Consumer Behaviour Consumer Behaviour Motivation & AffectMotivation & Affect

Week 3Week 3

With Duane WeaverWith Duane Weaver

IS…..perception = reality?IS…..perception = reality?

OUTLINEOUTLINE ExerciseExercise Motivation ProcessMotivation Process Motivational StrengthMotivational Strength Motivational DirectionMotivational Direction Classifying NeedsClassifying Needs InvolvementInvolvement AffectAffect Discreet EmotionsDiscreet Emotions

Is Perception Reality?Is Perception Reality?

Watch each of these two ads and take notes:Watch each of these two ads and take notes:1.1. What behaviour do you think they are trying to What behaviour do you think they are trying to

motivate?motivate?

2.2. What is your overall perception…i.e.: what is the What is your overall perception…i.e.: what is the message to you?message to you?

3.3. What is the target market segment each is going after?What is the target market segment each is going after?

http://www.youtube.com/watch?v=ofICNgc8lqU http://www.youtube.com/watch?v=ogetBqMgau0

Motivation ProcessMotivation Process

MotivationMotivation the processes that cause people to behave the processes that cause people to behave

as they do, involving needs, goals and as they do, involving needs, goals and drives.drives.

Motivational StrengthMotivational Strength

Biological vs. Learned NeedsBiological vs. Learned Needs (innate instinct vs. learned behaviour)(innate instinct vs. learned behaviour)

Drive TheoryDrive Theory (achieving homeostasis by satiating tension (achieving homeostasis by satiating tension

caused by the arousal of unpleasant states)caused by the arousal of unpleasant states)

Expectancy TheoryExpectancy Theory pulled by positive incentives (goals) rather pulled by positive incentives (goals) rather

than pushed from withinthan pushed from within

Motivational DirectionMotivational Direction

MOTIVES tend to be MOTIVES tend to be directionaldirectional Needs vs. WantsNeeds vs. Wants

Need = unsatisfied requirement (hunger)Need = unsatisfied requirement (hunger) Want = the way a person satisfies a need which ultimately is Want = the way a person satisfies a need which ultimately is

dependent on “their historical reality” (cheeseburger vs. trail dependent on “their historical reality” (cheeseburger vs. trail mix)mix)

Types of NeedsTypes of Needs Biogenic or psychogenicBiogenic or psychogenic

Motivational Conflicts (see next slide)Motivational Conflicts (see next slide)

Motivational DirectionMotivational Direction Motivational Conflicts (cont’d)Motivational Conflicts (cont’d)

“ “theory of cognitive dissonance”theory of cognitive dissonance”

Classifying Needs Classifying Needs

Biogenic vs. PsychogenicBiogenic vs. Psychogenic Needs and Buying BehaviourNeeds and Buying Behaviour MaslowMaslow

Classifying NeedsClassifying NeedsBio vs. PsychoBio vs. Psycho

Biogenic

Vs.

Psychogenic

Classifying NeedsClassifying NeedsNeeds & Buyer BehaviourNeeds & Buyer Behaviour

Needs and Buying BehaviourNeeds and Buying Behaviour

AFFILIATION – I AFFILIATION – I belongbelong!!!!

POWER – “POWER – “MASTERMASTER of my DOMAIN!” of my DOMAIN!”

UNIQUENESS – “I UNIQUENESS – “I amam different!!” different!!”

Classifying NeedsClassifying NeedsMaslowMaslow

Involvement -Involvement -Ways to Measure itWays to Measure it

Type of Involvement MatrixType of Involvement Matrix

Involvement -Involvement -WaysWays to Measure it to Measure it

Likert ScaleLikert ScaleImportant…UnimportantImportant…Unimportant

Exciting...UnexcitingExciting...Unexciting

AffectAffect““emotionally-laden states…ranging [sic] from evaluations, emotionally-laden states…ranging [sic] from evaluations,

to moods, to full-blown emotions” to moods, to full-blown emotions” Solomon, White, Dahl (2014, p. 109)Solomon, White, Dahl (2014, p. 109)

AFFECTIVE RESPONSES:AFFECTIVE RESPONSES: EvaluationEvaluation

(valenced reactions) +ve -ve(valenced reactions) +ve -ve MoodMood

(temporary valence affect accompanied by arousal)(temporary valence affect accompanied by arousal) EmotionEmotion

(more intense than moods and related to a specific (more intense than moods and related to a specific triggering triggering event)event)

MARKETER’s USES:MARKETER’s USES: +ve enhanced and highlighted as product benefit+ve enhanced and highlighted as product benefit Avoidance of –ve affect as product attribute or means to resolveAvoidance of –ve affect as product attribute or means to resolve or negative state relief (donating)or negative state relief (donating)

DISCREET EMOTIONSDISCREET EMOTIONS

Happiness Happiness +ve … well being+ve … well being

Envy Envy –ve … desire to bridge gap–ve … desire to bridge gap

Guilt Guilt possible objections to self actionspossible objections to self actions

Embarrassment Embarrassment concern for what others think of concern for what others think of selfself

THANKS!THANKS!

PERCEPTION IS REALITY