Chapter 5-Motivation & Emotion: Driving Consumer Behavior
Human motivations are oriented around two key groups of behavior:
Homeostasis and Self-Improvement.
The first behavior is
aimed at maintaining one in a current acceptable state.
Self-improvement motivated behaviors
are aimed at changing one's current state to a level that is more ideal.
Regulatory focus theory suggests that
consumers orient their behavior either through a prevention focus or a promotion focus.
Self-improvement leads
consumers to perform acts that cause emotions that help create hedonic value.
A prevention focus orients
consumers toward avoiding negative consequences.
A promotion focus orients
consumers toward the opportunistic pursuit of aspirations or ideals.
Sentiment Analysis refers to that
researchers use programs that try to match sentences or phrases to consumer feelings and then apply data mining procedures to search social networks.
The second group of behavior results from
self-improvement motivation.
The promotion focus
shares similarity with self-improvement goals.
Regulatory focus theory suggests
the contrast between homeostasis and self-improvement.
Homeostasis refers to
the fact that the body naturally reacts in a way to maintain a consent, normal bloodstream.
Motivations are
the inner reasons or driving forces behind human actions that drive consumers to address real needs.
Consumers act to maintain things the way they are, so
their wants are a function of the need driven by homeostasis.
The prevention terminology captures the motivation
to maintain homeostasis.
