Chapter 8
Motivation, Emotion, Mood, and
Involvement
Copyright Atomic Dog Publishing, 2002
Chapter Spotlights
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How human needs motivate consumers to
buy
What specific motives play a role in
marketplace behavior
How marketers can elicit specific emotions to
sell products and services
How moods affect consumption patterns
How consumer involvement with products
and services changes the effects of marketing
information
Copyright Atomic Dog Publishing, 2002
Consumer Motivation
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It is the drive to satisfy
needs and wants, both
physiological and
psychological, through
the purchase and use of
products and services.
Stages (Exh. 8-2) of the
motivation process:
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Latent need
Drive
Want or desire
Goal
Behavior
Copyright Atomic Dog Publishing, 2002
Behavioral Models of
Motivation
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Maslow’s hierarchy of needs
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Motivation as a means of satisfying human needs
Five types of needs:
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Physiological: food, water, sleep, exercise, sex
Safety: security, shelter, normalcy in daily life
Love and belongingness: affection and acceptance as part of a
family or group
Esteem or status: respect from others; need to feel competent,
confident, important, and appreciated; self-respect
Self-actualization: the need to realize one’s own potential, to
achieve dreams and ambitions; hunger for knowledge and
understanding; to do things for the sake of doing them
Marketing implications
Copyright Atomic Dog Publishing, 2002
Models (continued)
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Dichter’s major consumption motives
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1950 study regarding the consumer needs
motivating the purchase of Ivory soap
(P&G).
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He found a relation between the use of soap
and the need for spiritual purity
12 key motivations lead to product purchase
Copyright Atomic Dog Publishing, 2002
Models (continued)
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Sheth’s consumer motives
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Five dimensions of motivation concerning
products/services benefits
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Functional – utility or function performed
Aesthetic/emotional – appearance or
attractiveness
Social – status or esteem value
Situational – unexpected benefit
Curiosity – interest aroused
Copyright Atomic Dog Publishing, 2002
Consumer Motivation and
Marketplace Behavior
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Influence on consumer decision making (Exh
8-6)
Influence on consumer conflict resolution
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Approach-approach conflict – choosing between
two equally attractive options
Approach-avoidance conflict – considering an
option that has both good and bad outcomes
Avoidance-avoidance conflict – choosing between
two undesirable options
Copyright Atomic Dog Publishing, 2002
Triggering Consumer Motives
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Encouraging need recognition
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Attempt to move consumer from actual
state to desired state
Triggering motivation through needbenefit segmentation
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Understand consumer benefits sought and
offer goods and services to deliver these
benefits to specific target segments
Copyright Atomic Dog Publishing, 2002
Emotions
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Emotions are affective responses that
reflect the activation within the consumer
of beliefs that are deep-seated and valueladen.
Beliefs  emotions
Copyright Atomic Dog Publishing, 2002
Emotions (continued)
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Experiencing emotions
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People purchase products and services to
experience certain emotional states or to achieve
emotional goals (emotional arousal)
Emotions and consumer satisfaction: e.g. joy
or pleasant surprise yield satisfaction while
distress or anger yield dissatisfaction
Emotions and communication: e.g. pleasure
or displeasure with ad yields similar attitudes
toward the ad and the product. Some ads
are designed to arouse specific emotions.
Copyright Atomic Dog Publishing, 2002
How Emotional States are
Induced
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People have little control over the
affective system
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Affective responses to environmental cues
are immediate and automatic (e.g. color)
Some control is possible through our
behavior
Advertising and emotions
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Anger
Fear
Humor
Warmth
Copyright Atomic Dog Publishing, 2002
Mood
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It is an affective state that is general and
pervasive
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Moods are much less intense than emotions
Consumers are much less conscious of moods and
the effect of moods on marketplace behavior.
Consumer moods are induced in three different
marketplace settings (Exh. 8 –12):
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Service encounters
Point-of-Purchase stimuli
Communications
Copyright Atomic Dog Publishing, 2002
Effects of Moods
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On consumer recall
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On consumer evaluation
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Recall increases if mood at time of
encoding and retrieval match
Negative mood  negative product or
service evaluation (and vice versa)
On consumer behavior
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Positive mood increases giving, encourages
consumers to seek variety and their
willingness to try new things
Copyright Atomic Dog Publishing, 2002
Inducing Positive Moods
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In service encounters
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Transaction mechanics
Service personnel
Physical setting
In marketing
communications
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Media placement – medium is
part of the message
Message aspects – claims,
emotional music, pictures, etc.
Copyright Atomic Dog Publishing, 2002
Involvement
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A heightened state of awareness based on
importance that motivates consumers to seek
out, attend to, and think about product
information prior to purchase.
Two types of involvement
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Situational – tied to a particular
situation/circumstance and specific product
Enduring – tied to a product category; persistent
over time and across different situations
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Effects of Consumer
Involvement
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Information search
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High involvement  greater information search (more
shopping around)
Information processing
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Depth of comprehension
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Extent of cognitive elaboration
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High involvement  more thinking
Extent of external arousal
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High involvement  deeper comprehension
High involvement  greater emotional arousal
Information transmission
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High involvement  more frequent information transmission
(talking about products) to others
Copyright Atomic Dog Publishing, 2002
Causes of Consumer
Involvement
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Personal factors
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Product’s image and needs it serves are congruent with a
consumer’s self-image, values and needs  high
involvement
Product factors
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The greater the perceived risk the greater consumer
involvement
The more alternatives there are to choose from, the greater
the involvement
The higher the hedonic value of goods, the greater the
involvement
The more socially visible a product is, the greater the
involvement
Copyright Atomic Dog Publishing, 2002
Causes (continued)
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Situational factors
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Social pressure can significantly increase
involvement
The imminence of the decision
heightens involvement
Irrevocable purchase decisions heighten
enrollment
Copyright Atomic Dog Publishing, 2002
Involvement-based Consumer
Behavior Models
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Low-involvement learning model
 Replacing old brand perceptions with new beliefs without
attitude change
Learn (information)-Feel (attitude)-Do (behavior) hierarchy (See
Exhibit 8 – 14)
 High involvement/high thinking (Thinker): Learn-Feel-Do
 High involvement/high feeling (Feeler): Feel-Learn-Do
 Low involvement/low thinking (Doer): Do-Learn-Feel
 Low involvement/low feeling (Reactor): Do-Feel-Learn
Copyright Atomic Dog Publishing, 2002
Models (continued)
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Level of message processing model
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Consumer attention to advertising is influenced by
the following four levels of involvement: preattention, focal attention, comprehension, and
elaboration
Product versus brand involvement model
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Brand loyalists
Information seekers
Routine brand buyers
Brand switchers
Copyright Atomic Dog Publishing, 2002