CB Chapter 5

Chapter 5
motivation and affect

Hello!
We are Group 1.
Hồ Thị Minh Tú Trần Thị Hoài Phúc Phan Thị Phúc Hợp Trương Ngọc Cát Tường
Nguyễn Ngọc Kim Thảo Trần Thị Hoàng Châu Đỗ Bích Trâm
2
outline
1. The Motivation 2. Gender Identity 3. Customer Involvement

Process: Why Ask Consumers experience a The way we evaluate and
range of affective choose a product depends on our
Why?
responses to products degree of involvement with the
Products can satisfy a and marketing product, the marketing message,
range of customer needs messages. or the purchase situation.
3
1
The Motivation Process
Why Ask Why?
Motivation refers to the processes that
lead people to behave as they do.
Motivation occurs when a need that the consumer
wishes to satisfy is aroused . And the need creates a
state of tension that drives the consumer to attempt
to reduce or eliminate it
Marketers try to create products and services to
provide the desired benefits and help the consumer
to reduce this tension.
1.1 Motivational Strength
1.1.1 Drive Theory
✗ Drive theory focuses on biological needs that produce
unpleasant states of arousal
1.1.1 Drive Theory
For more information:
✗ This need to reduce arousal is a basic mechanism that
governs much of our behavior.
✗ Your degree of motivation depends on the distance
between your present state and the goal.
✗ And sometimes, people do things that increase a drive
state rather than decrease it
1.1.2 Expectancy Theory
✗ Expectancy theory suggests that expectations of achieving
desirable outcomes—positive incentives—rather than being
pushed from within motivate our behavior.
1.2 Motivational Direction
Needs versus wants
From last lesson:
✗ A need reflects a basic goal
✗ A want is a specific pathway to achieving this objective
✗ The importance of hedonic consumption is the same as an influence on
consumers’ choices.
✗ Hedonic consumption refers to the multisensory, fantasy, and
emotional aspects of consumers’ interactions with products.
✗ In this environment, form is function.
1.3 Motivational Conflicts
✗ Consumers experience different kinds of motivational

conflicts that can impact their purchase decisions.
✗ Promotions (price discounts, rebates, coupons, and loyalty
rewards) exert a bigger impact on hedonic versus utilitarian
purchases.
A goal can be positive or negative:

✗ Seek out products that will help us to reach it for the our
goal
✗ Avoid a negative outcome rather than achieve a positive
outcome
Types of motivational conflict
1.3.1 Approach–Approach Conflict
✗ It occurs when he or she must choose between two
desirable alternatives.
✗ We resolve the conflict through a process of cognitive
dissonance reduction, where we look for a way to reduce
this dissonance and thus eliminate unpleasant tension.
1.3.1 Approach–Approach Conflict
The solutions:
✗ Customer convince themselves that the choice they
made was the smart one, or discover flaws with the
option they did not choose
✗ A marketer can bundle several benefits of their
product together
1.3.2 Approach-Avoidance Conflict
✗ It occurs when we desire a goal but wish to avoid it at
the same time.
The solutions:
✗ Buy/sell fake goods
✗ Many marketers try to convince the
customers that they deserve these luxuries
1.3.3 Avoidance-Avoidance Conflict
✗ It occurs when we may face a choice with two
undesirable alternatives
The solutions:
✗ Marketers frequently address an
avoidance–avoidance conflict with messages
that stress the unforeseen benefits of choosing
one option
1.4 How We Classify Consumer Needs
1.4.1 Murray’s Psychogenic Needs
✗ The psychologist Henry Murray
developed an inventory describing a set of
20 psychogenic needs that result in specific
behaviors.
✗ Murray’s framework is the basis for a
number of personality tests
1.4.1 Murray’s Psychogenic Needs
✗ Though the test, the analyst really gets at
the person’s true needs for achievement or
affiliation or whatever other need may be
dominant.
✗ Murray believed that everyone has the
same basic set of needs but that individuals
differ in their priority rankings of these
needs.
1.4.2 Specific Needs and Buying Behavior
✗ Other motivational approaches have focused on specific
needs and their ramifications for behavior.
1.4.2 Specific Needs and Buying Behavior
Some other important needs:
✗ Need for affiliation (to be in the company of other people)
✗ Need for power (to control one’s environment)
✗ Need for uniqueness (to assert one’s individual identity)
1.4.3 Maslow’s Hierarchy of Needs
✗ The psychologist Abraham Maslow originally developed his
influential Hierarchy of Needs to understand personal growth and
how people attain spiritual “peak experiences.”
✗ Maslow’s hierarchical structure implies that the order of
development is fixed—that is, we must attain a certain level before
we activate a need for the next, higher one.
For more information:
✗ The correctness of this hierarchy is not absolute, it's
highly dependent on human cultures, religion, etc.
✗ It reminds us that consumers may have different
need priorities in different consumption situations and
at different stages in their lives
2
Affect
Affect is our emotional responses to
products which drives us to do decisions
Many marketing activities and messages
focus on altering our moods or linking
their products to an “affective” response
2.1 Types of Affective Responses
✗ Affect describes the experience of emotionally laden
states, but the nature of these experiences ranges from
evaluations, to moods, to full-blown emotions.
✗ Marketers often try to link a product or service with a
positive mood or emotion.
Some study find out that:
✗ This emotional element is especially potent for decisions
that outcomes’ experience shortly than longly
✗ The interaction between our emotions and how we access
information in our minds that allows us to make smarter
decisions
✗ People who trusted their feelings were able to predict
future events better than those who did not
Mood Congruency
✗ Mood congruency refers to the idea that our judgments
tend to be shaped by our moods.
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2.2 Positive Affect
✗ Our feelings also can serve as a source of information when
we weigh the pros and cons of a decision
For example: Owning a specific brand makes

a person feel good can give it a competitive
advantage—even if the brand is similar on a
functional level to other competing brands.
2.2 Positive Affect
Happiness
✗ Happiness is a mental state of well-being characterized by
positive emotions.
✗ The drivers of happiness also seem to vary throughout the
lifespan.
✗ Younger people are more likely to associate happiness with
excitement, whereas older people are more likely to associate this
state with feelings of calm and peacefulness
2.3 NEGATIVE AFFECT
2.3.1 Disgust
✗ Primitive emotion of disgust evolved to protect us from
contamination
✗ Exerts a powerful effect on our judgments
2.3 NEGATIVE AFFECT
2.3.2 envy
✗ A negative emotion associated with the desire to reduce the gap
between oneself and someone who is superior in some dimension.
There are two types:
✗ Benign envy
✗ Malicious envy
2.3 NEGATIVE AFFECT
2.3.3 Guilt
“Guilt is an individual’s unpleasant emotional state associated
with possible objections to his or her actions, inaction,
circumstances, or intentions.”
✗ Marketers may try to invoke a feeling of guilt when they want

consumers to engage in pro-social behaviors such as giving to
charities
2.3 NEGATIVE AFFECT
2.3.3 Guilt
The Juicy Juice Ad The Guardian Ad
2.3 NEGATIVE AFFECT
2.3.4 Embarrassment
✗ An emotion driven by a concern for what others think about
us
✗ When purchasing socially sensitive products

✗ Try to hide a sensitive product among others in a shopping
basket or choose a cashier who looks “more friendly” when they
check out
2.3 NEGATIVE AFFECT
2.3.4 Embarrassment
2.4 How Social Media Tap into Our Emotions
✗ Sentiment analysis (opinion mining) refers to a process that
scours the social media universe to collect and analyze the words
people use when they describe a specific product or company
✗ Researchers create a word-phrase dictionary (library) to code

the data. The program scans the text to identify whether the
words in the dictionary appear.
→ Text-mining software would collect these reactions and

combine them with others to paint a picture of how people are
talking about the product.
3
Consumer Involvement
“Involvement is a person’s perceived
relevance of the object based on their
inherent needs, values, and interests.”
It reflects our level of motivation to process
information about a product or service we
believe will help us to solve a problem or reach
a goal.
Involvement is a fuzzy concept because it
overlaps with other things and means different
things to different people
Figure 5.3
42
Inertia describes consumption at the low end of involvement, where
we make decisions out of habit because we lack the motivation to
consider alternatives.
Cult products:
 command fierce consumer loyalty, devotion, and maybe even
worship by consumers.
 A large majority of consumers agree that they are willing to pay
more for a brand when they feel a personal connection to the
company.
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3.1 Types of Involvement
3.1.1 Product Involvement
✗ a consumer’s level of interest in a particular product
✗ Product involvement often depends on the situation we’re in
✗ Product decisions are likely to be highly involving if the
consumer believes there is a lot of perceived risk
Five kinds of risk:
✗ Monetary, functional, physical, social, psychological risks.

✗ Perceived risk is less of a problem for consumers who
have greater “risk capital,” because they have less to lose
from a poor choice.
✗ When a consumer is highly involved with a specific

product, it means he or she exhibits brand loyalty.
✗ We often engage in brand switching, even if our current brand
satisfies our needs, or simply to try new things; a form of
stimulation or to reduce boredom.
✗ Variety seeking, the desire to choose new alternatives over

more familiar ones, even influences us to switch from our favorite
products to ones we like less!
3.1.1.1 Strategies to Increase Product Involvement
1. Mass customization
2. DIY (Do It Yourself)
3. Co-creation
4. Gamification
3.1.2. Message Involvement
✗ As these novel scavenger hunts illustrate, media vehicles
possess different qualities that influence our motivation to pay
attention to what they tell us, known as message involvement.
✗ Print is a high-involvement medium

✗ In fact, some messages are so involving that they trigger a
stage of narrative transportation, where people become
immersed in the storyline.
3.1.2.1 Strategies to Increase Message Involvement
✗ Use novel stimuli
✗ Use prominent stimuli
✗ Include celebrity endorsers

3.1.2.1 Strategies to Increase Message Involvement
✗ Provide value that customers appreciate
✗ Invent new media platforms to grab attention
✗ Encourage viewers to think about actually using the product.
✗ Create spectacles where the message is itself a form of

entertainment.
3.1.3 Situational Involvement
✗ Situational involvement describes engagement with a store,
website, or a location where people consume a product or service.
3.1.3 Situational Involvement
3.1.3.1 Strategies to Increase Situational Involvement
✗ Personalization
✗ High-tech
✗ Subscription boxes
Thank you
very much!
53

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Chapter 5

motivation and affect

1. The Motivation 2. Gender Identity 3. Customer Involvement

✗ Consumers experience different kinds of motivational

A goal can be positive or negative:

For example: Owning a specific brand makes

✗ Marketers may try to invoke a feeling of guilt when they want

✗ When purchasing socially sensitive products

✗ Researchers create a word-phrase dictionary (library) to code

→ Text-mining software would collect these reactions and

Five kinds of risk:

✗ Monetary, functional, physical, social, psychological risks.

✗ When a consumer is highly involved with a specific

✗ Variety seeking, the desire to choose new alternatives over

✗ Print is a high-involvement medium

✗ Use prominent stimuli

✗ Include celebrity endorsers

✗ Invent new media platforms to grab attention

✗ Encourage viewers to think about actually using the product.

✗ Create spectacles where the message is itself a form of

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