Chapter 5
Motivation and Emotion:
Driving Consumer Behavior
BABIN / HARRIS
© 2009 South-Western, a division of Cengage Learning.
Learning Outcomes
LO1
Define motivation (what initiates human behavior), and
classify basic consumer motivations.
LO2
Understand how companies go about discovering
consumers’ motivations.
LO3
Define emotion and understand how to measure consumer
emotions.
LO4
Define the concept of schema-based affect.
© 2009 South-Western, a division of Cengage Learning.
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LO1
Motivations
• The inner reasons or driving forces
behind human action as consumers are
driven to address real needs.
• Human motivations are oriented toward
two key groups of behavior:
– Homeostasis – the body naturally reacts in a
way so as to maintain a constant, normal
blood stream.
– Self-improvement – changing one’s current
state to a level that is more ideal.
© 2009 South-Western, a division of Cengage Learning.
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LO1
Classifying basic consumer motivations
Two useful motivation theories are:
1. Maslow’s Hierarchy of Needs
•
A general theory designed to account for most
human behavior in general terms.
2. McGuire’s Psychological Motives
•
A fairly detailed set of motives used to account for
specific aspects of consumer behavior.
© 2009 South-Western, a division of Cengage Learning.
LO1 Exhibit 5.1: Consumer Motivations
According to Maslow’s Hierarchy
© 2009 South-Western, a division of Cengage Learning.
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LO1 Maslow’s Needs in the Ad Message
Example of an
appeal to safety
needs
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LO1 Maslow’s Needs in the Ad Message
Example of an
appeal to selfactualization
needs
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LO1 McGuire’s Psychological Motives
McGuire developed a classification with16 categories
Based on cognitive (thinking) and affective
(feeling) motives:

Cognitive-based motives imply that consumers select
goals based on totally objective criteria such as size,
weight, price, or miles per gallon

Affective motives imply the selection of goals
according to personal or subjective criteria
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Exhibit 5.2: Utilitarian and Hedonic
LO1 Motivations Lead to Consumer
Behaviors
© 2009 South-Western, a division of Cengage Learning.
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LO1 Selected Psychological Motives from
McGuire:
1. Need for Consistency: individual’s desire to have all
parts of oneself consistent with each other (attitudes,
opinions, self-images, views of others)
2. Need for Affiliation: need for friendship,
acceptance, and belonging; group membership
3. Need for Independence and Individuality:
characteristic of American culture; unique products
and services; owning something “Different”
© 2009 South-Western, a division of Cengage Learning.
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LO1
Consumer Involvement
Represents the
degree of personal
relevance a
consumer finds in
pursuing value
from a given
consumption act.
Types:
–
–
–
–
–
Product
Shopping
Situational
Enduring
Emotional
© 2009 South-Western, a division of Cengage Learning.
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LO1 Emotional Involvement Example
Is this high involvement or irrational
behavior?
© 2009 South-Western, a division of Cengage Learning.
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LO2
Discovering Consumer Motivations
Manifest motives are motives that are known
and freely admitted.
Latent motives are either unknown to the
consumer or are such that he/she is reluctant to
admit them.
Projective techniques are designed to provide
information on latent motives.
© 2009 South-Western, a division of Cengage Learning.
LO2 Motivation Theory and Marketing
Strategy
Latent and Manifest Motives in a Purchase Situation
© 2009 South-Western, a division of Cengage Learning.
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LO2 Motivation Theory and Marketing
Strategy
Selected Product Personality Profiles Uncovered by
Motivation Research Techniques
Baking
An expression of femininity and motherhood, baking evokes pleasant
nostalgic memories of the odors pervading the house when one’s mother
was baking. To man, a woman is subconsciously and symbolically going
through the act of giving birth when baking a cake, and the most fertile
moment occurs when the baked product is pulled out of the oven.
Ice Cream
Ice cream is associated with love and affection. It derives particular
potency from childhood memories, when it was given to a child for being
“good” and withheld as an instrument of punishment. people refer to ice
cream as something they “love” to eat. Ice cream is a symbol of
abundance; people prefer round packaging with an illustration that runs
around the box panel
because
it suggests
unlimited
© 2009
South-Western,
a division of Cengage
Learning. quantity.
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LO3
Emotion Terminology
• Emotion – a strong, relatively
uncontrolled feeling that affects behavior
• Mood – a transient (temporary and
changing) and general affective state.
• Affect – represents the feelings a
consumer has about a particular product
or activity.
© 2009 South-Western, a division of Cengage Learning.
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LO3
Measuring Emotion
Autonomic measures
Self-report measures
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LO3
Exhibit 5.6: A Short-Form PANAS
Application
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LO4
Define the concept of schemabased affect.
© 2009 South-Western, a division of Cengage Learning.
LO4
Exhibit 5.8: Illustration of Emotion
Aiding Learning
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LO4
Nostalgia
Going retro - Nostalgia creates positive feelings.
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LO4
Schema-Based Affect
Emotions become stored as
part of the meaning for a
category.
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LO4
Exhibit 5.9: A Typical Car
Salesperson Schema
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LO4
Exhibit 5.10: Examples of
Schema-Based Affect
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LO4
Emotional Contagion
• Represents the extent to which an
emotional display by one person
influences the emotional state of a
bystander.
• Emotional labor – workers have to
overtly manage their own emotional
displays as part of the requirements of the
job. Ex: flight attendants
© 2009 South-Western, a division of Cengage Learning.
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