CUSTOMER BEHAVIOR: A MANAGERIAL PERSPECTIVE
PART 2: Foundations of Customer Behavior
CHAPTER 5
Customer Motivation: Needs,
Emotions, and Psychographics
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1
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Conceptual Framework
Customer Behavior: A Managerial Perspective
PART 2
CHAPTER 5
Motivation Emotions
• Types of Emotions
• Customer Moods
• Hedonic Consumption
Motivation Needs
• Maslow’s Needs Hierarchy
• Murray’s Psychogenic Needs
• Dichter’s Consumption Needs
Motivation Psychographics
Buyer
User
Payer
• Values
• Self-concept
• Lifestyles
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2
The Motivation Process
Customer Behavior: A Managerial Perspective
PART 2
CHAPTER 5
Drive/arousal
• Cognitive
• Autonomic (physiological)
• Emotive
Outcome
Identification of
• Experience of new state
• Satisfaction
• Goal-directed behavior
Behavior
• Approach or avoidance
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3
Approach/Avoidance Motives
Customer Behavior: A Managerial Perspective
PART 2
CHAPTER 5
Approach motivation is the desire to attain
a goal-object
Avoidance motivation is the desire to
protect oneself from an object
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Facets of Motivation
Customer Behavior: A Managerial Perspective
PART 2
CHAPTER 5
Needs
Emotions
Psychographics
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5
Needs
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Customer Needs
Customer Behavior: A Managerial Perspective
PART 2
CHAPTER 5
Maslow’s need hierarchy
Murray’s psychogenic needs
Dichter’s consumption needs
Needs identified by marketing scholars
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7
Maslow’s Need Hierarchy
Customer Behavior: A Managerial Perspective
PART 2
CHAPTER 5
Physiological needs (hunger, thirst)
Safety and security needs (security, protection)
Belongingness and love needs (social needs)
Esteem and ego needs (self-esteem, recognition,
status)
Need for self-actualization (self-development,
realization)
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8
Murray’s List of Psychogenic
Needs
Customer Behavior: A Managerial Perspective
Need
PART 2
Definition
CHAPTER 5
Examples
Autonomy
To be independent and free to act according to
impulse; to be unattached, irresponsible; to defy
convention.
Impulse buying, wearing
unconventional clothing
Dominance
To direct the behavior of others
Aggressively demanding attention
in service establishments
Nurturance
To give sympathy and to feed, help, and protect
the needy
Giving to humanitarian causes
Exhibition
To make an impression; to excite, amaze,
fascinate, entertain, shock, intrigue, amuse, or
entice others
Wearing high-fashion clothing
Cognizance
To explore, to ask questions, to seek knowledge
Visiting museums, learning about
new technology and products
Exposition
To give information and explain, interpret, and
lecture.
Playing opinion leaders.
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9
Ernest Dichter’s Consumption
Motives
Customer Behavior: A Managerial Perspective
PART 2
Motive
CHAPTER 5
Examples of Consumption Decisions
Mastery over environment
Kitchen appliances, power tools
Status
Scotch, owning a car in third-world economies
Rewards
Candies, gifts to oneself
Individuality
Gourmet foods, foreign cars, tattoos
Social acceptance
Companionship: sharing tea drinking
Love and affection
Giving children toys
Security
Full drawer of neatly ironed shirts
Maculinity
Toy guns, heavy shoes
Femininity
Decorating (products with heavy tactile component)
Eroticism
Sweets (to lick), gloves (to be removed by women as a form of undressing)
Disalienation
Listening to and calling in talk shows (a desire to feel connected)
Moral purity/cleanliness
White bread, bathing, cotton fabrics
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Magic-mystery
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Belief in UFOs, religious rituals, crystals (having healing power), visiting Elvis
Presley museum and buying related products.
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Needs Identified by Marketing
Scholars
Customer Behavior: A Managerial Perspective
PART 2
CHAPTER 5
Use-situation (i.e., aversive or positive)
Hedonic (i.e., pleasure seeking)
consumption motive
Utilitarian
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Three Specific Needs
Customer Behavior: A Managerial Perspective
PART 2
CHAPTER 5
Arousal
Cognition
Attribution
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12
Arousal Seeking
Customer Behavior: A Managerial Perspective
PART 2
CHAPTER 5
Humans have an innate need for
stimulation.

Optimal level of stimulation
 Level of adaptation
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13
Curiosity
Customer Behavior: A Managerial Perspective
PART 2
CHAPTER 5
Need for cognition

Need for knowing
Tolerance for ambiguity
Market mavens
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14
Need for Attribution
Customer Behavior: A Managerial Perspective
PART 2
CHAPTER 5
Attribution motivation

The motivation to assign causes


Internal attributions
External attributions
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15
Internal vs. External
Attributions
Customer Behavior: A Managerial Perspective
PART 2
CHAPTER 5
Consistency
Consensus
Distinctiveness
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16
Emotions
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Customer Emotions
Customer Behavior: A Managerial Perspective
PART 2
CHAPTER 5
Emotions have three components:

Physiological
 Behavioral
 Cognitive
Schachter’s two-factor theory

Autonomic arousal
 Cognitive interpretation
Marketers can adapt or respond to customer
emotions by:

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Designing the stimulus
 Aiding the meaning appraisal
Copyright © 1999 by Thomas Southwestern. All rights reserved.
18
Scales To Measure Plutchik’s Eight
Emotions
Customer Behavior: A Managerial Perspective
PART 2
CHAPTER 5
Plutchik’s emotions can be measured by rating the following triads of adjectives, each
rated on, say, a five-point scale, ranging from Not at all to Very strongly. How do you feel
at the moment?
Fear:
Threatened, frightened, intimidated
Anger:
Hostile, annoyed, irritated
Joy:
Happy, cheerful, delighted
Sadness
Gloomy, sad, depressed
Acceptance:
Helped, accepted, trusting
Disgust:
Disgusted, offended, unpleasant
Anticipation:
Alert, attentive, curious
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Surprise:
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Puzzled, confused, startled
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19
Emotions Typology:
Plutchik’s Circle
Customer Behavior: A Managerial Perspective
PART 2
Optimism
Love
Aggressiveness
Anticipation
Joy
Anger
Acceptance
Contempt
Submission
Fear
Disgust
Sadness
Surprise
Awe
Remorse
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Disappointment
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CHAPTER 5
Customer Moods
Customer Behavior: A Managerial Perspective
PART 2
CHAPTER 5
Moods are simply short-lived emotions felt less
intensely
Marketing stimuli that can induce positive or
negative moods are:

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The ambiance of the store or service delivery facility
 The demeanor of the salesperson
 The sensory features of the product
 The tone and manner of advertising
 The content of the message itself from a salesperson
or in the advertisement
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Positive Moods
Customer Behavior: A Managerial Perspective
PART 2
CHAPTER 5
Mood states have consequences in terms of
favorable or unfavorable customer response to
marketer efforts
Customers have been found to:



Linger longer in positive mood environments
Recall those advertisements more that had created
positive moods
Feel more positive toward brands based on advertising
that created feelings of warmth
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22
Brand Name Recall
Customer Behavior: A Managerial Perspective
PART 2
CHAPTER 5
Brand name recall is a prerequisite for the choice
of the brand
Recall depends on the process by which the
brand was first encoded in memory
Researchers Lee and Sternthal state that two
factors important in the encoding process
Brand rehearsal – how frequently and recently, the brand
has been exposed in the memory as a member of a
particular category
 Relational elaboration - the process by which consumers
link the brands to the specific categories they belong to

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23
Hedonic Consumption: Seeking
Emotional Value
Customer Behavior: A Managerial Perspective
PART 2
CHAPTER 5
Hedonic consumption is the use of
products and services that give pleasure
through the senses, that help create
fantasies, and that give emotional arousal

Sensory pleasure
 Aesthetic pleasure
 Emotional experience
 Fun & enjoyment
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24
Involvement
Customer Behavior: A Managerial Perspective
PART 2
CHAPTER 5
Involvement

The degree of personal relevance of an object or product or
service to a customer
Situational involvement

the degree of interest in a specific situation or on a specific
occasion
Enduring involvement

The degree of interest a customer feels in a product or service
on an ongoing basis
Deep involvement

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The relationship we develop as users with selected products
and services
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25
Deep Involvement
Customer Behavior: A Managerial Perspective
PART 2
CHAPTER 5
Deeply involved consumers:





Are knowledgeable about the product or service and
thus can act as opinion leaders
Consume a greater quantity of the product and also
buy related products
Are less price sensitive for that product and are
willing to spend well
Seek constant information about products and services
Want to spend more time in related activities
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26
Psychographics
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Psychographics
Customer Behavior: A Managerial Perspective
PART 2
CHAPTER 5
Values
Self-concept
Lifestyles
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28
Values
Customer Behavior: A Managerial Perspective
PART 2
CHAPTER 5
Terminal values

the goals we seek in life (e.g., peace and
happiness)
Instrumental values

the means or behavioral standards by which
we pursue these goals (e.g., honesty)
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29
List of Values (LOV)
Customer Behavior: A Managerial Perspective
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Self-respect
Self-fulfillment
Security
Sense of belonging
Excitement
Sense of accomplishment
Fun and enjoyment
Being well respected
Warm relationships with others
Copyright © 1999 by Thomas Southwestern. All rights reserved.
PART 2
CHAPTER 5
30
Linking Product Attributes To
Customer Values
Customer Behavior: A Managerial Perspective
PART 2
CHAPTER 5
Customers don’t buy products or services;
they buy benefits
Means-end chains

Identifying the connections between
product/service features and customers’
fundamental needs and values
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31
Means-End Chain
Accomplishment 20
• get more from life
Self-esteem 23
• feel better about self
• self image
• self worth
Belonging 22
• security
• camaraderie
• friendship
Impress Others 18
• successful image
Reward 16
• satisfying
• compensation
Thirst-quenching 12
• relieves thirst
• not too sour
Refreshing 10
• feel alert, alive
Carbonation
(+)1
Crisp
2
Family Lite 21
• maintain respect of
others
• better family ties
Socialize 19
(able to)
• easier to talk
• open to
• more sociable
Sophisticated Image
17
• personal status
• how others view me
More Feminine 13
• socially acceptable
Avoid Negatives of
Alcohol 14
• not too drunk
• not too tired
Quality 8
• superior product
• product quality
Consume Less 11
• can’t drink more
• can sip
Expensive
(+)3
Label
(fancy)
4
Bottle
(shape)
5
Less
Alcohol
6
Filing
9
Avoid Waste 15
• doesn’t get
warm
Smaller
Size
(10 oz)
Self-concept
Customer Behavior: A Managerial Perspective
PART 2
CHAPTER 5
Actual self

What the person currently is
Ideal self

What the person would like to become
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33
A Scale to Measure Self-Image
and Product Image
Customer Behavior: A Managerial Perspective
PART 2
CHAPTER 5
1.
Rugged
1
2
3
4
5
6
7
Delicate
2.
Exciting
1
2
3
4
5
6
7
Calm
3.
Uncomfortable
1
2
3
4
5
6
7
Comfortable
4.
Dominating
1
2
3
4
5
6
7
Submissive
5.
Thrifty
1
2
3
4
5
6
7
Indulgent
6.
Pleasant
1
2
3
4
5
6
7
Unpleasant
7.
Contemporary
1
2
3
4
5
6
7
Uncontemporary
8.
Organized
1
2
3
4
5
6
7
Unorganized
9.
Rational
1
2
3
4
5
6
7
Emotional
10. Youthful
1
2
3
4
5
6
7
Mature
11. Formal
1
2
3
4
5
6
7
Informal
12. Orthodox
1
2
3
4
5
6
7
Liberal
13. Complex
1
2
3
4
5
6
7
Simple
14.Copyright
Colorless
© 2002
1
2
3
4
5
6
7
Colorful
1
2
3
4
5
6
7
Vain
15. Modest
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34
Lifestyle
Customer Behavior: A Managerial Perspective
PART 2
CHAPTER 5
Lifestyles are determined by:
A customer’s personal characteristics
 A customer’s personal context
 A customer’s needs and emotions

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35
Psychographics As AIO
Profiles
Customer Behavior: A Managerial Perspective
PART 2
CHAPTER 5
Psychographic profiles

Activities
 Interests
 Opinions
Lifestyle retail brands
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36
Values And Lifestyles (VALS)
Customer Behavior: A Managerial Perspective
PART 2
CHAPTER 5
VALS 1 groups the entire U.S. population
into nine groups, based on the identities
they seek and implement via marketplace
behaviors
VALS 2 groups U.S. customers into eight
groups based on two dimensions: selforientation and resources
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37
VALS 1: Nine Lifestyle
Segments in the United States
Customer Behavior: A Managerial Perspective
PART 2
Integrated
Societally
Conscious
Achievers
CHAPTER 5
Inner
Directed
Experiential
Emulators
I-am-me
Belongers
Outer
Directed
Sustainers
Need
Driven
Survivors
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38
VALS 2: Eight American
Lifestyles
Customer Behavior: A Managerial Perspective
PART 2
High Resources
High Innovation
Actualizers
Principle
Status
Action
Fulfilleds
Achievers
Experiencers
Believers
Strivers
Makers
Strugglers
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CHAPTER 5
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Low Resources
Low Innovation
39
Applications of VALS
Customer Behavior: A Managerial Perspective
PART 2
CHAPTER 5
The best use of VALS is in targeting marketing
communications
The iVALS model divides Internet users into 10
psychographic profiles




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
Wizards
Pioneers
Surfers
Upstreamers
Mainstreamers




Socialites
Sociables
Workers
Seekers Immigrants
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40
Compulsive Buying
Customer Behavior: A Managerial Perspective
PART 2
CHAPTER 5
Compulsive buying is motivated less by a desire
to possess things, and more as a means of
maintaining self-esteem
Compulsive buyers:





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
Have a lower self-esteem
Are more depressed
Show a greater tendency to fantasize
Experience greater emotional lift at the time of
purchase
Experience remorse in the post-purchase phase
Accumulate a much higher debt
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41
Compulsive Consumption
Customer Behavior: A Managerial Perspective
PART 2
CHAPTER 5
Compulsive consumers:

Experience a drive or urge to engage in a
behavior
 Deny harmful consequences
 Face repeated failure in attempts to control
that behavior
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42
Materialism
Customer Behavior: A Managerial Perspective
PART 2
CHAPTER 5
Three dimensions:

Acquisition centrality
 Acquisition as the pursuit of happiness
 Possession-defined success
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43
A Scale to Measure Materialism
Customer Behavior: A Managerial Perspective
PART 2
SUCCESS SUBSCALE
I admire people who own expensive homes,
cares, and clothes.
Some of the most important achievements in
life include acquiring material possessions.
I don’t place much emphasis on the amount
of material objects that people own as a sign
of success.
The things I own say a lot about how well
I’m doing in life.
I like to own things that impress people.
I don’t pay much attention to the material
objects other people own.
CENTRALITY SUBSCALE
I usually buy only the things I need.
I try to keep my life simple as far as
possessions are concerned.
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CHAPTER 5
The things I own aren’t all that important to
to me.
I enjoy spending money on things that aren’t
practical.
Buying things gives me a lot of pleasure.
I like a lot of luxury in my life.
I put less emphasis on material things than
most people do.
HAPPINESS SUBSCALE
I have all the things I really need to enjoy
life.
My life would be better if I owned certain
things I don’t have.
I wouldn’t be any happier if I owned nicer
things.
I’d be happier if I could afford to buy more
things.
It sometimes bothers me quite a bit that I
can’t afford to buy all the things I’d like.
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44
The Motivational Processes and
the Three Customer Roles
Customer Behavior: A Managerial Perspective
PART 2
CHAPTER 5
User
Payer
Buyer
Needs
One or more needs constitute the
primary purpose of product or
service usage.
• Fear of being ripped off (security,
esteem).
• Donors to worthy causes (esteem).
• Payers for gifts (esteem, social
needs).
• Personal safety in shopping
areas.
• Seek social interaction with
salespersons and service
providers.
• Need to protect and look to
enhancing self esteem in
marketplace experiences.
Emotions
Emotional value from products &
services.
• Emergency expenses and
involuntary expenses, cause
negative emotions
• Debt causes grief to many payers.
• Spending on self and for loved
ones causes positive emotions.
• Shopping activity is
sometimes enjoyable, and, at
other times, boring.
• Finding a deal gives a thrill.
Psycho
Users seek and use many
products and services to live their
lifestyles, to fit in with their
psychographics.
• Being a spend thrift or a big
spender, being a credit card user,
accumulating debt or eager to stay
debt-free are psychogrpahics.
• Comparison shoppers, “shop
till you drop,” shoppers at
late night, “shopper types.”
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45