Consumer Behavior: Buying, Having, and

Being
Thirteenth Edition, Global Edition

Chapter 4

Motivation and Affect

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Learning Objectives
4.1 Products can satisfy a range of consumer needs.
4.2 Consumers experience a range of affective responses to
products and marketing messages.
4.3 The way we evaluate and choose a product depends on
our degree of involvement with the product, the marketing
message, or the purchase situation.

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Learning Objective 4.1
• Products can satisfy a range of consumer needs.

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4.1.1 The Motivation Process: Why Ask
Why?
• Motivation
– Utilitarian
(i.e., a desire to achieve some functional or practical
benefit, as when a person loads up on green vegetables
for nutritional reasons).
– Hedonic
(i.e., an experiential need, involving emotional responses
or fantasies as when a person feels “righteous” by eating
broccoli).

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Motivational Direction
• Utilitarian need – emphasize the objective, tangible
attributes of products, such as miles per gallon in a car; the
amount of fat, calories, and protein in a cheeseburger; or
the durability of a pair of blue jeans.
• Hedonic needs – subjective and experiental; look to a
product to meet our needs for excitement, self-confidence,
or fantasy (to escape the mundane or routine aspects of
life)

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4.1.2 Motivational Strength
• Drive Theory - biological needs that produce unpleasant states of
arousal
– Homeostasis - balanced state
– Retail Therapy - the act of shopping restores a sense of
personal control over one’s environment and as a result can
alleviate feelings of sadness.

• Expectancy Theory - expectations of achieving desirable

outcomes—positive incentives—rather than being pushed from
within motivate our behavior.

• Placebo Effect – tendency for your brain to convince you

that a fake treatment is the real thing – and thus a sugar
pill or other placebo can actually reduce pain, treat
insomnia, and provide other benefits.
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The Motivation Process: Why Ask Why?
• Incidental brand exposure:
●● People who were exposed to a sign in a room of the
brand name “Apple” provided responses on an unrelated
task that were more unique compared to those who saw a
sign with the IBM brand name.
●● Some students scored higher on difficult Graduate
Records Examination questions when they took the test
using a Massachusetts Institute of Technology pen and
delivered a better athletic performance when they drank
water from a Gatorade cup during strenuous exercise.

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Annabel Venner, Global Brand Director Of Hiscox.
It all starts with a clear understanding of what consumer
behaviour you are trying to change – what do they ‘think, feel,
do’ in relation to your brand now, and what do you want this to
be in the future.
You then need to spend time focused on developing a brand
idea born out of a powerful consumer insight. This information,
alongside clear business and marketing KPIs is used to brief an
agency.
What you are looking for is a single-minded idea that is flexible
enough to use across every consumer touch point, but
differentiated and impactful enough for it to create cut-through
with your target consumers. The creative idea needs to
succinctly communicate a motivating message that will
persuade consumers to find out more about your brand.

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4.1.3 Motivational Direction
4.1.3.1 Needs Versus Wants
• Utilitarian need – emphasize the
objective, tangible attributes of
products, such as miles per gallon in
a car; the amount of fat, calories, and
protein in a cheeseburger; or the
durability of a pair of blue jeans.
• Hedonic needs – subjective and
experiential; look to a product to meet
our needs for excitement, self-
confidence, or fantasy (to escape the
mundane or routine aspects of life)

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4.1.4 Motivational Conflicts

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4.1.5 Classifying Consumer Needs
4.1.5.1 Murray’s psychogenic needs
• Autonomy, defendence, play
4.1.5.2 Specific 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

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4.1.5.3 Maslow’s Hierarchy of Needs

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For Reflection (1 of 4)
• Give an example when you had a need for affiliation,
power, or uniqueness.

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Learning Objective 4.2
Consumers experience a range of affective responses to
products and marketing messages.

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4.2.1 Types of Affective Responses
• Evaluations – reactions to events and objects

• Moods – temporary positive or negative affective states

• Emotions

• Negative State relief – Helping others as a way to resolve one’s own negative
moods
• Sadvertising – trend in advertising toward inspirational stories that manipulate
our emotions like a rollercoaster.
• Emotional Oracle effect – Interplay between our emotions and how we access
information in our minds that allows us to make smarter decisions
• Mood Congruency – the idea that our judgments tend to be shaped by our
moods.

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4.2.2 Positive Affect
• Lovemark (termed by Saatchi & Saatchi)
passionate commitment to one bran.
• Happiness
mental state of well-being characterized by positive
emotions.
• Material accumulation
researchers term the instinct to earn more than we can
possibly consume, even when this imbalance makes us
unhappy.

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4.2.2 Negative Affect
• Disgust

• Envy – negative emotion associated with the desire to

reduce the gap between oneself and someone who is
superior on some dimension.

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4.2.2 Negative Affect
• Guilt – an individual’s unpleasant emotional state
associated with possible objections to his/her actions,
inaction, circumstances, or intentions.
• Embarrassment – emotion driven by a concern for what
others think about us. To be embarrassed, we must be
aware of, and care about, the audience that evaluates us.

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4.2.3 How Social Media Tap into Our
Emotions
• Happiness economy – claim that wellbeing is the new
wealth, and social media technology is what allows us to
accumulate it.
• Sentiment analysis – a process (sometimes also called
opinion mining) that scours the social media universe to
collect and analyze the words people use when they
describe a specific product or company. When people feel
a particular way, they are likely to choose certain words
that tend to relate to the emotion.

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For Reflection (2 of 4)
• Give an example of when a product had a negative or
positive affect on you.

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Learning Objective 4.3
The way we evaluate and choose a product depends on our
degree of involvement with the product, the marketing
message, or the purchase situation.

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4.3 Consumer Involvement
• Involvement – a person’s perceived relevance of the
object based on their inherent needs, values, and interests
• 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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Conceptualizing Involvement

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Measuring Involvement
Table 5.1 A Scale to Measure Involvement

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4.3.1 Types of Involvement
• Product – consumer’s level of interest in a particular
product. As a rule, product decisions are likely to be highly
involving if the consumer believes there is perceived risk.
• Message – the influence media vehicles have on the
consumers. Print is a high-involvement medium while
television tends to be considered a low-involvement
medium.
• Situational – takes place with a store, website, or a
location where people consume a product or service. One
way to increase this kind of involvement is to personalize
the messages shoppers receive at the time of purchase

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Product Involvement
• Perceived risk
• Brand loyalty – Repeat purchasing behavior that reflects
a conscious decision to continue buying the same brand.
• Variety seeking – desire to choose new alternatives over
more familiar ones, even influences us to switch from our
favorite products to ones we like less!

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Strategies to Increase Product
Involvement
• Mass customization – the personalization of products and services
for individual customers at a mass-production price.
• DIY (Do It Yourself) – when we build the product ourselves, the value
we attach to it increases because we our own labor is involved (IKEA
Effect).
• Co-creation – company works jointly with customers to create value.

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Five Types of Perceived Risk
• Monetary risk
• Functional risk
• Physical risk
• Social risk
• Psychological risk

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Five Types of Perceived Risk

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For Reflection (3 of 4)
• What risky products have you considered recently?
• Which forms of risk were involved?

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For Reflection (4 of 4)
• Have you ever been immersed into an advertisement that
you feel like you are part of it?

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For Review
• Products can satisfy a range of consumer needs.
• Consumers experience a range of affective responses to
products and marketing messages.
• The way we evaluate and choose a product depends on
our degree of involvement with the product, the marketing
message, or the purchase situation.

Copyright © 2020 Pearson Education Ltd. All Rights Reserved.

Copyright

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