Title: Consumer Motivation, Emotion and Involvement ...c… · R 2013-2015 2 CONSUMER MOTIVATION...

CO

NSU

MER

BEH

AV

IOR

2013-2

015

© O

pen M

entis 2

012

2 CONSUMER MOTIVATION Emotion & Involvement

Human Pursuit of Happiness in the World of Goods MYCBBOOK.COM

Title: Consumer Motivation, Emotion and Involvement

Speaker: Ioannis Kareklas

online.wsu.edu

CO

NSU

MER

BEH

AV

IOR

2013-2

015

© O

pen M

entis 2

012



Inside the Consumer’s Mind

PART

II

© Open Mentis 2007

Consumer Motivation, Emotion, and Involvement

OpenMentis.com MYCBBOOK.COM

2

CO

NSU

MER

BEH

AV

IOR

2013-2

015

© O

pen M

entis 2

012



Goal Object Something we Seek, that

which we judge will bring us comfort/value.

Drive Energy that impels us to act.

MOTIVATION Human Drive to

Attain a Goal Object.

Motivated / Purposive Behavior:

Expenditure of energy toward a goal object.

CO

NSU

MER

BEH

AV

IOR

2013-2

015

© O

pen M

entis 2

012



CO

NSU

MER

BEH

AV

IOR

2013-2

015

© O

pen M

entis 2

012



ORIGINS of Needs

Innate

Learned

-------------------------------

Biogenic

Psychogenic

-------------------------------

Discuss:

- Where Do Learned and Psychogenic

Needs Come From?

CO

NSU

MER

BEH

AV

IOR

2013-2

015

© O

pen M

entis 2

012



Approach Motivation

Avoid Motivation ------------------------------------------

Discuss:

Doesn’t every product present an

approach-avoid conflict?

Approach-Approach Conflict

Avoid-Avoid Conflict

Approach-Avoid Conflict

Motives in Conflict

> A Product Improvement Opportunity

Do you want them?

Or not want them?

CO

NSU

MER

BEH

AV

IOR

2013-2

015

© O

pen M

entis 2

012



• Pecking order.

• What is missing? Hedonism.

CO

NSU

MER

BEH

AV

IOR

2013-2

015

© O

pen M

entis 2

012



Murray’s List of

Psychological NEEDS

1. AUTONOMY

2. DOMINANCE

3. NURTURANCE

4. EXHIBITION

5. COGNIZANCE

6. EXPOSITION

DISCUSS : Review Table 2.1 (in your book)

and give a new CB example of each need.

CO

NSU

MER

BEH

AV

IOR

2013-2

015

© O

pen M

entis 2

012



Dichter’s List of Subconscious Motives

1. Mastery over Environment

2. Masculinity

3. Individuality

4. Status

5. Love and Affection

Review Table 2.2 (in your book) and

1. Discuss why these are unconscious

2. Give a new example of each.

CO

NSU

MER

BEH

AV

IOR

2013-2

015

© O

pen M

entis 2

012



RESEARCHING CONSUMER MOTIVES

Motivation Research

Projection Techniques:

Third-Person Question Phrasing

Word Association

Sentence Completion

Story Completion

- (e.g., Thematic Apperception Test (TAT))

CO

NSU

MER

BEH

AV

IOR

2013-2

015

© O

pen M

entis 2

012



RESEARCHING CONSUMER MOTIVES

The MAO Model of Goal

Achievement

CO

NSU

MER

BEH

AV

IOR

2013-2

015

© O

pen M

entis 2

012



C.O.N.S.U.M.E.R. E.M.O.TI.O.N.S.

EMOTIONS

Sudden Surge of Feelings

This Sudden Surge produces

Strong Drive to Approach

the Source of that Feeling

Thus, Emotions serve as

Motivation.

www,Michaelgoddard.com

CO

NSU

MER

BEH

AV

IOR

2013-2

015

© O

pen M

entis 2

012



C.O.N.S.U.M.E.R. M.O.O.D.S.

Transient

Background and Foreground

Moods can arise internally

Moods from External stimulus

Produce consumer activity

Moods by Situation:

Retail Atmosphere.

Consumer

Response:

Linger or

Leave

MOODS: Mild Emotions

Review p. 46-47 and discuss:

How moods work differently when you are

aware of them versus when you are not.

CO

NSU

MER

BEH

AV

IOR

2013-2

015

© O

pen M

entis 2

012



HEDONIC MOTIVE

INTRINSIC Enjoyment

Sensory Pleasure

Aesthetic pleasure

Emotional Experience

Fun and Play

n Seeking Recreation

n Seeking Pleasure

CO

NSU

MER

BEH

AV

IOR

2013-2

015

© O

pen M

entis 2

012



CONSUMER INVOLVEMENT

Types of Involvement

Enduring Involvement

Deep

Situational Involvement

Purchase Decision

Consumption Situation

The Degree of Interest a

Consumer Finds in a

Product or object

CO

NSU

MER

BEH

AV

IOR

2013-2

015

© O

pen M

entis 2

012



DEEP INVOLVEMENT

DISCUSS : What are you

deeply involved in?

And How does that

affect your CB?

CO

NSU

MER

BEH

AV

IOR

2013-2

015

© O

pen M

entis 2

012



INVOLVEMENT & DECISION

MAKING

VIDEO (Click here to access video)

High vs. Low Involvement

Dyslexia

Right vs. Left Brain

http://www.youtube.com/watch?v=F0z-XKKQXHY

CO

NSU

MER

BEH

AV

IOR

2013-2

015

© O

pen M

entis 2

012



Deep

Enduring

Situational

None

CONSUMER INVOLVEMENT

The Most Important Concept in Consumer Behavior—It Affects Every Other Concept in the Book!!!

Title: Consumer Motivation, Emotion and Involvement ...c… · R 2013-2015 2 CONSUMER MOTIVATION...

Documents

Transcript of Title: Consumer Motivation, Emotion and Involvement ...c… · R 2013-2015 2 CONSUMER MOTIVATION...