Consumer Behaviour

Eighth Canadian Edition

Chapter 4
Motivation and Affect

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Chapter Objectives
When you finish reading this chapter, you will understand
why:
4.1 It is important for marketers to understand the motivation
process.
4.2 Various consumer needs influence consumer behaviour.
4.3 Involvement with a product, the marketing message,
and/or the purchase situation are all important
considerations.
4.4 Consumers can experience different types of affective
responses, which can influence consumption behaviours.

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Motivational Process (1 of 2)
Motivation
Process that leads people to behave as they do.

A want is a manifestation of a
need. This ad from Nutri-
Grain reminds us of a way to
satisfy a hunger need. It
shows an acrobat getting their
Nutri-Grain fix during a
London commute as part of
the “morning fuel”
ambassador sampling team.

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Motivational Process (2 of 2)
• Occurs when a need is aroused that the consumer wishes
to satisfy
• Forces that drive us to buy/use products
– Goal: Consumer’s desired end-state
– Want: Manifestation of consumer need

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Motivational Strength (1 of 4)
Motivational Strength
Degree of willingness to expend energy to reach a goal.
• Drive theory: Biological needs that produce unpleasant
states of arousal (e.g., hunger)
• Homeostasis: A balanced state
• Expectancy theory: Behaviour is pulled by expectations of
achieving desirable outcomes
• Needs vs. wants

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Motivational Strength (2 of 4)
There are two basic theoretical categories that account for
motivational strength:
Drive theory
Biological needs that produce unpleasant states of arousal
(e.g., hunger)
• Homeostasis: A balanced state
Expectancy theory
Behaviour is pulled by expectations of achieving desirable
outcomes
• Needs vs. wants

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Motivational Strength (3 of 4)
There are two basic theoretical categories that account for
motivational strength: drive and expectancy theory
Drive theory
Biological needs that produce unpleasant states of arousal
(e.g., hunger)
• Homeostasis: A balanced state
• People often do things that increase a drive state rather
than decrease it.

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Motivational Strength (4 of 4)
Expectancy theory
Behaviour is pulled by expectations of achieving desirable
outcomes
– positive consequences
– positive incentives could include things like money or even
social status

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Motivational Direction (Needs vs. Wants) (1 of 2)
Way to satisfy needs…
• depends on the individual’s unique history and learning
experiences and his or her cultural environment.
• hedonic consumption as an influence on consumers’
choices
• this term refers to the: multisensory, fantasy, and emotional
aspects of consumers’ interactions with products

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Motivational Direction (Needs vs. Wants) (2 of 2)
Types of Needs:
Biogenic
Biological needs, such as for air, water, food
Psychogenic
Need for status, power, affiliation
Utilitarian
Need for tangible attributes of a product, such as miles per
gallon in a car or calories in a cheeseburger
Hedonic
Needs for excitement, self-confidence, fantasy

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Motivational Conflicts
Goal valence:
– Positively valued goal: Approach
– Negatively valued goal: Avoid
 Deodorant and mouthwash

• Positive and negative motives often conflict with one

another

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Types of Motivational Conflict (1 of 2)
Two desirable alternatives
Cognitive dissonance
Positive & negative aspects of desired product
Guilt of desire occurs
Facing a choice with two undesirable alternatives

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Types of Motivational Conflict (2 of 2)

FIGURE 4–1 Three Types of Motivational Conflict

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Classifying Consumer Needs (Specific Needs
and Buying Behaviour) (1 of 2)
• Need for achievement: Value personal accomplishment;
place a premium on products that signify success
• Need for Affiliation: Need for relevant products and
services to alleviate loneliness
• Need for Power: Control one’s environment. Focus on
products that have mastery over surroundings
• Need for uniqueness: To assert one’s individual identity.

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Classifying Consumer Needs (Specific Needs
and Buying Behaviour) (2 of 2)
Table 4–1 Types of Needs, as Defined by Murray

Biogenic Psychogenic
Food Dominance Autonomy Assistance
Water Superiority Affiliation Change
Air Emotional stability Analysis Endurance
Sleep Achievement Dependence Aggression
Sex Compliance Self-depreciation Defendence
Shelter Order Exhibition Play

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Levels of Needs in the Maslow Hierarchy

FIGURE 4–2 Levels of Needs in the Maslow Hierarchy

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Motivation and Goal Fulfillment (1 of 2)
• Goal Setting that is SMART can help consumers to reach
their goals: Nike and the Running Room
• Sometimes consumers decrease effort when they get
closer to the goal
• Goals can be unconsciously activated: The Apple brand
name activates the need to be unique and different

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Motivation and Goal Fulfillment (2 of 2)
Incidental brand
exposure, such as
seeing an advertisement
or a product, can
activate consumer goals.
The Apple brand can
activate the motivation to
be unique and different.

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Consumer Involvement
Involvement
Perceived relevance of an object based on one’s needs,
values, and interests
• not everyone is motivated to the same extent…
• involvement is a motivational construct, it can be triggered
by one or more of the different antecedents shown in
Figure 4–3

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Conceptualizing Involvement

FIGURE 4–3 Conceptualizing Involvement

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Levels of Involvement: Inertia and Flow
State (1 of 2)
• Inertia: Consumption at the low end of involvement
– We make decisions out of habit (lack of motivation)
• Flow state: True involvement with a product
– Playfulness
– Being in control
– Concentration/focused attention
– Mental enjoyment of activity for its own sake
– Distorted sense of time
– Match between challenge at hand and one’s skills

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Levels of Involvement: Inertia and Flow
State (2 of 2)
Table 4–2 Foote, Cone, and Belding‘s Involvement and Product Typology
Cognitive Affective
Level of High • Car • Jewellery
involvement
• New products • Motorcycles
Media: print online, information Media: TV, video,
based image-based

Low • Ground beef • Candy

• Household cleansers • Liquor
Media: 10 sec. IDs, POS Media: POS attention-
reminder grabbing

Adapted from Richard Vaughn, “How Advertising Works: A Planning Model,” Journal of Advertising Research 20
(October 1980): 31. See also Judith Lynne Zaichkowsky, “The Emotional Side of Product Involvement,” in Advances in
Consumer Research, eds. Paul Anderson and Melanie Wallendorf (Provo, UT: Association for Consumer Research,
1986), 32–35

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The Many Faces of Involvement (Product
Involvement)
• Product involvement: Consumer’s level of interest in a
product
• Many sales promotions attempt to increase product
involvement
Mass customization
Customization and personalization of products and services
for individual customers at a mass production price

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The Many Faces of Involvement
(Message-Response Involvement)
Guerrilla Marketing
Marketers use low-cost, unconventional marketing tactics to
gain consumers’ attention and involvement.
• Consumer’s interest in real-time events (real-time
marketing)
• Marketers experiment with novel ways to increase
consumers’ involvement, such as games on Web sites
(Integrative Mobile Marketing).

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The Many Faces of Involvement (Purchase
Situation Involvement)
Purchase situation involvement
Differences that occur when buying the same object for
different contexts.
• Example: wedding gift
– For boss: purchase expensive vase to show that you want
to impress boss
– For cousin you don’t like: purchase inexpensive vase to
show you’re indifferent

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Segmenting by Involvement Levels
• Allows consumer researchers to capture the diversity of
the involvement construct, and it also allows for
involvement to be used as a basis for market
segmentation.

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Strategies to Increase Involvement
The marketer can enhance the consumer’s motivation to
process relevant information fairly easily by using one
or more of the following techniques:
• Appeal to consumers’ hedonic needs
• Use novel stimuli
• Use prominent stimuli
• Include celebrity endorsers
• Build a bond with consumers by maintaining an ongoing
relationship

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Types of Affective Responses
Affect
Refers to the experience of emotionally-laden states, which
can range from evaluations, to moods, to full-blown
emotions.
• Evaluations - valenced (i.e., positive or negative)
reactions to events and objects, that are not accompanied
by high levels of arousal.
• Moods - involve temporary positive or negative affective
states accompanied by moderate levels of arousal.
• Emotions - tend to be more intense and are often related
to a specific triggering event.
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Types of Affective States
• Affect as a product benefit
– Viagra
– Coke “Open Happiness”
• Negative state relief
– Helping can relieve
negative moods
• Mood congruency
– Positive moods lead
– to more positive
evaluations
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How Social Media Taps into Our Emotions
Sentiment analysis (aka - Opinion mining)
Is a process that scours the social media universe to collect
and analyze the words people use when they describe a
specific product or company.
Word phrase dictionary
Certain words that tend to relate to the emotion

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Discrete Emotions (Happiness)
Happiness
A mental state of well-being characterized by positive
emotions
– Materialism and happiness
– Materialism vs Experiential purchases
– Spending money on others vs. the self

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Discrete Emotions (Envy)
Envy
A negative emotion associated with the desire to reduce the
gap between oneself and someone who is superior on some
dimension
– Benign vs. malicious envy

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Discrete Emotions (Guilt)
Guilt
An individual’s unpleasant emotional state associated with
possible objections to his or her actions, inaction,
circumstances, or intentions
– Guilt appeals – can backfire if too extreme
– In retail contexts

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Discrete Emotions (Embarrassment)
Embarrassment
Driven by a concern for what others are thinking
– Unwanted events communicate undesired information
about oneself to others
– Sometimes dependent on product category

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