S2 - Motivation, Affect, Self-Concept Flashcards
What is motivation? When does the motivation process starts?
Processes that cause people to behave as they do.
To understand motivation is to understand why consumers do what they do.
The motivation process starts when a need is aroused.
Discrepancy between the present and an ideal state (need) -> tension -> satisfy need to eliminate it.
What are the two different needs? Can they be combined?
Utilitarian needs: A functional or practical need.
Hedonic need: An experiential need involving emotional responses.
Yes, consumers may intend to satisfy both need at the same time when purchasing a product.
What is the difference between a need and a want?
Need: A generic state experienced by consumers (ex.: hunger, thirst, etc.).
Want: A form of consumption used to satisfy a need. Shaped by customer’s personality, preferences, etc.
What are some antecedents of motivational strenght?
Limited resources -> we prioritize which need to satisfy based on the importance of these characteristics:
- Degree of tension (between the current and ideal state)
- Positive incentives (extrinsic motives)
- Importance and urgency of the need
- Availability and resources
What are the three motivational conflicts?
- Approach-Approach Conflict
- choice between two desirable outcomes (ex.: trip with friends vs trip with family) - Approach-Avoidance Conflict
- Desirable outcome in expense of an undesirable outcome (ex.: eat ice cream while trying to lose weight) - Avoidance-Avoidance conflict
- Two undesirable outcomes (ex.: studying or cleaning)
What are some strategies to resolve motivational conflicts?
- Approach-approach
Highlighting:
- superiority to competitors
- points of differentiation
- related benefits
- drawbacks of competitors
Providing incentives:
- loyalty rewards, bundled deals, promotions
- Approach-avoidance
- creating a sense of deservingness to consumers (ex.: you deserve is)
- offering healthier alternative to meet their goal - Avoidance-avoidance
- highlighting how we can make the outcome less undesirable
- offering easier/more convenient solution
What is consumer involvement? What are the three main factors that influence it?
A person’s perceived relevance of the object which determines their desire to process information
- Individual differences
- need (strength, importance)
- personal interest/values - Stimuli
- information source and content - Situational factors
- consumption context
- risk associated with purchase
How do you make consumers more involved**? Do you always want consumers to be involved?
Make them more involved with:
- original and noticeable stimuli
- celebrity endorser
- consumer-generated content
- mass customization (personal)
No, especially if:
- impulsive decision products
- in a market where all products are similar
- a brand is not very ethical
What is affect? What is it influenced by? What does it influence?
Affect: Experience of emotionally laden states.
Influenced by
- Moods: temporary positive or negative states accompanied by moderate levels of arousal (hours/day)
- Emotions: intense and discrete states that are often related to a triggering event (minutes)
Affect influence consumption decisions and vice-versa.
How to use affect in marketing?
- Highlight the experience of positive affect or avoidance of negative affect as a product benefit.
Example positive affect:
Use our product to lift your mood, make you feel happy/excited.
Example negative affect:
Prevent an embarrassing situation.
- Capitalize on mood congruency effects and positive mood spillovers (ex.: elevate consumers’ mood so they have a more positive evaluation of their offering)
- Capitalize on the predictive power of discrete emotions
What are consumers who are in a good mood more likely to do?
- Indicate more favorable attitudes towards brands and products
- Prefer hedonic (vs utilitarian) products
- Make impulsive and unplanned purchases
- Purchase from the brands to which they are loyal
- Share positive (vs negative) product experience
- Forgive a brand after being dissatisfied with it
What are some examples of discrete emotions and how do they influence consumer behaviour?
Happiness
- less price sensitive, more risk averse, more generous
Guilt
- more likely to do a good deed, become motivated for self-improvement, more importance given to quality and ethical aspects when purchasing
Fear
- overestimate risk, more risk averse, perception of unsafety increase
Disgust
- avoid products/brands, less likely to try new things
Embarrassment
- preference for familiar and less conspicuous brands, lower preference for luxury products, avoid products/brands that may trigger their embarrassment
