Motivation Motivation and Emotionand Emotion

Chapter 6

Motivation and Emotion

Snapshot from the Marketplace

Gambling has become within easy reach of nearly everyone. In 2010, Americans wagered over $900 billion in various types of gambling.

The forces that motivate people to gamble are diverse and perplexing.

An understanding of why people gamble can help either cure a social problem or capitalize on a business opportunity

Q. 1. Define Motives and Goals.

Motives and Goals

Motives – an inner drive that reflects goal-directed arousal.

Goals – Ends or aspirations that direct action.

Q. 2. Define Motivation.

What Is Motivation?

A state in which bodily energy is mobilized and directed in a selective fashion toward desirable goals

Motivated to look good?

Q. 3. What are the two conditions for motivation to

occur?

Arousal

A tension state resulting from unfulfilled needs

A number of conditions can trigger arousal: Physiological cues Emotional cues Cognitive cues Environmental cues

Direction

The resulting state of tension activates the individual to engage in purposive behavior to accomplish a desired goal.

Goal fulfillment eliminates the tension state.

Q. 4. How are consumer motivations classified?

Classifying Consumer Motivations

Conscious vs. UnconsciousHigh vs. Low UrgencyPositive vs. Negative Polarity Intrinsic vs. ExtrinsicRational vs. Emotional

Conscious vs. Unconscious Motivation

While sometimes the reasons behind our behavior are clear, at other times these reasons are hidden or unknown.

From a consumer behavior perspective, these unconscious needs must be drawn to consumers’ attention via marketers’ promotional efforts.

High vs. Low Urgency

Motivation can exert either immediate or delayed impact on behavior.

Unlike the case of low-urgency needs, high-urgency needs require immediate satisfaction.

In promoting products/services, marketers attempt to create a sense of urgency in order to motivate consumers’ action.

Positive vs. Negative Polarity

Motivation can positively or negatively influence individuals’ behavior.

Positive influences lead individuals toward desired goals.

Negative influences steer individuals away from aversive consequences.

Marketers employ both as strategies to promote products/services.

Intrinsic vs. Extrinsic Motivation

Intrinsic motivation refers to behavior undertaken for the inherent pleasure of the activity (behavior is its own reward).

Extrinsic motivation refers to behavior undertaken to acquire rewards independent of the activity.

Behavior resulting from intrinsic motivation tends to be more enduring.

Rational vs. Emotional Motivation

Rational motives are utilitarian and are aroused through appeals to reason, such as emphasizing economy and quality.

Emotional motives have their origin in human feelings and impulses.

Most promotional campaigns fall somewhere along a continuum between purely rational and purely emotional.

Q. 5. What are the elements of motivation?

Elements of Motivation

The four elements of motivation are:Needs are internal forces that prompt

behavior toward goal-oriented solutions.Motives are tension states that push us to act.Goals are the sought-after objectives of

motivation.Desires are passions that involve longing and

fervent wishing for something.

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Five Consumer Needs in Cultural Perspective

The Achievement Motive drive to experience emotion in connection with

evaluated performance. The Power Motive

drive to have control or influence over another person, group, or the world at large.

The Uniqueness/Novelty Motive drive to perceive oneself as different from others.

The Affiliation Motive drive to be with people.

The Self Esteem Motive need to maintain a positive view of the self.

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Consumer Goal Hiearchies

Goals can be thought of at many different levels Focal goal – what the consumer is striving for Superordinate goals – reasons why consumer

wants to achieve the focal goal Subordinate goals – actions that contribute to

the focal goal

Q. 6. What are four classic theories of motivation?

Theories of Motivation

Four groups of theories are of particular relevance to the field of consumer behavior: Instinct Theories Drive Theories Arousal Theories Cognitive Theories

Instinct Theories

Suggest that behavior is innate.Instincts are the physical and behavioral

characteristics of a species that enable it to survive.

Marketers still find instinct theories useful in formulating ad appeals.

Freud’s psychoanalytical theory viewed sexual instincts as a primary motivator of human behavior

Drive Theories

Suggest that behavior reflects our efforts to restore physical or psychological equilibrium.

When equilibrium is disturbed, the automatic homeostatic mechanism is no longer in harmony.

Imbalance causes the organism to become aroused to correct the deficit.

Arousal Theories

Suggest that people often seek stimulation rather than avoid it.

High sensation seekers (HSS) have a stronger than average urge to pursue challenges and thrills.

Low sensation seekers (LSS) tend to avoid excitement and challenges.

An individual’s optimal stimulation level (OSL) can be measured via the General Sensation Seeking Scale (GSSS).

Cognitive Theories

Suggest that behavior is a rational act undertaken by intelligent, information-processing individuals capable of making wise choices.

Marketers often apply these theories in promotions by providing logical arguments and convincing evidence regarding product/service offerings.

Q. 7. What are the components of Maslow’s hierarchy of needs

theory?

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Maslow’s Hierarchy of Needs

Needs are arranged in a sequence from lower-level to higher-level.

Physiological - biological needs for food, water and sleep

Safety and security - shelter, protection and security

Social - affection, friendship and acceptance

Ego - prestige, success, accomplishment and self-esteem

Self-actualization - self-fulfillment and enriching

experiences.

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Maslow’s Hierarchy of Needs

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Maslow’s Hierarchy of Needs

Criticismsoverly simplistic ignores the intensity of needs ordering of needs may not be consistent

across cultures

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Implications of Maslow’s Theory of Marketing

Provides useful summary of human needs that may guide marketing managers to understand consumer behavior and needs.

List of needs can serve as a key input for product design

Marketing communications can be designed to appeal to one or more of the needs

Q. 8. What are three motivational conflicts?

Motivational Conflict

Situations where multiple contradictory needs simultaneously act upon an individual

Lewin’s three types of motivational conflict:

Approach-Avoidance

Approach-Approach

Avoidance-Avoidance

Incur a huge

mortgage

Surrender your driver’s license for speeding

Buy a new house

Go on an extended vacationBuy a new car

Pay $100 to keep

your license

Motivation Research

Explores the WHY aspects of human behavior via techniques developed in clinical psychology but adapted for consumer research Projective Techniques

Thematic Apperception TestCartoons

Association TestsFree-word associationsSentence completions

Other Motivation Research Techniques

Zaltman Metaphor Elicitation Technique (ZMET) Subjects provide pictures that express their

feelings about a topic or situation

Focus groups Consist of 8 to 12 individuals drawn from the

population under study Elicit participants’ free flow of views and ideas Can be conducted off- or online

Q. 9. Define Emotion and Mood.

Emotions

Emotions: Feeling states such as joy, love, sorrow, fear, and anger

Significance to consumer behavior: A product’s emotional value represents a major part

of the appeal in product acquisition Stirring consumers’ emotions is a powerful

promotional strategy

Emotion Vs. Mood

Mood: A temporary feeling state or frame of mind such as being in a good or bad mood

Significance to consumer behavior: Mood influences whether or not we shop. Mood influences the way we respond to shopping

environments and cues. Mood influences consumers’ response flexibility.

How Emotional Ads Work

Emotional arousal is a primary energizing force in consumer behavior.

Bonding involves connecting the consumer and the product through an emotional tie. Consider the connection: red roses/love,

movies/popcorn, New Year’s Eve/champagne

Emotional ads can increase consumers’ involvement with the ad.

Measuring Emotions

A variety of verbal, visual, and psychological response tools exist to measure emotions.

The PAD (Pleasure-Arousal-Dominance) Semantic Differential Scale is the most widely-used instrument for measuring emotions.

The Emotional Measurement System (EMS) of BBDO ad agency is another visual technique that uses facial expressions for this purpose.