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  • 1. © 2009 South-Western, a division of Cengage Learning. Chapter 5 Motivation and Emotion: Driving Consumer Behavior Babin/Harris
  • 2. © 2009 South-Western, a division of Cengage Learning. 5-2 Learning Outcomes 1. Understand what initiates human behavior. 2. Classify basic consumer motivations. 3. Describe consumer emotions and demonstrate how they help shape value. 4. Apply different approaches to measuring consumer emotions. 5. Appreciate the fact that not all consumers express emotions in the same way. 6. Define the concept of schema-based affect.
  • 3. © 2009 South-Western, a division of Cengage Learning. 5-3 Motivations  Motivation  Human motivations are oriented toward two key groups of behavior:  Homeostasis  Self-improvement LO1
  • 4. © 2009 South-Western, a division of Cengage Learning. 5-4 Hierarchy of Motivation  Maslow’s hierarchy of needs:  Physiological  Safety and Security  Belongingness and Love.  Esteem  Self-actualization LO2
  • 5. © 2009 South-Western, a division of Cengage Learning. 5-5 Simpler Classification of Consumer Motivations  Utilitarian motivation  Hedonic motivation LO2
  • 6. © 2009 South-Western, a division of Cengage Learning. 5-6 Consumer Involvement  Types:  Product  Shopping  Situational  Enduring  Emotional LO2
  • 7. © 2009 South-Western, a division of Cengage Learning. 5-7 Emotions  Psychobiological reactions to appraisals.  Psychobiological because they involve psychological processing and physical responses.  Create visceral responses – certain feeling states are tied to behavior in a very direct way. LO3
  • 8. © 2009 South-Western, a division of Cengage Learning. 5-8 Cognitive Appraisal Theory  Describes how specific types of thoughts can serve as a basis for specific emotions.  Cognitive appraisals:  Anticipation  Agency  Equity  Outcomes LO3
  • 9. © 2009 South-Western, a division of Cengage Learning. 5-9 Emotion Terminology  Mood  Mood-congruent judgments  Affect LO3
  • 10. © 2009 South-Western, a division of Cengage Learning. 5-10 Measuring Emotion  Autonomic measures  Self-report measures LO4
  • 11. © 2009 South-Western, a division of Cengage Learning. 5-11 Differences in Emotional Behavior  Emotional involvement  State of flow – extremely high emotional involvement in which a consumer is engrossed in an activity. LO5
  • 12. © 2009 South-Western, a division of Cengage Learning. 5-12 Differences in Emotional Behavior  Emotional expressiveness  Emotional Intelligence LO5
  • 13. © 2009 South-Western, a division of Cengage Learning. 5-13 Emotions and Employees  Emotional Contagion  Emotional labor LO6