Motivation and Affect

(Solomon, Michael R., 13th Edition, 2020, pp. 165 –

195)

Consumer Behavior-90DM, MM, FEB, UPH (R4006)

S3.1 Saturday, 17 February 2024 (On Site, Campuss Semanggi, Jakarta: 0800-1100)
•Lamhot Henry Pasaribu
•+62-811993120
•lamhot.pasaribu@lecturer.uph.edu
Content
• The Motivation and Affect: Why Ask Why?
• Motivational Strength
• Motivational Direction
• How We Can Classify Consumer Needs
• Affect
• Types of Affective Responses
• Positive Affect
• Negative Affect
• How Social Media Tap into Our Emotions
• Consumer Involvement
• Types of Involvement
• Summary
The Motivation Process
(Why Ask Why)
Objective-1: Products can satisfy a range of consumer needs
• Motivation: process that leads people to behave as they do:
• Motivation occurs when a need is aroused that the customer wishes to satisfy
• The need creates a state of tension that drives the consumer to attempt to reduce or eliminate it, which might be:
• Utilitarian (e.g.: functional/practical – loads up for green vegetables), or
• Hedonic (e.g.: an experiential need – eating kale).

• Also, the forces that drive us to buy/use products

• Goal: consumer’s desired end state
• Drive: degree of consumer arousal
• Want: manifestation of consumer need
• Marketers try to create products and services to provide the desired benefits and help the consumer to reduce this tension.

• Incidental brand exposure: cues in the environment that can activate a goal even when we
don’t know it (“Apple” brand & IBM brand name, “cute” ice cream scoop & a plain scoop,
higher exam score using an MIT pen, and a better performance when an athlete drank water
from a “Gatorate” cup).
Motivational Strength
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)
• Retail therapy: the act of shopping restores a sense of personal control over one’s
environment  can alleviate feelings of sadness (Rick, S.I., Pereira, B., & Burson, K.A., 2014)
• Expectancy theory: expectations of achieving desirable outcomes – positive
incentives – rather than being pushed from within motivate our behavior
• We choose one product over another because we expect this choice to have more positive
consequences for us
• The placebo effect vividly demonstrate the role that expectations play on our feelings,
thoughts, and behaviors.
• E.g.: Perceived thoughts for the intoxication in the energy drinks.
Motivational Direction
• Motives have direction as well as strength
• They are goal-oriented in that they drive us to satisfy a specific need.
• While e can reach most of the goals by a number of routes, the objective of a company is to convince consumers that
the alternative it offers provides the best chance to attain the goal.
• E.g.: if a woman needs a pair of jeans to help her reach her goal of being admired by others, she can choose among
Levi’s, Secret Circus, True Religion, Escada, 7 for All Mankind, etc.: each promises to deliver certain benefits.
• Needs versus wants:
• Need reflects a basic goal (e.g.: keeping yourself nourished or protected from the elements),
• Want is a specific pathway to achieving this objective that depends a lot on our personalities, cultural upbringing, and
our observations about how others we know satisfy the same need.
• In some cases, we don’t even know we have a “want” until we can no longer have it.
• A utilitarian need –vs- hedonic needs
• People prefer additional experiences to additional possessions as their incomes rise (Quittner,
Jeremy, 2016)
• Design is substance, Form is function: our brains are wired to appreciate good design.
Motivational Conflicts
Objective-2: Consumers experience different kinds of motivational conflicts that
can impact their purchase decisions
• Goal valence (value): consumer will
• Approach positive goal
• Avoid negative goal
• We structure purchases or consumption activities to reduce the chances that
we will experience a nasty result.
• Example: many consumers work hard to avoid rejection by their peers, so that
they stay away from products that they associate with social disapproval:
• Deodorants and mouthwash frequently rely on consumers’ negative motivation when
ads depicts the onerous social conseqyences of underarm odor or bad breath
Motivational Conflicts:
Three Types of Motivational Conflicts

• Approach - Approach:
• Two desirable alternatives
• Cognitive dissonance
• Going home for the holidays and going
on a skiing trip with friends
• Approach – Avoidance:
• Positive & negative aspects of desired
product
• Guilt of desire occurs
• Avoidance – Avoidance:
• Facing a choice with two undesirable
alternatives
• Spending more money on an old car or
buy a new one
How We Classify Consumer Needs
Murray’s Psychogenic Needs
• Henry Murray develops a set of 20 psychogenic needs that (sometimes in
combination) result in specific behaviors (Costa & McCrae, 1988).
• Psychogenic needs include such dimensions:
• Autonomy (being independent),
• Defendance (defending the self against criticism), and
• Play (engaging in pleasurable activities).
• The basis of personality test, such as TAT (Thematic Appreciation Test):
• What is happening?
• What led up to this situation?
• What is being thought?
• What will happen?
Specific Needs and Buying Behavior
NEED FOR ACHIEVEMENT NEED FOR AFFILIATION

Value personal accomplishment Want to be with other people

Place a premium on products that slightly Focus on products that are used in groups
success (luxury brands, technology products) (alcoholic beverages, sports bars)

NEED FOR POWER

NEED FOR UNIQUENESS
Control one’s environment
Assert one’s individual identity
Focus on products that allow them to have
Enjoy products that focus on their uniqe
mastery over surroundings (muscle cars,
character (perfumes, clothing)
loud boom-boxes)
Levels of Needs in the Maslow Hierarchy
Gardening could satisfy needs at
every level of the hierarchy
(Vancouver Sun, April 12, 1997
edition):
• Physiological - “I like to work in the
soil”
• Safety - “I feel safe in the garden”
• Social - ”I can share my produce
with others”
• Esteem - “I can create something of
beauty”
• Self-actualization - “My garden
gives me a sense of peace”
Maslow’s Hierarchy of Needs
Safety is a lower-level need in Maslow’s A basic activity like gardening can satisfy people at
different levels depending on their motivation to
Hierarchy of Needs engage in it
Affect
Objective-3: Consumers experience a range of affective response to
products and marketing messages
• Affect: emotional responses that drive our decisions to products
• Affect explains why so many marketing activities and messages focus
on altering our moods or linking their products to an effective
response.
Types of Affective Reponses
• Evaluations (mild): valenced reactions to events and objects that are
not accompanied by high levels of physiological arousal.
• Moods (moderate): involve temporary positive or negative affective
states accompanied by moderate levels of arousal.
• Tends to be diffuse and not necessarily linked to a particular event.
• Emotions (strong): (such as) happiness, anger, and fear tend to be
more often relate to a specific triggering event, such as receiving an
awesome gift) – Solomon et al., 6th edition, 2014.
• Mood congruency: the idea that our judgments tend to be shaped by
our moods.
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.
Negative Affect
• Disgust
• Envy: a negative emotion associated with the desire to reduce the gap
between oneself and someone who is superior on some dimension.
• Guilt: an individual’s unpleasant emotional state associated with
possible objections to his or her actions, inaction, circumstances, or
intentions.
• Embarrassment: an emotion driven by a concern for what others
think about us.
How Social Media Tap into Our Emotions
• Happiness economy
• Sentiment analysis refers to a process that occurs the social media
universe to collect and analyze the words people use when they
describe a specific product or company
• Word-phrase dictionary (library)
Consumer Involvement
Objective-4: 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: perceived relevance of an object based on one’s needs,
values, and interests
• We get attached to products:
• “All in One” restaurant tattoo on consumer’s head
• Lucky magazine for women who obsess over shopping
• A man tried to marry his car when fiancée dumped him
Conceptualizin
g Involvement
Levels of Involvement: From Inertia to
Passion
• Inertia: consumption at the low end of involvement
• Decisions made out of habit (lack of motivation)
• Ad shows how Swiss potato board tries to increase product involvement
• Cult product: command fierce consumer loyalty, devotion, and even
worship by consumers who are highly involved
Measuring Involvement: Involvement Scale
Types of Involvement
Product Involvement
• Product involvement: consumer’s level of interest in a product
• Many sales promotions attempt to increase product involvement
• Mass customization enhances product involvement
• Nikedid.nike.com
• Perceived risk: the person believes there may be negative consequences if he or she
chooses the wrong option.
• Mass customization: describes the personalization of products and services for
individual customers at a mass-production price (Alba & Hutchinson, 1985).
• Brand loyalty: repeat purchasing behavior that reflects a conscious decision to
continue buying the same brand (Jacoby & Chestnut, 1978).
• Variety-seeking: the desire to choose new alternatives over more familiar ones, even
influences us to switch from our favorite products to ones we like less.
Message Involvement
• Message involvement: high-involvement medium, low-involvement
medium.
• Narrative transportation.
• Vigilante marketing: freelance and fans film their own commercials
for favorite products
• Consumer’s interest in processing marketing communications
• Marketers experiment with novel ways to increase consumers’
involvement, such as games on Websites
Situational Involvement
• Situational involvement describes with a store, Web site, or a
location where people consume a product or service.
• 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
 The amount of consumer
involvement depends on:
• Personal interest in product
category
Dimensions of • Risk importance
Involvement • Probability of bad purchase
• Pleasure value of product
category
• Sign value of product category
(self-concept relevance)
Consumer-Generated Content

• Consumer-generated content: everyday people voice their opinions

about products, brands, and companies on blogs, podcasts, and social
networking sites
• Examples:
• Facebook
• MySpace
• YouTube
Strategies to Increase Involvement
(Louise Story, “Times Sq. Ads Spread via Tourist’s Cameras”, New York Times,
December 11, 2006 edition)

• Appeal to hedonistic needs

• Use novel stimuli in commercials
• Use prominent stimuli in commercials
• Include celebrity in endorsers in commercials
• Build consumer bonds via ongoing consumer relationships
Summary

• LO-1: marketers try to satisfy consumers’ needs, but the

reason any product is purchased can vary widely, so that
identification of consumer motives is an important step to
ensure a product will meet the needs.
• LO-2: besides of being motivated to approach the goal we
value positively, we may also be motivated to avoid a
negative outcome rather than achieve a positive outcome.
• LO-3: social media are rich of source of information for
marketers to gauge how consumers feel about their brands.
• LO-4: marketing strategies need to consider consumers’
extent of engagement with the messages about their
products.
The Self: Mind, Gender, and Body
(Solomon, Michael R., 13th Edition, 2020, pp. 196 – 243)

Consumer Behavior-90DM, MM, FEB, UPH (R4006)

S3.2 Saturday, 17 February 2024 (On Site: 0800-1030)
•Lamhot Henry Pasaribu
•+62-811993120
•lamhot.pasaribu@lecturer.uph.edu
Content
• The Self
• Does the Self Exist?
• Self-Concept
• Are We What We Buy?
• The Extended Self
• Embodied Cognition
• The Digital Self
• Gender Identity
• Sex Role Socialization
• Gender Identity Versus Sexual Identity
• Sex-Typed Products
• The Body
• Ideals of Beauty
• Body Decoration and Mutilation
• Summary
The Self
Opening Vignette
Objective-1: The self-concept strongly influences consumer behavior
• What depresses Lisa about the magazine models?
• Lisa feels that women don’t look like models in real life.
Do you agree?
• If Lisa doesn’t consider herself unattractive, why does she consider
cosmetic surgery?
• Does Lisa want to improve herself for Eric or herself?
Does the Self Exist?
Perspectives of the Self
• 1970s called “The ‘Me’ Decade and the Third Great Awakening”
• “’Me’ Decade”, Tom Wolfe, August 23, 1976 issue of New York magazine.
• Describes a general new attitude of Americans in the 1970s, in the direction of atomized
individualism and away from communitarianism,
• Clear contrast with social values prevalent in the United States during the 1960s (McNamara,
Carol, 2005).
• March 7th designated Self Day by Self magazine (Ann-Christine Diaz, Jan 31, 2000):
• The day women should remember to take care of themselves
• Western societies emphasize uniqueness of self, e.g.: “Casual Fridays”
• Collective self Eastern cultures belief that a persons identity is derived from his or her
social group (collective self).
• Mien-Tzu (face) Confucian belief that reputation is achieved through success and
ostentation.
Self Concept
• Self-concept:
• The beliefs a person holds about his or her own attributes and how he or she
evaluates the self on these qualities.
• Dimensions of the Attributes of Self Concept:
• Content
• Positivity
• Intensity
• Accuracy
• Consumer perceptions of self can be quite distorted, particularly with regard
to their physical appearance.
Self Esteem
• Refers to the positivity of a persons self-concept.
• Social comparison: the person tries to evaluate her appearance by comparing it to
the people depicted in these artificial images (Michael Ahfner, 2011)
• Despite the saying, “beauty on only skin deep”, almost half of American women feel
appearance is the most important aspect of their identity – more so than motherhood, their
career, where they grew up or their religion (Aug 4, 2017)
• How about Indonesian women?
• Self-esteem Advertising: attempts to change product attitudes by stimulating
positive feelings about the self.
• When Sara Lee developed a new line of snack cakes, consumers low in self-esteem preferred
portion-controlled snack items because they feel lacked-self control (Yoffe, Emily, 1990)
• In contrast: individuals who are made to feel powerful spend money on themselves (”because
I’m worth it!”), whereas those who experience a feeling of powerlessness spend more on
others than on themselves (Rucker, D.D., Dubois, D, and Galinsky, A.D., 2011)
Real and Ideal Selves
• Ideal Self: a persons conception of how he or she would like to be.
• Partially molded by elements of a consumers culture
(dibentuk oleh budaya konsumerisme),
• “Am I as good-looking as I would like to be?” (“secantik/setampan yang saya
inginkan?”, or
“Do I make as much money as I should? ” (“menghasilkan uang sebanyak yang
seharusnya?”)
• Actual Self: a persons realistic appraisal of the qualities he or she does and
does not possess.
• Impression management: we work hard to “manage” what others think of
us
• E.g.: we strategically choose clothing and other products that will show us off to
others in good light (Erving Goffman, 1959).
Fantasy: Bridging the Gap Between the
Selves
• A fantasy (daydream) is a self-induced shift in consciousness.
• Fantasy appeals marketing communications aimed at individuals
with a large discrepancy between their real and ideal selves.
• Virtual makeovers:
• New virtual makeover technologies make it even easier for each of us to
involve the digital self as we choose products to adorn our physical
selves.
• Vogue’s “Makeup Simulation”,
• J&J’s “Skin Correxion Tool”.
Multiple Selves
• Dramaturgical perspective (on CB): views people as actors who
play different roles.
• Role Identities: different components of the self.
• E.g.: the torn self, where the Iranian young people who live in UK
struggle with retaining an authentic culture while enjoying Western
freedom.
• Symbolic interaction stresses that relationships with other
people play a large part in forming the self.
The Looking-Glass Self
• The looking-glass self: taking the role of other
• The self-fulfilling prophecy: the process of imaging the reactions
of others toward us.
Self-Consciousness
• The feeling of self-consciousness: a painful awareness of oneself
magnified by the belief that others are intently watching.
• A public self-consciousness: a heightened concern about the
nature of ones public image:
• Results in more concern about the appropriateness of products and
consumption activities.
• Self-monitoring: awareness of how one presents oneself in a
social environment.
Are We What We Buy?
Consumption and Self-Concept
• Products that Shape the Self You are What you Consume:
• Self-image congruence models: we choose products when their attributes
match some aspect of the self (Jennifer L. Aaker, 1987)
• People use an individuals consumption behaviors to help them make
judgments about that persons social identity.
• Symbolic self-completion theory: people who have an incomplete self-
definition tend to complete this identity by acquiring and displaying symbols
they associate with that role (Paul Glader, 1982).
The Extended Self
Objective-2: Products often define a person’s self concept.
• The extended self: external objects that consumers consider a
part of themselves.
• Four Levels of the Extended Self:
1) Individual level – personal possessions
2) Family level – residence and furnishings
3) Community level – neighborhood or town one is from
4) Group level – social groups
 A consumer may also feel that landmarks, monuments, or sports teams are part of
the extended self.
Embodied Cognition
• Embodied cognition: “states of the body modify states of the
mind”:
• Power posing: standing in a confident way even you don’t feel
confident.
• Enclothed cognition: clothing changes how people behave.
• E.g.: male candidates who wore professional attire acted more
assertively and confidently during the interviews, and on average even
asked for higher starting salaries (Michael R. Solomon, 1981 – his Ph.D.
dissertation).
The Digital Self
• Digital self: strategically “modify” the profile photos we post on social media.
• “You are what you wear”  “you are what you post”
• Digital photos and written communications reflect people physical identities (Yee et al.,
2007).
• Wearable Computing: under development (Prof. Thanigavelan Jambulingam,
2015)
• Sensing for sleep disorders,
• Detecting possible onset of Alzheimer,
• Tracking ingestion of medication,
• Measuring blood sugar,
• Assessing the impact of blows (to a football player’s head).
• Virtual Makeovers: make us easier to involve the digital self (as we choose
products to adorn our physical selves).
Gender Identity
Objective-3: Gender identity is an important component of a
consumer’s self-concept.
• Gender identity: an important component of a consumer’s self-
concept  sex roles.
• “Boy food doesn’t grow. It is hunted or killed” (Diane Goldner, 1994) to
represent the fact that women eat more fruit, while men are more likely to
eat meat.
Sex Role Socialization
• Gender socialization: commercial sources that provide lessons for both girls and
boys, in addition to parents and friends.
• Agentic goals stresses self-assertion and mastery.
• Communal goals: affiliation and building harmonious relations(Meyers-Levy, J.,
1988).
• Five basic conclusions about gender differences (Meyer-Levy, J. and Loken, B.,
2015):
• Males are more self-oriented, females are more other-oriented,
• Females are more cautious responders,
• Females are more responsive to negative data,
• Males process data more selectively, females more comprehensively, and
• Females are more sensitive to differentiating conditions and factors.
Gender Identity Versus Sexual Identity
• Sex-Typed traits: characteristics stereotypically associated with
gender.
• Neuroendrocrinological science focuses on the potential role of
hormonal influences on preferences for different kinds of products or
people (Julie King, 2015).
• Example: women who are at peak fertility are attracted to men who display
evidence of higher levels of testosterone.
• Masculinity and femininity are not biological characteristics; maleness
and femaleness are.
• Bromance (Sarah Kershaw, 2009).
Sex-Typed Products
• High heels change a woman’s posture in
a way that men are “wired” to notice:
• The waist looks slimmer, the backside
protrudes, the chest thrusts out, and a
pedestrian gait becomes what
anthropologists call “ the courtship strut””
(Kathleen Kelleher, 2000)
• Real Men Don’t Eat Quiche.
• Sex-typed products reflect stereotypical
masculine or feminine attributes:
• Consumers associate with them with one
gender or another (Nass et al., 1997),
• E.g.: ePad Femme
Female Sex Roles
• Marketers change their traditional
assumptions about women as the
targeted market:
• Suzuki in India,
• Zen Estilo model comes in 8 colors.
• CYMFA (contemporary young
mainstream female achievers):
different roles of women play in
different contexts
• A mother enacts as highly feminine;
• Pitiless businessperson (a masculine
role); and
• Evoke both roles at once as a friend
(Caldwell et al., 2007).
Male Sex Roles
• Masculinism study the male image and
the complex cultural meanings of
masculinity (Barbara B. Stern, 2003):
• Chevrolet’s “Guy’s Night Out”,
• Zen Estilo model comes in 8 colors.
• Men try to make sense out of 3 different
models of masculinity (Holt and
Thompson, 2015):
• Breadwinner: respectability, civic virtues,
pursuit of material success, and organized
achievement.
• Rebel: rebellion, independence, adventure,
and potency; and
• Man-of-action hero: the best of two
models mentioned above.
Androgyny
• Come on guys, rock those skirts …
• Androgyny refers to possession of both
masculine and feminine traits (Mark J.
Miller, 2015):
• A scale to identify “nontraditional males”
(NTMs):
• I enjoy looking through fashion magazines.
• In our family, I take care of the checkbook and
pay the bills.
• I am concerned about getting enough calcium
in my diet.
• I am good at fixing mechanical things.
• I would do better than average in a fistfight.
• Gender-bender products are traditionally
sex-typed items adapted to the opposite
gender.
Androgyny: a gender-bender
GLBT Consumers
• In US: 3.6% of respondents who live in the 50
largest metropolitan areas self-identified as GLBT
(Lauren Coleman-Lochner, 2015).
• GLBT market is about 12 Mio people, spend in the
range of $ 250 – 350 bio/year.
• In comparison to heterosexuals (Steven M. Kates,
2004):
• They are 12 times more likely to hold professional
jobs; twice as likely to own a vacation home, and
eight times more likely to won a notebook
computer.
• Third gender movement pick up steam:
• Australia: a person is allowed to register as
“nonspecific” on official documents.
• Nepal issues citizenship papers with a “third gender”
category.
• Germany allows parents of intersex children (those
born with both genitals, or ambiguous sex
characteristics).
The Body
Objective-4: The way we think about our bodies (and the way our culture tells us we
should think) is a key component of self-esteem.
• Body image: a consumer’s subjective evaluation of his or her physical self.
• Whether these perceptions are accurate is almost a moot point because our body
insecurities weigh us down whether they are justified or not (Abe Sauer, 2013).
• (Some) marketers exploit consumers’ tendencies to distort their body images when
they prey on our insecurities about appearance:
• (Try) to create a gap between the real and the ideal physical selves, and
• Consequently motivate a person to purchase products and services he or she thinks will narrow
that gap.
• One-half of the Facebook users felt more self-conscious about their body images after
they looked at photos of themselves and others on the site (Mark J. Miller, 2015).
Ideals of Beauty
• Employers want to hire “good-looking staff”?, or
• Beauty is only skin deep?:
• Attractive people tend to make a better first impression on clients, win more business
and earn more (Samantha Murphy Kelly, 2013).
• An ideal of beauty is a particular model, or exemplar, of appearance, which
may include:
• Physical features,
• Clothing styles, 1) The desires to match up to these ideals drive a lot of our
• Cosmetics, purchase decision,
• Hairstyles, 2) The pressure to exhibit these traits starts earlier and earlier.
• Skin tone, and
• Body type
Ideals of Beauty …
Is Beauty Universal?
Ideals of Female Beauty Evolve Over Time
The Western Ideal of Female Beauty
What is Today’s Ideal of Female Beauty
Body Decoration and Mutilation
Objective-5: Every culture dictates certain types of body decoration or
mutilation.
• Purposes of decorating the physical self (Douglas Quenqua, 2012):
• To separate group members from nonmembers.
• To place the individual in the social organization.
• To place the person in a gender category.
• To enhance sex-role identification.
• To indicate desired social conduct.
• To indicate high status or rank.
• To provide a sense of security.
Body Decoration and Mutilation (…2)
• Body Anxiety
• Cosmetic Surgery
• Tattoos
• Body Piercing
Summary

• Consumers’ self-concepts will help to guide many purchase

decisions..
• People use valued objects, cars, homes, and even
attachments to sports teams or national monuments to
define the self.
• Advertising portrays idealized expectations about gender
identity.
• In order to live up to cultural ideals, many consumers
activities are carried to an extreme, which include body
manipulating.
• Body decoration or mutilation are dictated by culture in
which consumers are living in.