View
390
Download
2
Category
Preview:
Citation preview
MOTIVATION & EMOTIONConsumer Behavior
By: Amir NikKhah
NOSTALGIA
Motivation Emotion
MotivationNeeds
Derives
EmotionsFeelings
Affective Responses
Consumers feel positive emotionswhen motivations are satisfied
Consumers feel negative emotionswhen motivations are not satisfied
Motivation
Emotions
Goal-Relevant Objects
Emotional Objects
What creates the driving forceof motivation in a person ?
Needs are Automatic and Required!
Wants are learned Manifestations of our needs!
Needs are aroused via three routesPhysiologicalEmotionalCognitive
Need Arousal Goal-StateTension = DRIVE
VALUATION EFFECT DEVALUATION EFFECT
Directions of Behavior influenced by Motivation:
Approach and Avoidance
Drive TheoryM
aslow’s Hierarchy of N
eeds
Self-Determination TheoryIntrinsic Motivation
Extrinsic Motivation
ABCs of Self-DeterminationAutonomyBelongingnessCompetence
The Trio of Needspower
Affiliation
achievement
Attitude Function Theoryknowledge function
value-expressive function
ego-defensive function
adjustment function
Regulatory Focus Theory
promotion focus
prevention focus
Balance TheoryP = person
O = other person
X = stimulus
Cognitive Dissonance Theory
Post-purchase dissonance is especially likely when the decision:
1) Is important
2) Involves giving up positive features of a rejected alternative or accepting negative features of a chosen alternative
3) Involves alternatives that are similar in terms of overall desirability
EMOTION
Mood-as-Information Model
Mood is often treated like any other piece of information andis integrated along with other information when consumers
form an overall evaluation of a product.
Affect Confirmation Model
Affect or Mood can influence howconsumers use product attribute information.
Instead of a direct input for judgment,as the mood-as-information model suggests
mood can alter the weighting of productattribute information.
Discrepancy-Interruption Theory
Small Discrepancies or Small Surprises produce positive emotions!
Large Discrepancies or Big Surprises usually produce negative emotions!
Excitation Transfer Theory
1- Arousal is non-specific with respect to emotion (i.e., arousal intensifies both positive and negative emotions)2- People are insensitive to small changes in arousal3- People often look for a single cause for their arousal, even when there are multiple causes4- Physiological arousal dissipates at a slower rate than perceived arousal
Recommended