3 motivation and emotions

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MOTIVATION

&

EMOTIONS


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Learnings

The Two Behaviours (Homeostatis & Self Improvement)

The Type of Human Motivations (5 Needs)

Role of Hedonic and Utilitarian values in Motivation

Consumer Involvement (High-Low)

Emotions (Psychobiological Reaction to situation) and CognitiveAppraisal Theory (anticipate, outcome, agency, Equity- 4 emotions)

Approaches to Measure Emotions (Autonomic & Self Reporting)

The Ways Consumers express their Emotions (EmotionalInvolvement, Expressiveness, Intelligence)

Schema Based Effect (Semantic Wiring, Nostalgia, Mood CongruentRecall, Aesthetic Labor, Self Conscious Emotions)

Emotional Contagion, Emotional Labor, Product Contamination


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1. The Topic of Motivation again revolves

around human behavior.

Human beings are motivated for 2 types of

behaviors a) Homeostasisthe body naturally reacts ina way so as to maintain a constant, normal blood stream.

b) Self-improvementchanging ones current state to alevel that is more ideal.

-2nd Issue is classifying number of human motivations


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Exhibit 5.1: An Illustration of Consumer Motivations

According to Maslows Hierarchy

LO2


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Third thing is : It is hedonic and Utilitarian

motives that lead to consumer behavior.


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Exhibit 5.2: Utilitarian and Hedonic Motivations

Lead to Consumer Behaviors

LO2


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4thIssue is Consumer Involvement


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Exhibit 5.3: Typical High and Low Product

Involvement

High-TV, WM

Low- Toothpaste, Salt

LO2


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5thIssue is Emotions and Cognitive Appraisal

Theory


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Emotions

Psychobiological reactions to

appraisals(Situations).

Psychobiological because they involve

psychological processing and physical responses.

Create visceral/Non Rational responsescertain

feeling states are tied to behavior in a very direct

way.

LO3


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Cognitive Appraisal Theory

Describes how specific types of thoughts canserve as a basis for specific emotions.

Cognitive appraisals:

Anticipation

Agency

Equity

Outcomes

LO3


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Exhibit 5.4: Visceral Responses to Emotions by

ConsumersLO3


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Emotion Terminology

Mooda transient (temporary and changing)

and general affective state.

Affectrepresents the feelingsa consumer

has about a particular product or activity.

LO3


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6thIssue is approaches to measure emotions


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Measuring EmotionLO4

Autonomic measures

Self-report measures


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Autonomic : recorded automatically on either

automatic irrational reactions or neurological

brain activity. Like Facial Reactions or

physiological responses such as sweating in Lie

detector test.


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7thIssue : How different consumers express

emotions in different ways.


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Differences in Emotional BehaviorLO5

Emotional

involvement

Emotional

expressiveness

Emotional

intelligence


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Exhibit 5.7: Emotional Intelligence

Consists of Multiple ElementsLO5


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Issue 8 : Schema Based Effect


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Emotion and Cognitive Learning InterplayLO6

Semantic wiringConsumers link concepts for memory retrieval.

The active process and storage of knowledge is influenced by

emotions.

When marketing presents a product that evokes emotions, consumer

recall is likely to increase.

Mood-congruent recall

Events are associated with moods.

When a mood can be controlled by marketing, consumers evaluations

of a product can be influenced.

Nostalgia

Events in the past may be remembered more positively than they

were in reality.

Consumers can make purchases based on nostalgic feelings

brought up about the past by the product.


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Schema-Based Affect

Emotions become stored as

part of the meaning for acategory.

LO6


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Exhibit 5.10: Examples of Schema-Based AffectLO6


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Aesthetic LaborLO6

To generate a specific emotional

reaction from consumers,employees carefully manage

their personal appearance.


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Self-Conscious EmotionsLO6

Specific emotions that result from some evaluation or reflection of

ones own behavior, including pride, shame, guilt, and embarrassment.

COURTESYOFQUITVICTORIA

,USEDWITHPERMISSION.


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Issue 9 : Emotional contagion


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Emotional Contagion

Emotional contagionrepresents the extent towhich an emotional display by one personinfluences the emotional state of a bystander.

Emotional laborworkers have to overtlymanage their own emotional displays as part ofthe requirements of the job.

Product contaminationrefers to thediminished positive feelings someone has abouta product because another consumer hashandled the product.

LO6

3 motivation and emotions

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