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Consumer Behavior Affect and Motivation

Affect

Outline

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 Behavior Affect and Motivation

Affect
affect can be defined as a valenced feeling state; two kinds of affective states may be distinguished: moods: emotions:

Consumer Behavior Affect and Motivation

Mood and consumer behavior


mood effects on memory:
material that is congruent with a persons 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 persons mood state may bias evaluations of stimuli in a moodcongruent 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 Behavior Affect 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, Hows 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 Behavior Affect 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 Behavior Affect and Motivation

Russells circumplex model of emotions


argument that emotions can be arranged in roughly a circular order around the perimeter of a two-dimensional space defined by two axes: pleasure-displeasure and degree of arousal;
aroused alarmed afraid tense angry distressed annoyed frustrated excited astonished delighted happy satisfied content glad pleased

miserable

at ease depressed relaxed sad gloomy droopy bored sleepy tired

serene calm

Consumer Behavior Affect 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 Behavior Affect and Motivation

Ads and autobiographical memories (contd)


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;
Ab
8 7 6 5

brand link present brand link absent

no retrieval cue retrieval cue

Consumer Behavior Affect 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 didnt 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 Behavior Affect 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 Compaqs performance, is satisfied with Compaqs performance, is disappointed with Compaqs performance;

Consumer Behavior Affect and Motivation

Consequences of regret and satisfaction (contd)

Regret
-.38

-.33

Repurchase intentions

.43

Satisfaction

-.41

Complaint intentions

Consumer Behavior Affect 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 Behavior Affect 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 Behavior Affect and Motivation

Values
abstract goals that represent guiding principles of peoples 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 Behavior Affect and Motivation

Rokeachs Value Survey


Instrumental values
ambitious broadminded capable imaginative independent intellectual

Terminal values
a comfortable life an exciting life a sense of accomplishment inner harmony mature love pleasure salvation self-respect

cheerful
clean courageous

logical
loving obedient

a world at peace
a world of beauty equality

national security

forgiving
helpful honest

polite
responsible self-controlled

family security
freedom happiness

social recognition
true friendship wisdom

Consumer Behavior Affect 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 Behavior Affect and Motivation

Universal value types (Schwartz)


social power POWER preserving public image national sense of wealth security belonging authority social accepting ACHIEVEMENT reciprocation recognition portion in life of favors clean moderate ambitious social order healthy TRADITION obedient influential family security honor devout successful respect for parents capable tradition politeness pleasure HEDONISM detachment intelligent selfhumble enjoying life discipline CONFORMITY responsible loyal BENEVOLENCE true friendexciting life meaning STIMULATION ship honest in life self-respect mature varied life forgiving wisdom helpful love choosing daring own goals world at world of spiritual peace beauty life protecting social environment justice independent unity with inner creativity nature curious harmony SECURITY equality UNIVERSALISM freedom broadminded

SELF-DIRECTION

Consumer Behavior Affect and Motivation

Intensity of motivation: Involvement


a consumers 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 Behavior Affect 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 Behavior Affect 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 Behavior Affect 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 Behavior Affect 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 Behavior Affect and Motivation

Hierarchical value map for express delivery


self-esteem
accomplishment personal advancement makes me look good good for company can do more fast payment financial security peace of mind job security in control less worry saves time satisfied customer/boss reliable

good value

finish project

address queries

next day person open 9pm in-office tracking to person low cost on-time tracking system Saturday drop box 2nd day COD delivery delivery early delivery

Consumer Behavior Affect 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 Behavior Affect 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 Behavior Affect and Motivation

STRATA results for Applause ad


Ad affect: Brand affect 54 49
Driving force: self-esteem (64) accomplishment (48) Leverage point: less worry (69) 5 4 in control (43) 5 4

Consumer benefit: satisfied boss (74) 4 4 reliable (63) 4 4 Message elements: in-office tracking (83) 5 5 early delivery (65) 4 4

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