Professional Documents
Culture Documents
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
Affect
affect can be defined as a valenced feeling state; two kinds of affective states may be distinguished: moods: emotions:
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;
miserable
serene calm
Regret
-.38
-.33
Repurchase intentions
.43
Satisfaction
-.41
Complaint intentions
Motivation
in the most general sense, motivation is concerned with the determinants of human behavior;
two questions:
direction: what motivates consumers to act?
Direction of motivation
goals give behavior direction; goals may be conscious or subconscious;
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;
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
studies show that LOV has predictive utility for a variety of consumer behavior variables (television viewing, magazine readership, leisure activities, etc.);
SELF-DIRECTION
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
functional consequences:
tangible outcomes of product use
psycho-social consequences:
intangible (psychological and social) outcomes of product use;
values:
abstract goals or motivational concerns;
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 benefit: satisfied boss (74) 4 4 reliable (63) 4 4 Message elements: in-office tracking (83) 5 5 early delivery (65) 4 4