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Transcript of Consumer Behavior Affect and Motivation Outline Affect –Definition of affect –Moods and consumer...
Consumer BehaviorConsumer BehaviorAffect and Motivation
Outline• Affect
– Definition of affect– Moods and consumer behavior– Emotions and consumer behavior
• Motivation– Definition of motivation– Direction of behavior toward goals– Intensity of goal pursuit and involvement– The means-end chain approach to consumer
motivation
Consumer BehaviorConsumer BehaviorAffect and Motivation
Affect• affect can be defined as a valenced feeling
state;
• two kinds of affective states may be distinguished:
– moods:
– emotions:
Consumer BehaviorConsumer BehaviorAffect and Motivation
Mood and consumer behavior• mood effects on memory:
– material that is congruent with a person’s mood at encoding or retrieval is remembered better than other information;
– the match between mood at encoding and mood at retrieval enhances memory (state-dependent memory);
• mood effects on judgments: a person’s mood state may bias evaluations of stimuli in a mood-
congruent direction (see Schwarz and Clore);
• mood effects on behavior: – good mood may increase the likelihood that a person will perform
certain behaviors (esp. pro-social behaviors);
Consumer BehaviorConsumer BehaviorAffect and Motivation
The weather, mood, and life satisfaction (Schwarz and Clore)
• people were supposedly called from out of town and asked about their life satisfaction, current mood, and possibly the weather;
• sunny or rainy weather had the predicted effect on current mood (means of 7.5 vs. 5.4 on a 10-point scale);
• people evaluated their life more positively when they were interviewed on sunny than on rainy days, reflecting their mood at the time of judgment (means of 6.57 vs. 4.86);
• however, when the interview started with the question, “How’s the weather down there?” people called on rainy days were equally satisfied with their life as people called on sunny days (6.71 vs. 6.79);
Consumer BehaviorConsumer BehaviorAffect and Motivation
Conceptualization of emotions• the dimensional approach:
– emotional experiences can be described in terms of a few underlying dimensions (e.g., pleasure-displeasure and degree of arousal or intensity as in the circumplex model of emotions);
• the categorical approach: – emotional experiences can be classified into a
limited number of “basic” emotions;
Consumer BehaviorConsumer BehaviorAffect and Motivation
Russell’s circumplex model of emotionsargument that emotions can be arranged in roughly a circular order around the perimeter of a two-dimensional space de-fined by two axes: pleasure-displeasure and degree of arousal;
alarmed
afraid
tense angrydistressed annoyed
frustrated
miserable depressed
sadgloomy
boreddroopy
tiredsleepy
relaxedat ease calm
serenecontent
satisfied
pleasedhappy
glad
delighted
excitedastonished
aroused
Consumer BehaviorConsumer BehaviorAffect and Motivation
Ads and autobiographical memories(Sujan, Bettman and Baumgartner)
• Ss were exposed to an ad for Callaway wine;• the ad either encouraged Ss to form an impression of the
advertised brand in the context of an autobiographical memory or no such encouragement was provided (autobiographical retrievals);
• in addition, the ad either associated or did not associate the advertised brand with special occasions (brand link);
• after looking at the ad, Ss engaged in a thought-listing task, evaluated the ad and the brand, and rated their affective state during exposure to the ad on 27 positive and negative feeling measures;
Consumer BehaviorConsumer BehaviorAffect and Motivation
Ads and autobiographical memories (cont’d)Results:• an autobiographical retrieval cue led to a focus of thoughts
on autobiographical episodes rather than product features and higher levels of net positive affect;
• encouraging the retrieval of autobiographical memories resulted in more favorable ad evaluations;
• encouraging the retrieval of autobiographical memories increased brand evaluations more strongly when a link was forged between the brand and the memory;
no retrieval cue retrieval cue
5
876
Ab
brand link present
brand link absent
Consumer BehaviorConsumer BehaviorAffect and Motivation
Regret and disappointment /dissatisfaction
• Regret: consumers are displeased with a purchase because the alternative they selected turned out to be inferior to another alternative that they considered but didn’t choose; usually associated with self-blame; opposite is rejoicing;
• Disappointment/dissatisfaction: consumers are displeased with a purchase because their pre-purchase expectations were not met (i.e., the performance of the product or service was worse than expected); sometimes associated with other-blame; opposite is elation or satisfaction;
Consumer BehaviorConsumer BehaviorAffect and Motivation
Consequences of regret and satisfaction (Tsiros and Mittal)
• 2 (outcome valence of chosen brand: positive vs. negative) x 2 (outcome of chosen brand compared to forgone outcome: better vs. worse) x 2 (brand choice: Compaq vs. Dell);
• description of a laptop purchase: Paul chose a Compaq (Dell) and has had (no) problems with his laptop, whereas his friend George chose a Dell (Compaq) and has had a great (bad) experience with his laptop;
• measures of regret: Paul feels sorry for choosing a Compaq laptop, regrets choosing a Compaq laptop, feels he should have chosen a Dell laptop;
• measures of (dis)satisfaction: Paul is happy with Compaq’s performance, is satisfied with Compaq’s performance, is disappointed with Compaq’s performance;
Consumer BehaviorConsumer BehaviorAffect and Motivation
Consequences of regret and satisfaction (cont’d)
RegretRegret
SatisfactionSatisfaction
Repurchase Repurchase intentionsintentions
Complaint Complaint intentionsintentions
-.38
-.33
-.41
.43
Consumer BehaviorConsumer BehaviorAffect and Motivation
Motivation• in the most general sense, motivation is
concerned with the determinants of human behavior;
• two questions:– direction: what motivates consumers to act?
– intensity: how strongly motivated are consumers to act?
Consumer BehaviorConsumer BehaviorAffect and Motivation
Direction of motivation
• goals give behavior direction;
• goals may be conscious or subconscious;
• the focal goal is embedded in a goal hierarchy
how is the focal goal to be attained?
why is the chosen course of action pursued?
• values as very high-level goals;
Consumer BehaviorConsumer BehaviorAffect and Motivation
Values• abstract goals that represent guiding principles of
people’s lives are usually called values;• different approaches to conceptualizing and
measuring values:– Rokeach Value Survey (Rokeach 1973):
• 18 instrumental values (preferred modes of conduct)
• 18 terminal values (preferred end states of being);
– List of Values (Kahle 1983): 9 social values;
– Universals in value content and structure (Schwartz 1992): 10 universal value types;
Consumer BehaviorConsumer BehaviorAffect and Motivation
Rokeach’s Value Survey
Instrumental values Terminal values
ambitious imaginative a comfortable life inner harmony
broadminded independent an exciting life mature love
capable intellectual a sense of accomplishment pleasure
cheerful logical a world at peace national security
clean loving a world of beauty salvation
courageous obedient equality self-respect
forgiving polite family security social recognition
helpful responsible freedom true friendship
honest self-controlled happiness wisdom
Consumer BehaviorConsumer BehaviorAffect and Motivation
The List of Values or LOV (Kahle)• Ss see a list of 9 values and are asked to identify their two
most important values or rank the values:• self-respect• self-fulfillment• security• sense of belonging• excitement• sense of accomplishment• fun and enjoyment in life• being well-respected• warm relationships with others
• studies show that LOV has predictive utility for a variety of consumer behavior variables (television viewing, magazine readership, leisure activities, etc.);
Consumer BehaviorConsumer BehaviorAffect and Motivation
Universal value types (Schwartz)
broadminded
equality
innerharmony
socialjustice
world atpeace
protectingenvironment
unity withnature
world ofbeauty
wisdom
UNIVERSALISM freedom
creativity curiousindependent
choosing own goals
self-respect
SELF-DIRECTION
exciting life
varied lifedaring
STIMULATION
enjoying life
pleasure HEDONISM
loyal responsibletrue friend-
shipmeaningin life
maturelove
honest
helpfulforgiving
spirituallife
BENEVOLENCE
humbledetachment
devoutrespect fortradition
moderate
acceptingportion in life
TRADITION obedient
politenessself-
discipline
honorparents
CONFORMITY
family securitysocial order
clean
healthy
nationalsecurity
sense ofbelonging
reciprocation of favors
SECURITY preservingpublic image
authority wealth
social power
socialrecognition
POWER
intelligent
capablesuccessful
ambitiousinfluential
ACHIEVEMENT
Consumer BehaviorConsumer BehaviorAffect and Motivation
Intensity of motivation: Involvement
• a consumer’s perception of the degree of personal relevance of an object (e.g., product) or event (e.g., purchase behavior);
• two forms of involvement:– intrinsic involvement:
– situational involvement:
Consumer BehaviorConsumer BehaviorAffect and Motivation
Measurement of involvement• Personal involvement inventory (Zaichkowsky): 22-item
bipolar adjective scale (e.g., important-unimportant, relevant-irrelevant, of concern to me-of no concern to me, significant-insignificant, etc.);
• Involvement profile (Kapferer and Laurent): five dimensions of involvement:
interest sign-value pleasure risk importance risk probability
Consumer BehaviorConsumer BehaviorAffect and Motivation
Means-end chain theory• the objective of means-end chain theory is to
understand what makes products personally relevant to consumers;
• attributes of products are assumed to lead to various functional and psycho-social consequences of product use which in turn satisfy consumers’ values; thus, products possessing certain attributes are seen as means to achieve certain values as ends;
• the result of a means-end chain analysis is a hierarchical value map (HVM);
Consumer BehaviorConsumer BehaviorAffect and Motivation
Attributes, consequences, and values• attributes:
– physical, objective features of products (concrete attributes);
– nonphysical, subjective product characteristics (abstract attributes);
• functional consequences: – tangible outcomes of product use
• psycho-social consequences: – intangible (psychological and social) outcomes of
product use;
• values: – abstract goals or motivational concerns;
Consumer BehaviorConsumer BehaviorAffect and Motivation
Laddering (Reynolds and Gutman)• a qualitative, in-depth interviewing process designed to
elicit means-end chains for a domain of interest (e.g., a product category);
• steps in a laddering interview:– determination of a representative set of brands in the product
category;– elicitation of meaningful distinctions between brands (e.g., in
terms of salient attributes) using direct questioning, triad sorting, preference-consumption differences, differences by occasion, etc.
– selection of key distinctions to ladder;– repeated questions of the form, “Why is this important to you?” to
prompt verbalizations of sequences of attributes, consequences, and values (referred to as ladders);
Consumer BehaviorConsumer BehaviorAffect and Motivation
Hierarchical value map for express delivery
low costCOD
open 9pmSaturdaydelivery
drop box
early delivery
person to person2nd day
next day
on-timedelivery
in-officetracking tracking
system
goodvalue
fastpayment
finishproject
savestime
satisfiedcustomer/boss
reliable
addressqueries
can domore
makes melook good
good forcompany
lessworry
in control
jobsecurity
personaladvancement
self-esteem
accomplishment
financialsecurity
peace of mind
Consumer BehaviorConsumer BehaviorAffect and Motivation
MECCAS model of advertising strategy• four levels of the MECCAS (means-end conceptualization of
the components of advertising strategy) model:– message elements: specific product attributes that the advertising
communicates verbally or visually;– consumer benefit: major positive functional consequences of
consumption;– leverage point: the manner in which the advertising activates the focal
value by tapping into psycho-social consequences;– driving force: the value orientation of the communication strategy;
• connections between these four levels are called bridges:– product bridge: connects attributes to functional consequences;– personal relevance bridge: connects functional consequences to
psycho-social consequences;– value bridge: connects psycho-social consequences to values;
Consumer BehaviorConsumer BehaviorAffect and Motivation
Copy testing based on means-end chain theory: The STRATA system
• an interview and analysis software system designed to determine the effectiveness of particular advertising executions in communicating a positioning strategy;
• respondents view an ad and evaluate how clearly the different levels of the MECCAS model and the connections between them are communicated;– communication strength scores: degree to which each MECCAS
element is communicated;– linkage strength scores: degree to which connections between
levels are communicated;– brand and ad affect scores: degree to which the ad and the brand
are liked;
Consumer BehaviorConsumer BehaviorAffect and Motivation
STRATA results for “Applause” ad
Message elements:• in-office tracking (83) 5 5
• early delivery (65) 4 4
Consumer benefit:• satisfied boss (74) 4 4
• reliable (63) 4 4
Leverage point:• less worry (69) 5 4
• in control (43) 5 4
Driving force:• self-esteem (64)
• accomplishment (48)Ad affect: 54Brand affect 49