Types of Involvement - Product Involvement

Related to consumer's level of interest in a particular product

Discrete Emotions - Happiness

Research has found that experiential purchases bring more happiness than material purchases. Basically, HOW we spend money can influence happiness.

Discrete Emotions - Embarrassment

Social emotions driven by concern for what others are thinking about is. Often arises when socially sensitive products are purchases.

Classifying Consumer Needs - two main categories are?

Specific Needs and Buying Behaviour, and Maslow's Hierarchy of Needs

Motivational Direction - Needs versus Wants

Specific way a need is satisfied depends on the individual

What does S.M.A.R.T stand for?

Specific, Measurable, Attainable, Realistic, and Time-Bound

Approach-Approach - Theory of Cognitive Dissonance (Motivational Conflicts)

States that people have a need for consistency in their lives and a state of tension occurs when beliefs or behaviours conflict with one another

Motivational Strength - Expectancy Theory

Suggests that behaviour is largely pulled by expectations of achieving desirable outcomes rather than pushed from within

Four Major Types of Involvement - Message-Response Involvement

Television = Low Involvement Print Media = High Involvement

5 types of affective responses - Emotions

Tend to be more intense and are often related to a specific triggering event

Motivation Process - what is the desired end state?

The consumer's goal

What is affect?

The experience of emotionally-laden states

Classifying Consumers Needs - Specific Needs and Buying Behaviour

This approach focuses on 4 specific needs and their ramifications on behaviour

Four Major Types of Involvement - Segmenting by Involvement Levels

This type of involvement allows consumer researchers to capture the diversity of the Involvement construct

4 Specific Needs and Buying Behaviour - Need for uniqueness (Classifying Consumer Needs)

To assert one's individual identity

4 Specific Needs and Buying Behaviour - Need for affiliation (Classifying Consumer Needs)

To be in the company of other people

4 Specific Needs and Buying Behaviour - Need for power (Classifying Consumer Needs)

To control one's environment

Drive Theory - what does our physiological arousal cause us to do?

To reduce tension

Approach-Avoidance - when can post-decision dissonance occur?

When a consumer must make a choice between two products, both with good and bad qualities