Consumer Emotions and Value — Consumer Behavior (Ch. 5) Flashcards
(16 cards)
What is the definition of emotion in consumer behavior?
A specific psychobiological reaction to a human appraisal.
What does psychobiological mean in the context of emotions?
It involves both psychological and physical responses.
What are visceral responses?
Feeling states that directly coincide with behavioral reactions.
How are emotions linked to consumer behavior and value?
Emotions are closely tied to behavior, influencing how consumers react and the value they perceive.
How do consumer emotions affect marketing?
They influence how marketing messages are processed and interpreted.
What is cognitive appraisal theory?
A theory that links specific types of thoughts (appraisals) to specific types of emotions.
What is an anticipation appraisal?
Focuses on the future; can elicit emotions like hopefulness or anxiety.
What is an agency appraisal?
Reviews responsibility for events; can evoke emotions like gratefulness, guilt, or frustration.
What is an outcome appraisal?
Considers how something turned out relative to goals; evokes joy, satisfaction, sadness, or pride.
What is an equity appraisal?
Evaluates fairness of an event; can evoke warmth or anger.
What is mood in consumer behavior?
A transient, general affective state; less intense than emotions.
What are mood-congruent judgments?
When mood influences the evaluation of a target in a consistent way.
What is consumer self-construal?
How a consumer views themselves—either independently or as part of a group.
When does mood play a bigger role in decision-making?
When a consumer evokes an independent self-construal.
What is affect in consumer behavior?
The feelings a consumer experiences during consumption, often expressed as tone or liking.
What is consumer affect?
The consumer’s emotional response to a product or activity (e.g., liking one brand over another).
