Affect Involvement and Motivation Consumer Behavior 1 Marketing

Affect, Involvement and Motivation Consumer Behavior 1

Marketing Stimuli Mood Consumer Behavior 2

Good Mood Influences: Memory: positive material, see implications, recall advertising l Judgment: more positive judgments, more receptive to persuasive communications l Decision making: intuitive, less willing to take high risks l Behavior: helpful, less aggressive l Consumer Behavior 3

Involvement l l Based on: own needs own resources product risk communications Involvement with what? Time frame Effects of high involvement Consumer Behavior 4

Involvement with brand Category Consumer Behavior 5

SPECIFIC MOTIVATIONS l l l Physical sustenance Safety Orientation to surroundings Identity and Self-esteem Personal relationships Consumer Behavior 6

Motivation: Defining Characteristic #1 l Motivation is not observable. l FIRST GENERALIZATION: People carry out the same behavior for different reasons. l People may not be aware of own motivations. Consumer Behavior 7

Motivation: Defining characteristic #2 l l l l Motivation is based on the idea of a goal. MASLOW’S NEED HIERARCHY Self-actualization Esteem Belonging Safety Physiological needs Consumer Behavior 8

Motivation: Defining Characteristic #3 l Motivation has two components: energy and direction l SECOND GENERALIZATION: People carry out different behaviors for the same reason. Consumer Behavior 9

A WAY TO THINK ABOUT MOTIVATION NEEDS Consumer Behavior TENSION DRIVE GOALS 10

Motivation: Other characteristics l l l Motives can conflict Unsatisfied motives lead to anxiety. We defend against anxiety by defense mechanisms. Motivation is often accompanied by emotions. Consumer Behavior 11