layout: true background-image: url(figs/tcb-logo.png) background-position: bottom right background-attachment: fixed; background-origin: content-box; background-size: 10% --- class: title-slide .row[ .col-7[ .title[ # Consumer Behavior ] .subtitle[ ## Motivation and Affect ] .author[ ### Dennis A.V. Dittrich ] .affiliation[ ] ] .col-5[ ] ] --- # The Motivation Process: Why Ask Why? .row[.col-7[ Products can satisfy a range of consumer needs. **Motivation** refers to the processes that lead people to behave as they do. A **need** creates a state of tension that drives the consumer to attempt to reduce or eliminate it. * **Utilitarian**: a desire to achieve some functional or practical benefit * **Hedonic**: an experiential need, involving emotional responses or fantasies **Goal**: desired end state **Incidental brand exposure**: cues in the environment can activate a goal even when we don’t know it ] .col-5[ ![](img10/052.jpg)]] ??? 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. * College students who used a “cute” ice cream scoop to help themselves to ice cream took a larger amount than those who used a plain scoop; the researchers explained that the whimsical object drove them to be more self-indulgent even though they weren’t aware of this effect. * 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. --- class: practice-slide # For Discussion .col-8[ Does money buy happiness? Why or why not? ] ??? Happiness is a mental state of well-being characterized by positive emotions. What makes us happy? Although many of us believe owning more shiny material goods is the key to happiness, research says otherwise. Several studies have reported that a greater emphasis on acquiring things actually links to lower levels of happiness. Younger people are more likely to associate happiness with excitement, whereas older people are more likely to associate this state with feelings of calm and peacefulness. --- # Motivational Strength .col-7[ **Drive theory** focuses on biological needs that produce unpleasant states of arousal * **Homeostasis**: a 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 ] ??? unpleasant states of arousal (e.g., your stomach grumbles during a morning class). The arousal this tension causes motivates us to reduce it and return to a balanced state called homeostasis. Some researchers believe that this need to reduce arousal is a basic mechanism that governs much of our behavior. Indeed there is research evidence for the effectiveness of so-called retail therapy; apparently the act of shopping restores a sense of personal control over one’s environment and as a result can alleviate feelings of sadness. Go for it! --- # Motivational Direction: Needs vs Wants .row[.col-7[ **Productivity orientation**: a continual striving to use time constructively * Trying new things is a way to check them off our “bucket list” of experiences we want to achieve before we move on to others. ].col-5[ ![](img10/053.jpg)]] --- class: practice-slide # For Discussion .col-8[ Many consumers today seem to be obsessed with monitoring their emotions. They post about their feelings, track their sleep patterns, and fret about how often they’re “liked” on social media. Should happiness be quantified? ] ??? Student responses will vary. Students should include a discussion on the difference between happiness and material accumulation. The discussion should also include things marketers do to make us happy, and what they do that results in a negative effect. Types of negative affects including disgust, envy, guilt, and embarrassment should also be identified. --- # Motivational Conflicts ![](img10/054.jpg) ??? A person has an approach–approach conflict when he or she must choose between two desirable alternatives. A student might be torn between going home for the holidays and going on a skiing trip with friends. Or, he or she might have to choose between two CDs to download (assuming that he or she is going to pay for one of them!). The theory of cognitive dissonance is based on the premise that people have a need for order and consistency in their lives and that a state of dissonance (tension) exists when beliefs or behaviors conflict with one another. An approach–avoidance conflict occurs when we desire a goal but wish to avoid it at the same time. Marketers frequently address an avoidance–avoidance conflict with messages that stress the unforeseen benefits of choosing one option (e.g., when they emphasize special credit plans to ease the pain of car payments). --- # Classifying Consumer Needs .row[ .col-7[ * Need for **Affiliation**: to be in the company of other people * relevant to products and services for people in groups, such as participating in team sports, frequenting bars, and hanging out at shopping malls. * Need for **Power**: to control one’s environment * products and services that allow us to feel that we have mastery over our surroundings. * muscle cars * loud boom boxes (oversized portable radios that impose one’s musical tastes on others) * luxury resorts that promise to respond to every whim of their pampered guests * Need for **Uniqueness**: to assert one’s individual identity * Products satisfy the need for uniqueness when they pledge to bring out our distinctive qualities ] .col-5[ **Murray’s psychogenic needs**: inventory of 20 psychogenic needs that result in specific behaviors. * Autonomy (being independent), * Dependence (defending the self against criticism), * Play (engaging in pleasurable activities) ] ] --- class: practice-slide # For Reflection .col-8[ Give an example when you had a need for affiliation, power, or uniqueness. ] --- # Maslow’s Hierarchy of Needs .col-10[ ![](img10/055.jpg)] --- # Types of Affective Responses .row[ .col-6[ Consumers experience a range of affective responses to products and marketing messages. **Evaluations**: valenced (i.e., positive or negative) reactions to events and objects that are not accompanied by high levels of physiological arousal. * when a consumers evaluates a movie as being positive or negative, this usually involves some degree of affect accompanied by low levels of arousal. **Moods** involve temporary positive or negative affective states accompanied by moderate levels of arousal. * tend to be diffuse and not necessarily linked to a particular event **Emotions** tend to be more intense and often relate to a specific triggering event * happiness, anger, fear ] .col-6[ **Negative State relief**: helping others as a way to resolve one’s own negative moods **Sadvertising**: inspirational stories that manipulate our emotions like a rollercoaster. * Budweiser runs commercials about a puppy who befriends a horse, gets lost, finds his way home **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. ]] --- class: practice-slide # For Discussion .col-8[ Our moods actually get worse when we spend a lot of time on Facebook because we feel like we’re wasting our time. Even Facebook acknowledges that "Simply broadcasting status updates wasn’t enough; people had to interact one-on-one with others in their network to gain great personal benefits from the service." Why do our moods get worse the longer we stay on Facebook? How might Facebook modify the platform to encourage users to post more ”quality” content? ] ??? Responses will vary by student. Students should define mood as a temporary positive or negative affective state accompanied by moderate levels of arousal. Students should address why our moods get worse the longer we stay on Facebook. --- .row[ .col-5[ # Positive Affect **Lovemark**: a passionate commitment to one brand. **Happiness**: a mental state of well-being characterized by positive emotions. **Material accumulation**: the instinct to earn more than we can possibly consume, even when this imbalance makes us unhappy. ] .col-1[] .col-5[ # Negative Affect **Disgust** **Envy** **Guilt** **Embarrasment** ] ] --- class: practice-slide # For Discussion .col-8[ What happens when advertising is embarrassing? It’s become fairly commonplace (in the United States) to encounter ads for “unmentionables” like toilet paper, condoms, tampons, and erectile dysfunction medications such as Viagra and Cialis. Is nothing sacred? Should “sensitive” products be advertised in public? ] ??? Student responses will vary. Students should define embarrassment as an 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. Students should explain that consumers get creative as they try to reduce embarrassment; they might try to hide a sensitive product among others in a shopping basket or choose a cashier who looks “more friendly” when they check out. --- ## How Social Media Tap into Our Emotions .col-7[ **Happiness economy**: claim that wellbeing is the new wealth, and social media technology is what allows us to accumulate it. **Sentiment analysis**: a technique (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. **Word-phrase dictionary**: a library to code the sentiment analysis data. ] --- class: practice-slide # For Reflection .col-8[ Give an example of when a product had a negative or positive affect on you. ] --- # Consumer Involvement .row[ .col-7[ The way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation. **Involvement**: a person’s perceived relevance of the object based on their inherent needs, values, and interests. **Inertia**: consumption at the low end of involvement * 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. * Consumers are willing to pay more for a brand when they feel a personal connection to the company. * Apple * Harley-Davidson ] .col-5[ ![](img10/056.jpg)]] --- ## Conceptualizing Involvement .col-10[ ![](img10/057.png) ] ??? Before we explore the three types of decision-making, we need to first ask why different consumers may approach the same choice situation from very different perspectives. One reason is the consumer’s level of involvement in the decision. Involvement is a person’s perceived relevance of the object based on their inherent needs, values, and interests. We use the term object in the generic sense to refer to a product, brand, ad, or purchase situation. --- # A Scale to Measure Involvement .col-10[ ![](img10/058.jpg) ] --- # Types of Involvement .col-7[ **Product involvement**: a consumer’s level of interest in a particular product. **Message involvement**: the influence media vehicles have on the consumers. * Print is a high-involvement medium * Television tends to be considered a low-involvement medium. **Situational involvement** 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. ] --- ## Product Involvement .col-7[ ...a consumer’s level of interest in a particular product. The more closely marketers can tie a brand to an individual, the higher the involvement they will create. **Perceived risk** * Product decisions are likely to be highly involving if the consumer believes there is a lot of perceived risk. * The person believes there may be negative consequences if he or she chooses the wrong option. **Mass customization**: the personalization of products and services for individual customers at a mass-production price. **Brand loyalty**: Repeat purchasing behavior that reflects a conscious decision to continue buying the same brand. **Variety-seeking**: the desire to choose new alternatives over more familiar ones. * can even influences us to switch from our favorite products to ones we like less! ] --- .row[ .col-7[ ![](img10/059.png) ] .col-5[ ## Five Types of Perceived Risk **Monetary risk**: making a poor choice will have a monetary consequence. Any purchase that costs a lot is subject to this risk. **Functional risk**: the product may not function as the consumer needs. **Physical risk**: the choice may physically threaten the consumer. **Social risk**: the choice will reflect poorly on the consumer and damage his or her self-esteem or confidence. **Psychological risk** one may lose self-respect due to making a bad decision. * expensive luxury goods could cause the consumer to feel extensive guilt. ]] --- class: practice-slide # For Reflection .col-8[ What risky products have you considered recently? Which forms of risk were involved? ] --- # Message Involvement .row[ .col-7[ **Print** is a **high involvement medium** (whether it appears on a “dead tree” or in an e-book). * The reader actively processes the information and (if desired) he or she is able to pause and reflect on it before turning the page. **Television** is a **low involvement medium** * It requires a passive viewer who exerts relatively little control (remote-control “zipping” notwithstanding) over content. **Alternate reality games** (ARGs): thousands of people participate in a fictional story or competition to solve a mystery. **Narrative transportation**: people become immersed in the storyline. ] .col-5[ ![](img10/0510.jpg) ]] --- class: practice-slide # For Reflection .col-8[ Have you ever been immersed into an advertisement that you feel like you are part of it? ] --- .row[.col-9[ ![](img10/0511.jpg) ] .col-3[ ### Charmin Leverages Product and Situational Involvement Charmin frequently sponsors clean toilet facilities at major events, recognizing that product and situational involvement can overlap. ] ] --- class: practice-slide # For Reflection .col-8[ What are some strategies marketers can use to increase consumers’ involvement with their products? ] ??? Appeal to the consumers’ hedonic needs. For example, ads using sensory appeals generate higher levels of attention. Use novel stimuli, such as unusual cinematography, sudden silences, or unexpected movements in commercials. Use prominent stimuli, such as loud music and fast action, to capture attention in commercials. In print formats, larger ads increase attention. In addition, viewers look longer at colored pictures as opposed to black and white. Include celebrity endorsers to generate higher interest in commercials. Provide value customers appreciate. Let customers make the messages (user-generated content). Invent new media platforms to grab consumer attention. Create spectacles/performances where the message is a form of entertainment --- # For Review .col-7[ 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. ]