Chapter 5.

Motivation and Affect

MKT201 - CONSUMER BEHAVIOR
Chapter Objectives
1. Products can satisfy a range of consumer needs.
2. Consumers experience a range of affective responses to products
and marketing messages.
3. The way we evaluate and choose a product depends on our degree
of involvement with the product, the marketing message, or the
purchase situation.
You are here!
 The Motivation Process: Why Ask Why?
Motivation is the driving force within individuals that impels them to action.
Ø Produced by a state of tension due to an unfulfilled need
Ø Once a need has been activated, a state of tension exists that drives
the consumer to attempt to reduce or eliminate the need.

Figure: Problem Recognition

The Motivation Process: Why Ask Why?
• Utilitarian need: consumers will emphasize the objective, tangible
aspects of products
• Hedonic needs: Subjective and experiential needs

Tesla Model X
Motivational Conflicts
Motivational Conflicts
APPROACH - APPROACH APPROACH - AVOID AVOID - AVOID

Conflict between a desirable

Conflict between two and an undesirable Conflict between two
Definition
desirable alternatives alternative linked to the undesirable alternatives
same object

Spending money to repair

Consumer Want to go on vacation or Want a tan but avoid skin
your laptop vs. spending
example buy new phone damage or health risks
money to buy the new one

Marketing
strategies
What should you do? What should you do? What should you do?
How We Classify Consumer Needs
Murray’s Psychogenic Needs
Henry Murray developed a set of 20 psychogenic needs that include
such dimensions:
• Autonomy (being independent)
• Defendance (defending the self against criticism)
• Play (engaging in pleasurable activities)
How We Classify Consumer Needs
Murray’s Psychogenic Needs
Some specific needs that are relevant to consumer behavior include:
NEED FOR ACHIEVEMENT NEED FOR AFFILIATION
Value personal accomplishment Want to be with other people
Place a premium on products that Focus on products that are used in
signify success (luxury brands, groups (alcoholic beverages, sports
technology products) bars)

NEED FOR POWER NEED FOR UNIQUENESS

Control one’s environment Assert one’s individual identity
Focus on products that allow them to Enjoy products that focus on their
have mastery over surroundings unique character (perfumes,
(muscle cars, loud boom-boxes) clothing)
How We Classify Consumer Needs
Maslow’s Hierarchy of Needs
The order of development is fixed – we must attain a certain level
before we activate a need for the next, higher one.
Figure 5.2. Maslow’s Hierarchy of Needs
Affect
Affect describes the experience of emotionally laden states, ranged
from evaluations (positive vs. negative), to moods, to full-blown
emotions.
• Positive affect: Happiness
• Negative affect: Disgust, Envy, Guilt, Embarrassment.

Marketers often try to link a product/ service with a positive mood or

emotion.
MetLife
Types of Involvement
Involvement is “a person’s perceived relevance of the object based
on their inherent needs, values, and interests”.
In this instance, ‘the object’ here relates to the three types of
involvement:
1. The product or brand
2. The advertisement or message
3. The purchase situation
Product Involvement
Product involvement is 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.
As a rule, product decisions are likely to be highly involving if the
consumer believes there is perceived risk.
Risk can come in many forms, as you can see in the table:
Figure 5.4 Five Types of Perceived Risk
Strategies to Increase Product Involvement
- Mass Customization (Personalization)
- DIY
- Co-creation
- Gamification

Nike By You
 Message Involvement
Message involvement represents how motivated
an individual is to process the information or
content in a particular advertisement.

Mc Café
Video
Geico
Situational Involvement
Situational involvement describes engagement with the store,
website or location where the consumer encounters a product or
service.
A consumer's store experience is a key factor.

The New Retail

End of Chapter 5