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This 3 page Class Notes was uploaded by Annie Danyluk on Monday October 12, 2015. The Class Notes belongs to MKT 3020 at Clemson University taught by Professor Jennifer D. Siemens in Fall 2015. Since its upload, it has received 44 views. For similar materials see Consumer Behavior in Marketing at Clemson University.
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Date Created: 10/12/15
Chapter 5 Motivation and Emotion Driving Consumer Behavior 09232015 Motivations o The inner reasons or driving forces behind human action Oriented toward 2 key behavior groups 0 Homeostasis the body naturally reacts in a way so as to maintain a constant normal blood stream Full warm etc Ex eating 0 Self improvement Changing ones current state to a level that is more ideal Marketing slogans appealing to Mavlov s hierarchy Self actualization Esteem Social Belongingness Safety 0 Physiological needs Biological needs Physiological Campbell s soups are M m M m Good Safety 0 Volvo Protect the body ignite the soul Belongingness o 7up Its an in thing its an up thing Esteem Serta we make the worlds best mattress Self actualization Armed forces be all that you can be Consumer involvement 0 The degree of personal relevance a consumer nds in pursuing value from a given consumption act 0 5 types Product a Product relevance n Buying shoes vs buying toilet paper Shopping In Shopping for leisure vs purpose Situational a Temporary interest a Buying a new computer or new car Enduring n Ongoing interest a May relate to the social schemata you identify with n Ex Clemson football Emotional n Enthusiasts n Fanatics n Ex extreme sports fans Emotions Psychological reactions to appraisals You appraise a situation and then react emotionally o Psychobiological because they involve psychological processing and physical response 0 Create visceral response Certain feeling states are tied to behavior in a very direct way u Visceral response to embarrassment turn red Emotional terminology Mood a transient temporary and changing and general affective state Affect represents the feelings a consumer has about a particular product or activity Mood affects consumption 0 Good mood Faster decisions spend more more satis ed mood congruent judgments of products Measure emotion Autonomic measures GSR heart rate etc think lie detector tests 0 Problem intrusive may be nervous just because of situation Selfreport measures Less intrusive but relies on recall Emotion aided learning 0 Evoking emotion can be useful for advertising Evoking mild emotion can lead to better recall than a neutral ad 0 Nostalgia sex appeals humor 0 Hard to translate terms tied to emotion 0 Link between culture and emotion Schema based affect Emotions become stored as part of the meaning for a category 0 What emotions are linked in your schemata for Clemson Emotional contagion Are emotions contagious 0 Consumers may adopt the emotions of those surrounding them other customers or employees 0 Emotional labor workers have to openly manage their own emotional displays as part of the requirement of the job 0 Service industries 0 Shopper enjoyment 0 Public relations
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