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