CONSUMER BEHAVIOR 2013-2015 © Open Mentis 2012 2 CONSUMER MOTIVATION Emotion & Involvement Human Pursuit of Happiness in the World of Goods MYCBBOOK.COM Title: Consumer Motivation, Emotion and Involvement Speaker: Ioannis Kareklas online.wsu.edu
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Title: Consumer Motivation, Emotion and Involvement
Speaker: Ioannis Kareklas
online.wsu.edu
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Inside the Consumer’s Mind
PART
II
© Open Mentis 2007
Consumer Motivation, Emotion, and Involvement
OpenMentis.com MYCBBOOK.COM
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Goal Object Something we Seek, that
which we judge will bring us comfort/value.
Drive Energy that impels us to act.
MOTIVATION Human Drive to
Attain a Goal Object.
Motivated / Purposive Behavior:
Expenditure of energy toward a goal object.
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ORIGINS of Needs
Innate
Learned
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Biogenic
Psychogenic
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Discuss:
- Where Do Learned and Psychogenic
Needs Come From?
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Approach Motivation
Avoid Motivation ------------------------------------------
Discuss:
Doesn’t every product present an
approach-avoid conflict?
Approach-Approach Conflict
Avoid-Avoid Conflict
Approach-Avoid Conflict
Motives in Conflict
> A Product Improvement Opportunity
Do you want them?
Or not want them?
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• Pecking order.
• What is missing? Hedonism.
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Murray’s List of
Psychological NEEDS
1. AUTONOMY
2. DOMINANCE
3. NURTURANCE
4. EXHIBITION
5. COGNIZANCE
6. EXPOSITION
DISCUSS : Review Table 2.1 (in your book)
and give a new CB example of each need.
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Dichter’s List of Subconscious Motives
1. Mastery over Environment
2. Masculinity
3. Individuality
4. Status
5. Love and Affection
Review Table 2.2 (in your book) and
1. Discuss why these are unconscious
2. Give a new example of each.
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RESEARCHING CONSUMER MOTIVES
Motivation Research
Projection Techniques:
Third-Person Question Phrasing
Word Association
Sentence Completion
Story Completion
- (e.g., Thematic Apperception Test (TAT))
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RESEARCHING CONSUMER MOTIVES
The MAO Model of Goal
Achievement
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C.O.N.S.U.M.E.R. E.M.O.TI.O.N.S.
EMOTIONS
Sudden Surge of Feelings
This Sudden Surge produces
Strong Drive to Approach
the Source of that Feeling
Thus, Emotions serve as
Motivation.
www,Michaelgoddard.com
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C.O.N.S.U.M.E.R. M.O.O.D.S.
Transient
Background and Foreground
Moods can arise internally
Moods from External stimulus
Produce consumer activity
Moods by Situation:
Retail Atmosphere.
Consumer
Response:
Linger or
Leave
MOODS: Mild Emotions
Review p. 46-47 and discuss:
How moods work differently when you are
aware of them versus when you are not.
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HEDONIC MOTIVE
INTRINSIC Enjoyment
Sensory Pleasure
Aesthetic pleasure
Emotional Experience
Fun and Play
n Seeking Recreation
n Seeking Pleasure
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CONSUMER INVOLVEMENT
Types of Involvement
Enduring Involvement
Deep
Situational Involvement
Purchase Decision
Consumption Situation
The Degree of Interest a
Consumer Finds in a
Product or object
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DEEP INVOLVEMENT
DISCUSS : What are you
deeply involved in?
And How does that
affect your CB?
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INVOLVEMENT & DECISION
MAKING
VIDEO (Click here to access video)
High vs. Low Involvement
Dyslexia
Right vs. Left Brain
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Deep
Enduring
Situational
None
CONSUMER INVOLVEMENT
The Most Important Concept in Consumer Behavior—It Affects Every Other Concept in the Book!!!