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.